Case Study: Russell Reynolds Associates elevates CEO succession awareness with Velocity Partners

Russell Reynolds Associates boosts CTR 8% with Velocity Partners

Russell Reynolds Associates (RRA) faced the challenge of distinguishing its CEO Succession planning service from competitors and growing brand awareness among a highly inaccessible, board-level audience. To reposition this service and create a compelling campaign, the company enlisted the help of vendor Velocity Partners.

Velocity Partners developed a new positioning for the service, framing it as the "Mount Everest of leadership planning." The solution included a fresh take on RRA's brand identity with human-focused design, evocative content like articles and eBooks, and a targeted performance marketing campaign across LinkedIn, search, and email. The vendor also created a dedicated hub page and internal launch materials. This strategy delivered significant results for Velocity Partners' client, including a $30,000 deal, an 8% higher click-through rate than forecasted for programmatic ads, and 912 conversions from the paid search campaign.

Russell Reynolds Associates (rra)