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Case Study

Thomson Reuters

Driving exposure through SEO & digital PR for the charitable arm of the global news brand
Objective

The Thomson Reuters Foundation is the charitable arm of Thomson Reuters, working to advance media freedom, foster inclusive economies and promote human rights.

POLARIS were appointed as the search marketing partner to increase digital awareness for their corporate & media training solutions to assist in funding the foundations philanthropic initiatives.

The first task was understanding the philanthropic goals of the foundation and how the training solutions could help to bring funding to make the business sustainable. Our objective was to work with the foundation’s sales management team to drive awareness amongst companies that required Media, Communications and Journalism training.

Although Thomson Reuters are a global brand with a solid reputation, the foundation was the charitable arm and not particularly well known for their expertise in learning and development or for their training solutions in media, communications and journalism.

They had a relatively low marketing presence and no history of promoting their services using digital marketing channels, consequently they were not visible on any of the mainstream search engines for key business terms.

What We Did

We worked closely with the business unit to identify the customer profiles that would be an appropriate fit for the training offering and what their training requirements may be, by either category or annual training need.

We then analysed the destination website and training division online, and quickly set about identifying ways to expose training programmes directly within the SERPS but also how we could effectively utilise the very unique philanthropic mission of the organisation to drive awareness and engagement through digital PR.

By understanding the key benefits of directing training budgets through the foundation, we executed a series of digital PR campaigns that increased awareness amongst the L&D industry as well as specific verticals to target companies that had the target profile the business unit desired.

Using data and analytics we were able to identify which leads where driven through our initiatives and report back to the business unit on the value being driven through our partnership.

Results
1100% Increase in page 1 ranks

for journalism and media training

6 XIncrease in Traffic

to course pages within training

230%Increase in Leads

Through inbound lead generation

"POLARIS were great to work with. From day-one they guided us through the process required to amplify our digital marketing efforts. They were flexible, approachable and patient and delivered results"
Gerry Boniface Corporate Training Manager

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