United States

2020

Two not-for-profit reports: higher education and industry

Entrant Company

Grant Thornton LLP

Category

Integrated Marketing

Client's Name

.

Sub-Category

Nonprofit

Not-for-profit higher education and not-for-profit industry face many of the same issues that other sectors do — using data, platforms and tech tools advantageously; managing staff and operational costs; collaborating in new ways; and securing effective leadership. A report for each of the two sectors is designed to enlighten leaders on pressing topics and prompt innovative thinking and smart planning. Through these reports, leaders are informed about challenges and impacts to expect and are offered solutions to address them. The reports convey a range of new opportunities; transformational strategic options; and enhanced ways to engage donors, board members, volunteers and other constituents. The goal of the reports is to confirm Grant Thornton’s position as an experienced, authoritative service provider in both sectors, and as a result, to gain business. Audience College and university administrators and educators; board/audit committee members, CEOs, CFOs, presidents, VPs/senior VPs/executive VPs, controllers/comptrollers Content plan The Content team provides scope, purpose and specifications to professionals in the two sectors. Sector professionals draft articles, which require extensive rewriting by the Content team as well as a complex review process with high-level executives. After the articles are final, the Content team oversees design of each report; directs the video; writes website copy; and coordinates digital, social media and PR. Website plan A dedicated landing page for each report presents the gated report and supporting assets: • Banner and other images • Report overview • Video highlighting features of the report • Invitation to register to ungate and download the report • Primary insights in three top report insights • Representative quote • Registration for webcast recap of the report Promotion Website cross-promotion Client emails Social media (organic) PR Results For the higher education report, average time on page and LinkedIn engagement rate exceeded expectations by 128% and 167%, respectively. For the industry report, average time on page and LinkedIn engagement rate exceeded expectations by 188% and 176%, respectively.

Credits

Senior Associate, Content Projects Lead
Mary Brandenburg
Manager, Content Growth and Value Strategist
Wendy Anderson
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