PILOTpartners launched in early 2009 with a well-known and experienced group of partners, but with no brand recognition of its own. The PILOTpartners team was keen to raise the company’s profile and knew that newsletters demonstrating expertise and thought leadership could be a valuable way to do this. But, as a new business, PILOTpartners didn’t have the budget to go the traditional publishing route.
Equinet Media’s solution used PILOTpartners’ own data to reach individuals with regular publications. Equinet provided a sector-specific writer, editors and designers to create Pilot’s Log. Equinet emailed the first page to target readers, allowing them to click through to a bespoke microsite where they could read the articles in full and look back through previously archived material.
This approach allows PILOTpartners to see who opens the email, who clicks through to the microsite, and how long they stay there. Just as important, they quickly learn who isn’t in the sector anymore. So, while they are raising their profile, they are also managing their database.
Founding partner James Wheeler said:
