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Public Relations/Brand Marketing Case Study

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Rebrand Company and build awareness of alternative lending products to generate sales

ISSUE

Capital Business Credit (CBC), a commercial finance company, wanted to communicate to potential clients and referral sources that it had a variety of alternative lending products available to provide businesses with the financing they need. Having gone into stealth mode during the recession, they needed to ensure that their clients, partners and prospective customers knew that they were well-capitalized and ready to lend. The company needed to build its brand identity to generate awareness and differentiate itself from competitors.

IDEA

KCSA developed an integrated marketing and public relations plan that rebranded the company and positioned it as ready to do business. The plan included a new corporate identity, website redesign, modern and current messaging, targeted advertising and a public relations program designed to generate awareness and position CBC's executives as thought leaders.

An integrated campaign positioned CBC as a true partner to its clients.

IMPACT

KCSA’s marketing efforts increased brand awareness and made the company attractive to new clients. In addition, the PR team secured articles in relevant industry publications including apparel, restructuring and lending trades. CBC was quoted in publications including The New York Times, The Wall Street Journal and CNNMoney, along with appearances on CNBC and Fox Business. KCSA’s integrated plan allowed CBC to distinguish itself from its competitors, attracting new talent and customers to the company.