How CIBC Partnered with Quill to Share North America’s Latest Innovations

Cover art for the CIBC Innovation Banking Podcast

Explore how CIBC exponentially grew their branded podcast and positioned themselves in a positive light to their target audience

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Seasons 5
Format Advanced Interview Format
Service Full Service
What they say about Quill

“We started working with Quill this past year on a podcast for our Innovation Banking line of business. Quill identified opportunities to improve production quality and was able to quickly apply improvements. We also decided to trust Quill with marketing the podcast. They have multiplied our listener base with a reasonable budget in 6 months and are quick to act on requests.”

Portrait of Roxana Esmailji Roxana Esmailji Director, Client Experience, CIBC CIBC Innovation Banking

Their Story

CIBC, a leading financial institution based in Canada, needed a partner to manage the creation and distribution of their existing podcast, CIBC Innovation Banking.

The goal of the podcast is to share North America’s latest innovations and the people behind them. The CIBC team needed a partner who would help to produce innovative content, gain awareness, and increase traffic and leads for CIBC.

The CIBC team set goals to increase content quality, reach their target listener base, generate new leads, and engage with current stakeholders.

Goals & Objectives

The CIBC team partnered with Quill to take on the production process of the CIBC Innovation Banking Podcast. Quill focused on adding more sound design elements to make the series more engaging for listeners while also ensuring that the content remains concise and valuable for their target audience.

Quill also took on areas of paid marketing for the podcast to increase awareness and generate leads for CIBC. These new tactics contributed to CIBC working towards hitting the goals and objectives their team set out for the podcast.

Approach

  1. Utilize strategic guest sourcing to highlight transformation success stories

  2. Through interviews with these guests, bring attention to the necessity of a finance partner like CIBC for entrepreneurs and leaders in the innovation economy

  3. Provide guests a platform to tell their stories of entrepreneurship and business success and provide actionable tips for listeners to further establish CIBC as a leader

  4. Utilize interviews with lenders and managers from CIBC to highlight the relationship between business leaders and the brand

  5. Use host reflections to highlight key points and actionable takeaways from the interviews

  6. Use targeted growth tactics to target the podcast’s niche audience

Services

Results

After partnering with the CIBC team, the following seasons of the CIBC Innovation Banking Podcast grew exponentially.

The podcast was featured in various publications such as BetaKit and Glory Professional to gain further reach for their target listeners. The podcast continues to garner positive reviews and recognition from its audience, with many listeners commenting on how the content is relevant to venture capitalists, startups, and other desired audiences.

  • 4.7-Star Rating on Apple Podcasts
  • Exponential Growth Between Seasons
  • Press Features On BetaKit and Glory Professional

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