The Situation:
Boundless Network,  a technology-enabled branded merchandise distributor, had several goals for 2008. The company wanted to introduce new marketing efforts and provide a strategy that would promote it as a tech-savvy industry leader. This strategy, if implemented correctly, would enable Boundless to continue to grow at a rate of 100 percent.

The Challenge:

Research showed that many professionals in the promotional products industry were using the web for information and research, yet the vast majority of promotional products distributors were not using digital marketing or Web 2.0 tools.  Boundless was looking for a PR firm that understood the digital landscape, and could provide guidance and instruction on the implementation of new media concepts. The company retained Diverge Communications to provide guidance in these new media concepts.

Our Solution:
With a very specific and tech-savvy audience, Diverge recommended overhauling the corporate blog, making it more searchable and adding social media functionality to connect with potential recruits. The company’s then-current blog was incompatible with the corporate site. It was hosted on TypePad, which meant Boundless didn’t have direct site control.

Diverge said that by creating the rebranded blog on its own site, Boundless Network would improve not only its continuity with the rest of the site, but would also make it more searchable. Diverge completely overhauled and rebranded the Boundless blog to “Jason Black’s Blog.” This change positioned Black to freely express his views and grow his reputation as an industry thought leader.

The Results:

Due to the new branding, improved SEO practices and transition to the Boundless Network corporate site, Jason Black’s Blog more than doubled its monthly traffic. Search engine traffic went from near zero to 40 percent of total blog traffic. The results far exceeded the corporate goals.  Jason Black was awarded the Power 50 ranking by the ASI, and was named to the Association’s Hot List – a  “who’s who” list of industry leaders.  With the unambiguous success of its digital strategy in 2008, Boundless is continuing in leading-edge work and new campaigns.