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The Outsourcing Institute
The Client
This for-profit professional association, which bills itself as the “global ‘go-to source’ for outsourcing information, consulting, and networking opportunities,” provides companies that sell outsourcing services with a range of integrated marketing devices through which they can get their messages across to potential clients. While these devices need to complement each other, they also need to span a continuum that includes both advertising and objective third-party reporting.
The Solution
A number of editorial products drawn from the same series of interviews but appearing as: a) a four-page OI-branded white paper, b) a two-page advertorial sponsored by the client, Afni, which ran in OI’s quarterly magazine, and c) a “microsite,” accessible from OI’s main website that featured interviews, case studies, and articles and provided OI’s buyer-members with critical information while showcasing Afni’s expertise in this area. (Download PDF)
The Process
Leverage Media’s editorial team interviewed sources at OI and at Afni, as well as Afni’s clients and several outside experts. From these interviews, LM crafted a white paper focused on issues relating to call center outsourcing, an advertorial demonstrating Afni’s thought leadership, and, for the microsite, several articles on specific call-center-related issues. While the design for the white paper was created to match OI’s ongoing white paper program, the design for the advertorial was developed to stand out from the magazine in which it ran; LM’s project manager worked closely with OI’s website developer to ensure that the other articles worked within the microsite context.
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