AHI Free Reports Marketing Case Study

The Organization – AHI Publications

• Former publisher– Employment Law and HR

Newsletters, Books and Manuals

– Acquired by Business Management Daily in 2011

• Target - Small / Medium Businesses – Top Management– Human Resources– Front-line managers– Supervisors

The Challenge

Build publicity and increase opt-in rates

• Strengthen the brand and bring subscribers– Opt-In Email Advertising – Cross-Product / Solutions Sales– Website Traffic– Search Engine Optimization

The Idea

Resurrect a Media Relations Strategy

• Promote Free Reports as Case Studies to– Build a brand image and buzz– Drive traffic– Build subscriber lists– Cross-sell products and services

The Strategy

• Media Relations– Targeted

• HR / Business Publications• Newspapers • Online Websites

– Worked with editorial and marketing stakeholders

– Re-verified all old media contacts

Press Releases

Media Coverage

The Results

• Coverage in multiple HR, Business and Regional Publications– SHRM HR Magazine, AccountingWeb, Florida

Times Union

• Up to 25%-50% increase in opt-in rates – Free Reports became most popular section on

the website / Website ranked high in searches

• Revenue on select products increased up to 25%

My Role• Internet Marketing– Alexander Hamilton

Institute Incorporated

My Role

• Resurrected Media Relations Effort– Strategized and

executed with key stakeholders• Re-verified, refreshed,

added Media Contacts• Drafted and distributed

releases• Monitored and

Developed reports on Analytics and Conversion

About George Nikanorov

• Over 15 years of B2B and B2C Marketing and Communications Experience

• Successful track record spanning multiple industries and verticals

• Recognized speaker and panelist• Educator and Volunteer

Contact Megnikanorov@hotmail.comlinkedin.com/in/georgen - @george_n – Twitterfacebook.com/gvnikaorov