With this counterintuitive angle chosen as our focus, Forefront began the engagement by completely overhauling the whitepaper, rewriting it to make previously academic language fully understandable to a variety of readers, and to ensure it appealed to Epsilon’s target audiences and outlets. As the study reviewed decades of hedge fund investments, when COVID-19 became a factor, we understood the possibility that reporters might only be interested in the most recent market period, which was not covered by the report. At our suggestion, Epsilon went back and ran an analysis on the most current data, and Forefront composed a “Virus and Volatility” addendum from scratch and added it to the report. With the whitepaper finalized, Forefront moved to execute a targeted media outreach campaign, first approaching Bloomberg with an early exclusive look at the data.

To amplify the report’s findings and promote Epsilon as a company, Forefront wrote and distributed a press release announcing the project’s findings. On the digital marketing front, we crafted content for Epsilon and our own social media channels and featured the news in our daily newsletter, guaranteeing it would be seen by key capital markets decision-makers.