Corporate Thought Leadership Campaign

Helix Education

Overview

THE ISSUE

Helix Education aimed to boost brand visibility among university presidents, provosts, and other top leaders. Their content marketing was limited to blog posts on their website, which drew minimal traffic. As the digital space grew more competitive, Helix struggled to connect with key decision-makers in higher education. They needed a solution to amplify their thought leadership and build trust with their audience

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OUR APPROACH

Danielle LeCourt developed a bold content manifesto that set a new direction for Helix’s marketing strategy. It focused on offering valuable, non-promotional insights to establish Helix as a trusted thought leader in education. Rather than focusing solely on website traffic, Danielle’s strategy aimed to reach Helix’s audience through established trade publications. Helix then adopted a “pitch first” thought leadership approach which created and placed high-quality articles in top industry outlets read by university leaders.

02

WHAT WE DID

Danielle conceptualized and ghostwrote a series of thought leadership pieces based on insights from executive interviews. These articles addressed key issues in higher education, such as enrollment growth, retention, and the evolving needs of post-traditional students. She also collaborated with Helix’s corporate marketing team to produce a hard-bound book, which became a valuable asset for executives during meetings and events, solidifying Helix’s thought leadership. The book and articles served as the foundation for broader marketing campaigns, including email and social media efforts.

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Op-Ed for Chief Education Officer

This article in eCampus News provided Helix Education with a valuable asset by positioning its leaders as forward-thinking advocates of innovative solutions that address the evolving challenges faced by higher education institutions.

Hard-bound Book

The new playbook served as a valuable asset by tangibly solidifying Helix’s reputation as a trusted thought leader and became an essential tool for executives to use during meetings and events.

Op-Ed for Chief Marketing Officer

This article emphasizes the need for bold and creative marketing strategies in higher education, serving as a valuable asset for Helix Education by reinforcing its position as an industry leader that encourages innovative and fearless approaches to address the challenges faced by universities in an increasingly competitive landscape.

Project Outcome

Increased Brand Visibility and Credibility

The “pitch first” strategy resulted in the successful placement of 21 thought leadership articles in top industry publications, including Inside Higher Education, The Chronicle of Higher Education, and University Business, all within an eight-month period. These placements helped position Helix as a trusted voice in the education space and directly engaged university leaders.
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As a result, Helix saw increased brand visibility and credibility, with the content placements serving as catalysts for larger marketing efforts that generated ongoing awareness and engagement from their target audience.