All Aboard
the Small Business
Money Bus

On Your Mark

GE Capital was looking to drive awareness into new markets. Literally.
With its media partner, Slate, GE Capital wanted to create exposure and thought leadership in the minds of small businesses.

They key component of this mobile event was to visit qualifying businesses along the way and to generate media exposure for both GE Capital and the businesses themselves. And thus the Roadshow for Growth shifted from Park to Drive.

The GE Capital team outfitted a 55' foot touring bus to serve as a sort of mobile-conference-room-meets-media-tent.

We created memorable moments for the GE team, the small business owners in attendance, and of course the media tracking our journey.

Get Set

Wrapped in GE Capital branding, the initial strategy was to issue press alerts the night before the bus would roll into town. Unfortunately, media turnout was low and exposure minimal.

Something had to be done to shift the strategy. Our team, embedded on the bus itself, revamped the PR strategy overnight. Rather than citing hard-to-grasp facts and figures in the media alerts, we appealed to small business owners at a personal and relatable level.

By reaching out to Inc. 5,000 business owners ahead of our arrival, we were able to set up photoshoots and interviews at visually appealing companies such as Marucci Sports, Joe Gibbs Racing, Hissho Sushi and GSC Packaging.

We created memorable moments for the GE team, the small business owners in attendance, and of course the media tracking our journey.

We shifted the focus away from simply “GE Capital is here” to “What can GE Capital do for you, Mr. or Mrs. Business Owner? Our team may have hitched a ride at critical moments, but we helped drive the PR strategy on every leg of the tour by creating media worthy moments across the U.S.

Along the tour, we connected visionaries with implementors to create truly dynamic and engaging sessions that the media loved.

Go Finance Small Biz

Simply put, coverage grew big time. After we stepped in and shifted the PR path, outlets such as CNBC, Fox Business and Bloomberg started following the bus.

Together with GE Capital, we generated considerable exposure to the businesses as well as GE Capital itself. The winning formula that worked for GE Capital? Better advance awareness + smarter media outreach.

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