Publicity-driven Branding Campaigns
Massing PR's successful collaboration with Connamara Systems, a matching engine technology provider, ran from 2011 to 2014. Using strategic media outreach and thought leadership, Massing PR significantly elevated Connamara's brand presence, promoted new products like QuickFIX/n, and publicized key client wins, notably their work with Prescient Ridge Management. This resulted in widespread media coverage and enhanced industry recognition.
Building Credibility in Matching Engine Technology: Massing PR's success with Connamara Systems
I. Executive Summary:
An established provider of matching engines and trading platforms for institutions, Connemara Systems was struggling to garner media visibility and coverage, which resulted in headwinds when articulating its value to prospects.
The company engaged Massing PR to lead a targeted media campaign, which led to an ongoing stream of outreach covering new products and customer wins, augmented by thought leadership on topics like open-source technology for trading.
Key Takeaways:
Despite its technology prowess and customer wins, Connemara was underperforming in garnering media coverage and market visibility.
Massing PR implemented a media campaign, which showcased the company’s new products, innovative technology and customer wins.
The continuous but relevant outreach increased Connomara’s market visibility and raised its reputation, leading to lower friction engagement with new prospects.
II. The Challenge: Standing Out in a Competitive Market
In a highly competitive fintech market, Connamara Systems needed to effectively communicate its value as a provider of matching engine technology. The company required a strategic partner to increase its brand awareness, promote key product launches, and demonstrate industry leadership through client successes.
A specific goal was to leverage a new customer win with Prescient Ridge Management (PRM) to highlight their expertise in modernizing trading infrastructure.
III. The Strategy: Fusing Purpose with Publicity
Massing PR implemented a comprehensive Publicity-driven Branding campaigns for Connamara Systems between 2011 to 2014. The strategy was built around consistently showcasing the company's innovations and expertise through third-party validation. Key activities included:
Targeted Press Releases: A steady stream of press releases were developed and distributed to announce new products, including QuickFIX/n, and new support services. A dedicated news release was created to announce the PRM win, highlighting how the new infrastructure would support the customer’s expansion into new asset classes.
Strategic Media Outreach: Massing PR actively managed media relations and conducted press briefings at tradeshows to ensure Connamara's message reached a relevant audience. The PRM announcement was specifically targeted at a wide range of financial and trading technology publications.
Thought Leadership Campaigns: Campaigns were launched to position Connamara as an expert in matching engine technology, reinforcing its standing as a trusted innovator in the industry.
IV. The Results: Validated Credibility and Enhanced Profile
The strategic public relations program delivered tangible results, significantly increasing Connamara Systems' media presence and validating their work through a major customer win.
Successful PRM Campaign: The news release announcing Connamara's work with Prescient Ridge Management was picked up by numerous financial publications, including Waters Technology, FOW Intelligence, Banking Business Review, Low Latency.com, and Finextra. The coverage emphasized Connamara's role in helping PRM expand its trading infrastructure to support new asset classes.
Increased Media Visibility: The company received valuable media coverage in publications such as FOW Intelligence, Intelligent Trading Technology, and Finextra.
Showcased Key Achievements: The media coverage highlighted significant company news, including the launch of its new trading infrastructure and industry awards for its QuickFIX open-source project.
Enhanced Reputation: The consistent media presence helped establish Connamara Systems as a knowledgeable and innovative leader in its field. It’s CEO Jim Downs praised Massing PR for being "a quick study" that consistently brought new and valuable ideas to the company.
