To drive awareness of Georgetown University’s new master’s degree program in hospitality management, we implemented our Search Press Pro process (in a partnership with PR Newswire) to develop a press release optimized for search engines, which increased the amount of exposure the announcement received. Our post-release reported metrics included online and search views, media views, social engagement, ReleaseWatch metrics (engagement resulting from PR Newswire distribution), and overall engagement metrics.
Using a combination of robust third-party tools and manual search performed by our experienced analysts, we helped health and wellness product company Twinlab discover business-critical data about their customer base, including how retailers find information about products, how brand sentiment about Twinlab is trending, and how consumers influence retailers’ purchasing decisions. The result was a comprehensive analysis of Twinlab’s share of voice and key competitive insights as well as recommendations for social engagement, content strategy, and campaign focus areas.
In a long-term engagement with American Cancer Society, our SEO team has developed and managed a large-scale program to constantly measure—and improve—the search engine optimization of the ACS site to drive discoverability, interest, and engagement for one of the most recognized U.S. non-profits. Ongoing SEO management includes implementing SEO practices to increase site visits, improve high search-page keyword rankings, and discover near-term opportunities for capturing high volumes of search traffic. This ongoing monitoring and reporting is a critical part of ACS’s ongoing marketing planning and strategy development.
We conducted ongoing social media monitoring for Freightliner to provide guidance on where their potential buyers seek information online, what types of content influence the buying decision, and marketing opportunities. Using a robust set of tools, our social media team captured crucial data relative to specific industry events, brand sentiment, share of voice, and competitive insights. The result was a continuously refreshed set of recommendations that Freightliner used to set future marketing strategy.
To help financial advisors recognize how cultivating relationships with the children of existing clients can help grow an advisory practice, LPL Financial partnered with Penton’s WealthManagement.com to conduct a survey and develop a white paper capturing the results and best-practices guidelines. The white paper, which positioned LPL Financial as a thought leader in the industry, presented original findings on how advisors could implement strategies to serve clients’ adult children—including tapping into social media and educating young clients about the role advisors can play in successfully managing wealth.
Our Machine Design senior editor Elisabeth Eitel joined forces with industry expert Tom Quaglia to present guidelines for design engineers who need to implement late-stage design changes. Practical and conversational, this seminar attracted targeted prospects for sponsor PTC by focusing on the time and resource savings that engineers could expect by using appropriate product design software. The seminar was proof that winning the hearts and minds of engineers starts with understanding their pain points and offering real answers.
To drive viral interest in cloud computing topics, we produced a series of video blogs that featured two of our most popular technical experts engaging in talk-show-style, conversational discussions. Recorded at their desks using webcam technology, the sessions were short, informative, and entertaining. Because of the short production schedule, the video blogs keyed off of current trends and were optimized for sharing on social media.
Citrix partnered with our Windows IT Pro group to develop the “Top 6 Challenges for XP Migrations” to guide IT administrators in breaking through barriers to ditching the outdated and unsupported Windows XP operating system. The succinct, punchy guide positioned Citrix as a valued partner to businesses seeking cost savings and security improvements with a smooth, glitch-free migration plan. Combined with a lead-generation program, the Top 6 piece engaged prospective buyers for Citrix.
To help Microsoft and HP determine which scripting and automation tools are most commonly used, Penton invited participants from the Windows IT Pro audience to join a discussion led by Jeffery Hicks, a Microsoft PowerShell MVP and independent consultant, trainer, and author. Penton conducted three sessions using an online focus group platform that allowed the moderator and observers to engage with the participants via webcam technology. The result was a rich data set gathered on a tight timeline without incurring travels costs for participants or organizers.
Gain audience insights in real-time
Benefits of in-person session without physical constraints
Capture feedback and reaction to products, sites etc.
Aker BioMarine was on a mission to position krill as an alternative to traditional marine-source omega-3 products in the natural products market. Our Engredea property developed an entertaining infographic, “How to Speak Krill,” packed with little-known facts about the benefits of krill as a heart-healthy, sustainable, and clean source of this important nutrient. Designed for sharing through social media, the infographic shed new lights on an important source of Omega-3 and positioned Aker as a thought leader in the industry.
Magma Foundry Technologies partnered with our Foundry Management & Technology property to bring a small, focused group of foundry executives together with industry experts to discuss challenges faced by foundries and die-casters—and to brainstorm potential solutions. The event, held in conjunction with an unaffiliated industry event, gave Magma a unique opportunity to forge deep relationships with foundry professionals in a conversational setting. Foundry M & T provided turnkey services for the event, including content management, venue management, and marketing.
SolarWinds, a technology vendor that provides IT management tools, partnered with Penton’s Windows IT Pro to develop a guide for Exchange administrators looking to speed everyday administration by using the Exchange Management Shell (EMS). The guide was a no-nonsense how-to handbook written by industry expert and longtime Windows IT Pro collaborator Paul Robichaux. By providing valuable technical information, SolarWinds expanded on its growing reputation for supporting the technology community.
Food product marketing and distribution company Sysco Corp. partnered with our restaurant group (Nation’s Restaurant News, Food Management, Restaurant Hospitality) to drive interaction with operators, provide education, and promote their brand through a series of targeted email newsletters. The “Better for You” monthly newsletter campaign included marketing to the target audience and content, design, and production. A bonus for Sysco: This program won a coveted media-industry Apex Award!
Arena, provider of cloud-based product lifecycle management (PLM) software for supply chain management, worked with our Medical Design group to develop an electronic book that outlined proactive strategies needed in the medical device industry to ensure compliance with regulatory requirements in global markets. The project provided guidelines for companies wanting to hit the gold standard in total product lifecycle management from concept to completion—and provided a compelling conversation-starter for Arena to engage with medical device manufacturers.
To help HP and Microsoft identify opportunities for convincing businesses to upgrade their soon-to-expire Windows XP machines, we conducted a large-scale study across Penton’s five market sectors. The results formed the foundation of an ongoing campaign to help businesses identify security threats and increased businesses costs of clinging to the Windows XP operating system. The program also provided guidelines and information about services to facilitate a quick, painless migration path.
Sweet Street Desserts, a leader in the gourmet dessert industry, drove significant brand awareness through a sponsored Content Channel developed by our Nation’s Restaurant News group. The Content Channel sponsorship let Sweet Street take over the property’s Dessert Trends topic page and included 100% share-of-voice ad placements, custom content, standard company info about Sweet Street, and a robust marketing program that included web ads, custom messages in NRN email newsletters, keyword linking, and social media promotion. The program put Sweet Street front and center for restaurant owners seeking innovative dessert ideas.
As part of a long-term program to develop content and drive traffic and brand awareness for Lubrizol, we created a series of blog posts from our agricultural subject matter experts that explore a wide range of topics related to keeping farm machinery up and running. We developed an editorial calendar in collaboration with Lubrizol that rotates through relevant topics and provides a good mix of news and how-to content. The blogs roll out on a consistent schedule, keeping the agriculture community engaged and informed.