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Financial Services for Technology

Diboll & Associates' thought leadership program for Red Rock Ventures positioned the group as the "go to" VCs for young companies; deal flow increased more than 50% thanks to feature coverage in strategic media outlets.

Red Rock Ventures Before
  • Small private equity firm lost amongst large, heavily competitive investor community

The Challenge
  • Generate attention for Red Rock as small firm in large, accelerated marketplace
  • Spur deal flow among credible contenders in niche market
  • Position ongoing activities as news vehicles to compete with more established industry players

The Strategy
  • Engage varied marketing disciplines for effective outreach and to underscore consistent communication
  • Cultivate partner positioning as industry experts via speaker program and media outreach
  • Capitalize on relationships with portfolio companies and partners to highlight Red Rock expertise and deal involvement

The Tactics
  • Conduct ongoing media outreach to target constituencies via stated opinions on industry events, commentary on Red Rocks specific market niche and "state of the state" remarks on venture capital as an industry. Targeted VC trades publications, online business outlets, local business journals and business editors at major news outlets
  • Saturate new niches market categories to gain early dominance through presence at relevant conferences, interviews with select business school publications, event hosting targeted to principles in related corporations
  • Ensure effective and unswerving brand and reputation communication by iterating key messages in each interview, speaking engagement, written document and by each firm partner consistently

The Results
  • Coverage in key media outlets including SJMercury News, CIO, Upside, WSJ, Industry Standard, Venture Capital Journal, Red Herring, Daily Deal, CNN.com, others; bylined articles in Line56, CIO, American Venture, Ecompany Now, others
  • Speaker placement in top-tier conferences including ICE ("What's Hot, What's Not, What's Coming"), Technologic Partners, others
  • Lead with key niche audiences, esp. enterprise software, infrastructure segments

Red Rock Ventures After
  • Increased deal flow to Red Rock partners providing greater options for investment selection
  • Recognition as thought leaders by trade journalists, frequent calls by editors to Red Rock partners for industry commentary and opinion