A public relations firm turned to 10/90 Solutions to provide ongoing exposure in Europe for a financial client, as follow-on support after the conclusion of a one-week media tour. The goal of the program was to reach high-net-worth investors, public officials, regulatory officials and the business media in order to drive then to a website page that featured a short video for their viewing. Working within a set budget, we developed a 3-month digital advertising media program that filtered the online population against a set of parameters that included, job title, income level, specific geo-targeted locations, white-listed media websites and key-word searches. The campaign produced sufficient exposure among a highly defined audience, which elicited a positive reaction from priority target audience members, who responded directly to the client.
Case Studies
A Creative Agency took on a client with a new head of communications that inherited a misunderstood brand identity and disorganized identity system. The assignment was to redefine the brand in terms that resonated with their target audience, without changing the brand logo and most of the visual identity system that was in place. The creative agency introduced 10/90 Solutions to the client as a strategic partner that would assist in the development of a redefined brand messaging platform and reorganized visual identity system. 10/90 interviewed 20+ company executives, client-facing staff and selected clients, to gain insights into the brand history, industry trends, business strengths & weaknesses, future opportunities and customer/prospect definition. We also reviewed the messaging of a dozen peers/competitors. At the end of this knowledge gathering process we produced a set of messaging recommendations that included two slightly different Unique Selling Propositions that aligned with two audience segments that represented the bulk of the company’s current sales and future opportunities. Through a restructuring of the brand/visual identity standards guide, we segregated business unit strap lines and brand tag lines so that they would be used with the correct target audience segment. Plus, we updated the requisite visual identity system elements of color palette, fonts, photo style, etc.
An Investor Relations Firm working with a Pre-IPO client called upon 10/90 Solutions to develop and manage their client’s online investor outreach platform. This consisted of developing a website that was SEO compliant, integrated the NASDAQ and SEC data feeds, and served as the focal point for a social media program that interacted with the investment/financial community. Upon launch of the website and successful completion of the IPO, the social media program posted content provided by the IR Firm, law firm and various press releases generated by the client. 10/90 monitored investor and other follower interactions with the content and replied as directed by the IR/legal teams. Over time 10/90 began to provide supplemental content to engage the audience and build followers, while remaining in compliance with the algorithms that LinkedIn, Twitter, Facebook and Instagram use to evaluate and score social media engagement/interaction value.
A financial-sector-focused Public Relations Firm brought in 10/90 Solutions to assist an asset management client with raising awareness of its corporate rebranding, which consisted of a new name and visual identity. The branding was developed by a creative agency that did not possess experience with financial audience targeting and paid media buying. 10/90 Solutions worked with the client, creative agency and P.R. firm to ensure that the media program aligned with the communication plan and was targeted at a precise segment of the financial sector in the U.S., Europe and Asia. The media vehicles included financial newspapers, e-newsletters and some online digital banner ads. This was a short-term, low budget, paid media program, but the long-term media relationships of 10/90 allowed us to purchase media at rates usually reserved for much larger campaigns.