Reputation management campaign builds strong brand and attracts new customers and employees
In a mere 24 months, Axia Public Relations’ strategic PR campaign helped Foundation Financial Group have a 1,200-percent increase in annual revenue and generated more than 3,900 articles including print, radio, TV, and online. With the help of Axia’s efforts, the company also received 20 business awards - all a huge success for Foundation Financial Group.
When Foundation Financial Group came to Axia Public Relations, they were a mostly unknown brand. Most known for its mortgage services, Axia recommended the company focus on media exposure to reach their goal of gaining national awareness for their mortgage product, as well as their emerging insurance, retirement and tax expertise. This included pitching the company and its executives as experts for news stories.
Axia Public Relations identify the company’s need for exposure, and constructed a strategic plan to have Foundation Financial Group covered in nationally as well as local news among its 11 U.S. locations. Axia got Foundation Financial Group recognized as a leading national mortgage player by highlighting their best business qualities - fast growth and aggresive expansion.
In order to do this, Axia’s team focused on gaining media exposure on the company's accomplishments as well as its focus on customers, customer service and educating customers.
Prior to hiring Axia, Foundation Financial Group had never received an award. Axia created an awards program to highlight their achievements.
Within four months, Axia Public Relations used its media connections to secure positive news stories for the client. Axia Public Relations helped generate 533 stories related to the company in a mere four months. Of those stories, 31 were TV news stories. During the second quarter, the growth continued.
During the following months, Axia earned 1,053 media articles, more than one quarter of the 3,903 articles that had been generated in the previous two years.
Foundation Financial Group was mentioned on popular social media channels throughout the campaign, which gave consumers more interaction with the company. Axia and FFG staff could respond to commenters in real time, which made their commitment to customer service more authentic..
Over two years, Axia helped Foundation Financial Group increase its awareness locally and nationally, which in turn increased the company's revenue exponentially.
Mark W. Boyer, Foundation Financial Group
The company enjoyed recognition for its strengths, with 20 awards Axia helped them receive through an awards program. One of these included recognition as one of the “Best and Brightest Companies to Work For in Atlanta” from the National Association for Business Resources (NABR), which referred to Foundation Financial Group as “a superior workplace based on excellence in its innovative strategies as well as industry leadership.” Several other awards noted Foundation Financial Group as a great business to work for, and motivated top mortgage professionals to pursue a career with our client.
Other awards Foundation Financial Group received were 904 Magazine’s “Companies with Heart” and Jacksonville Magazine’s “Companies Who Care.” The Jacksonville Business Journal listed the company’s CFO as one of the “Ultimate CFOs in North Florida.” National Mortgage Professional Magazine also honored the company’s CEO with its prestigious “40 Under 40 Award,” citing the CEO, Mark Boyer, as a top financial business leader in the United States, determined by votes from peers. The American Business Awards named the company as a finalist in the “Company of the Year – Banking and Financial Services” category. With our help, Foundation Financial group was able to gain the recognition it needed to get their business on the map.Finally, Foundation Financial Group’s biggest media success was an award from Inc. magazine, which has an international readership. The business was named one of the fastest-growing private companies in the U.S. in its annual Inc. 500|5000 list of private companies.
The success continued on all forms of exposure, including social media. Thanks to Axia, the company went from having a non-existent presence on Facebook and Twitter to having approximately 10,000 “likes” on Facebook and nearly 9,000 followers on Twitter.
Four months into its relationship with Axia, Foundation Financial Group sat down to discuss the campaign in the evaluation meeting. The CEO, Boyer, said Axia had far beyond exceeded their expectation. He said employees felt more enthusiastic about the culture of Foundation Financial Group, and happy to be part of their journey. Positive comments from employees family and friends after reading the news coverage increased morale for staff as well, which translated into and greater sales and productivity.
Boyer said he felt confident that his staff was committed to the vision of growth for the company, and no longer struggled with finding talented financial candidates to fill positions. Foundation Financial Group was now something that people recognized, trusted, and wanted to be apart of.
With Axia’s guidance, Foundation Financial Group was no longer an obscure financial services company. Instead, the company is a competitive mortgage business with a wave of new clients and talent wanting to be part of their vision. The confidence and momentum gained from this campaign helped Foundation Financial Group continue to accelerate their national growth.
During the two year campaign period, Axia Public Relations generated more than 1,5053 articles of earned positive media for the client. Foundation Financial Group’s earned positive media coverage represents an ROI of 183x – a dramatic return made more impressive by the company’s revenue growth.
This case study included $62.5 million of AVEs, at Axia we prefer better metrics to show the value of earned media coverage. Check out why you should stop using AVEs to measure earned media coverage.
To learn how we can help your financial services company achieve similar results, contact us today at 888-PR-FIRM-8 (888-773-4768).