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Rosenthal Partners
FBR
Breaking into the old boys club. FBR had set its sights on rising to the top of second-tier investment banks and, long term, approaching Ôbulge bracketsÕ status. The firm was at an enormous disadvantage since theyÕve only been in business a decade. They lack the requisite perceived size, awareness and credibility to garner serious consideration from Fortune 1000 executives.
Objectives
Be included in the consideration set of larger deals within FBR's identified business sectors.
Target
Decision makers: Fortune 1000 CEO's
Influencers: Fortune 1000 CFO's
Facilitators: Fortune 1000 CFO's
Insight
FBR appeals to a unique breed of executive that is highly motivated to achieve in their personal life as well as their profession.
Result
Awareness of FBR increase 15% in the first year.
Profits increased by 73%. As much as we'd like, we can't take credit for this metric, however, we've gotten very positive anecdotal feedback from FBR management that the work has made an impact on the business.
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