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First Impressions Count: Building Interest and Momentum for A New Contender

First Impressions Count: Building Interest and Momentum for A New Contender

This German insurance company planned to enter the U.S. market for Directors & Officers insurance. It needed to attract attention and create a strong reputation in a crowded field of established providers.

 

Approach

Padovani Communications Inc. interviewed the key executives and investigated competitors. We then developed a position that differentiated the German firm in the marketplace. We wrote talking points and news releases, build a targeted media list and media-trained the executive spokesman.

To generate interest and momentum through key media placements, we offered advances to Business Insurance, Wall Street Journal, and Institutional Investor. We also pitched the announcement to other target media.

Results

This company garnered major coverage in key industry trades such as National Underwriterand Business Insurance. We also obtained stories in national outlets including The Wall Street Journal, NPR, Dow Jones, and Reuters. The attention helped build strong credibility and momentum for the German insurer’s new business.

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