PR agency LaunchSquad (San Francisco)
Campaign SmartVan microsite
Duration January 2011-ongoing
Recognizing a void in industry leadership, field service management applications company ServiceMax set out to develop a digital platform to promote industry education and collaboration with a unified media stage.
"Field service has been a long-neglected space," says marketing VP Stacey Epstein. So LaunchSquad was tapped to build a microsite to support service organizations with industry content and help foster communication.Strategy
The site, SmartVan, is designed as a hub for industry insights and news from field pros on new technologies and best practices.
"We're trying to build and engage an audience they wouldn't otherwise have found," explains Jeff Davis, LaunchSquad's editorial director.
The microsite has original blog content, Q&As, and features from experts, as well as aggregated content from the Web. For example, SmartVan has articles on new enterprise technology and employee recruitment. Content is geared to operators and businesses in the field service space.
To draw such a specific audience, the microsite has dashboards for information on sectors and posts up to four new articles each day.
ServiceMax does not use the site strictly to promote itself. "To have any credibility," says Davis, "SmartVan must be independent."
The site, however, is sponsored by ServiceMax and features company ads. The hope, Epstein says, is to gain viewers with the help of the Facebook and Twitter follow buttons on SmartVan.
Thus far, the site is aggregating and publishing up to 20 pieces of content each week off the Web, some of which comes from three contributing writers. There are plans to boost content flow with more writers and news sources.
Since launching, the microsite's page rank for the search term "field service news" has risen to the top of Web search engines, says Davis.
Because the nature of field service entails actually being out in the field, Davis has plans to make the content portable. "The audience for this is in the field; they have smartphones," he says.
Davis also plans to add a feature to the microsite that alerts readers of content and news posted.