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Merchant Advance Capital is an alternative lender that champions small businesses by providing them with accessible growth capital outside of traditional channels. With a young, dynamic and formidable team, they’re quietly taking up residence as one of the country’s most prolific and reputable marketplace lenders.

STRATEGY

Merchant Advance Capital is one of those rare companies that are quiet innovators – the challenge was getting them noticed outside of the business-to-business space that they serve. . Through our discovery sessions, we identified several key positioning statements to differentiate them from other lenders. The way to PR success would be to elevate them from the small business lender space – which is extremely saturated ––to becoming known as the small business lender that championed small businesses and backing that up with quality thought leadership and launching progressive and accessible lending products that supported that mission and vision.

EXECUTION

Yulu consulted with Merchant Advance Capital on launching the Good Cents Loan, an impact lending program aimed at businesses seeking funding to make a positive impact on their community or environment through improvements. By securing an exclusive with the Canadian Press ahead of the release date, we garnered more than 50 media hits for this campaign by finding an underrepresented trend in the financial services space: social entrepreneurship and responsibility. To build the long-term brand and visibility for founder and CEO David Gens, we also took the approach of pitching versatile stories that reach beyond financial services reporters that cover lending. We focused on David as a Canadian success story, and secured him a thought leadership placement through a regular Huffington Post column. Using this approach, we secured opportunities in the Financial Post, Globe and Mail, Wealth Professional, Business in Vancouver, and Betakit’s Fintech Times newsletter picked up David’s Huffington Post columns.

RESULTS & IMPACT

In the time we’ve worked with Merchant, they’ve grown rapidly: placing 23 on PROFIT 500’s 2016 list of Fastest-Growing Companies and third on Business in Vancouver’s 2016 list of BC’s fastest growing companies. Integrating social impact into the heart of our PR campaigns for Merchant Advance Capital has been integral to helping them move the needle on their media coverage.

Beyond the high volume of media results that our approach has yielded, we have also supported the dreams of several Canadian entrepreneurs. By looking at a social media contest (check it out below!) through an impact lens, we took the winner to the next level l by providing $15,000 in creative services as the prize giveaway. Canadian startup gaming studio Content4good put it towards refreshing the branding and website of SkateBoss, the game they’re developing, which is aimed at teaching kids age 8-12 the skills of being a social entrepreneur through running a virtual skateboard shop.

We continue to work with the company on elevating their presence in the Canadian market. Heading into 2017, we are embarking on the next chapter and thinking of more thoughtful and strategic ways to help Merchant leverage the media equity they’ve built.

Our Services


Strategic Communications Planning | Impact Consulting | Media Relations | Thought Leadership | Social Media Contesting | Fintech PR