In 2022, many businesses that operate in the same fintech space as Raistone were significantly impacted by the economic downturn. Many have had layoffs or had to shut down. In this environment, Raistone — led in part by its marketing campaigns — saw 2x year-over-year growth, through objectives including:
Rebrand the company from Raistone Capital to Raistone
Launch a new website and branded content to support the rebrand
Create an integrated campaign that reached both our larger target market and connect with specific industry niches (e.g. automotive, telecom, energy and utilities)
Support sales in supporting and creating awareness of major partnerships
Increase our awareness and engagement with our target market
Grow our website traffic
Increase LinkedIn followers
Improve the organization’s use of marketing email to connect with leads and prospects
Support the growth of the organization during this challenging time for most FinTech companies
Internally, streamline processes, identify areas to improve, and focus the team on getting the most results out of with current marketing resources
Based on the data and industry insights, we developed an integrated rebranding campaign that would connect with both our broader audience, but also with specific industries that would help us make significant inroads and strengthen our place in the market space. To do so, we knew we would need to build awareness and trust for each of our audience segments.
We also knew the rebrand required a new website, updated sales support materials, and messaging. From a visibility and trust perspective, we were also able to create press around Raistone’s major partnerships with Mastercard and SAP.
The program worked because our messaging was clear, consistent, and relevant. It ran consistently across all channels throughout the year and resonated with our target audience at a time when our audience of companies need financial help from a company they trust. We were able to leverage our case studies and testimonials as well as by highlighting our partnerships to build trust simultaneously as we increased awareness.
As we rebranded and refocused Raistone in 2022, in the face of a very challenging economic environment, we really honed our key messages. We simultaneously reached our broader audience through the following tactics:
Launched a new website and updated the look and feel of the Raistone brand
Updated all sales materials (presentations, email, collateral) to support the rebrand
Engaged with the partnership process to co-release press releases with our partners MasterCard and SAP
Entered and won numerous key industry awards based on those innovative partnerships
Streamlined the marketing email process to improve open-rates and engagement
Developed valuable content specifically for our audience segments
Continued to leverage LinkedIn organically
Carefully tested and then added paid ads on social media and Google into the marketing mix
Identified strategic industry niches then developed specialized micro-campaigns for those industries. The campaigns included a mix of email, organic and paid social media, valuable branded content, landing pages, and events/speaking engagements
This campaign exceeded our sales and marketing goals. While many of our fintech competitors are closing their doors, struggling, or dealing with layoffs, Raistone has strengthened our position and doubled our sales growth in 2022. The campaign created a solid foundation for Raistone, and we’re on track to double our growth again in 2023. We had an 1864% increase in website traffic once we launched the new site, doubled our followers on LinkedIn, and continue to improve our email performance. The rebrand campaign, with its finely honed messaging, has proven to be the right campaign at the right time for the right audience.
With this company rebrand, Raistone was able to establish, strengthen and grow our place in the market. Winning coveted industry awards based on our innovative partnerships with companies like Mastercard and SAP helped catapult Raistone past many of our struggling competitors. Highlighting the experience of our executive team has helped build trust and reinforces our message and mission to help companies access working capital when they need it the most.
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