Bloomberg Government: From content to “must have” resource 

What makes Bloomberg Government (BGOV) special is not the quantity of its content geared specifically for those engaged in government (legislative, government affairs, and contractors). It’s the quality, proprietary analyses, and timeliness that make it shine. 

But in a sea of content readily available, this wasn’t coming through. So, to drive trial that would convert into multi-seat subscriptions, we had to raise the bar, and distinguish BGOV in ways they had never done before.

It started with the insight that, in their hyper competitive, cluttered and confusing space, what their viewers want most from their news, analytics, and decision tools is an advantage… a means to do their jobs with more conviction and less doubt. So, it was made unmistakably clear that, in BGOV, there was no rival.

Then, for each of three core segments, a versioned demo experience was created to help elevate BGOV to “must have” status. It combined a powerful hook/intro sequence and video to engage our users, then invite them to self-select which content stream best met their needs. A CRM backbone drove lead nurture.

The BGOV demo experience changed forever the way the company positions and talks about itself and was live for three years before being updated as was the product itself. More so, it did what it was charged to do: dramatically increase the volume and quality of leads being funneled to their internal sales for follow up.

Demo experience versioned by segment

CREDITS — AGENCY: SOURCE MARKETING. RICH FELDMAN: BUSINESS STRATEGY, CAMPAIGN STRATEGY, CREATIVE STRATEGY, CREATIVE DIRECTION, COPYWRITING ON SELECT ELEMENTS. SHOUTOUTS: NEIL CAMERON, DIGITAL DESIGN AND DEVELOPMENT, COREY GUILBAULT, DIGITAL DESIGN, DEVELOPMENT AND ACCOUNT MANAGEMENT.