The Challenge

A Big Four global consulting firm was working to win public sector contracts in Utah and Arizona – and running into a specific problem. Their global brand name carried enormous weight, but at the state and local government level, trust is built differently. Decision-makers wanted to know who they’d actually be working with, not just the logo on the letterhead.

Brought in through an agency partner, our task was to close that gap: translate global credibility into local relevance, and help the right leader build the right relationships in the right markets.

The Approach

We launched a targeted executive visibility program for a key leader within the firm, built around two core pillars: thought leadership and direct relationship-building.

On the content side, we ghostwrote LinkedIn thought leadership tailored to the specific policy priorities and pain points of Utah and Arizona’s public sector audiences. This wasn’t generic industry commentary – every piece was localized, relevant, and designed to resonate with the officials and administrators who’d be making vendor decisions.

In parallel, we ran a strategic LinkedIn outreach program to build direct connections with those decision-makers – turning the executive’s profile from a static credential into an active relationship-building tool.

Every asset we created, from social content to supporting campaign materials, was adapted for state-specific contexts. The goal was for this leader to feel like a regional expert, not a national firm parachuting in.

We created hypertargeted audiences on LinkedIn to promote paid content as well, ensuring the right message hit the right people – and made more than an impression. In public sector, public likes and comments come few and far between, but the clicks and engagements tell the real story. Through paid, we were able to take note of which topics drove which actions from which prospects – a huge insight into what lays beyond the traditional close-vestness of the sector.

The Results

The program moved the needle where it mattered most – in the room and at the table:

• ~100+ new LinkedIn connections with target decision-makers per month
• 35% reach rate among target accounts
• 42% LinkedIn connection acceptance rate
• 11X frequency of content-to-audience distribution monthly
• 2-4% click-through-rate on content regularly, up to 8%
• 3 key 8-figure deals closed – and counting
• Regular monthly engagement of key accounts – with the data to support the hidden engagement
• Turned a loss-leading region into a profit center for the first time in the firm’s history

Some results don’t show up in a dashboard.

Our client walked into the governor’s office for a meeting and was introduced to a key stakeholder he’d never met. She paused, stepped out of the room, and came back holding a book. “I saw you recommend this on LinkedIn,” she said. “I ordered it.”

He hadn’t said a word yet. The relationship had already started.

“My reputation precedes me,” he told us afterward. “That’s the value of all this work.”

When global credibility meets local relevance, doors open. That’s exactly what happened here.