MindForge
$1MM in Qualified Leads with Integrated PR Approach
Mindforge
Industry: B2B
MindForge, a subsidiary of the International Risk Management Institute (IRMI), studies behavioral, motivational and systematic issues related to serious injuries and fatalities on construction jobs to develop tech-based training programs that support safety, quality and communication.
Challenge
There are hundreds of apps designed for construction, but only one that was designed with the frontline workforce: MindForge. After several years of industry and market research developing the innovative communication platform, MindForge was ready to go to market. The challenge was standing out in the sea of construction technology platforms and establishing itself as a necessary addition to contractors’ digital toolboxes.
APPROACH
We were brought on to create the blueprint for increasing MindForge’s brand awareness and third-party credibility, starting with a full audit of marketing + both paid and organic social channels. From that foundation, new strategies were developed and the brand-building work began. Our team deployed an integrated campaign that unified paid, earned, shared and owned (PESO) tactics from social, blog + byline content, to trade media outreach.
THE OUTCOMES
Our approach successfully elevated the brand and its position in the marketplace. In the first year of the campaign, MindForge became a frequently sourced expert for construction trade media. Earned opportunities showcased MindForge’s partnerships with leading contractors, new platform features and expert commentary on industry trends.
To amplify business outcomes, media coverage was promoted to target audiences via LinkedIn ads along with client testimonials and product features. The effective retargeting strategy captured over 20 qualified leads, adding $1MM+ to MidForge’s sales pipeline. Regular publishing of owned blog content also helped MindForge drive new website traffic and rank in Google search for target keyphrases.
- 70 Earned Media Opportunities
- $1MM in qualified leads driven from LinkedIn ads
- 4 targeted award + speaking engagements secured
- 13% website visits driven from PR + social
- 16 blog posts published with 45% avg Bounce Rate
