• Case Studies…
The Problem
Aurum was a privately-held company that was not nearly as well known as its publicly-held competitors, such as FiServ, Jack Henry and Metavante. Unfortunately this meant that Aurum wasn't invited to pitch nearly as much business as management planned. The company needed visibility and a distinct voice. And because Aurum served the financial marketplace, many of its loyal clients would not speak to the media, no matter how positive the results were that they were getting from Aurum’s superior technology. The public relations firm handling the account couldn't break out of these boxes.
The Solution
When Peter Arnold Associates (PAA) was hired, we immediately interviewed all top Aurum executives including those in sales and marketing as well as product development and C-level personnel. We also interviewed a variety of clients, some on the record, but many would not allow attribution. We developed a marketing plan that incorporated the needs of the company's executives and the goal of generating sales leads. The plan included testimonials and case studies of users – even if names of individuals and their companies could not be mentioned.
Utilizing PAA’s longstanding personal relationships with many editors, reporters and columnists in the banking and financial services sectors, we began an educational campaign. Within two months, we were able to get Aurum messages placed in several banking and financial services trade publications. As the momentum grew and Aurum built a history, the ten trade media outlets we targeted began to seek out Aurum executives as thought leaders. The bottom line of PAA’s work with Aurum was the generation of sales leads and market credibility, both of which have helped the company grow and expand its product line.
The Results
In the third full quarter for which PAA worked with Aurum, the company was awarded 16 new clients, 18 contract renewals, and numerous multi-million add-on contracts with existing customers. Aurum’s expertise in the marketplace gave it a glowing reputation as a banking expert, the executive team was often quoted in features and news stories, and salespeople entered meetings with prospective clients who had articles about Aurum open on their desks. Aurum grew to serve more than 1,200 customers throughout North America, including many of the financial industry’s highest performing institutions. In 2004, it was acquired by Fidelity National Financial (NASDAQ: FNF).
