EXECUTION
With an emphasis on media relations and thought leadership, Bospar played a pivotal role in spreading the book’s message and generating significant buzz in the business world.
Thought Leader Positioning
We positioned Dennerline and Aitken as thought leaders in the field of performance enablement, crafting compelling bylined articles and op-eds showcasing their expertise and insights to maximize the book’s reach and influence in the HR industry.
These pieces were strategically placed in influential publications to establish thought leadership.
Leveraging Aitken’s Forbes Council membership, we kept up a steady stream of commentary contributions, leading to her inclusion in several roundups, including Here’s How To Create A More Inclusive Remote Work Culture, engaging a whole new audience of up to 100 million business leaders and readers.
Along with promoting co-authors Aitken and Dennerline for podcasts, media interviews and newsjacking commentary, we broadened the spokesperson bench to showcase other Betterworks thought leaders. One example is Caitlin Collins, an organizational psychologist and the program strategy director at Betterworks. Our approach yielded an impactful byline placement for Collins in Fast Company: A psychologist explains how this particular factor skews performance reviews
Following the book’s publication, we continued to strive for tier-one exposure leading back to the key themes of “Make Work Better” and Betterworks’ overall mission. This Newsweek article spoke to the core tenets of Betterworks’ performance enablement philosophy Bouncing Back from a Negative Performance Review. The article syndicated widely, reaching 42.2 million readers.
Targeted Media Outreach
Bospar conducted comprehensive research to identify key media outlets and journalists specializing in business, HR and leadership. We personalized pitches highlighting the unique aspects of “Make Work Better” and its potential impact on organizations.
Media Coaching
Bospar provided media training to Aitken and Dennerline, equipping them with the skills and confidence needed for interviews to ensure consistent messaging and effective communication.
Social Media Amplification
Bospar launched a customized, multi-part social media ad program focused on building broad brand awareness among Betterworks’ target audience and leveraged the established visibility within the audience to drive interested and qualified traffic to the preorder of “Make Work Better.”
In part one, Bospar launched an awareness ad on LinkedIn, strategically targeted to its key audience. The team developed several customized copy sets paired with branded graphics to familiarize the target audience with Betterworks and spread general branded messaging. In part two, Bospar launched a conversion ad — retargeting those that saw and engaged with the awareness ad — with copy and graphics focused on “Make Work Better.” The two-pronged approach enabled Betterworks to optimize its reach, creating two meaningful touchpoints between its target audience and the brand.
RESULT
Thanks to PR, Betterworks’ shot to number one among competitors in its SOV, positioned its authors as thought leaders and secured a steady cadence of trade and tier-one media coverage in publications, like Forbes (Bryan Robinson), Fast Company (Stephanie Vozza), Built In (Margo Steines), Spiceworks (Marc Coleman), Substack (Hung Lee) and TechCrunch (Frederic Lardinois).
The team even organized a memorable Nasdaq photo op in Times Square, maximizing the book’s impact and helping it gain recognition as a go-to resource in the field of performance enablement.
With a $3,000 LinkedIn ad investment and a quick turnaround time, the Bospar social team achieved stellar campaign results, achieving both increased brand visibility and clicks to the “Make Work Better” download.
Coverage
