The objective of this campaign was to place articles bylined by Paul Erickson, a California-based strategic management consultant. The how-to articles, including “Strategic Retreats: A Tool For Growing Companies” published in ACG Network, were ghostwritten by Phyllis and were pitched and published in a variety of publications including inflight, business, industry, and other publications read by CEOs and top management decision-makers.
The goal was to position Paul Erickson as a retreat expert, and to establish his authority as a successful retreat facilitator for a wide variety of middle market companies. In addition, we wanted to create an interest in retreats and Paul Erickson, to generate inquiries about retreats, and to stimulate a request for his services.
The accumulated published articles enhanced his credibility as a retreat expert and were included in the presentation material sent to prospective clients.