Who is your client? What are its media goals?
Marco Larsen: IndieVest is a financier, distributor, and production studio for independent feature films and is poised to release [its] first movie, Saint John of Las Vegas. Its media goals are to educate the entertainment and business communities, as well as the general public, about its business model, which enables everyday investors to participate like Hollywood insiders.
What made Fast Company a good target for IndieVest? How did you pitch the editors there?
Larsen: Fast Company is a... forward-thinking publication. We viewed this as an opportunity to introduce the business audience to IndieVest. We reached out to Fast Company senior writer Chuck Salter, piquing his interest by highlighting the company's managed risk approach for independent film investment.
What other information did you provide to help clinch this placement?
Larsen: This story had two elements – the financial and creative. We media trained IndieVest production chief Mark Burton before he talked about... the artistic side and Wade Bradley, CEO of IndieVest, before he focused on the financial aspects. These interviews took place by phone and on the set... so Fast Company writer Lucas Conley could see the film's production as he chatted with several of its small investors.
What was the hit's impact?
Larsen: The... feature – promoted with a cover tease calling IndieVest “Hollywood's Hottest New Club” – was on newsstands during the Sundance Film Festival and really helped [it] establish a high profile at that... event. It also helped to get IndieVest included in a... Reuters story on Sundance.
Name: Marco Larsen, principal of Public NYC
Placement: Fast Company, December 2008/January 2009 double issue
Pitch timeline: Eight months