The quality of the ideas put forward is what determines whether or not a piece of writing is thought leadership.
Challenge: Establish internal and external sustainability communications for an iconic, American brand.
Business & Environment Initiative, Harvard Business School
Move important sustainability research out of academia and into industry practitioner communities where it can be utilized.
What We Did:
Develop customized communications plans for BEI faculty members
How We Did It:
Numerous faculty associated with Harvard Business School’s Business & Environment Initiative aim to communicate their research knowledge not just to students, but also to current industry professionals who can put it to immediate use. In order to recommend customized outreach strategies for these faculty, we began by reviewing their major areas of research and benchmarking their non-academic publishing and social media efforts. With coordination and guidance from BEI staff, we interviewed the faculty regarding their goals, willingness to engage in different outreach tactics, and availability to do so. Next we researched and contacted existing channels, influencers and publications that might be useful in achieving the identified communications goals. From there we outlined an assortment of strategic and tactical options that could be completed with the help of on-campus or contract resources. Following feedback from faculty members and BEI staff, we finalized and documented communications plans that included high-level strategic intentions, as well as tactical details such as media contacts and best practices for social-media engagement.
Some of the outcomes of this strategic work include an invitation to a new advisory role with a major, multi-stakeholder effort on food waste; invitations to contribute to industry publications and newsletters; industry publication of a feature article about an on-campus workshop; establishment of new on-campus relationships in support of BEI; a new content-development initiative; and others.
“Bart’s knowledge of the sustainability space and media relations was invaluable to this project,” said BEI director, Jennifer Nash. “It’s clear he knows the issues and the playing fields, and this allowed him to get up to speed quickly on our faculty expertise and their varied needs. I was impressed by the clarity he brought to the strategic process. Bart’s also delightful to work with, and I look forward to future projects together.”
Challenge: Design and develop a new website for an internationally renowned consulting firm.
Challenge: Develop and publish a five-year strategic plan for this research center within the Scheller College of Business.
Execute a regular content marketing strategy for a busy, design consultancy.
What We Do:
Provide ongoing, customized editorial support to a diverse team of thought leaders
How We Do It:
New Growth Communications began working on Azul Seven’s content marketing initiative after the design and innovation firm had already developed a lead-generation strategy with a digital marketing agency. We came in to assist in producing weekly thought-leadership articles targeting specific buyer personas at different stages of the sales process.
Per the strategy, designers at Azul Seven are responsible for publishing on predetermined topics roughly every six weeks. Each designer has a different level of writing expertise and draws on New Growth’s editorial support to varying degrees. For some, we provide a sounding board for ideas and assistance outlining an article structure around which they can begin drafting. For two non-native English speakers, we provide the initial drafting of those ideas as well. And for others, we simply step in at the copyediting stage to help clarify thoughts and polish presentation. In short, we meet the writers where they’re at and help them cross the finish line as efficiently and effectively as possible. Our job also includes careful management of shared documents, coordinating with Azul Seven’s project manager and urging writers forward, as needed, with friendly reminders.
Together we’ve completed articles highlighting Azul Seven’s expertise in design thinking, biomimicry, digital healthcare design and numerous other SEO-ready topics. Articles are queued up for the launch of a new website, and we’ve developed the process and relationships to respond flexibly to strategic and scheduling demands.
"Working with Bart of New Growth Communications has been a breakthrough for us,” says Azul Seven co-founder and CEO, Lisa Helminiak. “We’ve worked with other writers and editors in the past, but none matched his level of professionalism and talent. From pulling ideas onto the blank page to carefully addressing concerns of voice and language, he’s clearly invested in facilitating our thought leadership and copywriting. Our entire team enjoys working with him and his speed and responsiveness have been critical to the launch of our new website and content marketing efforts. Frankly, I’m not sure how we would produce this much content without him.”
Challenge: Leverage national recognition to increase regional business opportunities for a custom builder of smart homes.
"Bart fills an unique niche assisting thought leaders in the field of sustainability..."
"Bart has been invaluable to my work at VF. We often have multiple work streams underway together at any one time. He’s the ultimate utility player..."
"Bart brings a lot of value to the table. He’s a top-notch strategic thinker..."