Banking and Finance Case Studies
Based in: Ft. Lauderdale, Florida
Description: BankAtlantic provides a comprehensive offering of banking services and products via its broad network of community branches throughout Florida and its online banking division -- BankAtlantic.com. At the time of our campaign, BankAtlantic was the largest financial institution headquartered in the State of Florida, with nearly $6B in assets.
Goal: Create "buzz" and excitement about BankAtlantic, its products, services and subsidiaries. Place executives of each area top of mind in both the consumer public and the business public.
Success: The success of Boardroom Communications and its public relations efforts for BankAtlantic was clear in every way. The press throughout Florida covered all aspects of the bank with our guidance and persistence.
Florida Trend, the Palm Beach Post, the Orlando Business Journal, The South Florida Business Journal, the Miami Herald, the Sarasota Herald Tribune, South Florida CEO magazine, the Sun Sentinel, the Daily Business Review, tracked every step of BankAtlantic's activities, progress and success. Chairman Alan Levan was quoted copiously throughout the media, as were many other top level executives throughout the company.
Electronic media such as the Nightly Business Report and CBS Market Watch also covered BankAtlantic with interest in its acquisitions, its new strategies and its financial reports. News about the company is valuable to financial and business programs.
Additionally, publications such as the Wall Street Reporter and Florida Banking closely followed what was happening at BankAtlantic, and Boardroom Communications continually supplied them with news, stories, interesting quotes and good opportunities to enhance their coverage.
We also promoted the bank to trade publications such as Florida Real Estate Journal, American Banker, and the ABA Marketing Report.
Subsidiaries such as the BankAtlantic Foundation, Levitt Homes and Ryan Beck were part of the campaign to elevate awareness of all aspects of the Bank. Individuals, activities and success stories all included the very visible public relations endeavors for this account.
Boardroom Communications was diligent in following closely the busy activities of a thriving bank, and was equally successful in helping create and mold stories for the journalist covering banking.
At the time of our campaign, DBS Financial/MassMutual was the third largest general agent for Mass Mutual in the nation; one of the nation's highest rated insurance companies with $55 billion in assets under management; and the MassMutual agency for all of Dade, Broward, Palm Beach and Collier Counties with four offices and 109 agents. The company specializes in insurance and offers a diversified range of personal and business financial programs, as well as equities offered through MML Investor Services, Inc.
Goal: Create continuous media coverage of the company in the tri-county area.
Success: From the beginning, Boardroom Communications achieved great coverage for DBS Financial/MassMutual. The Miami Herald did a large newsmaker feature almost instantly, at our insistence. David Schulman, the general agent of DBS Financial, was quoted extensively in the business pages of the area's largest daily newspapers. Boardroom Communications also placed numerous bylined articles by the district managers and associates in prime positions in the South Florida Business Journal, Sun-Sentinel and Daily Business Review, as well as securing a place on the publication's well-read list of the Largest Insurance Agencies. Agents from the company were quoted in national consumer magazines on insurance and financial planning issues.
Furthermore, we enhanced the company's public image by emphasizing its charity work and community service. Involvement with the National Multiple Sclerosis Society was stressed as well as other civic work. All papers in the tri-county area ran stories about the company.
Based in: Plantation, Florida
Description: Dreams Inc. (AMEX:DRJ) is a vertically integrated sports memorabilia and licensed products enterprise with some of the strongest and most recognized brands in the field.
Goal: Generate media coverage for Dreams and its subsidiaries, particularly its wholesale division, Mounted Memories, its Field of Dreams retail stores and its on-line site, FansEdge.com.
Success: Boardroom Communications has had excellent success in promoting Dreams. With the popularity of sports figures and entertainment, the response from media has been strong. We have formulated plans for announcing athlete signings, promoting collectible shows and showcasing the company's unique and desirable inventory.
The business angle of Dreams has been an excellent element for promoting the company. From announcing that Dreams was listed on the American Stock Exchange to publicizing the company's the earnings reports, Dreams has been at the forefront of the business media. Local publications including Smart Business and South Florida CEO have profiled the company, as has the Miami Herald. News about Dreams is featured frequently in the Daily Business Review, the South Florida Business Journal and the Sun-Sentinel as well.
One of the most compelling stories we promoted for many months was how Dreams' subsidiary, Mounted Memories, obtained the rights to the ‘history' of the Orange Bowl. Through aggressive and consistent media outreach, this news - and the story of the final game at the Orange Bowl, hosted by Mounted Memories - reached media markets far and wide including the New York Times, Associated Press, ESPN and publications throughout the county.
Boardroom has also been successful in select market areas. For example, when the internet arm of the company moved its headquarters to Northbrook, Illinois from its previous location in Niles, we reached out to numerous media outlets and generated press in Crain's Chicago Business News, GlobeSt.com and the Niles Journal. When several Field of Dreams stores in Las Vegas changed ownership, that news was picked up in numerous Nevada media.
When the company signed high-profile athletes like Cole Hamels, Ben Roethlisberger and Troy Palamaluu, Boardroom distributed the news. When Pete Rose signed baseballs saying "I'm sorry I bet on baseball," Boardroom generated TV coverage. When Dan Marino signed memorabilia, we encouraged writers to show up and newspapers ran information and photos.
Dreams is a multifaceted company, and Boardroom Communications has had significant and consistent success in publicizing the people and the product. The approach is different for each announcement - business angles for some stories, a feature hook for others, strictly sports for others. Each time, Boardroom has been able to generate media and position Dreams as strong player as it gains strength as a public company.
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