Open highly-specialized vertical markets.

Challenge:Establish GE Capital as an expert in the Food & Beverage business with C-level executives. Generate engagement and leads.

Obstacles:Too many cooks in the kitchen, from major national banks to lenders with local ties. Long-term lender relationships are tough to overturn.

Approach:Serve up what the target wants – industry expertise. Ads elevate GE Capital by demonstrating deep roots in food and beverage, while targeted digital media and trade print affordably achieved high vertical visibility.

Results:Well done. The program stirred up significant numbers of highly qualified new visitors, content downloads, newsletter sign-ups and sales leads.