“The team at Gregory FCA has done a great job helping us not only expand into new areas but also increase our visibility and enhance our relationships in those communities.”
Hearing aid manufacturer Oticon, Inc. made headlines in 2016 when it launched Opn, the world’s first internet-connected hearing aid. In June 2017, Oticon was launching an updated version of Opn, and saw an opportunity to make a splash and capture share of voice in the media.
To do this, Gregory FCA devised a “big” idea to generate excitement and coverage in technology, health, senior, and general consumer media, as well as extend Oticon’s reach via external social media platforms.
Oticon needed an undeniable story idea to draw the attention of consumer media, and Gregory FCA delivered it: Oticon would produce the world’s first rock concert broadcast directly to hearing aid wearers.
To pull off a “world’s first” event, many moving pieces and tactics came into play, including event planning, media relations, messaging and press release development, website development, video production, social media content, and a satellite media tour (SMT).
The first step was to find a legendary rock band that would be willing to participate in the campaign. Gregory FCA spoke with the managers of nearly 20 bands from the 1970s and 1980s, but none understood what we wanted to do more than the management team for Styx. Gregory FCA executed a contract for a one-time broadcast of Styx’s August 22, 2017 concert at the PNC Bank Arts Center.
In a timeline of less than two months, Gregory FCA outlined and executed a media strategy, identified and hired technical partners to facilitate the broadcast, and designed and developed a custom microsite which would host the audio player for Opn hearing aid wearers.
To create additional exposure for this “world’s first” event, Gregory FCA developed content for Oticon’s Twitter, Facebook, and LinkedIn pages, and drafted LinkedIn posts for the company president’s personal profile. To extend Oticon’s social reach further, Gregory FCA negotiated with Styx’s managers to promote the event on the band’s social channels, and convinced Live Nation to share it socially too.
In the end, the Oticon Opn Rocks campaign generated the visibility Oticon was looking for. Gregory FCA delivered 36 TV and radio interviews and more than 115 stories in newspapers, local TV outlets, tech media, and more, reaching a potential audience of 353.5 million.
Social media also drove consumer awareness. Over 15.8 million people were reached on social media, resulting in over 250 comments, 800 shares, and 5.1 thousand likes. Styx alerted their 1.58 million Facebook and Twitter fans about the event three times. Live Nation and PNC Bank Arts Center promoted the event on Twitter and Facebook to 4.59 million followers, and Live Nation also emailed its subscribers about it. Overall, there was positive feedback and excitement from fans and Opn wearers across social media.
Amplify ETFs engaged Gregory FCA in January 2016 to assist in the launch of its flagship ETF, the Amplify Online Retail ETF (IBUY), and help garner media coverage to drive the narrative surrounding the future of online retail. A first-of-its-kind offering in the retail sector, IBUY holds a globally diversified basket of 40 companies that derive at least 70 percent of revenue from online and virtual retail, including Amazon, Alibaba, Wayfair, Shutterfly, and Netflix, to name a few.
Gregory FCA implemented an integrated communications plan to deliver consistent, influential media coverage that accentuates IBUY as a unique offering in the ETF space. Gregory FCA worked closely with CEO Christian Magoon and his team to craft compelling content for media outreach, social media posts, and website content.
Following the launch, the program focused on capitalizing on any and all retail-related news, such as brick and mortar store closings, seasonal domestic and international retail holidays, and other economic news related to retail sales and earnings announcements for IBUY holdings.
Whenever a piece of retail-focused news was announced, Gregory FCA tapped its longstanding and deep media relationships to offer Magoon as an expert with a unique perspective on the ever-evolving retail industry.
Gregory FCA was able to regularly secure guest features for Christian on CNBC, Fox Business, Bloomberg Radio, and newer media platforms like Cheddar TV.
Since launching on April 20, 2016, the IBUY fund has had a great deal of success. As of April 4, 2018, it has reached approximately $281.50 million in assets under management. Throughout Amplify ETF’s campaign with Gregory FCA, IBUY has enjoyed a total of over 100 print, online, and broadcast media placements including Business Insider, CNN Money, The Street, Marketplace, and more.
Reality Shares, an asset management firm, ETF issuer, and index provider, hired Gregory FCA in 2016 to support its innovative product suite of exchange-traded funds. ETFs now have more than $2 trillion in assets, and, on average, see a new product launched every two days.
In 2017, the firm needed a home run and turned to Gregory FCA when it was about to launch the Reality Shares Nasdaq NexGen Economy ETF (NASDAQ: BLCN). This ETF seeks to invest in leading global companies creating and implementing blockchain solutions, that is, those companies committing material resources to developing, researching, supporting, innovating, or utilizing blockchain technology for their proprietary use or for use by others.
Gregory FCA assembled a “SWAT team” of highly skilled professionals with experience in the financial services industry, and ETF launches in particular, to collaborate on the BLCN launch. The team created and implemented a two-staged approach to ensure the ETF product launch was a success.
The first step was to build credibility and thought leadership for Reality Shares and its Co-Founder and CEO, Eric Ervin. The Gregory FCA team quickly mobilized to research and contact media outlets that have covered ETF launches and the blockchain and cryptocurrency space. Using that comprehensive, individualized list, the team offered embargoed interviews with key members of the press and secured pre-launch coverage in publications such as Barron’s, Business Insider, and Bloomberg.
The second step, once the ETF launched, was to promote the product. Gregory FCA and Reality Shares accomplished this by going on a two-day New York City media tour, focusing the messaging on key factors that differentiated Reality Shares from others in the market, and capitalizing on timing. Rather than make the launch story all about Reality Shares, Gregory FCA developed timely story angles to newsjack blockchain and cryptocurrency news of the day.
BLCN came out of the gate strong, correlating directly to the vast exposure it generated in trade, broadcast TV, and top-tier national media. In the first week, Gregory FCA secured over a dozen top-tier media appearances, resulting in record volume for Reality Shares’ ETF platform.
On the day of its IPO, BLCN saw a volume of 604,000 shares traded, achieving an AUM of $13.5 million. Reality Shares’ social media engagement and web traffic also skyrocketed by significant margins.
On day two, BLCN had traded an additional 1.3 million shares. An impressive two straight days of gains.
As of March 26, 2018, BLCN’s AUM is $118.09 million.
“Savior,” a fully-animated 2-D platformer video game featuring artwork and animation influenced by Cuban artist Josuhe Pagliery, came to Gregory FCA as an extension of a pro-bono client, the Innovadores Foundation.
Innovadores is an American non-profit co-founded by John Caulfield, the former chief of mission of the U.S. Special Interests Section in Havana, which works with young Cubans to seed innovation in Cuba. Innovadores became an advisor to the game’s developers and sought Gregory FCA’s help in bringing awareness to “Savior,” Cuba’s first independent video game.
Savior needed Gregory FCA’s help to publicize its upcoming crowdfunding launch on Indiegogo, the ultimate goal of which was to raise the $10,000 needed to help finalize the game’s development.
With a long history of helping startups use public relations to achieve their crowdfunding goals and a keen knowledge of Cuban business operations through its work with Innovadores, Gregory FCA was confident it could help “Savior” achieve its goal.
Gregory FCA created and deployed a national public relations campaign, focused first on helping “Savior” gain funding for development, animation, and art design for the game through a first-of-its-kind Indiegogo crowdfunding campaign, and second on securing interviews for Josuhe Pagliery—the face of “Savior” who stayed in the U.S. during the crowdfunding process.
In order to gain backers, Gregory FCA knew that consumers and media alike would first have to hear “Savior’s” purpose, get to know its developers, and understand the challenges that come with developing a video game in Cuba. The game is intended to entertain, but it’s a serious step forward for the state of innovation in Cuba, where internet access was only recently made available to regular citizens via public Wi-Fi hotspots.
Gregory FCA collaborated with the “Savior” and Innovadores teams to develop a comprehensive press release, “Cuban studio launches first indie video game via Indiegogo campaign,” that would help educate the public and be authentic to “Savior’s” Cuban roots.
Next, Gregory FCA worked directly with Josuhe and the Innovadores team, who advised “Savior” on its crowdfunding campaign, to ensure that the Indiegogo page painted the full picture, provided a clear call-to-action for potential investors, and laid the foundation for media interested in speaking with Josuhe.
Gregory FCA identified national, regional (Miami, NYC, Cuba), Spanish-speaking, and trade media contacts interested in video gaming, technology, innovation, Cuba, and Latin-American affairs to pitch, with the goal of obtaining published articles that would link directly to the crowdfunding campaign.
The Indiegogo campaign launched October 24, 2016 and reached its $10,000 goal in just six days. By its campaign close on November 29, it was 115 percent funded, raising $13,040. Gregory FCA distributed a press release on October 25 in English and Spanish and immediately began individualized outreach to 130 media contacts, tailoring each pitch to the reporter’s past coverage.
Media coverage include placements in mainstream media including VentureBeat, NPR, The Miami Herald, The Street, and Vice; and leading gaming media including Kotaku, Polygon, PC Gamer, Gamasutra, N4G, and Kill Screen.
Friends Hospital, the oldest psychiatric hospital in the nation, engaged Gregory FCA to execute a public relations campaign aimed at generating awareness for several growing practice areas, including the treatment of eating disorders, women’s mental health, and elder health care.
During the course of the campaign, Friends Hospital suffered a patient crisis event that required a swift public response to address misinformation; maintain the hospital’s reputation; instill employee confidence; and engage the surrounding community.
At a moment’s notice, Gregory FCA deployed a team to address the urgent crisis, which threatened the hospital’s licensure and good standing within the community. Gregory FCA developed a core message stack geared to each key audience including the staff, the community, regulators, payers, government entities, and the hospital’s parent company. A senior team member served as the hospital’s media spokesperson and addressed rampant misinformation surrounding the incident; created an internal communications network that facilitated staff involvement; and worked with local journalists covering the story to determine what they were hearing from regulators and how to proactively respond.
Reporters appreciated Friends Hospital’s proactive approach and accessibility. As a result, news coverage of the event, which initially had been unfavorable, shifted and became much more balanced throughout the course of the crisis.
As the initial crisis abated, Gregory FCA executed a reputation rehabilitation campaign, working with the hospital’s new incoming CEO to forge strong connections to the surrounding community. Gregory FCA conducted outreach to local politicians, religious groups, law enforcement officials, and community leaders, introducing hospital executives, forging relationships, and even identifying community activities which hospital staff could volunteer to assist with. These efforts rebuilt the hospital’s connections to the community and calmed regulators.
The messaging strategy that Gregory FCA developed effectively mitigated the crisis and helped to restore public faith in the hospital. Community leaders rallied to the hospital’s side as regulators determined next steps. Ultimately the hospital retained its licensure and, to this day, continues to capably serve the Philadelphia mental health community. Psychiatric Solutions, Inc., the hospital’s parent company, was able to execute on a significant merger opportunity with one of the largest hospital holding companies in the world.
The internal communications channels that Gregory FCA established within Friends Hospital served as a valuable conduit to hospital employees and were the primary means of rallying the troops, enlisting their support in external reputation-rebuilding initiatives, and educating them on new policies, procedures, and training programs. Moreover, the internal communications network acted as an interactive staff newsletter that helped open channels of communication within Friends Hospital, restoring internal calm and confidence.
Ultimately, Gregory FCA’s engagement effectively raised community awareness, educated the public about the hospital’s mission, and restored the hospital’s reputation in the community.
Exchange Traded Concepts
Exchange Traded Concepts (ETC) offers an ETF-in-a-box platform to launch private label exchange-traded funds in as little as 75 days. As a new company, ETC was unknown and was one of the first white label platforms to market without an ETF issuer partner, who could offer first-hand experience about the power of the platform.
Leveraging Gregory FCA’s deep knowledge of the investment and ETF industries, the firm’s financial services team formulated a strategic launch plan to introduce ETC to the media, and thereby drive awareness among those interested in launching ETFs. By conducting media outreach and education, media training, and regular NYC media tours, Gregory FCA secured major media coverage for ETC as well as their sub-advisors.
During the course of Gregory FCA’s representation, ETC has averaged one national broadcast appearance per month and regular coverage in top-tier financial trades and The Wall Street Journal. The effort has resulted in ETC now offering 16 different ETF products from 13 different ETF issuers. Today, Gregory FCA manages the public relations efforts for four different issuers on the ETC platform.
Thermo Fisher Scientific
Thermo Fisher Scientific first engaged Gregory FCA to spread the word about how its in vitro allergy tests provide a more precise diagnosis of allergy than traditional skin prick tests.
A significant challenge was overcoming objections of allergists, who had a vested interest in maintaining the status quo as they make a significant percentage of their revenue by conducting skin prick testing.
As a result, Thermo Fisher had to carefully execute a public relations campaign to reach primary care physicians, who have increasingly become the first line of defense against allergy and asthma (which often has an allergic component). In addition, reaching consumers with information on in vitro allergy testing was important to drive awareness with primary care physicians.
Finally, with FDA clearance of a next-generation food allergy test, Thermo Fisher was interested in aggressively driving direct to consumer efforts to increase awareness with Peanut Allergy Moms in the social media space.
Initially, Gregory FCA developed a campaign that leveraged primary care physicians who were active users of in vitro allergy testing and spotlighted how this test improved their patient care in local television news outlets. Thermo Fisher sales personnel were incentivized to introduce the PR team to physician advocates willing to speak on behalf of in vitro allergy testing.
This element led to a steady drumbeat of media coverage across the country. Gregory FCA also focused on expanding awareness in the laboratory trades so that Thermo Fisher could identify additional laboratory partners who would administer in vitro allergy testing.
Gregory FCA then launched an extensive social media campaign, which included a new food allergy blog, a Facebook page, a Twitter presence, and a series of webinars to educate Peanut Allergy Moms to the benefits of peanut component testing.
The awareness generated by Gregory FCA’s media campaign drove business from consumers into the offices of primary care physicians. Thermo Fisher enjoyed media coverage in a broad range of outlets including Better Homes and Gardens, Allergic Living, Woman’s Day, Sirius XM Doctor Radio, Everyday Health, PharmaVOICE, SheKnows.com, The Doctors, The Wall Street Journal, Reuters, Clinical Lab Products, Medical Laboratory Observer and ADVANCE for Administrators of the Laboratory.
As a result of the traditional media campaign, the engagements were expanded to encompass the first direct-to-consumer social media campaign for Thermo Fisher. This led to significant involvement with thought leaders and patient advocates in the allergy arena and became the primary marketing investment for an important new product launch.
Relative Value Partners
Relative Value Partners (RVP) is an SEC registered investment advisor that brings an institutional methodology to high net worth individuals, family offices, and small institutions. RVP’s niche is closed-end funds (CEFs) and exchange traded funds (ETFs), a point of differentiation in the marketplace.
Despite outperforming their benchmarks, few people knew about the firm and its unique investment strategy and expertise. RVP desired to be known as a premier investor in CEFs and a leading authority on investment issues and trends.
Gregory FCA combined our knowledge of the investment industry and the media to formulate a plan that enabled the professionals at RVP to communicate their expertise and messaging to a broad media audience on a regular basis.
By exploiting industry news events and trends in the marketplace, Gregory FCA positioned RVP as nationally-recognized experts in both the trade press and mainstream media. Closed-end fund reporter introductions resulted in regular features that displaced other industry experts.
RVP has been featured and profiled on CNBC, the Wall Street Journal, Bloomberg Markets, Barrons, Financial Planning, Forbes, The New York Times, Business Week, and other outlets.
The firm has increased their assets under management from $325 million to over $1 billion, and CIO Maury Fertig has become a leading voice on investing in CEFs in the media.
Safeguard Scientific builds value in growth-stage technology and life sciences businesses by providing capital as well as key strategic, operational, and management resources to its partner companies. Gregory FCA serves as Safeguard’s communications partner, telling the Safeguard story, as well as the stories of its partner companies, to various, high value audiences.
With no sales or revenue of its own, Safeguard communicates its value proposition through the success of its partner companies. Gregory FCA developed an integrated communications program that better enabled Safeguard to tell its nuanced story in a way that resonates with investors, potential partners, entrepreneurs, and deal sources around the country. The program was comprised of media relations, message development, speaker training, an industry first investor relations blog, and various social media initiatives.
From identifying and prioritizing partner companies’ news, to releasing it in a coordinated, timely fashion, and connecting these companies with reporters, bloggers, and influencers who could amplify their message, Gregory FCA generated a steady flow of news that demonstrated the growth of these private companies. That drumbeat reflected favorably on Safeguard’s public value.
Additionally, Gregory FCA developed close relationships at every level of Safeguard, which enabled us to discover unusual story angles that connected with the media in a manner that advanced Safeguard’s overall business objectives. This resulted in stories as varied as a half page Wall Street Journal article on Safeguard’s unique compensation model, bylines describing the differences between venture capital investing on the East Coast vs. the West Coast, and how new small business legislation can potentially affect employment.
To leverage the storytelling to new audiences, Gregory FCA launched Safeguard’s Investor Relations blog in 2010; at the time, one of the only IR blogs in the world. This groundbreaking blog evolved into Safeguard’s primary communication tool to inform investors, showcase internal expertise, spotlight partner companies’ successes and growth, and otherwise tell stories that would have been overlooked, if not for the power of digital communications and the evolution of social media.
As Safeguard’s Vice President of Investor Relations tells it, “Gregory FCA operates as an extension of our communications team. They work hand in glove with us to track the trajectory of our partner companies, find and distribute news and stories about them, and find innovative ways to have this news reflect back on Safeguard’s value. They are hands on, active participants in our success who work with, and in advance of, us to keep our story fresh, exciting and of interest to audiences that include sophisticated investors, potential partners, entrepreneurs.”
Placements include FOX News, The Wall Street Journal, The Scientist, The Motley Fool, Red Herring, Dow Jones Venture Wire, The Daily Deal, and Medical Device Daily.
LA Weight Loss
LA Weight Loss was seeking to gain top-tier national media coverage in an effort to increase their brand exposure. While the company had experienced success over their near 20-year existence, they felt that they had been losing their competitive advantage to opposing programs including Nutrisystem, Jenny Craig, and Weight Watchers.
After evaluating the media’s need for weight loss stories, Gregory FCA developed a database of real LA Weight Loss clients who could be presented to the media as examples of LA Weight Loss success. The program required in-depth interviews and cataloging of clients in a customized database that could be sliced and diced by any number of qualifications, such as age, race, address, and quality of the story.
This one tactic resulted in hundreds of case studies that, over a five-year period, Gregory FCA used to secure coverage in major woman’s magazines, morning network TV shows, regional media, lifestyle magazines, and talk shows.
The media loved the approach, and began to consider LA Weight Loss as a go-to resource for highly-engaging human interest stories. Over five years, Gregory FCA was able to secure major media coverage for LA Weight Loss in People Magazine (10 times including five covers), Woman’s Day, Prevention, Good Morning America, USA Today, The Today Show, The Ellen DeGeneres Show, The View, and countless regional and lifestyle media. This media relations effort increased direct response for the program on average 10 percent per year.
Mark Matson is the founder and CEO of Matson Money, an investment advisor firm. Matson uses his extensive experience in both financial planning for individual investors and coaching financial advisors to fuel his message of prudent investing and free market beliefs. Matson engages investors through live speaking appearances, social media, the weekly internet show “Matson Money Live!” and his robust media campaign that showcases his core investing principles.
Through our intimate knowledge of the media, Gregory FCA created a public relations campaign that enabled Matson Money to communicate its key messages to a broad media audience as well as through live appearances at conferences, seminars, and conventions. Using classic newsjacking techniques, Gregory FCA capitalized on breaking news to wedge open media opportunities on topics as diverse as macroeconomics, emerging markets, investment strategies, and key economic indicators and crises.
Mark Matson and other leaders at Matson Money have appeared on CNBC, FOX News, and FOX Business. Earned print coverage has included The New York Times, Wall Street Journal, Financial Planning, Financial Advisor, and InvestmentNews, among others. Attendance and new membership for Matson Money seminars have experienced exponential growth since the inception of Gregory FCA’s media campaign in March 2009, and the firm’s assets under management (AUM) have more than tripled.
Five Below is a rapidly-growing specialty value retailer that operates more than 360 stores throughout the country. To help achieve its growth objectives and to support sales in each market where it opens, Five Below turned to Gregory FCA at a time when its brand had low to no consumer awareness in the markets where it operated.
To spur awareness with its key pre-teen and family markets, Gregory FCA developed and executed a strategic market-by-market public relations campaign that supported each Five Below opening on the hyper-local level. The campaign targeted more than 100 local dailies, business journals, community newspapers across the country as well as online and regional television.
Gregory FCA has successfully supported Five Below openings in key metropolitan areas, including Chicago, Detroit, Boston, Cleveland, and Pittsburgh, and more than 100 new store openings. Feature stories secured by Gregory FCA in major daily newspapers, such as Pittsburgh Post-Gazette, The Boston Globe, and The Chicago Tribune have successfully showcased Five Below as a fast-growing, trendy, and dynamic specialty retailer that is on the forefront of the powerful value- and teen-oriented retail trends. Five Below, a publicly traded company, continues to grow.
In 2010, Gregory FCA was named Mitsubishi TV’s agency of record after a national search to replace their existing AOR who had failed to gain high-impact, national media coverage for Mitsubishi’s line-up of world-class TVs. Mitsubishi needed the exposure to remain relevant in the quickly advancing world of consumer products, even though their technology was lagging.
Gregory FCA developed a brilliant, strategic campaign that positioned Mitsubishi TVs as an inexpensive alternative to more advanced and more costly competitive offerings. The campaign specifically researched and focused on those demographics that value fast refresh rates and outlandish oversized screens. The effort focused on twenty-somethings and gamers, movie buffs and current and retired military, the latter due to their limited budgets but love technology.
As part of the effort, Gregory FCA supported Mitsubishi at key conferences and trade shows in order to showcase their products in ways that emphasized a limited but critical advantage that resonated with only select buyers. To extend the story, Gregory FCA reworked the company’s social channels to assume a more customer friendly voice, establishing dialogues over what was once a one-way monologue from the company.
Since the beginning of their business relationship, Gregory FCA has generated over 2,000 media placements for Mitsubishi TV in such notable media points as USA Today, New York Times, Associated Press, Wall Street Journal, ABC News, Consumer Reports, Popular Science, PC World, Rolling Stone, and more.
Yoh, a leading staffing solutions firm, faced a number of business objectives in their public relations program. They needed to raise awareness of their technology practice; promote issues facing HR pros trying to hire technologists and developers; establish Yoh as a thought leader in the space; generate demand among HR pros looking for technologists and developers; and create demand for highly skilled technologists looking for new career opportunities.
Gregory FCA provided an integrated communications strategy that leveraged broad, national media exposure with lead nurturing abilities of advanced digital strategies. Working with Yoh, Gregory FCA’s content creation team developed and maintained a monthly editorial calendar that transformed the Yoh website each month into a content-rich, online resource that tackled a specific topic per month. “The Seamless Workforce” looked and appeared like an online, issue-oriented publication, written to attract both job seekers as well as those in charge of company HR decisions.
Gregory FCA’s content strategy, along with strong media relations efforts and a content syndication component, yielded top placements on Visual.ly, InformationWeek, GigaOM, VentureBeat, and eWeek. Coverage was secured in popular developer websites, including Developer.com and AgileScout, sparking interest in the coding community. Total readership amassed by content placement was over 5.1 million. Yoh broke into the top 10 Google search results for the terms “agile development” and “agile hiring,” including all top six results for “yoh agile”, all key objectives set at the outset of the campaign.
In one year, Yoh was featured in 120 local, regional, and national media. By closely tracking the blog; identifying, and analyzing engagement, Gregory FCA was able to create a graduated pipeline of prospects for Yoh.
CBIZ, Inc., a NYSE-listed company with business lines in employee benefits, insurance, public accounting, tax and consulting, came to Gregory FCA in 2005 to establish a national brand after acquiring a number of complementary firms.
For the past ten years, Gregory FCA has worked with CBIZ to develop an integrated corporate communications effort, blending an aggressive thought leadership campaign with strategic deployment of company news and internal data. Gregory FCA has helped develop and promote the company’s thought leadership blog and the CBIZ Small Business Employment Index, which through consistent media coverage has become a bellwether of American economic activity.
Today, CBIZ is regularly featured in mainstream financial media outlets including CNBC, Bloomberg, and The Wall Street Journal as well as in niche media, Accounting Today, CFO Magazine, and Risk & Insurance. The CBIZ Small Business Employment Index is now considered a leading economic indicator covered regularly by the media.
In addition, the CBIZ blog, which Gregory FCA built and manages, has seen 40% year-over-year growth. CBIZ has enjoyed more than 250 thought leadership opportunities in top-tier media during the past year.
CAST provides software testing technology services to large enterprises that prevent system errors and resulting crashes from unknown source code bugs. CAST wished to eliminate the perception that system crashes are “the price of doing business” by promoting their software solution to targeted companies to generate new business opportunities.
Gregory FCA’s overarching strategy for CAST media placements was to be the first to respond to the media when system errors occur, to promote CAST’s thought leadership, and to secure media coverage by positioning CAST as an objective third-party commentator on the crisis at hand. In early 2013, BATS Global Markets, Inc., the third-largest U.S. stock exchange operator, suffered a coding glitch that led to hundreds of thousands of trades being executed improperly, a violation of U.S. SEC rules. Gregory FCA, with CAST’s input and approval, issued a press release for an audience of one: the Chief Operating Officer of BATS Global Markets.
A letter to the executive was posted to the CAST blog and linked to in a press release.
Within two weeks, the press release showed up in Google Alerts. CAST’s blog and website analytics confirmed multiple visits from BATS Global Markets. Gregory FCA relayed this visitor data to CAST for its sales teams to follow up with BATS Global Markets, who built a relationship that resulted in a major sale.
Kimco Realty, a NYSE-traded REIT, desired a high-impact communications strategy to establish the company and executives as industry thought leaders. They wanted these messages to be based on a single narrative to simultaneously serve the needs of their various audiences, complementing their traditional media outreach with a very aggressive social media presence.
At the heart of Gregory FCA’s integrated communications strategy was a groundbreaking blog – one of the first blogs for a REIT. The Kimco blog serves as a social media networking platform, communicating directly to key audiences, including investors, shoppers, analysts, independent retailers, national retailers, and employees. Working with Kimco subject matter experts, Gregory FCA creates fresh, new original content covering industry trends and developments.
Due to its fresh and insightful content, readership traffic on the blog is strong and 60 employees are now featured authors (the blog launched in 2011 with only four). The blog is now frequently used as the main way to communicate news to employees. This content is repurposed on many levels to drive Kimco’s media relations efforts, and has been featured inThe WallStreet Journal, Forbes, Newsday, The Boston Globe, National Real Estate Investor, Seeking Alpha, andReal Estate Forum.
ISE ETF Ventures
ETFs are perhaps the hottest financial products since Index Funds were introduced in the 1970s. But along with the interest has come lots of noise, with issuers introducing a record number of ETFs in 2014.
Still, PureFunds, from International Securities Exchange, thought they had a unique new offering, when they created HACK, a new ETF based on publicly traded internet and data security firms. Fast-track SEC approval gave them only two weeks to launch. PureFunds turned to the industry’s leading ETF public relations firm, Gregory FCA, for quick action that ensured success.
Gregory FCA packaged the story with an eye to capitalize on inevitable but intermittent data breaches that spawn major media coverage. The strategy included identifying media most likely to cover breaches and piggybacking on breaking news in real time. On the week of launch, as news of a breach began to surface, Gregory FCA’s financial services practice swung into action, newsjacking the coverage to client advantage.
In the first week alone, Gregory FCA strategically secured dozens of media appearances, resulting in record volume for the ETF. A CNBC broadcast exclusive featuring ISE consultant Christian Magoon further catalyzed trading activity.
HACK was one of the most successful ETF launches of 2014, and is now considered textbook for how to effectively introduce a financial services product to the industry and consumer investors. Outlets from Barron’s to Bloomberg, FinancialAdvisor to Investor’s Business Daily and TheStreet covered the product’s launch, many of whom published within 48 hours of the IPO.
HACK ETF reached $231 million in its first three months and exceeded one million shares traded during one day. As of mid-June 2015, HACK hit $1 billion AUM and has received an overall positive endorsement from the major outlets of Reuters, The Wall Street Journal, USA Today, and Bloomberg as one of the strongest ETF launches in Q4 2014. This is what one reporter called HACK in a recent Tweet: “…Def #1 in media attn…”
Lose It!, an app-based weight loss program with more than 24 million members, needed to hire their first-ever public relations firm to raise the profile of the brand, secure coverage for their advisory board members, and encourage additional downloads by potential members.
Gregory FCA designed an all-encompassing communications strategy that targeted lifestyle, technology, and business outlets. Gregory FCA interviewed Lose It! members on their personal weight-loss stories to build a database for media relations.
To further raise the profile of the brand, Gregory FCA developed a year-long event and awards calendar to submit Lose It! for awards and speaking engagements. Additionally, Gregory FCA embarked upon a thought leadership campaign for Lose It!’s CEO, drafting a series of bylined articles and submitted him for a range of speaking opportunities in the technology, lifestyle, business, and mobile sectors.
Lose It!’s media coverage has risen exponentially. Lose It! members have been featured in Women’s Health, Woman’s Day, Men’s Health, Closer Weekly, and other lifestyle publications. Lose It!’s data and subject matter experts have appeared in Live Science, Yahoo! Tech, Yahoo! Health, The Active Times, Redbook, Boston Globe, Re/Code, PC Mag, Complex, and others.
Lose It!’s CEO has been a featured speaker at CE Week’s The Health & Fitness Plan panel, as well as Massachusetts Innovation and Technology Exchange’s Technology State House Day: The Internet of Things in Massachusetts, and the Wearable Tech Expo.
Lose It! was named a finalist in the Tabby Awards, the MassTLC Leadership Awards-CEO of the Year, MITX Awards, and the Best Mobile App Awards in the first half of 2015 alone.
CA Technologies is a global IT management software and solutions company. While CA is one of the world’s most-recognized enterprise brands, it was best known for solutions used in large, complex, heterogeneous IT environments. However, the company wanted to establish a leadership position and derive significant revenue in several highly competitive emerging markets: cloud computing, social media, and mobile computing (smartphones, tablets, and apps), among others.
Gregory FCA developed a thought leadership strategy to help CA engage the most influential media and bloggers covering IT and marshal their audiences into CA’s pipeline through digital demand generation and sales enablement techniques.
Gregory FCA helped CA identify, cultivate, and interview a deep bench of subject matter experts. The interviews powered an editorial calendar of custom content developed, syndicated, and socialized by Gregory FCA, including blog posts, guest blog posts, ebooks, infographics, cartoons, bylines, videos, podcasts, and more. All content was optimized for search and social media, and was syndicated across the enterprise IT blogosphere and Twitterverse.
CA’s custom social content appeared regularly in the most-read enterprise and business media today, including The Wall Street Journal, BusinessWeek, ReadWriteWeb Enterprise, CIO, ZDNET, IT Business Edge, and AllTwitter. Moreover, CA’s articles were shared widely across social media, including Twitter, Facebook, LinkedIn, StumbleUpon, Digg, Delicious, Reddit, and DailyMotion.
CA’s content now appears on Google page one when people are searching for information about CA’s targeted topics, attracting legions of fresh prospects to CA’s digital destinations. In the end, CA’s content generated over one million impressions per month, and has reached over 120 million users worldwide.
Company leaders credit the thought leadership strategy with generating $42 million in new pipeline, and pushing $24 million in existing pipeline through to close.
United Capital, a Financial Life Management company, sought to strengthen its brand and establish the thought leadership of its CEO, Joe Duran. United Capital sought to leverage national media coverage and exposure as a way to support the firm’s recruitment brand and acquire additional offices and staff.
Gregory FCA formulated a media relations campaign that distinguished United Capital as an innovator within the crowded financial advisory landscape through top-tier national media placements. Gregory FCA managed outreach for all of United Capital’s news, which included the launch of new products, acquisition stories, and high-profile additions to the team. Duran’s brand development was supported with coverage in leading financial and mainstream publications.
Duran is a frequent contributor on CNBC, PBS Nightly Business Report, and Fox Business, among other prominent networks. He is also a contributor to InvestmentNews and Money.com, writing a blog series for both outlets. Duran, United Capital corporate executives, and managing directors have been quoted in TIME, Family Circle, Redbook, USA Today, The Wall Street Journal, MarketWatch, Inc., Bankrate.com, and REP. Since the campaign’s inception, United Capital has achieved hundreds of media placements in print, online, and broadcast outlets. Today, United Capital is recognized as the standard bearer for innovation in financial planning, having grown to more than $15 billion under management with more than 80 office locations around the country.
Molecular Health, a global cancer diagnostics company that delivers personalized, precision medicine, tasked Gregory FCA with introducing their company to the U.S. audience in preparation for their commercial launch. Gregory FCA developed a comprehensive North American communications plan and narrative.
There was no public relations plan, no social media, and no clearly defined messaging for its disparate audiences of healthcare professionals (oncologists and pathologists), patients and their families, and payers.
Adding to these challenges was that while Molecular Health was starting their awareness campaign at zero, their competitor, Foundation Medicine, had a major head start in the field and had recently filed for an IPO. Their competitor was dominating the conversation.
Gregory FCA began by identifying key constituents and audiences along with messages for each. The narratives formed the foundation for all external communications, including thought leadership presentations, a website, blog, social channels, and media relations.
Gregory FCA developed the company’s North American website, blog, social platforms, video presence, media kit, release schedule and content, and trained and secured Molecular Health’s subject matter experts for media and speaking appearances.
The resulting campaign successfully introduced Molecular Health and its genomic sequencing products and services to medical, investor, and consumer audiences. The company increased its North American share of voice four fold, and won exposure alongside a much larger, more established competitor. Through health and investor related speaking appearances, the company penetrated a network of key healthcare influencers, and leapfrogged an increasingly competitive space to become the second most recognized brand in personalized cancer diagnostics.
GreenDrop is transforming the way Americans donate used goods and support their favorite charities while doing good for the environment and their communities. Their story is not easy to tell, advancing non-profits through a unique for-profit model that transforms abandoned gasoline stations into brightly lit, branded donation centers where attendants help unload donations. Gregory FCA was called upon to tell their story, in simple, compelling terms to build and protect their reputation, educate consumers, and deliver a lower cost solicitation strategy than traditional direct mail and call center outreach.
Gregory FCA created a year-long plan that deployed hyper-local media relations and a social media campaign, along with community relations and a reputation management program designed to build awareness and goodwill in the communities where GreenDrop operates.
GreenDrop is growing fast, opening eight new donation centers this year, and has established itself as a committed member of the community through good works and the promotion of these efforts. Effective storytelling has won new loyalty among customers and township officials who control zoning approvals for what could be wrongly viewed as a nuisance business. Instead, GreenDrop is now welcomed by the community for its good citizenship, a lynchpin of its growth.
Penn Mutual wanted to take a dramatic step and transform itself from a lesser-known, B2B brand into a powerful voice in financial services, one heard by consumers, regulators, and the agents and advisors upon whom the success of their brand depends.
With more than $100 billion of life insurance in effect, Penn Mutual’s CEO Eileen McDonnell foresaw a real and present threat as agents aged, and Millennials chose to invest less in life insurance. To address this, Penn Mutual selected Gregory FCA to craft and extend a narrative of diversity and product need into a market with waning interest in buying life insurance or joining the ranks of its advisory network.
Gregory FCA developed a multi-faceted communications and public relations campaign to fully leverage both earned and owned channels and tell the Penn Mutual story in a new, contemporary way. To reach consumers, Gregory FCA relied on Penn Mutual subject matter experts to educate consumers on the power of life insurance in national consumer media. For brokers and advisors, Gregory FCA made heavy use of the financial services trades, consistently penetrating them with powerful stories about the need for industry change. For Millennials, Gregory FCA created new Penn Mutual digital platforms, including the company’s first ever blog, and supported Penn Mutual’s sponsorship of the Penn Mutual National Rugby Collegiate Championship.
A new narrative, combined with an integrated communications approach, has increased Penn Mutual’s social presence an estimated 250% since implementation in September 2014, and has improved the company’s share of voice 10% through strategic media placements in the Wall Street Journal, Forbes, U.S. News & World Report, and others.