Author Archives: Eric Fischgrund

NYC PR Firm

The FischTank Market and PR Team Picks its Favorite Holiday Songs

The holiday season has returned, and so too have the festive parties, good tidings, snowy sidewalks, NYC congestion, positive and informative conversations on social media, and of course — holiday music.

Like any other small business, FischTank likes to constantly argue music, and we are pretty confident that each of our opinions are the correct one. With that in mind, the FischTank Marketing and PR team presents their favorite songs of the season. Happy holidays all!

Fabricio Costa — Account Executive: Julian Casablancas – “I Wish It Was Christmas Today”

“I hold The Strokes very dear and they’ve always oddly but gratifyingly dropped new music around important dates in my life. This rendition of the SNL classic was in The Strokes’ vocalist Julian Casablancas’ debut album Phrases for the Young as a bonus track in 09 when I was a Junior in high school. Aside from featuring one of my all-time favorite vocalists, this cover did so well they actually did a live version of it on Jimmy Fallon’s late night show and Acura picked it up for a commercial that made that little synth jingle stuck in our heads throughout the entire holiday season.

Besides, who doesn’t wish it was Christmas today?”

Erin Hadden — Account Executive: Glenn Miller Orchestra: “Sleigh Ride

“I had to dig deep for my pick, but I finally landed on Glenn Miller Orchestra’s rendition of Sleigh Ride. Every year for as long as I can remember, my dad puts together his time-tested, critically-acclaimed mix of CDs to play during our extended Christmas festivities. This song is always the first track from the first CD he queues up. For this reason, it’s become the song that most strongly represents my family’s holiday traditions through the years.”

Kyle Evans — Account Manager: Bruce Springsteen: “Santa Claus is Coming to Town

“One of my favorite holiday songs is Bruce Springsteen’s performance of “Santa Claus is Coming to Town” which might sound typical for a New Jersey native, but it’s mainly from being raised by two Springsteen fanatics.”

Katelyn Barone — Account Manager: “Little Drummer Boy/Peace on Earth” duet with Bing Crosby and David Bowie

“This is one of my favorite holiday songs because this was such an unlikely pairing that turned out to create a great Christmas duet. While I’m more familiar with David Bowie and have always been a fan, Bing Crosby is a classic especially around the holidays.”

Hilary Donnell — Account Director: “Fairytale of New York” by The Pogues

“Fairytale of New York is one of my favorite Christmas songs because it’s more authentic than many of the songs we hear around the holidays, and reminds me of my dad, a major influence in my passion for music. Plus, the song would’ve never existed without Elvis Costello betting Shane MacGowan that couldn’t write a duet with bass player Cait O’Riordan. MacGowan did, then Elvis married her!”

Kate Caruso-Sharpe — Account Director: “Winter Wonderland / Here Comes Santa Claus” from the Pitch Perfect 2 Soundtrack

“While you’ll always find the classics like Mariah Carey and NSYNC on my holiday playlist, my favorite song as of late is “Winter Wonderland / Here Comes Santa Claus” from the Pitch Perfect 2 soundtrack. The Pitch Perfect series is a classic (at least in our house) and the mash-up between Anna Kendrick and Snoop Dogg is simply acca-awesome.”

Matt Bretzius — President: The Christmas Shoes” by New Song

“A young boy wants to buy a Christmas gift for his cancer-stricken mother. But once he reached the store, he did not have enough money for the ruby red Christmas shoes he had his heart set on. Thankfully a good samaritan (played by a young Rob Lowe, no less) steps up and purchases the shoes for the boy, who rushes home to place them on his mother’s feet just before she dies. It’s the consummate Christmas story. I’m not crying, you’re crying.”

Eric Fischgrund — Founder: “Santa Claus is Coming to Town” by James Taylor

“Yes, I chose the same song as Kyle Evans, but it’s for the right reason. Sorry New Jersey, but my artist is better:  JT > Bruce. This is my favorite holiday song because it was one of my favorite Christmas tunes as a kid, and James Taylor music always makes me think of my parents, who are big fans of his. JT was the first concert I ever attended, at age ten, with my parents and life long buddy Kyle Johnson.”

BIOLIFE4D and FischTank PR Partner

BIOLIFE4D Selects FischTank Marketing and PR as Agency of Record

CHICAGO, Nov. 30, 2017 (GLOBE NEWSWIRE) — BIOLIFE4D, a biotech pioneer leveraging advances in tissue engineering to 3D print human organs viable for transplant, today announced it has retained FischTank Marketing and PR, a New York City-based firm, as its Agency of Record to conduct national and trade media outreach, generate awareness for its upcoming Regulation A+ equity crowdfunding campaign, and advise on all marketing and communications functions.

The relationship was established to support the Company as it seeks to raise its profile ahead of its equity fund raise in early 2018, and as it develops messaging and marketing strategy to generate awareness within the medical community. FischTank will seek to increase BIOLIFE4D’s overall exposure, develop and maintain external communications, and hone marketing strategies.

“As we continue to develop our technology and prepare for our Regulation A+ raise in early 2018, we felt it was crucial to establish a strong and consistent marketing and communications strategy, for both potential investors and key partners within the medical community,” said Steven Morris, CEO, BIOLIFE4D. “FischTank has the depth of experience we are looking for, having led biotech startups through this process before, with showcased results. We look forward to their guidance during this important time for our Company.”

BIOLIFE4D is a biotech startup focused on making human organ replacement commonplace globally using an approach that combines recent breakthroughs in regenerative medicine, stem cell biology, 3D printing techniques, and computing technology.

“What BIOLIFE4D is doing from an innovation standpoint is remarkable and something we are excited to be a part of – literally giving people the gift of time,” said Matthew Bretzius, President, FischTank Marketing and PR. “We look forward to working with the team to develop a sound messaging strategy and to generate awareness for the technology and the RegA+ fund raise, but also for general heart health.”

BBIOLIFE4D has filed a $50 million initial public offering with the Securities and Exchange Commission (SEC) under Regulation A+ equity crowdfunding rules, allowing everyday investors to help the company bring its groundbreaking cardiac tissue regeneration and organ replacement process to market.  The “Reg A+” rules, outlined under the 2012 Jumpstart Our Business Startups (JOBS) Act, allow companies to raise up to $50 million in equity from non-accredited investors and others.

To learn more about BIOLIFE4D and to express interest in investing visit https://biolife4d.com/invest/.

About BIOLIFE4D

BIOLIFE4D is a pioneering biotech company laser focused on leveraging advances in life sciences and tissue engineering to 3D bioprint a viable human heart suitable for transplant – lifesaving technology that gives patients the gift of time. With BIOLIFE4D, a patient-specific, fully functioning heart will be created through 3D bioprinting using the patient’s own cells – eliminating the well-known challenges of organ rejection and long donor waiting lists that plague existing organ transplant methods. Financed through equity crowdfunding, BIOLIFE4D is driving a movement to transform the treatment of heart disease, the leading cause of death among both men and women globally. Learn more and invest at biolife4d.com. Connect with us on social media on Twitter (@BIOLIFE4D), FacebookLinkedIn, and Instagram.

Although you are currently able to express your interest in investing, BIOLIFE4D Corporation is not yet accepting investments.  No money or other consideration is being solicited by the company at this time, and if sent in response, will not be accepted. No offer to buy the securities can be accepted and no part of the purchase price can be received until the offering statement is qualified, and any such offer may be withdrawn or revoked, without obligation or commitment of any kind, at any time before notice of its acceptance given after the qualification date. If you indicate interest, your indication of interest involves no obligation or commitment of any kind.

Seamgem

Marketing 101 for Equity Crowdfunding and Reg A+ Campaigns

Equity crowdfunding appears to represent a simple solution for businesses – both start up and firmly established – that are looking to raise money to fund their vision. By allowing investors (and fans of the brand) to invest in their company online, companies view this funding mechanism as a way to bypass banks, brokers, and toxic financers. You file significantly reduced SEC-paperwork, throw a website up, and wait for your offering to go viral. Once the internet does its thing and your hyperlink is shared by e-mail as well as endless Facebook and Twitter accounts, the raise will be complete and you can begin planning the listing of your IPO.

If this seems too easy and too good to be true, you’re right – it is.

Unfortunately, too many companies and individuals are being talked into this strategy without the appropriate background information, and as such, the results of poorly executed crowdfunding campaigns are much easier to find than the success stories.

But there are success stories that were made possible only because of those who adequately planned for them. Over the past year, I have spoken with at least 30 companies considering some form of equity crowdfunding (Regulation A+, Reg CF, 506c, testing the waters, etc.). One thing I am continuously surprised by are those who are unprepared to commence an online raise.

As such, here are some general tips for marketing an equity crowdfunding campaign:

  1. No two campaigns are alike. Like any marketing or communications initiative, no two companies are the same, and thus, no two crowdfunding campaigns should be executed the same way. The biggest mistake I see is thinking that a one-size-fits-all marketing approach that “worked really well in the past for another company and their raise” – will be successful. It won’t.

“Successful equity crowdfunding does require a great marketing plan executed by a creative marketing team,” said Kendall Almerico, CEO of Bankroll Ventures and one of the country’s leading experts on equity crowdfunding. “Coca Cola, Cadillac and Calvin Klein do not market their brands the same way. Equity crowdfunding companies must engage a team that understands and markets the company in a unique way that stands out from all the noise.”

Take this into consideration before planning, as each company and campaign requires its own messaging, its own advertising strategy, and its own look and feel. Figure out what your strengths are, and market to them. For example, if your story has great visuals, find a way to leverage it via some form of multimedia, preferably video. Perhaps you are an emerging company working in a high-growth industry with plenty of competition. Focus on how to differentiate yourself from the competition, while outlining the existing market opportunity and what it means for you and your investors.

  1. Get your online presence in order. Raising money from a diverse audience and group of sources can be difficult, but nothing makes equity crowdfunding so challenging as to do so with a poorly designed or ill-functioning website. The investment website is the primary way you are soliciting funds, and as such needs to clearly lead potential investors through the offering process. Think about it – using the analogy of an open house – why leave your trash on the front lawn, not fix the fence, and neglect a new paint job? Getting your digital presence ready means focusing on messaging for the website, carefully reviewing the design and aesthetics, proofing all content, and last but not least – making sure the user experience is a positive one! Do not underestimate the importance of the landing page for your online offering.

Further, legal context with regards to selling securities online must be considered. “General solicitation under the JOBs Act can open up many doors for a company seeking investments, but please, run your proposed content by your securities lawyer,” said Andrea Cataneo, securities attorney with Sheppard Mullin Richter & Hampton LLP.

“Solicitation can mean advertising, webinars, internet offerings, group presentations, but it does not mean hype or exaggeration.”

  1. Identify and market to your audience. Understanding your ideal investor profile isn’t easy, but it needs to be done to build and leverage a captive audience. If you are a company reading this and looking to raise money online, and already possess an existing database of thousands or even hundreds of thousands of contacts (be it customers, clients, partners, etc.) with e-mail addresses, congratulations! You are ahead of the curve. Or, perhaps you already have a good feel for the sort of individual who is likely to invest in your company, and now you just need to go about marketing directly to them. Review site demographics, consider the profile of past investors and interested parties, and try to make that determination early, but… 
  1. …If you don’t have an existing audience, build one. Far too often a company approaches us with a great idea, a designed website and video that clearly spells out the investment opportunity, and a strong message for the media. This should result in success, right? Well, not always. Equity crowdfunding requires some form of direct marketing, and to do so, a company must have a base, either a significant social media following or a database consisting of contact information. If you don’t, social media advertising has proven to be a lead driver of web traffic and conversions. Consider running a Facebook advertising or Google AdWords campaign that drives specifically targeted people to your investment landing page. As many know, online advertising can be precisely targeted, and is a great way to get an idea and offering in front of potential investors.
  1. Stay credible, my friends. Ah, so you finally have it figured out! Plan and processes? Check. Significant database to market to? Check. Brilliantly laid out investment landing page that seamlessly takes investors through the process? Check. Perhaps you are missing one last tool – news flow. Most public companies know this already – distributing press releases that outline corporate announcements, market opportunities, industry events, and other newsworthy items are proven ways to remind current and potential investors that you are a very active company. Similarly, getting featured in third-party, earned media (no pay for plays!) builds credibility, whether it’s in a trade publication, a daily newspaper, radio show, or broadcast television. Working with a media relations and corporate communications firm is a great way to produce press coverage, and reminds investors that you are a real company making news within a high-growth industry.

Equity crowdfunding was meant to spur innovation and growth, while providing Main Street investors with a means to access high growth companies. It is certainly not an untapped source where everyday web users are patiently waiting to visit an online investment opportunity. Be prepared, be proactive, and remain top of mind, and maybe the idea hatched in your own home will one day be listed on a major U.S. stock exchange.

Zack joins FischTank to support client media relations

Welcome! Zachary Pollack Joins FischTank Marketing and PR for a Summer Internship

Please join FischTank Marketing and PR in welcome Zachary Pollack  to its summer internship program! In Part Two of this thrilling two part series, FischTank founder Eric Fischgrund sits down with Zachary for an exclusive Q&A.

Zach, we are thrilled to have you at FischTank! Tell us a little about yourself, where do you go to school?

I’m currently a junior at the University of Tampa

Good stuff! What is your area of study?

I’m majoring in marketing, with a minor in sports management.

Ambitious! What do you like most about communications and marketing?

I enjoy being able to communicate as opposed to being sectioned off in a cubicle. I like to move around and see other people as well as talk on the phone and share thoughts and ideas. I love marketing because of its creative side. Being able to figure out demographics and target segments of consumers is very interesting, and I enjoy the challenge of working through how everyone can be so different yet share many common interests.

Very nice, marketing to various audiences sure is complex. I wish there was a simple answer. What industries interest you?

The sports industry is where I would like to be, specifically as a sports marketing executive hopefully one day working for an arena such as MSG (NY) or Amelie Arena (FL).

I’m a Philadelphia sports fan myself, but I’ll let that comment about MSG slide today. What are your favorite sports and teams?

I’m a big baseball fan and dedicate my love for the sport to the New York Yankees since 1996. Basketball is my second favorite sport and sadly have to say the New York Knicks. I also enjoy the PGA.

Baseball had a significant impact on my childhood as well. What about music? Who are your favorite bands/musicians?

I enjoy R&B hip hop but band-wise, I would have to go with Cage the Elephant.

Very nice. Last question for you Zack — share some hobbies with us.

I enjoy exploring Florida’s vast aquatic lands, my passion for music and instrumentals, and eating food from different cultures.

A true Public Relations Professional.

Meet the newest Fisch in the Tank: Intern Jennifer Latchford

This summer, FischTank has been fortunate to have two awesome interns join our team. In Part One of a dynamic two part series of hard-hitting interview style conducted by Eric Fischgrund, please meet Jennifer Latchford:

Jen, it’s great to meet you. Prior to joining FischTank, where did you go to school?

I graduated from West Chester University of Pennsylvania in May

Wow, it’s great to have someone from the awesome state of Pennsylvania. What was your major?

My major is communication studies

That’s great, Communications was my area of study at Shippensburg University. Why are you interested in this field?

I have been interested in public relations and marketing because it’s very exciting to be a part of setting plans up for our clients to ensure success for their companies. I enjoy being able to see how one interaction with a company can open so many doors professionally.

Great answer, and I really appreciate that you emphasized the importance of generating success for our clients! More specifically, what industries interest you?

The entertainment industry has always been my main interest, one day I hope to work as a publicist or as a manager for a public figure involved in the media.

Good to know! I guess FischTank needs to work with more celebrities, although we are fortunate to do so with a few. Who is your favorite journalist?

Well I don’t really have a favorite journalist…I appreciate a sense of humor, but other than that I will read just about anything…back of shampoo bottles included.

Hmm, shampoo bottles. That’s a little weird but America is a free country. Music is important to everyone at FischTank — who is your favorite band/musician?

I don’t have a particular band I am a fan of either, but genre wise I LOVE country music.

Country music? You have a bright future here! Last question, then we’ll get you get back to work. What are some of your interests outside of communications and country music?

I am very outdoorsy-I like to hike, camp, kayak, etc.

PR and Digital Firm

Grow by Letting Go

One of the ways FischTank has been able to grow is relatively simple — hire smart professionals who can take certain responsibilities and weaknesses off your hands.

Stepping back for a moment to share an example. As a marketer/communicator, writing is one of my few more effective skillsets. Comparatively, numbers often pose a significant challenge for me. Although the books were getting done, invoices were going out, and taxes were being paid — handling accounting for FischTank was a tremendous time suck, and was getting in the way of my ability to execute other initiatives such as client services and business development.

As we’ve scaled FischTank, my partner and I have made great efforts to hire a team that provides solutions. Naturally, this includes the accountant/bookkeeper who maintains invoicing and expenses in QuickBooks, coordinates payroll, and pays our taxes. It also includes the team in our office that now handles all facets of what we do for our clients — account management, reporting, writing, research, media outreach, website audits, social media strategies, and other marketing and public relations components.

If you’re a CEO reading this and nodding along — I encourage you to apply the same thinking to your marketing and communications efforts. Perhaps you’re putting off blogging until next week? Do you see your competitors continue to receive media coverage and wonder why the press isn’t writing about you? What are you doing to maintain some form of a digital media presence? Is your website acceptable or lacking updates? Where do you begin when writing a press release? Home come you aren’t using e-mail marketing?

Certainly many of you have asked one of these very questions. Some of you may find more than one example familiar. Perhaps many of you have suggested handling your company’s marketing and media efforts on your own. If so, best of luck and I’m sure you’ll do great. The question is — at what cost to yourself?

Marketing and Public Relations

Content writing and specialized writers are in high demand

It’s no secret — traditional media outlets like newspapers and magazines are cost cutting, utilizing syndicated content to publish news on their websites. While this may present a difficulty in attaining coverage, with space to fill, the opportunity grows for contributed content provided by “thought leaders” – executives from individuals, businesses, and organizations.

In addition to media in general, public relations has been forever changed by the Internet. Google and other search engines make online content important not only to control, but to continue adding to. Then social media changed everything when social platforms like Twitter, Facebook, and LinkedIn began ranking high on online search. Now, it is equally important to maintain content on a social page as it is your own website!

These changes to the media itself and the increased importance placed on content is why content writing, and more specifically, specialized content writers, are about to be a premium. With smart companies everywhere committing to public relations strategies that incorporate social media, thought leadership, e-mail marketing, press releases and more, the need for content has grown exponentially. Now the very same writers who five years ago were writing for the New York Times and Wall Street Journal are transitioning to the business side and driving smart content for brands. PR agencies have taken note, acquiring content firms and those who know how to execute on the digital side.

This is why 2017 and moving forward will be a big year for those talented with a pen.

FischTank Public Relations

FischTank Marketing and PR is Hiring at Various Professional Levels

FischTank is seeking individuals with anywhere from two to ten (2-10) years’ public relations experience, with a focus on media outreach and account management. The titles of Account Manager and Account Director are best suited for a team player who appreciates working in an up tempo, positive company culture.

Work is autonomous, proactive, and as minimally administrative as possible. FischTank prides itself upon being results oriented on behalf of its clients. Core client industries include clean technology (sustainability), marketing and business technology solutions, non-profits, financial services, biotech, and professional services.

FischTank possesses a strong company culture, frequently providing team lunches and happy hours, educational seminars and resources, and more.

Please apply by e-mailing careers@fischtankpr.com 

Desired Skills and Experience

  • Media relations
  • Strong writing skills
  • Experience with relevant PR tools (Cision/HootSuite/etc.)
  • Positive attitude
  • Story identification skills
  • Familiarity with top tier and trade media
  • Works well with a team
  • Media results

About FischTank

FischTank Marketing and PR is a full-service communications and marketing firm serving clients spanning various industries including but not limited to clean technology, business and marketing technologies, marketing/ad tech, emerging technology, real estate, and non-profits. Incorporating an integrated strategy consisting of public relations, SEM/SEO, digital/social media, copywriting, and outbound marketing, FischTank helps clients amplify their message with results that impact their bottom line.

Public relations and marketing

Has Media Relations and Content Marketing Replaced SEO?

Search Engine Optimization (SEO) is defined by Webopedia as the methodology of strategies, techniques, and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo and others.

Many early SEO tactics are often referred to as the Wild West of internet marketing. Those of us in the business ten years ago recall black text on black backgrounds, duplicate websites, a barrage of low quality press releases, keyword stuffing, and many other tactics that quite honestly, worked.

That is, until Google the sheriffs of internet search decided to change their algorithms and penalize websites (and the companies, organizations, and individuals who built them) for executing “black hat SEO” tactics designed to manipulate search engine results.

As such, many SEO firms and internet marketing professionals have disappeared, and a new crop of digital marketing professionals and firms have emerged.

FischTank has received an influx of requests from B2C and B2B companies, non-profits, individuals, and other organizations that are looking for the right way to increase not only their position in online search within their respective industries, but to also find ways to strengthen their online reputation (ORM). These companies are slowly moving away from “quick fixes” and old SEO/ORM tactics, and seeking efforts that generate long-term, high quality results for their brand. A few effective strategies to review include:

  • Media relations, the practice of engaging editorial, third-party media entities, represents an effective tactic for driving SEO results. The reason is simple — media sites generally receive significant online traffic. A business themselves, media platforms via publishers, advertisers, and journalists do their best to publish strong content (with even stronger headlines) that drive users to their website. By sharing announcements and providing expert commentary, companies are able to gain inclusion in these stories, often with a hyperlink, which builds their respective positions with search engines.
  • Content marketing appears in many forms. The easiest first step is to develop a content calendar for self-published content such as press releases, blog posts, white papers, and case studies. Sharing these pieces on social media and within networks relevant to one’s industry often results in click-throughs to the website, increasing site traffic and rankings for the URL of which it’s hosted.

A more advanced form of content marketing is creating content to be published elsewhere, generally by third-party media or affiliated websites. For example, a company could draft a 500-700 article on something relevant to their sector, then share it with a trade publication within that industry. 99% of the time, that third-party media platform (or affiliated organization) will publish the article as a byline and attribute it with a URL to the individual and company that created it.

  • Social media. Perhaps the easiest of these three ideas to execute, creating social platforms and posting on a regular basis are almost guarantees to rank on the first page of search engine results. Twitter, Facebook, LinkedIn, and Instagram are all high quality platforms that, when content is published to and receives even minimal engagement, easily outrank mundane online results for a search for a company, organization, or individual.

Yes, these ideas may be easier said than done. In order to execute, companies seeking improvements to their online search results must identify marketing/PR firms or individuals that understand quality content. It is wise to seek firms that possess existing relationships with journalists, are strong writers themselves, and can execute social media tactics on a regular basis, not some “set it and forget it” approach.

Avoid anyone who promises a quick fix, and create a long-term strategy that ensures online searches for you and/or your brand reflect and present the best of what you do.

To learn more about how FischTank may be able to help your brand, please contact the team at info@fischtankpr.com