Sample Programs: Thought Leadership

Here is a sample of a thought leadership program we recently executed for an advertiser.

Campaign Goal:

1. Establish brand loyalty among Federal executives who work on Health IT initiatives
2. Generate leads and raise awareness of advertiser’s expertise in Health IT by direct engagement with Government IT audience.

Program Element 1: Branded Content – The Roadmap

The advertiser worked with one of our writers and decided upon a pre-set design template in which to present their original content on Health IT.
They chose ‘The Roadmap’ since this piece can be leveraged to act as a guide to breaking down the complexities of a certain topic or technology.
The 3 page piece, divided into 3 distinct content sections, effectively illustrated the leadership qualities that the advertiser brought to the topic.  The piece ran in both FCW and GCN to a total of 180,000 subscribers.
The advertiser also opted to publish the piece as a whitepaper on FCW.com and GCN.com which guaranteed leads.

Program Element 2: Custom Event (Washington, D.C.)

The advertiser wished to directly engage with Government IT professionals inside the beltway in an educational setting, so an FCW custom event with prominent advertiser branding was the perfect way for them to meet this marketing goal.

Our marketing services team oversaw the project from start to finish and this turnkey event featured a government speaker as well as an industry panel on Health IT.  The advertiser participated in both the opening and closing remarks making it feel like their very own educational event for federal IT executives.

The event was well attended and gave the advertiser an exceptional opportunity to engage directly with their target audience while promoting their expertise on the topic.

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