Integrated Digital Campaign

Summary

Progress Software came to Overdrive with a unique proposal. They had created a new concept in the business IT industry, “Operational Responsiveness,” and they were looking for a way to promote this new term using an integrated online marketing strategy.

Overdrive created a socially infused, integrated campaign that included content development, blogger outreach, blogger interviews and videos, a YouTube channel, socially enabled rich media, and real-time media and social chatter reporting. The campaign promoted the brand and generated thousands of leads.

Blogger Outreach & Interviews
Video Production
YouTube Channel Design
Online Media
Content Development & Syndication
Paid Search

Social-Infused Integrated Campaign

Overdrive needed to help Progress Software capitalize on the Operational Responsiveness concept, helping them to define it, promote it, and own it.

Blogger Video Forum

Overdrive conducted videotaped interviews with top enterprise bloggers, creating a blogger video forum that focused on the issue of Operational Responsiveness.

Blogger Video Forum: Website Integration

The forum was published on the Progress Software website.

YouTube Channel Design

Overdrive created a YouTube channel design that highlighted the Operational Responsiveness theme and featured the videos with top enterprise bloggers.

Video Blog Posts

Enterprise bloggers interviewed and recorded by Overdrive posted their Operational Responsiveness videos to their own blogs.

Online Media: Display Banners

Overdrive Identified high-value media properties and created an online media plan, which featured display banners in multiple languages.

German

English

French

Online Media: Socially Enabled Rich Media Banners

Overdrive also created point roll rich media banners that incorporated the blogger videos. The banners had an interaction rate 4x higher than the standard tech b2b video banner.

Results: Progress Software Owns “Operational Responsiveness”

The face of the search results completely changed as a direct result of the campaign’s many facets – and the sheer volume of relevant content, media, blogging, tweeting, and sharing activity that was generated by the target audience. Users who Googled the phrase “Operational Responsiveness” were treated to millions of search results referencing Progress Software’s relevant offerings and expert position.

Content Syndication

Overdrive placed key Operational Responsiveness assets on content syndication sites allowing pre-registered users to download the assets in exchange for their contact and demographic information. The result: qualified leads were delivered to Progress at a fraction of the cost of normal paid search programs.

Paid Search

As part of the overall program strategy, Overdrive developed ads and landing pages for paid search campaigns. These campaigns ensured that Progress owned all of the top of page real estate whenever anyone searched for a term related to “Operational Responsiveness”.

Results: Search Presence

The client saw over a 5,463% increase in “Operational Responsiveness” related content indexed by Google and other top search engines.

Before

During

Results: Social Chatter

In addition to generating a significant quantity of leads, social chatter around Progress Software increased by 442%.