Deluxe (NYSE: DLX), the 105-year-old inventor of the check book, found its acquisition-driven business model to be unsustainable and set out to reimagine the company throughout 2019. A new CEO and leadership team transformed the iconic “check company” into a trusted, tech-enabled solutions company – and wanted to tell its story.
Cookerly jumped in to proactively tell the New Deluxe narrative to media, customers and Wall Street: how leadership integrated 80 silos and products into one company with efficient processes and cross-selling benefits.
NYC media tour: To cultivate media relationships and coverage for Deluxe’s transformation story, we secured eight interviews early on for the CEO with top tier outlets (CNBC’s Mad Money, The Wall Street Journal, Bloomberg, Reuters, Forbes, MarketWatch, PaymentsSource and Chief Executive) that built on Deluxe’s ringing the bell at the NYSE and first analyst day in 12 years.
Facing the Covid-19 pandemic: Cookerly leveraged Deluxe’s “essential company status” – serving 46,000 financial institutions and 4.5 million small businesses – to shape thought leadership and in-depth features.
- To add credibility for new product/service categories, we showcased collaborations with Salesforce, ECHO Healthcare and Fiserv.
- We also leveraged Deluxe’s ultimate partnership with its own 4,800 associates who were granted company stock, collaborate on cross-channel growth strategies, community initiatives and more.
Visibility: In the first 120 days of our ongoing program, Cookerly secured more than 30 top tier and syndicated placements with 74+ million media impressions that boosted the company’s credibility. Coverage highlighted Deluxe’s transformation, expertise and core offerings spanning payments, cloud and promotional products.
- Major features included Forbes, CNBC’s Evolve series and Mad Money with Jim Cramer
- Entrepreneur’s Problem Solvers podcast with advice for small businesses during Covid-19 was syndicated across multiple outlets throughout the U.S.
Speaking opportunities: For additional recognition, despite uncertainty surrounding Covid-19, our team forged ahead with submissions to industry-leading conferences including CNBC Evolve Summit, Money 20/20 and Collision Conference