Case Study about TEKsystems on LinkedIn: Building brand awareness and driving demand with a targeted campaign Visit marketing.linkedin.com for more success stories.

1. Marketing Solutions
TEKsystems
Case Study
Building brand awareness
and driving demand with a
targeted campaign on LinkedIn
“ The results of our LinkedIn campaign for
TEKsystems were excellent. About half of our Challenge
impressions were from senior-level IT decision • Generate demand among IT decision makers
makers, including one percent from company • Increase brand awareness among IT professionals
owners and four percent at C-level. It’s the
perfect breakdown, and exactly what Solution
TEKsystems was hoping to achieve.” • Combine branding and direct response in a LinkedIn
campaign targeting IT decision makers and featuring
Jason Kane both display and text ads
Account Director, Anvil Media Inc. • Build brand awareness and generate conversions by
driving traffic to the TEKsystems website, which
offered free downloads of white papers and case
studies highlighting the value of using staffing
services to fill critical IT positions
TEKsystems provides IT staffing solutions, IT talent Why LinkedIn?
management expertise and IT services to help their clients • Abilityto target decision-level users in a high-
plan, build and run their critical business initiatives. Ranked attention environment
#1 in the IT staffing industry by staffing industry analysts,
• Proven effectiveness of LinkedIn Ads for direct
TEKsystems provides over 80,000 technical professionals to response
support critical IT engagements at more than 6,000 client
• Robust demographic reporting to see the exact
sites each year, including 82 percent of the Fortune 500.
audience responding to the campaign
With buying cycles that can run from a single day to much
longer, both targeting and repetition are essential elements Results
of TEKsystems’ advertising strategy. The company has to • An ideal audience mix: 1% company owners, 4%
reinforce awareness of both its brand and the benefits of its C-level executives, 50% senior IT decision makers
staffing services among IT decision makers throughout the year. • Over 1.1 million impressions delivered to 170,000+
unique audience members
To develop a lead generation campaign targeting Fortune • Click-through rate of .07% for branding-focused,
500 companies, TEKsystems worked with Anvil Media, a well above industry average
social media marketing agency based in Portland, Oregon. • A high level of trust in messages delivered through
“LinkedIn is a key channel for helping our clients connect the LinkedIn environment
and engage with business-to-business decision makers,”
says Jason Kane, Account Director at Anvil Media Inc.

2. “ On other platforms, you end up getting a lot of interest from lower-level managers who aren’t
really going to translate into sales, but LinkedIn helps you target the CIOs and senior IT
executives you need to drive new business. Robust tracking and reporting helps us verify that
we’re reaching the right people.”
Jason Kane, Account Director, Anvil Media Inc.
Combining direct response and branding Building awareness and trust among decision makers
For the TEKsystems campaign, Anvil “The results of our LinkedIn campaign for TEKsystems were
Media used a two-pronged strategy excellent,” says Kane. “About half of our impressions were from
that combined direct response with senior-level IT decision makers, including one percent from
branding. “Self-service LinkedIn Ads company owners and four percent at C-level. It’s the perfect
are really strong for targeted lead breakdown, and exactly what TEKsystems was hoping to
generation, getting higher quality achieve.” In all, the campaign delivered more than 1.1 million
leads than other platforms, and impressions to its targeted audience, including more than
we’ve found it especially useful for 170,000 unique audience members. The campaign’s brand-
direct response,” says Kane. For focused banner ads achieved a click-through rate of .07 percent,
TEKsystems, Anvil ran ads promoting nearly double the industry norm. “We also got great data to
TEKsystems.com, where prospects show that we were hitting our demographic target—and we
could download free white papers, only paid for those impressions,” says Kane.
case studies, and other content
highlighting the impact of using IT The campaign also revealed another interesting piece of insight.
staffing services to fill mission-critical “Usually, adding a testimonial to a landing page will increase
positions. These ads were downloads because it increases trust,” says Kane. “When we did
complemented with concurrent that in this case, it didn’t have nearly as much of an impact. That
banner ads focused on the tells us that people were already at a high level of trust simply
TEKsystems brand; these also drove because they’d seen the ad on LinkedIn, and that trust carried
traffic to the company’s website and over to the message they saw at the landing page. It’s another
the free downloads available there. example of the quality of the LinkedIn environment for people
“Our campaign worked as a one-two seeking to do business.”
punch, putting the TEKsystems
brand front-and-center in front of
the same audience who was seeing Visit marketing.linkedin.com to learn how other marketers have
our text ads.” successfully met their marketing objectives.
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