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RABOBANK
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Rabobank
Megawatt media relations build awareness and influence for a global bank.

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.

The Rabobank logo is shown here.

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
CBD has increased exposure for Rabobank NA in several ways, including making headlines across several major news and media platforms, shown here.
CBD has increased exposure for Rabobank NA in several ways, including making headlines across several major news and media platforms, shown here.

Results

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