MBSATA, an accounting technology and advisory firm, approached MACIAS PR to enhance their brand presence, generate new business leads, and promote their annual tech conference. Given the challenges of making accounting an engaging topic for media, MACIAS PR devised a targeted strategy to position MBSATA as a thought leader in the nonprofit and tech startup space. All of our advanced publicity promoted their annual tech event, helping it achieve its largest turnout ever.
Challenge
Accounting is a mundane and systematically uninteresting topic for journalists. Additionally, the broad nature of accounting services—including bookkeeping and financial advisory— reinforced a perception that this firm was like all the rest. Our PR campaign needed to identify fresh angles that would appeal to the media while aligning with MBSATA’s key audience segments: nonprofit organizations and tech startups.
Case Study: Elevating Mortgage Lender’s Profile with the Local Media
Client: Independent Mortgage Lender Challenge: An independent mortgage lender approached MACIAS PR with the goal of raising awareness around his lending services, particularly targeting two unique media markets: Arizona and California. Adding complexity, the lender’s message was specifically aimed at veterans and military families — a niche but critical audience segment.
The CEO wanted to introduce his mortgage solutions to both current homeowners and potential homebuyers, but he needed a compelling narrative and tool that would resonate with the military community.
Case Study: Elevating a Health Care Startup’s Brand Through Strategic Media Relations
Client Overview A health care services consulting firm approached MACIAS PR a few months after launching their startup. The founder— an experienced healthcare professional but new to media relations—wanted to introduce her services to social workers and prospective clients.
Objective Increase brand visibility and generate new revenue streams around the company’s Medicaid and Medicare services.
Challenges
The company was a young startup with limited brand recognition.
The founder had no previous media experience.
The CEO was deeply focused on operations, leaving limited bandwidth for branding or PR.
Media Strategy
MACIAS PR positioned the CEO as a thought leader in the Medicaid and Medicare space. By leveraging her expertise and aligning the brand with timely, relevant topics in health care, the campaign generate media interest and built public trust.
Our PR agency led the campaign from conception to execution, including:
Developing compelling story angles tailored to the media.
Coaching and preparing the CEO for interviews.
Identifying and engaging with key journalists and media outlets.
Crafting and distributing pitches tied to timely health care policy issues.
Managing follow-ups, answering reporter questions, and securing coverage.
Tactics
Created newsworthy media angles related to Medicaid/Medicare services.
Positioned the CEO as a go-to expert on health care access and policy.
Built a targeted media list of high-value local and national outlets.
Tracked all coverage and measured performance metrics.
Media Results Within six months, the campaign secured extensive media coverage, including features in:
The New York Times
US News & World Report
Forbes
New York Post
WABC, WNBC, WCBS, and PIX 11 (New York TV)
This visibility led to significant business growth and service expansion.
Innovation Highlight: The Medicaid App
Midway through the campaign, MACIAS PR conceptualized and created The Medicaid App, a mobile tool designed to help families and patients better understand and access government health care services.
MACIAS PR created the mobile app and content, and got it listed with the App Store and Google Play.
The mobile app was designed as a new digital lead-generation tool for the business.
It also positioned the company as a tech-forward innovator in the health care space, resulting in a second wave of media exposure.
Key Takeaways
Earned media remains a powerful vehicle for building trust and awareness.
A strong PR campaign depends on expert positioning, storytelling, and consistent engagement with the right journalists.
Innovation (such as app development) can open new channels for client acquisition and press coverage.
Even founders without prior media experience can thrive with proper PR guidance and coaching.
Conclusion This campaign demonstrated how strategic, well-executed PR can fast-track growth for early-stage startups. With MACIAS PR’s guidance, the health care firm transitioned from an unknown entity to a recognized leader in Medicaid and Medicare services.
You can see more of these media placements by clicking here.
About MACIAS PR
MACIAS PR was founded in 2009 by Mark Macias – an Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 best PR pros in New York in 2022 and 2024. Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. Message us if you’d like to get a customized strategy.
