With more and more of the workforce becoming independent contractors, it’s increasingly important to have financial solutions that are tailored to their needs. COVERR was founded because traditional business lenders are not a suitable option for many gig economy workers who may need to obtain business financing when life takes an unexpected turn. The service COVERR provides is unmatched, but the company faced awareness and reputation challenges. To begin, COVERR services were only available in New York, but as the company launched to the national market, more credibility and awareness were needed. This was of particular importance to COVERR as many of their competitors have the reputation of being predatory. COVERR turned to DMC member SourceCode Communications to drive brand awareness and amplify PR for the company as they took their platform national.
During the course of COVERR’s partnership with SourceCode, we did a lot of proactive work to distinguish COVERR from predatory competitors and highlight how much good they do for their clients, who are working tirelessly throughout the pandemic to provide rideshares, food delivery, etc. The culmination of this work resulted in a Forbes feature on the founder and company, with emphasis on the national launch, the business model, and the founder story.
Throughout the course of the program, SourceCode worked closely with COVERR’s CEO and founder to both develop company centric messaging and narratives in addition to rapid response commentary around key gig economy legislation and trends. This created a steady cadence of media outreach leading up to COVERR’s national launch and announcement of $1M in funding capacity.
As we prepared for the launch, we circled back with key media contacts established over the previous month to make them aware of the news and capitalize on the relationships that had been previously established on the client’s behalf.