Building a national platform
Company
Based in Detroit, Huron Capital is an operationally-oriented investment firm dedicated to growing lower middle-market companies through its high-impact and differentiated buy-and-build investment model.
PROJECT
Huron Capital sought out Lambert’s assistance to help it make the leap from a regionally-known private equity firm to a nationally known industry leader in the lower middle-market sector.
Lambert has worked with Detroit-based Huron Capital to build awareness in national industry trade publications, and has positioned the firm to win national awards, earning recognition as an industry leader. As a result, in 2018, Huron Capital won 10 industry awards, was mentioned or featured in 186 articles and was regularly quoted by prominent trade publications.
TACTICS
- Media relations: Building and maintaining relationships with industry reporters, setting up deskside conversations, and meeting with reporters at industry conferences.
- A media tour in June 2018 leveraged the expertise of Lambert’s Blicksilver PR office in New York and helped to strengthen and extend Huron Capital’s relationship with industry media.
- Lambert also provides media relations support for Huron Capital’s portfolio companies through the development of industry-specific media lists and outreach, media coaching for executives and management of media interviews.
- Social media: Developing consistent, steady, social media strategy based on messaging that informs followers about news, speaking engagements and awards.
- Content development: Lambert has elevated Huron Capital’s brand awareness through the design and development of e-newsletters, infographics, PowerPoint presentation slides and other creative assets to support a holistic media approach.
- Creative support: Lambert designed a set of a dozen new ad templates to drive Huron Capital’s print marketing strategy that showcases the firm’s expertise and strengths in the lower middle-market private equity space.
RESULTS
- An exclusive story in Wall Street Journal Pro Private Equity led to prominent placement in a same-day story on WSJ.com, and coverage in all major private equity trade publications including Buyouts Magazine, Mergers & Acquisitions, Mergermarket, Private Equity Professional, WSJ Private Equity Pro, PE Hub, Fortune, Pitchbook, and Axios.
- Coverage in industry-specific trade publications including Coatings World, Crain’s Detroit Business, Food Business News and Transport Topics.
- Total article placement in 2018: 186 articles, 82 of which were in national financial publications
- Led a media tour in NYC to introduce Huron Capital’s executive leadership team to media including Wall Street Journal, Wall Street Journal Pro Private Equity, Buyouts/PE Hub Wire, Mergermarket and The Deal. The tour resulted in national media coverage.
- Industry award wins secured by Lambert:
- 2019: Women Thrive Leadership in the Workplace Award – Gretchen Perkins
- 2019: M&A Magazine – Most Influential Women in Middle Market M&A – Gretchen Perkins
- 2018: Mergers & Acquisitions Seller of the Year – Sale of Olon Group, Leading Response and Systems, Inc.
- 2018: ACG M&A All-Star Awards – Deal of Year Over $50 Million Revenue – Hansons Holdings
