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Media Relations to Build Buzz and Co-brand Two Sister Companies

Background

CUSO Financial Services (CFS) needed a stronger, more responsive media relations and marketing plan to compete against larger broker dealers. Company executives wanted the CFS company name regularly included in the trade industry and known as the go-to source of expert industry opinion. Executives also owned another broker dealer, called Sorrento Pacific Financial (SPF). The two firms had operated independently, but executives wanted to begin branding the two firms together as “sister companies.”

Challenges

Clearpoint Agency needed to put the “relationship” back in media relations, and focus on being supportive, responsive and flexible to the trade media to establish friendly relationships with key contacts at CFS’s targeted trade publications. We needed to distribute frequent and consistent news and to be proactive in reaching out to the media to get the CFS and SPF names recognized as top players in the investment services industry.

Solution

Clearpoint Agency employed a media relations campaign that included updated research, strategic planning, and PR execution that was both deep and broad to establish the CFS and SPF brands as the top sources for investment program expertise. The campaign consisted of a news release plan for the whole year, key message development for written materials, contributed articles, regular review of competitor communications, targeted media lists, and a responsive team to act upon media requests and tight deadlines. We found a mix of email pitches and very supportive interview coordination between busy reporters and executives ensured press releases and feature articles were published regularly.

Result

Major industry media became extremely comfortable calling Clearpoint Agency for interviews and articles. They knew Clearpoint could respond quickly and provide accurate, well-written materials. CFS or both CFS and SPF were highlighted in industry trade publications almost every month. The media relations campaign to position CFS as an industry expert and SPF as its “sister company” resulted in meaningful relationships between our client and targeted media publications, ensuring inclusion for years to come.

 

“We are very fortunate to work with such a talented public relations firm as Clearpoint Agency.  Work is easier and more productive when you trust your team and enjoy working with them. Clearpoint consistently gets our message out, lands us great coverage, and helps us win awards. They are a terrific group of professionals who get the job done!”

Amy Beattie,
COO,
CUSO Financial Services

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