Listed South African technology company Altron was gearing up to launch Altron Digital Business, which would entail bringing its companies Altron Karabina and Altron Systems Integration together into a single entity. DUO Marketing managed all PR activities, Go-To-Markets and advertorials for the entities.
DUO knew that it would be crucial to establish cohesive messaging across the businesses to emphasise their synergies. DUO’s approach was anchored in delivering unified messages to both existing and potential customers of the individual businesses, knowing they would become Altron Digital Business. An extensive media training programme further prepared business leaders for media interaction and doubled as an important tactic in aligning messages between the businesses.
One of the key objectives for Altron was preserving its strong culture ahead of and during the change. When Collin Govender assumed the role of MD at Altron Systems Integration, after having fulfilled the same role in Altron Karabina’s impressive turnaround, DUO saw the importance of continuing its highly successful integrated digital campaign called Through My Lens (TML), and duly launched TML 2.0. TML 2.0 was designed to foster greater alignment between the companies, leveraging off the impactful thought leadership of Govender.
Sponsored content on Brainstorm was initiated for Altron Karabina and Altron Systems Integration, aligning messages across the businesses. These articles included tracked and hyperlinked calls to action and focused on audiences interested in Cloud and Public Sector.
Various go-to-market explainers were drafted for Altron ahead of the launch of Altron Digital Business which were summarised into one-page documents and turned into website copy. The point of these was to simply and succinctly articulate solutions and why they mattered to customers. This tactic ensured all teams had unified messaging.
A look at the numbers
From March 2023 to February 2024, DUO crafted 73 pieces of relevant and original content articles from industry leaders at Altron. From this DUO was able to secure extensive media coverage including:
- 282 published articles secured across business, tech and investor media sites, averaging 23 published articles per month
- 28 media interviews secured with the senior executives. Notable interviews include eNCA, eTV, RSG and PowerFM.
- A regular ITWeb Industry Insights column for 3 senior executives drafted and published
The TML 2.0: Impactful Leadership integrated digital campaign comprised:
- 3 original articles with insights from the Collin Govender were drafted over a 3-month period
- The earned media coverage achieved 46,944 impressions
- Sponsored content on TechCentral achieved 1,741 reads (the benchmark is 120 reads)
- Banner advertising on Business Maverick achieved exceptional results, including an instance of 217 click-throughs to the website
- Combined banner advertising on TechCentral and Business Maverick achieved a total of 707 trackable clicks to the website
- A total of 521 new users came through onto the website from banner advertising and sponsored content
Watch the video below for the highlights of the year:
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