Case Study - Freelance

Financial Holding Company

The Client
This Atlanta-based financial holding company is one of the nation's largest and strongest financial institutions with total assets exceeding $175 billion. They provide deposit, credit, trust, and investment services to a broad range of retail, corporate, business and institutional clients. Additional subsidiaries of this company offer mortgage, banking, credit-related insurance, asset management, brokerage, and capital market services. The company operates more than 1,600 retail branches and 2,518 ATMs in Alabama, Arkansas, Florida, Georgia, Maryland, Mississippi, North Carolina, South Carolina, Tennessee, Virginia, West Virginia, and the District of Columbia.

The Challenge
Torch Group has retained major clients in the financial services and banking industry for almost 10 years. However, Torch never had encountered a challenge as thought provoking as the one presented by this financial institution.

To demonstrate their ability to provide highly-targeted financial solutions within the competitive commercial segment of the banking industry, this client wished to prepare a series of selective direct marketing campaigns, newsletters, articles and webinars to large-market corporate customers in order to demonstrate their experience and credibility in that segment. Knowing of Torch's capabilities to find highly selective specialty talent, this client requested a commercial financial writer with a proven portfolio of experience writing journalistic-style articles about the most advanced financial lending techniques, such as asset-based lending.

The Solution
"Because we are marketing specialists with a national database and network of more than 50,000 marketing and communication professionals, we have access to talent that other staffing firms simply don't," said Ron Torch, President and CEO of Torch Group. "Moreover, because we also have full-cycle executive search services, and, unlike typical staffing firms that only rely on their own database, we can also research industries and recruit hard-to-find talent. Even so, we realized that such a highly-trained, narrowly-focused specialist is not going to be readily accessible or available."

Using its vast recruiting network and extensive search capabilities, Torch began the complex task of identifying the right financial writer for this unique assignment. Having combed their extensive database, Torch Group used targeted networking skills and a dedicated search team, and eventually found the proverbial "needle in the haystack" at a large bank in Hartford, Connecticut. Torch further discovered that this candidate had just finished a long writing assignment and was interested and available to be the freelance writer that their client was seeking. Finding the perfect candidate with a portfolio of financial articles and collateral materials that met the exacting and specific needs of this particular client, Torch Group successfully completed this assignment.

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