CASE STUDY

Renowned Performing Arts Institution

Determining the best marketing technology stack

Challenge

A nationally renowned performing arts institution needed to upgrade its technology stack to implement new, innovative digital practices, including website personalization, integrated multi-channel marketing, and digital asset collaboration. The new marketing tools needed to integrate with its existing technology and operate within the budget of a non-profit organization.

Solutions

Altimeter, in partnership with Prophet set out to create a comprehensive list of features and functionalities for the new platforms based on the needs of the institution’s marketing, PR and artistic planning teams.

To do this, we interviewed representatives of every single department to establish their priorities and major challenges. We then created an RFP document for four types of technology platforms; a content management system, a digital asset management tool, a content collaboration tool and a web personalization platform. We then created a shortlist of vetted vendors and invited them to participate in the RFP process. During this process, we ran live demos and Q&A sessions for our clients to help them make understand the pros and cons of each software and the implementation process.

Results

After a lengthy RFP process, we made final recommendations for the best vendors in each software category, which the client acted on. In addition, we also delivered recommendations for new processes and governance in order to ensure the successful use of the technology stack. Finally, we created job descriptions for employees to run the newly installed platforms.

CASE STUDY

Hootsuite

Conducting research to elevate thinking and credibility in the marketplace

Challenge

Technology companies are prolific content creators. They’re often among the most mature in terms of content quality and effectiveness to influence prospects. That said, they also seek out trusted, independent voices to add credibility to their content marketing and to present their value propositions from an outsider’s perspective.

Hootsuite had some research that indicated the use of their tools helped their customers digitally transform—an important value proposition given the global pandemic and the huge investments many of their customers are making in digital transformation efforts. Hootsuite hired Altimeter to research this topic and create co-branded content to lend credibility to this value proposition.

Solutions

Altimeter analysts held working sessions with senior leaders to understand the problem they wished to solve. We developed a number of hypotheses for how social media helps organizations transform as a value proposition for Hootsuite. We then designed qualitative and quantitative research to test our hypotheses. This involved interviewing team members, customers and independent thought leaders—as well as a large global survey of more than 2,000 social media professionals. The output of our research included a public-facing research report, speaking engagements, webinars and slide presentations for sales.

Results

The report exceeded Hootsuite’s expectations. James Mulvey, Head of Content at Hootsuite, shared his experience:

“Unmatched expertise in digital transformation and an incredible team of analysts and marketing experts. Hootsuite engaged Altimeter to help us create an integrated global thought leadership campaign on how advanced organizations used social media to transform their marketing, sales, and HR departments. Right from the start, Ed and Charlene blew us away with how quickly they analyzed our industry, the new insights they uncovered, and the clear framework they built that became the cornerstone of the campaign.

The campaign performed very well, exceeding our sourced pipeline targets and significantly growing our database of prospects. We conducted a quantitative survey, Charlene ran qualitative interviews with our customers and worked with us to deliver an outstanding report and assets for our sales team. Charlene also spoke to our sales teams, shared the research with a select group of our strategic customer accounts, and spoke at our virtual conference, CXN.

We’ve tried other agencies before for creating reports. Altimeter delivered a much better product. Altimeter has deep expertise in digital transformation, social strategies, and understands what executives need and want from thought leadership content. We definitely will work with them again!”

“We’ve tried other agencies before for creating reports. Altimeter delivered a much better product. Altimeter has deep expertise in digital transformation, social strategies, and understands what executives need and want from thought leadership content. We definitely will work with them again!”

James Mulvey
Head of Content

CASE STUDY

Leading Shipping and Logistics Company

Using engaging content to increase visibility

Challenge

A leading national shipping and logistics company wanted to increase its visibility among small business owners by engaging them with content. Although it had a small business blog for this purpose, the company needed direction in terms of the type of content that would be most effective, and a set of editorial guidelines that would ensure consistent quality and purpose.

In addition, it needed alignment from multiple stakeholders within its company, including corporate communications, digital marketing and the executive suite, so that all parties could focus on a common set of goals that delivered on both business and customer needs.

Solutions

Altimeter ran a full-day content strategy workshop with participation from all the stakeholder departments. The workshop focused on the specific needs of three types of audiences, small business owners, marketing professionals, and supply chain worker, with the goal of choosing the right content archetype to deliver to each segment. In addition, we facilitated discussions between participants on the specific resources they needed to act on the strategy, and how to resolve competing priorities between different departments.

Results

As a result of the workshop, participants were able to agree on prioritizing one content archetype over all the others for all three audiences. This gave them a clear vision and mandate for an effective content strategy that could be scaled across the organization, and measured.

They were also able to generate and align on a set of editorial criteria that enabled content to be produced in any part of the organization but meet standards for quality and consistency. Finally, we created a roadmap of prioritized initiatives to successfully implement the new content strategy, with recommendations for technology, governance and budget.

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