Positioning a Manufacturing CEO as an Innovative Value Driver and Turnaround Expert
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CHALLENGE
A manufacturing industry CEO asked Broad Reach to help position the company as a Canadian industry leader by raising the profile of the growth and innovation she drove at the company over the last five years.

SOLUTION
We started by conducting an audit of the CEO’s LinkedIn profile and revised it to focus on her most impactful career achievements that led to her role as CEO, the strategy she implemented in the role, and the incredible results she generated in turning the company around. We worked with her to develop a thought leadership strategy, and we helped her write three LinkedIn articles that showcased her approach and her major accomplishments in the dramatic turnaround. The content focused on 1) her strategy and tactics for bringing the company back from insolvency after a failed private-equity takeover, including her focus on efficiency, customer service and retention, and her use of design thinking principles to identify new markets; 2) her expertise and innate ability to drive value in a business; and 3) her career-long focus on innovation in every role she has held. We then developed a social media, media relations and podcast outreach campaign to promote this transformation.

IMPACT
Broad Reach showcased the CEO’s expertise as a turnaround expert, a seasoned entrepreneur and a driver of business growth by promoting her role in turning the insolvent company into a thriving, innovative business and creating incredible value for shareholders in the five short years she held the role of CEO. Through PR efforts, we promoted her exceptional leadership to her network and to the industry at large, which in turn positioned the company as an industry leader, standing head and shoulders above the rest. Her published articles generated strong engagement on LinkedIn, while the campaign resulted in a wide range of media coverage including the Retail Council of Canada podcast, Canadian SME Business Magazine, Run It Like a Girl, and Canada’s Podcast, and a speaking engagement with Women in Canadian Manufacturing. This clearly positioned the CEO as an extraordinary leader, allowing her to take her career to yet another level when she ultimately left the company. Private-equity investors were able to easily appreciate her skills and track record via her online profile and activity, which elevated her appeal as they considered investing in her. This enabled the CEO to secure private-equity funding as she moved to a new major goal: investing in, turning around and running a new company.