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.
A focused thought leadership campaign
“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.
How to become an industry thought leader
Thought leadership can transform your brand, position you and your business as leaders in your industry and open doors to new opportunities. Find out how to get started with our practical guide.
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