Content In An Age of Crisis
Each year, FT Studio (formerly Alpha Grid), released a thought leadership piece on a specific & relevant topic. This report would be used as both a customer acquisition & retention tool by our sales team.
Project Background
Finding the theme of this year’s thought leadership report was only possible through market research and strong collaboration across all teams of the business. Once leadership approved the topic, Content In An Age Of Crisis, it was my responsibility to work with the data analytics team of the Financial Times to define the survey questions that would be shared with the newspaper’s readership. The survey responses would allow us to conclude what content resonates the most with our readers in times of crisis.
Whilst the survey was running, I worked alongside the design team to build a brand identity for this report/campaign. This identity would then be rolled out on several marketing assets, mainly a downloadable PDF, social media posts and a website landing page.
We then organised a launch event for the report, where we had over 40 attendees, and 4 C-Suite speakers from external companies with a panel moderator from our team.
Finally, after the launch event, we sent out a satisfaction survey to all attendees.
Project Results
Increase of 200% in our customer base showing interest in our marketing communications
41 attendees at the launch event (representing 78% of RSVPs)
LinkedIn follower base increased by 44% in one month
75% of attendees would recommend this event to a colleague
