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CONTENT DEVELOPMENT

Client: Loomis

Loomis: When the cash handling company launched SafePoint®, a comprehensive cash handling solution to retailers and other commercial enterprises, it soon became clear that the market opportunity for the product was immense.


Challenge:

The competition had enjoyed a significant head-start into the market along with a more established brand and larger geographical footprint.


Approach:

DJH Marketing Communications, Inc., began a PR and content marketing program in order to promote the benefits of the SafePoint product and Loomis’ expertise in the industry.


DJH secured a list of early end-users from across the spectrum of retail and restaurant categories who had adopted the SafePoint solution. Then, the team proceeded to gain the end-users’ trust to the point where DJH would interview the end-user. DJH would draft an end-user case study to be used for both content marketing (i.e., sales collateral, trade show material, brochure contents, etc.) as well as story-angle generators for PR efforts.


Each end-user case was written to highlight the solution’s effectiveness in objective, quantifiable terms.


Over the course of a year-long program, a plethora of SafePoint end-user case studies were conceived and completed by DJH on the behalf of Loomis. Concurrently, dozens of articles based on these case studies were pitched to and ultimately published by all of the key trade publications that reach SafePoint’s target market. During this timeframe, the competition forewent PR and content—instead they relied on advertising.

Results:

Armed with a continuous flow of new content (case studies) and PR results (articles), the SafePoint sales and business development team was able to achieve a phenomenal 96% revenue growth in one year thanks to the client’s engagement with DJH Marketing Communications, Inc.


According to John Rhoads, Loomis’ then-Vice President Business and Product Development for SafePoint, “the bottom line is that the efforts of DJH Marketing Communications, Inc. played a key role in the success of SafePoint, now the flagship treasury product for the $1.6 B global cash management company.”