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July Monthly Special Edition 2022

BackBay Communications is integrated public relations, content marketing and branding firm

BackBay Communications is integrated public relations, content marketing and branding firm

BackBay Communications is a strategic public relations, integrated marketing and branding firm focused on the financial sector, including private equity, asset management, and financial technology. BackBay offers a unique combination of content and creativity. BackBay’s services include public relations, branding, content marketing, digital marketing, marketing strategy, social media and website development. BackBay is highly regarded for its thought leadership initiatives and relationships with the major business media. BackBay has offices in Boston and London, and agency partnerships in Asia and Latin America.

Building Brands: BackBay helps companies build unique brands through research, positioning, design, and integrated, content-driven public relations and marketing programs.

Telling Stories: The heart of BackBay’s mission is helping their clients tell their stories. As a specialist in working with financial services firms, they have a deep understanding of the industry and are able to help clients identify and articulate their key differentiators and value propositions.

Driving Growth: The company utilizes their in-depth industry knowledge, experience and connections to execute strategic communications programs that help their clients meet their objectives of building strong brands and driving growth.

Core Values

Committed: BackBay differentiates them by going the extra mile. They are committed to excellence, to continuously improving, and to helping their clients achieve their objectives.

Smart: Clients choose BackBay for the insight and expertise they bring to the table. The company is committed to being knowledgeable about the disciplines of branding, marketing and public relations; about business and economic news; about the financial services industry; and about their clients.

Responsible: BackBay is built on trust; trust is built on reliability. They know that clients, colleagues and others rely on them to deliver top quality work and advice, in a timely manner, day in and day out. They are also committed to being responsible citizens, supporting communities and working with companies who also strive to make a positive impact.

Inclusive: BackBay values equality, inclusion and diversity. Diverse views, backgrounds and experiences are essential to broader perspectives and greater creativity that leads to better outcomes for the company, their clients and their communities.

Creative: The organization’s clients’ businesses and their own are constantly evolving. They need to be alert and innovative to recognize business shifts and to capitalize on opportunities. They are committed to developing creative strategies, design and content that reflect the dynamic industries they serve, and utilizing tactics and tools to help their clients and themselves succeed.

BackBay’s mission

Help clients identify and communicate their unique stories

BackBay Communications leverage their knowledge and relationships to help clients articulate and share their news and perspectives, underscoring their unique value propositions, and building awareness and credibility.

Generate meaningful results that build brands and drive growth

BackBay are proactive partners that focus on strategic communications campaigns that support their clients’ business objectives and drive new business.

Deliver an exceptional client experience

BackBay is their clients’ trusted advisors. Their senior team brings unmatched subject-matter expertise and a true partnership approach, allowing for deeper relationships in which clients view BackBay as an extension of their team.

Asset management

BackBay partners with investment companies and wealth management firms to create strategic PR and thought leadership programs that support their ability to attract assets, increase client satisfaction, and build brand value.

BackBay develops public relations and integrated marketing communications programs to help firms achieve the following objectives:

Increase AUM

  • Raise awareness of the firm’s brand and value proposition with new and existing investors
  • Raise awareness of the firm’s investment products and services among prospective clients and intermediaries
  • Showcase new and innovative investment strategies

Boost Client Satisfaction

  • Reinforce benefits of working and investing with the firm
  • Increase client engagement
  • Showcase and increase accessibility and touch points with investment managers and client officers

Grow Brand Value

  • Raise awareness of differentiating core brand attributes (i.e. asset class expertise, multi-generational advice, ESG, etc.)
  • Demonstrate firm and advisor expertise through compelling content and commentary
  • Help recruit the best talent

FINTECH

“We leverage our knowledge and relationships to help clients share their news and perspectives.”

BackBay partners with fintech clients – from disruptive startups to large global public corporations – to create and execute communications programs designed to help them accelerate growth, capitalize on new market opportunities and build credibility.

BackBay develops integrated public relations and content marketing programs to help clients achieve the following objectives:

Accelerate Growth

  • Boost brand visibility, credibility to help raise new capital
  • Drive new business through targeted PR and content
  • Rise awareness among potential employees to attract top talent

Enter New Markets

  • Educate marketplace about new products
  • Build brand in new geographies
  • Raise awareness of firm growth

Build Credibility

  • Establish company as industry innovators
  • Position company and executives as thought leaders
  • Gain recognition for achievements

Private equity

BackBay helps private equity and venture capital firms and family offices with initiatives that are critical to their success; supporting fundraising, deal sourcing, hiring and portfolio company growth. In fact, over the last 15 years, they have worked with more than 80 private equity and venture capital firms.

BackBay develops integrated public relations and content marketing programs to help firms achieve the following objectives:

Fundraising

  • Develop differentiated brand messaging
  • Keep limited partners apprised of successful investment record
  • Support and protect the firm’s brand

Dealsourcing

  • Raise awareness among entrepreneurs
  • Boost deal flow from investment bankers
  • Highlight the firm’s unique focus and approach

Portfolio Value Creation

  • Promote portfolio company success
  • Announce portfolio add-on investments and other news
  • Assist with crisis communications

Impact investing

BackBay assists financial services companies involved in Impact Investing / ESG to raise awareness of their commitment to this growing strategy.

BackBay helps companies refine their messages and raise visibility, credibility and understanding of their approach to socially responsible investing through media relations, thought leadership, social media and event and they help developing integrated public relations and marketing communications programs to help firms achieve the following objectives:

Build Understanding and Gain Recognition

  • Clearly articulate the company’s philosophy and how impact investing is core to its mission
  • Demonstrate the financial and social benefits of ESG
  • Position the company and executives as thought leaders in the impact space

Attract Investors

  • Raise awareness of the firm’s investment approach
  • Articulate the investment and social returns that ESG can generate
  • Increase interactions with current and potential investors

Identify Investment Opportunities

  • Feature successful investments
  • Enlist companies in spreading the word
  • Facilitate inbound inquiries from target private and public company investors

Bill Haynes, Founder & CEO

Bill founded BackBay Communications in 2005 and has since grown the firm to be one of the top specialist financial services communications agencies. With offices in Boston and London, BackBay is the only integrated public relations, content marketing and branding firm focused specifically on the asset management, fintech, impact investing and private equity industries.

As founder and CEO, Bill is in charge of BackBay’s strategic direction, setting core values, and overseeing execution of the firm’s mission to help clients identify and communicate their unique stories and generate meaningful results that build their brands and drive growth, while delivering an exceptional client experience.

Bill has more than 25 years of financial services branding, marketing and public relations experience and frequently speaks at industry events on financial communications strategies for leading investment companies. His prior experience includes Senior Vice President at Arnold Worldwide, Vice President at Scudder, Stevens & Clark, and Vice President at Ogilvy Public Relations in New York. Bill has received Series 6 and Series 63 licenses.

Bill received an A.B. in Anthropology from Princeton University and an M.A. in International Relations from the University of Chicago. He enjoys traveling, reading, and skiing and biking in VT and Colorado with his family.

“BackBay is highly regarded for its thought leadership initiatives and relationships with the major business media.”


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