Investing Zone website visitor rate spiked
an average of 178% per coverage hit
New crowd-funding platform InvestingZone has VC background and backing.
Firefly client InvestingZone was one of over fifty new crowd-funding platforms launching within two years. Crowd-funding had come under attack for having over/under valued companies looking for investment. Firefly’s strategy was that InvestingZone, run by VC professionals, should be seen as ‘professionalising’ the crowd-funding space.
Making the most of top private equity financier Jon Moulton’s involvement in InvestingZone, Firefly laid out a media relations campaign that included:
- Market validation stories (including promotion of related tax incentives for early stage investment)
- ‘Professionalising crowd-funding’ messaging
- Relentless industry comment to ensure InvestingZone stayed front of mind
Thanks to a tightly managed coverage delivery strategy, InvestingZone launched with 12 pieces of national print, broadcast and top tier coverage. This established awareness but, more so, credibility before it funded a single company – thanks, in part, to the proper utilisation of Jon Moulton. The co-founders’ expertise was shown via quotations in 100 percent of the articles.
New crowd-funder features in every major UK newspaper within six months of PR launch.
Using Google Analytics, Firefly monitored the impact of its media hits with each piece of coverage. Coverage resulted in an average 178 per cent spike in the number of visitors to InvestingZone.com per piece, when compared to non-coverage days.
The real time monitoring allowed Firefly to refine its media targets and offer exclusives to media outlets that ‘paid off’ the most in terms of website traffic. Over a six month period, the average visitor rate gradually increased. The corresponding rise in sign-ups demonstrated that the PR coverage was reaching the intended audience.
InvestingZone has been seen to be very active in the promotion of crowd-funding and in its efforts to limit FCA regulation with comment in The Times, The FT and City AM (amongst others). It was the leading commentator in national and trade media on the topic. IFA Magazine came to InvestingZone and based its SEIS overview article on its ‘How it Works’ page, which saw regular visitor spikes around tax incentive media coverage.
Within six months, InvestingZone had been featured (often multiple times) in all the quality UK newspapers. Companies pitching through InvestingZone have so far raised a total of £966,550 in just seven months.
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