What we did
With the new brand positioning in place and a lead-gen website underway, the next stage was to define a content and contact strategy to engage and connect with the target personas.
Through the workshop process it had quickly become clear that the abundance of expertise within Intercity was their USP, so the strategy was simple; bring that expertise to the fore through new content designed to inspire, educate and support the personas — all authored by people from Intercity.
- Content strategy focused around four core topics
- Content calendar for bi-monthly content offers and weekly blogs
- Integration with Intercity's PR agency to ensure content was carefully aligned
- Contact strategy designed to reach, attract and convert prospects through a carefully selected mix of inbound and outbound channels