Media Relations

Thought Leadership Articles

Speaking Engagements

the situation

The fintech space is undergoing rapid transformation, with new players disrupting the market by aggressively targeting small and medium-sized businesses (SMBs). We worked with a tech-forward division of a large bank to find new ways to appeal to the needs of modern businesses.

PROBLEM

Despite the bank's extensive reach—maintaining over 4.5 million SMB relationships—the perception persists that it is too large to genuinely care about SMBs. The merchant services divisions of other large banks, alongside fintech challengers, are gaining ground fast in the SMB sector.

SOLUTION

To differentiate its merchant services offering from competitors and demonstrate the bank's commitment to SMBs, we developed a comprehensive PR strategy to redefine its positioning and showcase its expertise:

• Executive Visibility: The bank had already invested in hiring experienced executives in the SMB finance sector to lead its merchant services division. We reintroduced these leaders to key media outlets and influencers, achieving quick wins in prominent publications. We repurposed published content across high-traffic landing pages and social media platforms. Additionally, we secured speaking opportunities for client leaders at notable industry events, such as Money 20/20 and Payments Forum. These appearances allowed them to be recognized as leaders among their peers, reinforcing the bank's commitment to SMBs.

• Thought Leadership: After the initial hiring announcements, we took the opportunity to engage more deeply with executives to identify topics where they could establish themselves as thought leaders. By aligning timely and relevant media angles with executive priorities and industry trends, we secured opportunities for commentary and contributed content in top-tier outlets such as Bloomberg, Forbes, and American Banker. This not only enhanced executive credibility but also showcased the bank's strategic commitment to empowering SMBs.

• Media Relations: Our comprehensive strategy quickly identified the weaknesses of our competitors, such as their lack of content tailored for small and medium-sized businesses (SMBs) and service offerings that would be difficult to integrate with other SMB-focused financial services. With a clear understanding of these gaps in the market, we enhanced the brand's media presence through on-background interviews and expert commentary placements in top-tier publications like The Financial Brand and Bank Automation News.



We also sought out key opportunities to broaden our reach and amplify important messages, including National Small Business Week. During this time, we conducted a Satellite Media Tour that communicated our support for small business owners to over 18 million potential viewers, primarily through local TV and radio stations.

RESULTS

Our public relations strategy significantly enhanced awareness and trust in the bank's value-added services and comprehensive financial solutions tailored for SMBs. This enhancement is evidenced by findings from Voice of Customer (VOC) research and the analysis of Net Promoter Scores (NPS), both of which underscore the bank’s reputation as a dedicated and reliable partner committed to fostering the growth and success of SMBs.

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