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article imageIn a content marketing first, GE Capital hits the road with Slate

By Michael Krebs     May 8, 2013 in Business
In a remarkable and dynamic first in the content marketing space, GE Capital and Slate magazine have partnered to deliver the middle market Roadshow For Growth - celebrating the job-oriented achievements of middle-market businesses.
As a commercial underwriter, GE Capital has a unique understanding of the emerging business scene. Operating in more than 50 countries and carrying more than $538 billion in 2012 assets, GE Capital's fact sheet reads like a pristine success-oriented hymn book.
So, the lending concern decided to take its message to the road. But unlike other financial services firms, GE Capital opted for a celebratory roadshow - piloting their message of middle-market economic prosperity and growth through a branded bus tour and tethering the experience across Slate magazine's thought leadership environment; all of it centered digitally through the Roadshow For Growth content marketing apparatus housed within the Slate content management interface.
Infographic of the GE Capital middle market perspective in the Slate Roadshow For Growth program.
Infographic of the GE Capital middle market perspective in the Slate Roadshow For Growth program.
Slate magazine
“Some of GE Capital’s highest returns on investment come from its middle-market lending portfolio,” Nicholas P. Heymann, who follows G.E. for William Blair & Company, told the New York Times. “If there are changes from a regulatory standpoint, GE Capital wants to be optimally positioned to take advantage of any void that may be created from restricted money center bank lending.”
This is a message that GE Capital and Slate are taking across the country, but they are doing it in a folksy manner - with a series of high-profile speakers at events that span the gamut from the tour's origins in Kansas City through Chicago and out to the American western perimeter and back east. The Roadshow for Growth is a six-month experience.
"When middle market companies do well, the economy does well," Mike Pilot, chief commercial officer of GE Capital, said in a press release. "As the leading lender to the middle market and sponsor to a number of programs to help this critical segment of the U.S. economy grow, we think helping convene a dialogue around the needs of our customers is critical to driving economic growth and creating jobs. From the National Center for the Middle Market to the Roadshow for Growth, our goal is to help policymakers and job creators alike understand that the middle market is the market that drives America."
The Roadshow For Growth is a dynamic first in the content marketing arena. A bus tour on its surface, the experience includes embedded brand journalists who are posting detailed and informative content on the hub that Slate has designed for the many events that encompass the tour. The branded content execution will feature a documentary and a series of modular editorial, video, and info-graphic deliverables that will further share the narrative of American middle-market business success and innovation in the face of challenging times.
“We’re thrilled to be working with GE Capital on the largest integrated marketing program we’ve ever done at Slate,” Matt Turck, Slate's publisher said in a press release picked up by Motley Fool. “Roadshow for Growth is designed to engage middle market businesses, thought leaders and legislators so that the issues affecting these businesses—companies that represent the most important opportunities for job creation and economic growth—will also be heard on Capitol Hill.”
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