2024 PRism Award
Banking on Change: Launching Central Ohio’s First Women-Owned Bank
CLIENT
Fortuna Bank
INDUSTRY
Banking Services
TIMELINE
6 Months
SERVICES
PR Strategy
Media Relations
Logo Development
Content Creation
Messaging Development
Thought Leadership
MEDIA HITS SECURED
42 Earned Media Placements
The Challenge
When Fortuna Bank, Central Ohio’s first women-owned and operated bank, was ready to make its debut, they needed more than just an announcement—they needed a strategic, multi-faceted campaign to build credibility, attract investors, and educate the community about the importance of this groundbreaking institution. Team Fleisher Communications was tasked with securing media attention, positioning Fortuna’s leadership as thought leaders, and driving excitement for both investors and customers.
The Solution
Our primary goal was to introduce Fortuna Bank to the market in a way that captured attention, built momentum, and delivered tangible results. We aimed to:
Secure strong media coverage to raise awareness and build credibility.
Position the CEO and leadership as banking experts.
Develop content to support investor education and attract consumers.
Overcome challenges from competing news stories (e.g., bank failures) to maintain a positive narrative.
Strategy
We implemented a comprehensive media relations plan to deliver:
Earned Media: Leverage Fortuna's unique position as the first women-owned bank in the area to secure high-profile media placements across local, state, and national outlets.
Thought Leadership: Position Fortuna's CEO and leadership team as go-to experts on banking topics like De Novos, financial literacy, and the specific challenges women face in securing financing.
Targeted Outreach: Focus our efforts on media and influencers who would resonate most with Fortuna’s story, including those covering women in business and banking.
Content Creation: Develop a compelling logo, pitch materials, and a one-pager to present Fortuna as a solid investment opportunity and a forward-thinking banking option.
Execution
Media Outreach: We crafted a pitch that highlighted Fortuna Bank’s historic significance and its potential impact on women in business. We reached out to over 50 outlets, securing coverage from local outlets like The Columbus Dispatch and NBC4, as well as national outlets such as Barron’s podcast.
Logo Development & Branding: The bright green and gold logo, featuring the profile of Fortuna, the Roman goddess of fortune, became a symbol of the bank’s mission and was included in all media outreach and communication materials.
Crisis Management: In March, the collapse of Silicon Valley Bank and Signature Bank created a turbulent financial news cycle. We turned this crisis into an opportunity, positioning Fortuna Bank’s strong leadership as a stabilizing force in a shaky banking environment, leading to more media coverage.
The Results
42 Earned Media Placements: Exceeding our target of 10, with placements in top local and national outlets, including The Columbus Dispatch, NBC4, Business First, and Barron’s podcast.
Leadership Recognition: Fortuna’s CEO, Ilaria Rawlins, was featured as a panelist at the Columbus Metropolitan Club’s Banking Panel and was named to Business First’s 2023 Power 100.
Investor Interest: The media coverage helped generate significant attention from potential investors and positioned Fortuna as a leader in community banking for women and in general.
Ongoing Visibility: As Fortuna Bank moves toward its official launch, the media coverage and expert positioning continue to keep them in the spotlight, ensuring ongoing relevance in industry conversations.
What the Client Said
“The impact has exceeded our expectations. The enthusiasm, professionalism, and urgency that Team Fleisher demonstrated in spreading our story were unparalleled. We look forward to working with them again when it’s time to launch our bank.”
— Ilaria Rawlins, Fortuna Bank, Founder, President & CEO
WHY IT MATTERS