Seequent Elevates Brand Awareness

Seequent Elevates Brand Awareness

Seequent elevates brand awareness

Headquartered in New Zealand with global reach, Seequent is the specialist subsurface software company within Bentley Systems.

Seequent builds world-leading subsurface software, helping create a better understanding of the earth to ensure a better world for all. Seequent’s integrated earth modelling, geo-data management, and team collaboration software enables customers to see a more complete picture of the underground: with more understanding comes better decisions – for people and the planet.

Seequent

A focused thought leadership campaign

EC-PR Quote marksPieter Neethling, Seequent“EC-PR has helped us build awareness through quality thought leadership coverage in global trade publications. Our brand credibility was further strengthened through an industry round table event attended by a high-profile panel of industry experts and influencers,”

Pieter Neethling, Segment Director – Mining Operations, Seequent.

Dangers and desires

In 2021, EC-PR delivered a successful campaign for Seequent in the industrial minerals sub-sector. A year later, the company sought to broaden its awareness and expand its thought leadership programme and visibility to the entire mining sector. It was looking to increase its share of voice in global publications and position itself alongside mining associations and industry bodies. In addition, it was looking to build credibility and be known as the industry leader across the whole lifecycle of mining operations – from discovery to restoration.

The successful 2021 industrial minerals campaign convinced Seequent that EC-PR would be the right communications partner to deliver the new mining campaign.

Design

EC-PR approached the campaign strategically, by first conducting robust communication strategy work. Particular focus was devoted to the strategy validation phase, where Seequent’s customer base was audited to establish if the communication strategy (personas, proposition, key messages) resonated with the customer base. Customer validation ensured the strategy aligned with customer perceptions, aspirations and ambitions.

A Brilliant Ideas Bank was developed, containing a wealth of thought-provoking and engaging themes to be pitched to the media. All ideas from the Brilliant Ideas Bank were successfully placed in target media publications as article placements. EC-PR worked closely with Seequent executives and subject matter experts to develop insightful long-form articles published as editorial content.

Campaign delivery

  •   Brilliant ideas bank
  •   Securing media stories
  •  Round Table Event
  •   Message Waterfall

 

Distinction

The second cornerstone of the campaign was an exclusive online thought leadership round table. Seequent brought together a stellar panel of thought leaders, such as Marcelo Godoy, Chief Technology Officer at AngloGold Ashanti, and Matt Blattman, Director Technical Services at Hecla Mining. The event was moderated by influencer and podcast host Emily King, also the Founder of Prospector Portal.

The round table discussion was distilled into several pieces of content, including an insights paper. Very simply, a message waterfall was created which means the round table was made available across multiple media types and presented in various formats such as the insights paper, a LinkedIn Live event/webinar, blogs and social posts.

The mining campaign was put in front of a total audience of 1.38 million (based on stats generated by Coverage Book), with an average Domain Authority of press coverage reaching a high figure of 54.

The nature of the delivery of the campaign (online round table and message waterfall) has also given Seequent ample slice-and-dice options further down the line to extend the campaign’s longevity and nurture thought leadership and brand awareness.

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Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

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Rock solid authority

Rock solid authority

Rock Solid Authority

A unique mining and exploration software and a Bentley Systems Company, Seequent is a pedigree in the Industrial Minerals (IM) mining sector.

Seequent has a proven, end-to-end workflow solution that unites all disciplines of geology, mine planning, and production.

Seequent

Seequent Case Study

EC-PR Quote marks“The roundtable and insight paper by EC-PR provided a platform for Seequent to share a clear message on effective data management with an important and influential audience. Working with EC-PR has allowed us to increase our share of voice in a new market. We grew our audience and engagement through an impactful thought leadership content strategy.”

Jessica Nussbaumer, Segment Marketing Manager, Exploration and Production, Seequent

Knowing the software would deliver exceptional value to its target audience, Seequent hoped to raise awareness amongst IM mining companies.
Here’s how EC-PR increased Seequent’s share of voice in a new market and grew audience engagement through impactful thought leadership and content strategy.

Dangers and Desires

Seequent’s USP and offering are best suited to supporting IM companies with challenges caused by digital transformation. While companies grasp the need to integrate technological advances as soon as possible, doing so across geographically dispersed teams with an extensive practical element can be a headache.

To remediate the headache, Seequent offers digital tools, fit for purpose, that are cost effective and resource efficient. Plus, the company supports IM entities during the digital transitioning. Confident with its strong offering of proven solutions, Seequent began looking to expand its visibility and grow its market share in IM mining.

Seequent approached EC-PR in 2021 to build its brand.

Design

Seequent first tasked EC-PR with generating engagement among key target stakeholders and influencers. Aiming to build the organization’s profile in the niche mining sector, EC-PR proposed a strategic approach.

The plan started with a light-touch communication strategy and a Media Lens competitive media analysis. Together, these initiatives enabled EC-PR to develop compelling ideas on which to build the campaign narrative.

Strategy design

  • Thought leadership articles
  • Press interviews
  • An insight paper
  • Media relations with key media outlets
  • An expert roundtable

Expert roundtable

EC-PR proposed a roundtable to focus on environmental, social, and governance (ESG) themes and digital transformation. Initially, outreach conducted ensured the roundtable would effectively target key stakeholders because, without expert participation, the roundtable would not draw decision-makers who are true prospects for Seequel.

Having secured a star-studded panel including Colin Church, CEO of the IOM3 trade body, Leah Wilson, VP of Corporate Social Responsibility at Imerys, Rainer Westerman, Lhoist’s Group Geology and Mining Director, Liv Carroll, Managing Director and Applied Intelligence Mining Lead at Accenture, and Craig Guthrie, Editor of top tier trade press title Mining Magazine — Seequel was ready to launch its ESG Roundtable.

Insight paper

Following the roundtable, EC-PR developed an insight paper to capture the key discussion points from the event. This was then circulated to IM mining stakeholders and leaders in the industry. We hosted both the roundtable and paper on Seequent’s website.

Subsequently, we promoted the insights from the roundtable and insight paper via a sustained campaign on LinkedIn, supported by engagement from industry influencers, the company leadership team. We, of course, ensured that press contacts of EC-PR’s helped boost its reach.

Article placements

EC-PR secured several by-line article placements for Seequent in leading global IM trade media titles. These included AT Mineral Processing, Global Mining Review, IOM3’s Materials World and Mining Review Africa, giving the software brand an authoritative voice on ESG and digital transformation amongst global IM readership.

Article coverage lasted for twelve months, providing continued opportunities to share the thought leadership across social and digital media to maintain Seequent’s share of voice for at least a calendar year.

Distinction

As a result of the roundtable and insight paper, Seequent achieved ongoing engagement with influential experts and commentators in the IM sector. Content from the event continued to generate conversation in the months following the roundtable, with commentators sharing content across their digital channels.

Online engagement for the roundtable and the paper also achieved significant reach, with the roundtable posted as a live webinar on LinkedIn, attracting over 300 registrations. Simultaneously, the insight paper achieved more than 300 downloads.

In conjunction with the roundtable and paper, supported by a comprehensive thought leadership programme, Seequent’s brand visibility skyrocketed. The software brand now holds an expanded influential network within Industrial Minerals.

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Show your brand’s mettle and grow it into its memorable, gorgeous potential.

Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

XTM International

Making SaaS Marketing Marvellous

ITPEnergised

Net Zero Heroes

2i

Building a Bolder Brand

AzteQ CUBe

Achieving Clarity Through Strategy