backend benchmarking pr case study

CASESTUDY:BACKENDBENCHMARKINGNOVEMBER 2016 - PRESENT

PRESENTEDBY:BILLBONGIORNO

BLUECHIPPR

WWW.BLUECHIPPR.COM

Confiden'al

9/19/2017 CaseStudy:BACKENDBENCHMARKING 1

BackEnd Benchmarking’s goal is to bring transparency to the investment management industry. Currently it publishes The Robo Report™, which benchmarks the largest and most popular Robo Advisors. BackEnd Benchmarking plans to expand its analysis to other financial products to bring transparency to all corners of the investment world. By giving investors unbiased tools, like the Robo Report™, it will empower them to make better decisions for their financial futures. BackEnd Benchmarking was founded by the same management team as Condor Capital Management, Condor Capital was opened in 1988 and is a fee-only investment advisor that manages nearly $1 billion for over 700 families and businesses. Blue Chip Public Relations (BCPR) has been retained since October 2016 to gain media exposure for BackEnd’s Robo Report™, the first and only report of its kind to track and record the performance and portfolios of leading robo advisors. TASK: BCPR was asked to employ a measured media strategy to roll out The Robo Report (™) in leading retail and advisor press. The primary goal was to drive investors and financial advisors to the link to the free report, where visitors would enter their email and information to gain access to the quarterly report. BackEnd is using this information to market Condor Capital its services to the subscriber list. The second goal is to attract investment banker interest to the Report in order to raise capital to support the Report and expanded reports on various investment products in the future. STRATEGY: The strategy initially has been to offer exclusives to top tier retail and financial advisor trade media when new quarterly reports are completed. We would make the Report available to them as well as the authors of the Report, including the Publisher Ken Schapiro. BCPR conducted media relations with top high impact financial media. The agency arranged one-on-one individual interviews with BackEnd executives around their quarterly reports that were chockful of insightful analysis pertaining to the performance, year-to-date as well portfolio holdings and trades captured by the BackEnd’s “robo” software. This offered a chance for reporters to learn more about the process behind the creation of the report to better understand the reasoning and outcomes.

Confiden'al


RESULTS: BCPR achieved its goals for BackEnd Benchmarking by gaining placements in WSJ, Barron’s, MONEY, TheStreet.com, Kiplinger’s, Think Advisor, Investment News and others. To date, the company has had thousands of requests for the Report from interested potential retail customers and the financial advisory industry. This has driven new business potential, including investment bankers looking to raise capital to support the effort. The follow is a snapshot of resulting media articles:

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backend benchmarking pr case study

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