Executing an international, integrated PR and content marketing strategy

TreviPay, the global B2B payments and invoicing network, selected The Fletcher Group as its Agency of Record to expand brand awareness in payments, eCommerce and retail verticals through public relations and content marketing in North American, European and UK markets​.

We executed a two-prong PR strategy via media relations and executive visibility programming to elevate TreviPay’s brand awareness and position its leaders as helping to shape the future of B2B commerce. Our program expanded share of voice vs competitors, exceeded previous domain authority and introduced TreviPay messaging to new media, aligning with product launches in hospitality, small business and aviation industries.

For content marketing, the team developed a comprehensive strategy to generate over a thousand leads and nudge prospects through the sales cycle. We created a sophisticated eBook or whitepaper for each sponsored content campaign, which was then developed into a set of corresponding marketing assets, including webinars, blogs, social media content, email marketing and sales enablement materials.  As a result, we increased brand visibility within core verticals, generated marketing-qualified leads and helped drive website traffic above the client’s averages. 

In addition, we launched a paid LinkedIn advertising campaign to target TreviPay’s retail vertical. Our team managed everything from audience targeting, copy creation, designing the visuals, bidding strategy, A/B testing and ongoing ad optimization. We kicked off the campaign with an awareness objective, moved to a website visit strategy, and then shifted to a lead generation strategy. The campaign exceeded all LinkedIn advertising benchmarks. 

The Results.