The Issue at Hand
A quickly growing division of global company that provides billing, customer care, employee care, and transaction management software and services needed to establish its preeminence in such areas as human resource outsourcing, workforce management, and e-learning through its thought leadership.

The Solution
A series of eight-page white papers and “points of view,” published in both U.S. and EMEA versions. Developed as extended articles with ancillary sidebars, charts, interviews, and timelines.

The Process
Working closely with Convergys Employee Care’s marketing department, Leverage Media developed themes for the papers and ways to package the information that would make the papers easily scanable while providing readers with many “points of entry.” LM journalists interviewed Convergys executives and clients and well as outside experts to develop copy. LM designers produced a template that tied in with Convergys branding guidelines but still accommodated the material. Printed copies were used as sales materials, distributed at conferences, and sent to media outlets. PDF versions were made available on the corporate website and were flagged in banner ads placed in online media outlets. LM developed additional spinoff articles from the material used in the papers that Convergys’s public relations department then pitched to business and trade publications.