CNBC: From Main Street to Wall Street
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CNBC: From Main Street to Wall Street

Capitalizing on the brand’s premier position as a 24/7 financial resource destination, CNBC.com and its CEO , Pamela Thomas-Graham, were on a mission to be recognized as a leading online authority for financial planning information.

Paul Holmes

 

As they say on Wall Street, the year 2000 was a ‘bullish’ year.  With their new financial resources and confidence, investors were busy planning their portfolios and investments and the need for up-to-the-minute financial information and planning advice was heavily in demand.

Capitalizing on the brand’s premier position as a 24/7 financial resource destination, CNBC.com and its CEO and President, Pamela Thomas-Graham, were on a mission to also be recognized as a leading online authority for financial planning information and advice. 

Stanton Crenshaw was trusted to launch a media relations program to communicate CNBC.com’s wide-range of financial news and tools, create a high-profile and leadership position for its dynamic and inspiring CEO, and rise above a crowded field of personal finance websites and media brand names.

CHALLENGE

“All financial Web sites are the same.”  So was the opinion of editors and producers throughout the broadcast, print and online media world.  Financial news is very much viewed as  a commodity, subject to regulation and dependent on wire reports. Competition includes several established media brands.  Public perception is that there is little to define one financial site from the next beyond trading or information/analysis.

Stanton Crenshaw’s challenge for 2000 was two-fold.  In order to focus heightened media attention towards CNBC.com and away from other leading financial websites, we had to establish both the brand’s financial strength and add value through thought leadership.  For the latter we used the extraordinary vision of CNBC.com’s CEO and president, Pamela Thomas-Graham.

OPPORTUNITY

Recognizing the increased interest and need for online financial information and portfolio tracking along with the heightened interest of the media to cover personal finance issues and news, Stanton Crenshaw pursued an aggressive media campaign for CNBC.com.  The goals of the campign were to make (and keep) the public and press informed of CNBC.com’s extensive array of financial planning tools, targeted personal financial planning advise, and profile its seasoned and experienced executives and editorial staff.

OBJECTIVES 

  • Increase number of registered users and increase number of unique monthly visitors to CNBC.com
  • Raise visibility for CNBC.com executives as dynamic and innovative leaders within the online financial space
  • Increase awareness of brand; improve overall corporate image and perception

STRATEGIES

Position CNBC.com as a leader in online financial analysis, information and innovative tools

Position key CNBC.com executives as industry experts, leveraging and building on visibility of CEO

Leverage link to CNBC brand as the #1 financial news and information powerhouse

Use “democratization” of financial news and CNBC.com’s leadership as point of differentiation

EXECUTION

Build an identity for CNBC.com as a leading information resource for the informed investor by exhibiting strength in financial news reporting, breadth and depth of information and services, personalized tool that enables users to act upon and benefit from its content and a reliable and trusted source for information.

Position key executives as industry experts to showcase executive bench strength

Raise visibility for Pamela Thomas Graham as dynamic and exciting Chief Executive of CNBC.com and chief brand spokesperson

RESULTS

With our aggressive, ongoing media calls and pitching, Stanton Crenshaw was able to lead our targeted press to CNBC.com.  CNBC.com was included in more web watch and roundup issues and Pamela Thomas Graham was profiled in several top tier business and lifestyle publications.   As a result, in a 6 month period, CNBC.com received its highest number of site users, exceeding 1 million, nearly doubling its previous traffic record.  In addition, Media Metrix named CNBC.com the “stickiest” financial website in December 2000.

2000 COVERAGE HIGHLIGHTS

Pamela Thomas – Graham elected one of six power women in New York City who are emerging as influential business leaders. Crain’s New York Business

“A super achiever’s guide posts to success…three simple steps to the top.” Business Week 

“After only one year online, CNBC.com has upstaged established rivals.”

CNBC.com voted “Best Online Stock Market News” by Worth Magazine readers

“The cable Web powerhouse is getting a total makeover, from its appearance to its computer servers with the goal of offering a faster and more accessible experience.” Online Investor

“Data of the people, by the people, for the people.” By Pamela Thomas-Graham for Business 2.0 Special Issue

“The plot thickens, like Heinz ketchup, as more consumer goods companies still need to reach folks, so count on more product placements.” Pamela Thomas-Graham quoted in Business Week

Pamela Thomas-Graham ranked one of the Most Powerful Women in Finance by Global Finance Magazine.

Pamela Thomas-Graham selected as one of ‘Thirty Leaders for the Next Thirty Years’ by Black Enterprise Magazine.
Pamela Thomas-Graham profiled as “The Mogul” in a round-up of New York City’s “top ten legal stars” in New York Magazine.

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