International travelers, foreign exchange students and migrant workers have long needed a digitized process to send money from the U.S. to friends and family abroad. COVID-19 exacerbated the need for digital banking solutions, as many banks shuttered their doors, reduced operating hours and enforced social distancing guidelines, making it even more difficult to send money via traditional methods.
To meet this growing demand, leading digital money transfer provider Paysend chose to partner with ARPR based on the agency’s expertise in helping international FinTech companies enter the U.S. This marked a pivotal moment for UK-based Paysend to connect its existing network of 1.5M customers across 70+ countries to the U.S. - the largest global transfer market.
To usher Paysend into the Americas, ARPR developed and implemented a media and content strategy aimed at driving awareness within the U.S. payments industry and generating demand among immigrant and expatriate communities.
ARPR’s media relations strategy packed a one-two punch. First, ARPR issued a press release and conducted outreach specifically targeting global payment and banking publications to garner FinTech industry awareness. The release strategically positioned the growing demand for digital transfer services due to COVID-19, while also establishing credibility by introducing Paysend’s stateside banking partner and newly appointed West Coast-based general manager.
Then, shortly after the launch, ARPR announced that Paysend would be offering zero-fee transfers for U.S. customers. This announcement and outreach strategy focused on a more consumer-oriented angle, which made it of interest to personal finance and constituency publications. The PR push reached Paysend’s target immigrant and expatriate communities with a goal of driving app downloads.
To complement these announcements, ARPR worked with Paysend’s global marketing team to draft net-new, keyword-optimized byline articles and blog content that would bolster awareness-building efforts.