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Public Relations Strategy
Media Strategy

Founded in Salt Lake City, Aumni is an investment analytics platform that empowers private capital markets to discover, analyze and deliver investment insights buried in unstructured documents and contracts. Aumni turned to Alloy to bolster the startup’s public relations and social media programs to increase its visibility in private capital firms' back and front offices.

We started the engagement by participating in an onboarding kickoff with critical stakeholders from Aumni, including its co-founders, chief marketing officer, chief technology officer and others, to understand Aumni's brand messaging and tone and buyer personas. At the same time, it was essential to surmise Aumni's competitive differentiators, so the team participated in a product demo, audited competitors’ press coverage and messaging, as well as conducted storymining calls with three of Aumni's media-facing experts.

From there, Alloy strategized a media relations campaign designed to make a splash in industry media. From thought leadership on the latest news and trends in the private capital market to capitalizing on competitors’ weaknesses - we pinpointed story angles and narratives that would resonate with media, potential customers, and ultimately, startup investors.

Within months of rolling out the PR red carpet, J.P. Morgan decided to lead a $50M Series B round - giving Aumni the momentum it needed to scale into its next chapter of growth.

  • Educating potential buyers

    Important transaction data lost in legal contracts and Excel spreadsheets have long been known and accepted as the norm in the private capital market. To convince decision makers that they deserved an alternative, Alloy narrowed in on pain points across an investment firm’s front and back office teams to highlight the need for a turnkey solution that provided accurate contractual data so teams could make legal or economic decisions faster.

  • Boosting value creation

    Alloy deployed a mix of communications strategies that catapulted the profile of the startup. This included turning the founders into bonafide thought leaders, rolling out a stream of corporate comms, as well as highlighting partnerships, such as the National Venture Capital Association.

  • Taking a disruptor mainstream

    The momentum of press Alloy secured supported the organization's short-term goal of raising capital. While the company successfully closed a Series B round, Alloy capitalized on this milestone to catapult the brand into the national business press, including Wall Street Journal, INSIDER, Axios, Fortune and Crunchbase.

  • Improving brand resonance

    In addition to leveraging media relations to boost the brand’s presence, Alloy also created a brand social media strategy to engage with key decision-makers. As a result, Alloy’s social media strategy proved to be a vital tool for brand awareness, with the brand’s organic LinkedIn efforts contributing to more than 6,000 conversions on the Aumni’s website.

Alloy crafted a potent announcement strategy for Aumni’s $50 million Series B funding round led by J.P. Morgan. On launch day, Aumni received a coveted exclusive in the Wall Street Journal. While most venture announcements have a 24-hour news cycle, Aumni’s lasted three weeks with a steady drip of coverage from the likes of Crunchbase, Fortune, Axios and INSIDER. In total, our team secured more than 30 pieces of coverage, which boosted Aumni’s brand awareness and value. What’s more, our execution increased online visibility, garnering nearly 840 total social media engagements, including financial services influencers. As a result of our launch efforts, Aumni’s website saw a 184% increase in website traffic on announcement day.

%
increase in media coverage year-over-year
%
increase in social media engagement year-over-year
conversions on Aumni’s website from brand social
%
increase in organic search sessions year-over-year

By boosting Aumni’s profile in the industry, Alloy increased demand for Aumni’s investment analytics platform that led to an acquisition by J.P. Morgan just two years later.

Exploration and story mining

Alloy conducted story mining calls with Aumni team members who worked in private capital in the past to get a better understanding of the pain points they experienced, including term sheet errors and a lack of visibility into their portfolio.

Multi-pronged PR strategy

While Aumni’s primary objective was increasing perceived value in order to raise capital, it had secondary objectives, such as customer acquisition and talent recruitment. Alloy’s media relations plan was multi-layered, matching a diversity of storylines to target media at the local, trade and national business levels.

Brand social media strategy

Alloy audited the brand’s past social media activity and engagement to create a digital strategy that positioned the brand externally as confidently as it was internally. As a result, prospect, customer and talent engagement shot up across all social channels.

Don't just take our word for it

"I've been fortunate enough to work with Alloy multiple times over the years. The team understands tech, funding, positioning, how to get the right influential tech reporter to pay attention to your company and how to pitch the story. It's a breath of fresh air when you can hand off a critical function and they know exactly what to do with it.”

— Pawan Murthy, former CMO
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