Quarter Billion Agency Group’s B2B Marketing Analysis for WKFS in the Russian Market

Client

WKFS, a renowned global corporation, specializes in offering information, software, and services to a diverse range of professionals including legal, business, tax, accounting, finance, audit, risk, compliance, and healthcare experts. With a presence in over 150 countries Wolters Kluwer is recognized as one of the “Global 100 Most Sustainable Corporations in the World” by Corporate Knights. Comprised of a team of dedicated professionals, WKFS possesses a clear vision of their desired outcomes and the strategies necessary to achieve them.

Client Challenge

Our client is a prominent global financial services firm established in 1836, boasting a workforce of over 19,000 employees worldwide. Recognizing the importance of strengthening its presence within the Russian financial community, the firm has identified the need to enhance understanding of its services in this market. To achieve this objective, the client has initiated plans to organize an event targeting delegates from the top 10 Russian banks. They have specifically requested Active’s involvement in managing and executing this project.

Why Choose Quarter Billion Agency Group?

WKFS conducted competitive tenders to select an advertising agency in Russia capable of developing a unique and tailored strategy for their event in Moscow, with a focus on attracting new customers from the banking industry. The company sought an agency that could handle the following responsibilities:

• Strategic Recommendations: Advise on the most effective locations, timings, formats, and content for the briefing session targeted at the Russian financial industry.
• Invitation Management: Create and localize invitations for the event in Russia, and provide guidance on their distribution to ensure maximum reach.
• Database Expansion: Assist WKFS in expanding their database by providing an extended list of potential invitees from the industry.
• Registration Process: Take charge of the complete registration process, ensuring timely feedback to WKFS throughout.
• Logistics and Venue Management: Handle all logistical aspects and liaise with the chosen event venue to ensure smooth operations.
• Event Setup and Branding: Set up the event, including branding, and coordinate the registration desk in collaboration with the WKFS Sales Team.
• Follow-up Support: Provide WKFS with necessary data and translations for sending follow-up emails to all delegates, including presentations and other relevant materials.
• Delegate Information: Deliver comprehensive delegate information, including email addresses, to WKFS.
• Budget Adherence: Provide services within the allocated budget, ensuring transparent and cost-effective execution.

Like many other advertising and marketing companies, we recently received a brief from WKFS. This marked our inaugural collaboration with a prominent global firm, and we quickly discovered that our Quarter Billion Agency Group team’s distinctive values, such as result orientation and effective communication, played a crucial role in informing our decision-making process.

Quarter Billion Agency Group Solutions

Upon being approached by the financial services firm to assist in planning and implementing a solution, Quarter Billion Agency Group swiftly developed a comprehensive project schedule to ensure efficient handling of all tasks for WKFS. Our team of experienced Quarter Billion Agency Group experts conducted a thorough review of the implementation process, identifying and capitalizing on every opportunity to make the event as compelling and engaging as possible.

Quarter Billion Agency Group highlighted the primary phase of the organization:

1) Venue Selection

After conducting a thorough analysis and drawing on our extensive experience, Quarter Billion Agency Group has chosen the prestigious Ritz Carlton Hotel as the ideal venue for the event. Located in close proximity to Red Square, at the heart of Moscow’s historical and business center, this venue offers convenient access to major business centers and government agencies. The Ritz Carlton Hotel perfectly aligns with all our criteria for hosting the event.

2) Working with the Database Provided by WKFS: Actualization and Appending

While working on the actualization process of the database provided by WKFS, our team encountered a challenge. Banks, being highly secured institutions, were understandably reluctant to provide private information about their risk managers. As a result, the data contained contacts with similar email addresses, making it difficult to obtain complete and accurate information. To address this issue, we devised an effective solution by implementing additional tele and email marketing campaigns. These campaigns aimed to acquire the missing contact data, ensuring the database was up-to-date and comprehensive.

3) Translation of White Paper into Russian Language

The agency successfully completed the task of translating the White Paper into Russian. Our team worked diligently to ensure accurate and high-quality translation, maintaining the integrity and essence of the original content. The translated White Paper is now available in Russian, enabling effective communication and engagement with the target audience in the Russian financial community.

4) Creating an Invitation

The agency has successfully accomplished the task of creating an invitation. This involved multiple steps, including writing the invitation text, designing the layout, and obtaining customer approval. The agency developed two versions of the invitation layout: one suitable for printing and another optimized for HTML mailing. Through close collaboration with the customer, the final invitation design was approved, ensuring a visually appealing and effective communication tool for the event.

5) Sending an invitations to VIP guests

6) The objective of utilizing email marketing is to invite bank risk managers to the Event.

As part of the invitation process for the Event, Quarter Billion Agency Group employed email marketing with the aim of inviting bank risk managers. To facilitate this, an HTML letter was created and shared with the client, along with a list of over 400 personal email contacts. The client then carried out the email marketing campaign using the Eloqua system. Additionally, Quarter Billion Agency Group conducted additional tele and email marketing to update another 400 contacts. Once the contact data was updated, Quarter Billion Agency Group took charge and sent out the email invitations independently.

7) Guest Registration

The registration process took place on WKFS’s website, with Quarter Billion Agency Group actively registering guests via email and entering their information on the same website.

To enhance convenience, it would have been preferable for the Agency to have the option of uploading a comprehensive list of accredited guests. This would have prevented duplicate registrations as some guests were registered both electronically and via email, resulting in duplicated data.

8) Guest Invitation

The Agency has incorporated a search and coordination system for a call center to handle outgoing calls for database updates and direct guest invitations. Phone invitations were conducted four weeks prior to the event. A final follow-up was carried out three days before the event, and a reminder was sent one day before the event.

9) Coordination of Event and Media

The Agency has extended invitations to multiple influential journalists as a special gesture for the event. During the event, the Agency’s team undertook various tasks, including procuring, printing, and designing badges. They warmly greeted and checked in the guests, attentively listening to their feedback and comments. Additionally, they efficiently coordinated the photographer’s activities to ensure smooth operations.

10) Conducting post-event follow-up activities

After the event, the agency distributed the presentation and shared a comprehensive photo report with all conference participants and other interested individuals.

Sequential plan

Key aspects of event organization:

Achievements of Quarter Billion Agency Group:

• Following the database update, the client selected 250 VIP contacts as the primary recipients for VIP invitations, which included a printed invitation and a printed White Paper titled “Reinforcing Market Confidence With Consistent Stress Testing.”
• The Russian version of the White Paper was completed on schedule.
• The invitation was prepared in a timely manner.
• The response from individuals was overwhelmingly positive, with a majority expressing strong interest in attending the event.
• Consequently, the agency successfully organized two additional meetings with WK’s representatives, and there was a significant level of interest expressed by many individuals regarding the information presented at the event.

Quarter Billion Agency Group’s impact on WKFS business:

The event received positive feedback, resulting in over 11 meeting requests for WKFS after the event.

Here are some comments from WKFS representatives:

For those seeking a Marketing Agency in Russia, we highly recommend the Quarter Billion Agency Group. We had the opportunity to collaborate with them for an event in Moscow, and they did a fantastic job!