Building vertical markets to towering heights from the ground up
Since the late 20th Century, CDW has grown from a modest technology reseller into a global IT powerhouse. Much of that growth comes from a vertical-focused go-to-market strategy in markets such as healthcare, finance, and nonprofit.
Each vertical also required aligning sales to marketing. StudioNorth supported sales with advisory groups, educational sessions, and campaign launch events to ensure success from all angles throughout the vertical growth journey.
We play a strategic role in the orchestration of CDW’s marketing plans, collaborating with the company’s Insights teams to analyze audience data and trends, then helping the Planning teams translate the resulting recommendations in actionable activities.
Strategic thought leadership
To establish that level of thought leadership in the hyper-competitive IT environment, CDW has relied on the depth and breadth of StudioNorth’s vertical expertise. We’ve contributed to vertical content marketing through digital marketing channels such as email and social media, including gated assets such as case studies, e-books, infographics, video and even traditional direct mail for the following vertical markets:
New heights for trade show experiences
Pre-show social engagement can generate thousands of shared posts, landing page visits and scheduled meetings before the show even begins.
Social posts create buzz about the event and link to landing page for more info.
Event preview promotions include an inforgraphic highlighting interesting stats.
Direct mailer promotion helps build interest and drive booth traffic.
During the event, we’ve created live interactive gaming and live social coverage to make the CDW booth a fun, floor-wide destination, and we even train booth staff to help pull customers through the booth, while converting that traffic into thousands of leads during a single event.
StudioNorth helped design the complete booth experience including the CDW Technoliner Bus.
Interactive games draw and educate booth visitors while also capturing leads.
Social Integration including a daily poll and social media dashboard inside the Booth.
SNAP + SHARE photo booth kiosks fuel social promotion by sharing MEMEs.
CDW’s device wall helps showcase products and provides visual impact.
After the show we follow-up with booth visitors through social and email, while providing sales with qualified leads and show intelligence to help them continue the conversation and drive conversions.
CDW Healthcare CommunIT Website, social posts, and email.
Agency of record (results)
We relaunched CDW Healthcare’s community website with an active social media campaign that delivered:
INCREASE IN SESSIONS
INCREASE IN USERS
INCREASE IN SESSION DURATION
INCREASE IN ORGANIC SEARCH TRAFFIC