Epicor’s 2019 Global Growth Index

Old report, new look, clutch content strategy

Overview

2019 marked the third annual Global Growth Index and the first time we’ve published the report with an omni-channel content strategy. This massive annual report is conducted by a 3rd party analysis company and surveys over 2000 businesspeople (non customers) across manufacturing, distribution, and retail industries—globally. As you probably guessed!

Data ranges from what technologies businesses have or are going to invest in, what their biggest challenges are, and what they believe are the keys to their success. Previously, this report and all its juicy, valuable data was hidden on an unlinked landing page and only shared via press release.

I saw an opportunity for a bigger experience, something heavily branded that not only showed off Epicor’s expertise but demonstrated the company’s value: Epicor understands its customers deeply, and also here’s a totally free report so you can see what technology your competitors are buying. Don’t you want in?

Project Highlights

Created strategic content plan
Published gated 2019 Global Growth Index
Published supporting content (videos, social, paid)
Developed new custom landing page and pop-up (still in use today, see at left 2021’s)
Collaborated with PR to increase awareness

Deliverables

50+ page visual report
3 episode docuseries (incl. social video cutdowns)
UX design and copywriting for landing page, pop-up
3 articles aligning to video episodes
Multiple ad sets

Results

How I did it (in summary)

1. Developed the content strategy

We had a hero asset— the 2019 Global Growth Index (2020’s out now!), but we needed eyeballs on it. I built out a content strategy that used videos, ads, social media, and articles to all serve as a funnel that directed users back to the main report.

In developing the video strategy, I wanted to tell the story of the trends found in the report but keep it at “ground level”. We needed to show the actual day-to-day impact of these macro issues.

Our audience is a down to earth crowd working essential jobs that tend to be overlooked when it comes time to make videos. I wanted their work to have the gravitas it deserves by using gorgeous cinematography while at the same time using conversational interview snippets. I used this incredibly successful Dodge Ram Super Bowl ad as a reference— the one that made my mom cry because it reminded her of my late grandpa.

2. Found the right director

Anybody can pick up a camera, but it takes a master craftsmen to make something as beautiful as this series look easy.

I knew Kyle Osburn from film school, and since we first met he’s gone on to work with award-winning directors like Terrence Malick and Richard Linklater. He and his producing partner Matt Rainwaters also do commercial work for the likes of Nike and others.

These guys are awesome and I highly recommend you run out and hire them. Just keep in mind that to get the absolute most out of your investment, you’ll still need a content strategy!

3. Found the right stories.

After my team made a shortlist of potential customers that were willing to be in a video, we conducted initial phone interviews with the director and producer on the line so they could hear straight from the customers’ mouths what their stories were.

By asking thoughtful questions and keeping the tone conversational, we were able to dig past the typical surface talking points. We found out what really makes those folks passionate about their businesses and what these complex global trends really mean to them at the end of the day.