THE 14TH ANNUAL SHORTY AWARDS

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Raistone: A Financial Services B2B Rebrand

Entered in Financial Services

Objective

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: 

Strategy

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:

Results

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.

Media

Video for Raistone: A Financial Services B2B Rebrand

Links

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