Earning Media at Basis Technology
2019/09/15 in Porfolio
TLDR: Basis Technology had no presence and no story for the financial press—really any media vertical—but they wanted both. With zero budget, from scratch, I created both. I put the firm in front of hundreds of thousands of readers and listeners with earned media placements (like the one in the picture below).
Basis Co-ounder, Steve Cohen, on Nasdaq TradeTalks
Basis wanted to get famous, particularly in financial services. Although they had made sales inroads in the industry, they had never earned any media attention and wanted to gain footing—so I led the charge.
The bad news?
They didn’t want to spend any money.
The good news?
I didn’t need any.
I organized the entire media effort by assembling the media list, conducting outreach, and even starring in a few interviews. I created the messaging and interview briefs and also coached the Basis representatives, including its founders, Carl Hoffman and Steve Cohen.
And I did all this with 5-7 hours/week of my time on a shoestring budget.
What resulted was a campaign that produced over 50 placements in a little over a year, with Steve’s appearance on the #1 global fintech podcast, Breaking Banks, as one of the campaign’s highlights:
Here are some of the high points, broken down by industry:
- [awaiting posting]
The Financial Revolutionist
Nasdaq Trade Talks
The ODSC Blog