Challenge

With over four decades of global M&A experience under its belt, Blitzer, Clancy & Company (BCC) had a formidable track record in investment banking, growth consulting and investment advisory services. But beyond the firm’s close-knit network of strategic partnerships, few were aware of BCC’s unique story, core values and hands-on approach to client service.

BCC over its history, had strategically remained under the radar with limited marketing or public relations; the firm had largely acquired new business via word-of-mouth through an interconnected group of global multinationals and emerging companies. As the firm continued to grow, it decided it was the right time to take a more public presence through an intentional marketing development strategy.

The firm engaged Greentarget on the heels of negotiating a series of landmark global acquisitions and the firm sought a partner that could effectively communicate the firm’s story and presence in the verticals they serve.

Greentarget recognized several attributes that differentiated BCC from its competitors: the firm’s focus on collaboration, as well as its championship of ingenuity and cross-domain expertise. Underscoring these attributes through a targeted communications strategy would elevate its profile among sellers, major buyers and growth-focused companies across North America, Europe and Asia Pacific, and in turn, help unlock new expanded opportunities.

Solution

To help the firm execute on this strategy, Greentarget sought to transform the firm’s market positioning, brand narrative and value proposition—and reflect those changes through BCC’s online and media presence.

Greentarget’s Research & Market Intelligence team began by curating focus groups consisting of both external and internal stakeholders. Drawing from insights shared during these focus groups, the research team assessed the firm’s capabilities, identifying key value drivers and unique selling points that could be used to craft external-facing materials such as web copy, marketing collateral, press releases and business initiatives. Additionally, the research team conducted a thorough competitive analysis to pinpoint brand messages that would help BCC cut through the noise and reach audiences in several target industries.

Leveraging these findings, Greentarget’s Content & Editorial team created a messaging matrix that would serve as the basis for all of BCC’s internal and external messaging going forward. This document included a positioning statement, brand pillars and key messages—all of which worked in tandem to support a brand narrative that captured the essence of BCC—and what distinguished the firm from its peers.

From there, Greentarget’s Digital team redesigned BCC’s website and worked with the content team to draft the accompanying, SEO-optimized web copy. The new design included select images and iconography, a new page directory, customer resource management (CRM) software integration, email capture tools and more.

Using these deliverables as a foundation, the content team developed a whitepaper that showcased BCC’s novel approach to client relationships. The whitepaper detailed the successful partnership between BCC and Scotland’s University of Strathclyde that created an “innovation bridge” to guide American tech and engineering investors through the globalization process, spotlighting BCC’s role as an international collaborator and facilitator of multimillion-dollar investments overseas.

Results

The multifaceted campaign raised BCC’s profile and amplified its reach and authority with key audiences. BCC featured the whitepaper on the firm’s redesigned site and shared it with prospects, clients, industry contacts and peers, attracting the attention of major global investors and multi-national corporates.  

Moreover, in 2023 alone BCC generated over $1 billion in enterprise value creation for its clients, bolstering its track record of successful dealmaking and strategic advisory across numerous sectors, including commercial real estate, technology, industrial automation, life sciences and aerospace and defense.

“The Greentarget team has been an incredible partner to our firm. Their ability to understand who we are and successfully articulate that messaging on a global scale was seamless and efficient. The entire team is dynamic, entrepreneurial, and overall, a pleasure to partner with,” said Michael Cocce, Vice President of BCC.