What they asked for
Media exposure at a very high level. The goal was a consistent drumbeat of appearances and interviews that would position the bank — and its individual analysts and execs — as industry thought leaders and key influencers with their C-suite bank customers and prospects.
What they got
A strategic media relations plan with established KPIs tied to business objectives. The plan included a system for tracking key messages appearing in published articles and interviews, and introductions to A-list editors and reporters.
In short order, placements in Reuters, Bloomberg, Wall Street Journal, Financial Times and influential vertical-industry trade media were obtained. We also created content on social media channels that aligned with the strategy, lifting up individual analysts and execs as thought leaders.
Background: Many experts, all talking at once
Rabobank is a global financial leader in the food and agriculture industries. Their analyst team in North America authors a steady stream of reports with unmatched industry insights. Their financial advisory and M&A team is also renowned. Without a plan for high-level media outreach, placements were often random, if at all.
The Answer: Prioritize, measure, amplify
CBD organized and prioritized an aggressive media outreach initiative so that the insights from multiple subject matter experts would be leveraged for maximum impact. For social media, an amped-up engagement strategy built followers and interaction with clients, prospects and key influencers.
In addition to targeting top-tier business media, CBD:
- Leveraged our long-term relationships with food and ag trade publications
- “Newsjacked” by staying on top of industry trends and offering commentary from bank experts who put breaking news events in perspective for reporters and editors
- Grew social media audiences through targeted content and influencer outreach
More exposure, higher audience impressions, greater awareness
CBD has increased exposure for Rabobank NA in several ways, including:
9 million gross impressions in six months against a C-suite and business influencer audience
A steady stream of media interviews that are tracked and measured against KPIs
Double-digit organic growth in Twitter and LinkedIn audiences and engagement