Mark Williams
Brokers International, one of the leading insurance and financial agencies in the nation, sought to enhance CEO Mark Williams’s reputation as a thought leader and mentor in insurance, financial planning, marketing and leadership.
Problem
The challenge was to establish Mark Williams as a recognized thought leader in his field, leveraging his personal and professional experiences to connect with a broader audience. Defining his brand and messaging while implementing the best tactics to effectively build his platform required a strategic, integrated approach.
Approach
OBI took careful note of Mark’s personal and professional life, passions and philosophies. This deep understanding helped define his personal positioning, messaging architecture and tactical tools to create and sharpen an image that was both authentic and sustainable.
The team also conducted an audit of existing social media platforms, researched relevant topics and target audiences and built a thoughtful strategy for continued search engine optimization. With this research, they crafted a dedicated website featuring original articles from their content team, information on Mark’s speaking engagements and his book and videos. OBI crafted media kits and implemented paid media channels to supplement his voice and experiences.
Mileage May Vary
On top of a new website, we developed a podcast for Mark Williams, designed to communicate ways to help professionals replace unhealthy patterns with a cultivated sense of intentionality. Past the initial concepting, OBI provided support through selecting and vetting podcast guests and promotion on all applicable verticals.
Results
In the first two years of the campaign, significant achievements included:
35 %
increase in social media audience.
Over 60
articles, interviews and features across 20+ media outlets, reaching 250+ million unique visitors per month.
visitors to Mark’s personal site.
Recognition
Our work was recognized with a PRSA Paper Anvil Award as some of the best work by public relations, marketing and communication professionals, as well as an AMA Pinnacle Award to celebrate the success of campaigns focused on achieving and delivering measurable results with impact.
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