Case Study for Corporate Sustainability
BUSINESS-TO-BUSINESS MEDIA RELATIONS CHALLENGE:
Launching a Big 4 Accounting Firm’s Sustainability Practice in an Already Crowded Field
A Big 4 accounting firm was launching a new practice group focusing on business sustainability-related services. The firm was joining a crowded field vying for business from Fortune 500 companies. Most of their competitors had already made substantial investments in marketing their services. VOX accepted the challenge to develop and execute a communications strategy aimed at corporate executives and other business leaders to position the new group as the premier sustainability practice in the world.
VOX Solution:
Targeted Communications Campaign to Generate Media Coverage among Influential B2B and Environmental Media
In order to drive awareness of the accounting firm’s new sustainability practice, VOX worked with the firm to develop and identify thought leadership opportunities within the field and promoted research reports, white papers, and guest articles while forging relationships with environmental interest groups. VOX also generated coverage in key traditional outlets as well as in trade publications and online media. Specific tactics aimed at differentiating and highlighting the practice group’s expertise include:
- Traditional Media Outreach: Utilizing VOX’s extensive knowledge, background and relationships with business and sustainability media, VOX placed dozens of articles that promoted and highlighted the accounting firm’s sustainability practice group in influential publications. VOX also set up media interviews for the firm’s practice leader with some of the most influential B2B and sustainability reporters.
- Guest Articles and Blog Posts: VOX worked with the firm to create multiple guest articles and blog posts focusing on “hot topics” within the sustainability field such as CSR reporting and how businesses are responding to climate change’s risks and opportunities.
- Adapting Existing Articles for Target Audiences: VOX was able to modify existing firm reports to focus on key sustainability messaging and successfully pitch them to sustainability media.
- Establishing Relationships with Environmental Organizations: Working with the firm, VOX set up introductory meetings with leading environmental NGOs to discuss potential business partnerships.
RESULTS
Placed more than 200 articles in key business/sustainability outlets including; Bloomberg, New York Times, Forbes, USA Today, LA Times, Accounting Today, Corporate Responsibility Magazine, GreenBiz, Sustainable Life Media and ClimateWire.
Secured interviews that resulted in feature articles in publications including Reuters,CFO Magazine, New York Times and CEO Magazine.
Placed bylined articles in Fast Company, Directorship Magazine, GreenBiz and Corporate Responsibility Magazine from the firm’s practice group leaders.
Initiated introductory meetings for firm with leading environmental organizations including Environmental Defense Fund and the Carbon Disclosure Project.
