USING RESEARCH TO ESTABLISH CHICAGO ECONOMIST’S NATIONAL PROFILE
Moebs Services is an economic research firm based in Lake Bluff, Ill. that collects primary empirical data about more than 2,000 U.S. financial institutions. Though successful for more than two decades with clients and government agencies, the firm had absolutely no media recognition. The primary challenge for developing and implementing a successful campaign was to interpret, package, and present the data in an accessible and relevant manner. Other major obstacles were the firms’ lack of media experience and the importance of being a neutral third party expert source, not a consumer advocate.
With the dramatic changes in the financial landscape of banking and political climate in 2009, Harden Partners recognized an opportunity to build national awareness of the firm.
The team leveraged Moebs’ Annual Overdraft Fee Survey to make Moebs research timely, relevant and newsworthy and position Moebs as an expert source. The plan encompassed key message development, intensive media training, nationally issued news release, targeted pitches and Op Ed and bylined articles – all tying the overdraft fee survey into ongoing and emerging news stories.
The campaign was a major success, generating widespread, ongoing coverage in national and international media. The Harden team took CEO Moebs from being unknown to a nationally recognized expert who is now at the top of the rolodex for key national media reporters covering banking and industry pricing issues. We leveraged that success by promoting other Moebs surveys and data through personal editorial contacts, news releases and story pitches that continued the national ongoing coverage of Moebs Services. As a result of Harden Partners efforts, Mike became the number one expert for top-tier media reporters covering overdraft fee and pricing issues in banking at that time, with regular coverage in The New York Times, Wall Street Journal, USAToday, Dow Jones, Bloomberg, Washington Post, Financial Times, Chicago Tribune,Boston Globe, Marketplace on NPR, CBS Evening News, CNN Money, Fox TV.