Worldcom Public Relations Group, an international organization comprising PR agency partners, aimed to expand its network in key regions across the globe. Their extensive vetting process requires new partners to demonstrate a high set of standards, limiting the types of agencies eligible for partnership. Worldcom looked to True, the network’s first digital marketing partner, to develop a recruitment strategy.
Worldcom needed to build awareness of its global network to gain new partners in identified regions. However, they struggled to reach the right audiences, and craft targeted messaging to appeal to PR firms in the Americas, EMEA and the Asia Pacific regions.
True started by developing a messaging strategy tailored to each region based on insights from Worldcom’s global network. Then, we used narrow targeting parameters to deliver relevant content to prospective partners in target cities on Facebook and LinkedIn. The messages focus on the power of joining an international partnership. Clicking onto the ads, users were directed to a landing page which provided details about the international cohort and a new partner request form.