Wall Street West: Connecting With Finance Leaders
Challenge: Wall Street West, a federal and state-funded program in northeastern Pennsylvania created to develop a total back-up solution for New York City financial institutions in the event of disaster, needed to sell itself to financial services firms. But key audiences perceived the region as a former coal-mining district with little to offer financial services companies. Peppercom was brought in to create strategic branding for the organization.
Strategy & Execution: Peppercom jumped at a unique opportunity when Wall Street West prepared to announce its partnership with Level 3 to build a fiber-optic line connecting the region with lower Manhattan, allowing for synchronous data transmission. Leveraging this announcement, Peppercom partnered Wall Street West with Pennsylvania Governor Ed Rendell's office for a regional media event and New York City media tour. Initial efforts focused on securing advances with key media outlets, including Bloomberg and The New York Times. Moreover, Peppercom invited northeastern Pennsylvania media to attend a press conference around the announcement, and aggressively pursued general business and trade publications on the day of the announcement.
Result: On the day of the announcement, Wall Street West was featured in Bloomberg, The New York Times, Associated Press, MSN Money, NY1, Today in New York and Dow Jones, resulting in more than 40 million impressions in one week. Wall Street West also enjoyed a tremendous spike in Web site traffic and received inquiries from key prospects, including Goldman Sachs, Fitch, Mack Cali, TD Ameritrade and Bank of New York.
© 2010, All Rights Reserved.