Serving as DASH’s outsourced marketing department, Forefront sought to put the strategy in action across four primary program areas — media relations, thought leadership content, live events and brand. While the steady cadence of announcements, PR placements around traders’ demands for full order routing transparency, social media content and speaking engagements were initially intended to position co-founder and CEO Peter Maragos as one of the option trading industry’s foremost experts, over time the strategy shifted and the spotlight was shined on the broader team. With all aspects of the marketing and PR program, the focus was on how DASH empowered its clients, culminating with the 2019 launch of a new website — built to look like a companion to DASH’s elegant and sleek web-based client portal — along with the tagline “With Dash, You Know.”