A Corporate Launch

Challenge

Maven was approached by Blood Sweat & Capital, LLC (BSC), a healthcare venture capital firm, to promote the launch of the firm and raise awareness among healthcare entrepreneurs. Additionally, Maven was tasked with gaining attention for the firm’s series of “Gray Papers,” BSC’s take on business opportunities in the healthcare industry. The challenge therefore was to create buzz for BSC in a very difficult economic environment as well as differentiating a boutique VC firm among a sea of major players. 

Strategy

To officially launch BSC and introduce the firm to the venture capital and health care industries, Maven utilized a three pronged strategy of media relations, social media and an email outreach campaign. The media relations campaign targeted specific venture capital and healthcare trade publications as well as national and regional media. Once key reporters were targeted, Maven arranged exclusive one-on-one interviews with reporters and key BSC executives to help tell the company's story. The social media campaign engaged several movers and shakers in the VC industry, including influential finance bloggers. Additionally, Maven designed and distributed an email campaign to BSC's targeted list to increase exposure for the launch. 

Results

The launch campaign generated significant media coverage, including feature stories in The Wall Street Journal, Dow Jones, Venturewire, The Philadelphia Inquirer and Reuters. Leading venture capital blog peHUB also wrote a large feature, all of which resulted in significant online coverage and chatter on social networking sites. As a result, traffic to BSCs website increased 77 percent, resulting in new business leads for the firm and multiple downloads of their first “Gray Paper.”    

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