IMPACT IN FOCUS: BackBay’s Commitment to Impact Investing Communications
- Bill Haynes, Boston
Impact Investing certainly isn’t a new idea in the capital markets space, but at BackBay Communications, we have noticed that it seems to be gaining increasing momentum.
BackBay Communications is no stranger to working with firms that have an impact focus. We conduct media relations and write articles on Impact Investing and Responsible Investing for two of our large wealth management clients that have concerted Impact Investing programs in place. In addition, for one of our longstanding private equity clients, Adveq, we arranged for a a joint study with The Chartered Alternative Investment Analyst (CAIA) Association focused on gaining insights into the state of responsible investing. The results of the study will be published in March, watch this space for more on that.
"We decided to make marketing and PR for Impact Investing firms an additional area of focus for BackBay. Helping financial services firms succeed while making the world a better place is consistent with our mission and we are all for it."
In addition to our current client work, BackBay Communications was recently selected as the official PR agency of The Economist’s inaugural U.S. Impact Investing conference, which took place on February 15 in New York City. We worked on building press presence at the conference and 35 journalists signed up to attend the sold-out event. BackBay also conducted Q&As with the conference’s top-notch speakers for the event’s official blog site, and live tweeted at the event. We look forward to supporting The Economist with its London Impact Investing Conference in June.
Amongst all of that Impact-focused activity, just last week we fielded a new business call from a consultancy that helps RIAs create Impact Investing programs. For us, it was an opportunity to take a step back and recognize that Impact Investing is a market that we are invested in personally as well as professionally and that our client experience in this space has led to the development of in-house expertise on Impact Investing communications strategies. With that in mind, we decided to make marketing and PR for Impact Investing firms an additional area of focus for BackBay. Helping financial services firms succeed while making the world a better place is consistent with our mission and we are all for it.
We applaud Impact Investing’s increasing momentum. As more firms become involved in Impact Investing based on ethical beliefs, client requests and new business opportunities, the competition to win new clients will intensify. Firms committed to the space will need to explain their investing approach, investment returns, and to comment on trends in Impact Investing to stand out from the growing crowd and secure new business. A content-driven public relations program can help financial firms raise brand awareness, win new Impact Investing business, and improve the world. We’re ready to help.