Launching a New Investment Product

Situation:

Incapital, a newly established investment bank, had developed a new fixed-income product for individual investors. The client's offering was truly revolutionary and right for the times, but the fledgling firm had no visibility in the marketplace. The company had to build brand awareness and preference for its product among corporate issuers, brokers and investors before larger players could react.

Solution:

We developed and executed an aggressive, cost-effective public relations campaign to profile Incapital and its InterNotes product in business media and trade media read and viewed by its target audiences. As part of this effort, we positioned the firm's CEO as an expert on fixed-income investing who was committed to giving small investors equal access to the corporate bond market.

Results:

Over the course of 12 months, we placed stories about the Incapital and Internotes in over 70 media outlets, including The Wall Street Journal, The New York Times, USA Today, Time, CNBC, CNNfn, Barrons, key investment trade journals, and regional newspapers nationwide. The firm sold over $30 billion in corporate bonds and became the recognized leader in the category.