Back in the summer, we launched a series of discussion papers for global ship management company V.Group, examining key industry themes and the impact of Covid-19 on the future of the sector. The first paper looked at the impact of the pandemic on crew wellbeing and was well-received by all stakeholders.
After the success of the first discussion paper, the pressure was on for the RMS team to create another compelling paper which would once again stimulate debate amongst the industry. After much research, it was decided that the topic of digitalisation should be the theme for the next paper. Once the topic was agreed, the research phase began. Industry webinars were attended and extensive interviews carried out with V.Group digitalisation experts. Statistics were vital in bringing the paper to life, so we delved through reports generated by the shipping company and highlighted key numbers and trends throughout the article.
To ensure consistency and the creation of a recognisable suite of papers, the design style followed the first paper, using bold, striking imagery surrounding the text. As well as being a digital paper, we printed several copies on high-quality stock to send to key contacts. The paper was added to Flipping Book, making it easy for readers to view the paper electronically and share across all platforms. The link was shared with all customers and contacts as well as key media.
Within a week of launching the paper, it had attracted 160 downloads and 54 readers had submitted their email address and agreed to receive further marketing communication from V.Group. The paper once again succeeded in positioning the ship management company as experts in the industry talking about the burning issues.
The media covered the launch of the paper and we secured a number of press cuttings in key industry titles about the topic and the production of the paper as well as in-depth pieces exploring the theme and quoting V.Group experts.
The paper was shared extensively across V.Group’s social channels with hundreds of shares and a high level of engagement.
Feedback from customers was once again hugely positive with anticipation for the next paper in the series already building …. Watch this space!