Client
Envorso
Year
2024
Deliverables
Integrated Communications
Thought Leadership
Social Media
Website
Digital Advertising
Email Newsletter
Thought Leadership
Social Media
Website
Digital Advertising
Email Newsletter
Situation
Envorso is a software consultancy founded in 2016. With team members on staff from both tech and manufacturing leadership backgrounds, the organization helps companies adapt their existing business for the digital era.
As industries from automotive to fintech and life sciences are being increasingly defined by software, Envorso tapped Franco for an integrated communications campaign. The company sought to raise awareness of their services and emerge as a thought leader in their field.
Franco put together a program that spanned media relations and digital advertising to owned content development, strategic counsel and more. See how we tackled this challenge below.
Approach
Media Relations
- Conducted interviews with Envorso executives to learn about the company and mine for newsworthy stories.
- Provided executives with spokesperson preparation for media interviews.
- Identified target publications and reporters covering the software transition.
- Fostered relationship-building between media and Envorso through targeted media pitches, introductory meetings and interviews.
Thought Leadership
- Secured speaking opportunities for Envorso executives at influential industry conferences.
- Collaborated with Envorso team to develop insightful blog posts for their website.
Social Media
- Identified content suitable for social posts and created a content calendar.
- Increased Envorso’s social cadence to three posts per week.
Website
- Conducted an audit to determine potential improvements to Envorso website.
- Offered strategic SEO counsel and recommendations on best practices.
Digital Advertising and Newsletter
- Managed and executed advertising campaigns on LinkedIn and Google Search.
- Provided counsel for and developed monthly email newsletter highlighting success stories, upcoming events and company news.
Results
Media Relations
- Increased media coverage over a four-month period from seven articles January-April to 30 articles September-December (3.28x increase).
- Secured coverage and contributed content opportunities in Automotive News, Axios, Detroit Free Press, Detroit News, SAE and more.
Thought Leadership
- Secured speaking opportunities at industry events including MOVE America, the Detroit Auto Show’s Mobility Global Forum, CAR MBS and Reuters Automotive USA.
- Organized podcast and broadcast appearances for Envorso executives, including Autoline and the Automotive Leaders Podcast.
Social Media
- Increased average engagement rate from 6.73% in Q2 to 8.51% in the six months spanning June–November (26.44% increase).
Digital Advertising and Newsletter
- Exceeded target goal of a 9% open rate in six of seven months in which a newsletter was distributed.
- Exceeded target goal of 0.4% click through rate or higher in all eight months ads were run.
