Case Study


An international, integrated PR and content marketing strategy

Executing an international, integrated PR and content marketing strategy

TreviPay, the global B2B payments and invoicing network, worked with The Fletcher Group to expand brand awareness 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. This included planning, conducting and leveraging an original quantitative business survey of global business buyers to create insightful storylines for: long-form content, drip campaigns, social media fodder and compelling media pitches. Our program expanded share of voice vs competitors, exceeded previous domain authority and introduced TreviPay messaging to new media, aligning with the business’ newer focus in manufacturing and retail industries. ​

For content marketing, the team developed a comprehensive strategy to generate over a thousand leads, cultivate brand awareness, and nudge prospects along the sales cycle in the retail, manufacturing, OEM and semiconductor space. The team created a sophisticated anchor content asset (eBooks, reports or webinars) for each vertical, complemented by a corresponding nurture content package. These packages included blogs, email assets, sales materials, SEO-optimized landing page copy, social graphics and a social media calendar for seamless asset rollout. To generate leads, we partnered with selected trade media outlets in each vertical, promoting the anchor content through syndication campaigns. The outcome: heightened brand visibility across core and new verticals, over a thousand marketing-qualified leads and increased website traffic. ​ 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.

  • By taking a proactive editorial approach with a suite of spokespeople, we generated 209 media placements (including 60+ in EU and UK outlets) and more than 558 million impressions between January and December 2023. Notable placements include Tearsheet, American Banker, American City Business Journals, Entrebreneur, Forbes and
  • Approximately 53% of earned media coverage featured TreviPay’s key message around B2B payments, and we earned a Very Strong Domain Authority score (61) to ensure quality of placements.

Throughout the year, we crafted 10 anchor content assets and 4 corresponding nurture packages and managed 11 sponsored content opportunities to generate brand awareness in core verticals, drive top-of-funnel leads and then nurture them to close. 

  • Content breakdown: 10 anchor content assets( eBooks/whitepapers), 4 nurture packages (email assets, social graphics, SEO-optimized landing page copy and social media calendar), 6 blogs, and 9 sales enablement kits.​
  • Leads: The team generated 1000+ leads across retail, manufacturing, OEM and semiconductor industries.

With over half a million impressions, the LinkedIn retail campaign exceeded every LinkedIn ad industry benchmark. We also paid well below the industry average per click and still received high ad engagement. Plus, the bounce rate was low, meaning we selected the right mix of content for the audience. 

  • Cost per click of $1.22, which is well below the average of $6 to $11 per click
  • Click-through rate of 0.53%, which is 56% higher than the industry benchmark
  • An average bounce rate of just 11.9% compared to the average 41-56%