Creating a digital press kit isn’t just for actors, athletes, or people in the public eye but also for financial institutions. It can provide various advantages beyond simply gaining earned media.
If you are a professional in your area of expertise, there are many income generating activities to consider. For example, participating in conferences, exhibiting at trade shows, delivering talks, and being an authority on the topic to the press can all help to boost your reputation and establish you as a subject matter expert.
Offering a press kit on your website makes it easier to connect with industry professionals and publications and helps to legitimize you and your organization. In addition, it’s a great way to gain press coverage by providing the essential components to build relationships with journalists and media contacts.
Create an EPK (Electronic Press Kit)
Press kits used to be physical items used for promotional purposes. Nowadays, they are also available in digital form as an Electronic Press Kit (EPK). An EPK consists of images and text that relay your brand’s story, products, and services to demonstrate the company’s values and culture. It also provides helpful information for media outlets and can be used to offer support to schools and charities.
Financial services firms should present EPKs in a high-quality format that is easy to access. Offering a PowerPoint deck and a PDF file is a great way to ensure you have covered all the bases. It is essential to include information that will give a good overview of the institution.
Electronic Press Kit Essentials
This is intended to grab your readers’ attention –Be sure to craft engaging messaging to demonstrate your expertise.
This is your chance to explain how your company began and evolved by considering the who, what, where, when, and why. Make the reader want to be a part of the next chapter of your brand.
This is another opportunity to demonstrate your expertise, education, and experience through brief bios and professional headshots of your leadership team. Concisely include all relevant education, certifications, and expertise.
Excerpts from Press Mentions
Choose a few quotes from the press and include them in the design to make it more impactful. Remember to mention the source of the quote. If you don’t have specific press coverage to draw from, client feedback can be used to back up your EPK.
Clearly state the goals of your EPK if it is intended to acquire business in specific areas. Provide details on what the potential clients can gain by hiring you. For instance, if you specialize in public speaking, mention your skill in constructing legacy through real estate investments or estate planning to maintain wealth.
If you have any noteworthy successes, add a case study or two to your EPK. The case study should be brief but include a summary of the customer, their choice to utilize your services, their issues, how you helped them resolve them, and the outcome. To prevent appearing promotional, keep the case studies generic without including specific names of clients or companies.
Awards and Accolades
It is a powerful form of social proof to be recognized by your peers. In addition, industry accolades help position you as a subject matter expert, whether local, regional, national, or worldwide.
Always finish with a call to action and your contact details. If there are multiple purposes for your EPK, you should direct specific inquiries to different people.
Your Brand, Your Copy, Your Artwork
Let’s assume your EPK is professionally designed by your in-house graphic designer, freelancer, or agency. To complete your project, they will need a few assets from you:
Brand copywriting should be concise and engaging. Make it skimmable, fun to read, and don’t bore the reader. Get straight to the point, get them excited, and keep them reading!
Artwork and Images
It is essential to maintain consistency in your branding across all marketing materials, including your EPK. You should use logos, colors, and fonts aligned with your existing assets. Your EPK should reflect the same look and feel unless you need a new brand identity. Photos of your team or organization should be current and authentic.
Journalists and news outlets will ask you for photographs. Generally, anything that goes to print (or even if it’s only on the internet) requires a high-resolution image with a minimum 300 dpi resolution. Include these as downloads on your EPK page so reporters can access them as needed.
Ready to put together your Financial Services EPK? We’d love to help. Reach out today, and let’s get started.
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