Bryan Cannon, CFP, LUTCF

Case Study

Project Overview 

With over 25 years of investment and financial planning experience, Bryan was a seasoned stock market technical analyst closely following overall market trends, market conditions, and specific equities. He served as the host of his own YouTube series Markets ‘N5, a bi-weekly video series focused on analyzing market trends based on technical analysis. Bryan’s career covered a diverse range of investment and securities experience, ranging from financial and estate planning for high- and ultra-high net worth families, to senior and partner roles with both the big Wall Street firms and smaller boutique firms.

Bryan serves as the CEO and Chief Portfolio Strategist for his company Cannon Advisors. For over 30 years, the financial planning and investment strategy focus for Cannon Advisors and its sister company, Cannon Tax & Accounting — both family-owned businesses — has consistently been rooted in understanding the needs of their clients, both today and in the future. With a commitment to the highest standards of ethics, integrity, and professionalism, Cannon endeavors to understand each client’s unique financial situation, provide white-glove services, offer quality information, and provide detailed, thought-out strategies, straightforward advice, and recommendations to position the client to meet their goals — all with a personal touch.

The Problem 

With no prior media relations or PR experience, Bryan wanted to crawl, step, and then run. He expressed interest in starting with some small publishing wins before growing those to bigger, better-tiered publications. In initial talks with Otter PR, Bryan expressed that it was a dream of his to one day, perhaps, find himself on television.


Wall Street 2022: Declining Margins And Rising Interest Rates Could Send Investors To The Exits
– IBTimes.com

The Strategy 

With a successful career, and looking for increased exposure, we utilized Bryan’s target clientele of physicians and medical professionals as the opening chapter of his story. We decided that presenting this niche clientele expertise would allow us to target outlets interested in covering stories about financial strategies for assisting frontline workers, capitalizing on a key term boasting national recognition. 

We classified his clientele as high-net-worth individuals to provide a differentiation amongst his CFP competition. After securing the publication of several articles about financial planning strategies, we capitalized on these small wins to pitch “Weathering the Inflationary Storm.”

Business Impact (results)

Inflation was just beginning to dominate discussions across the financial landscape. By targeting that discussion and highlighting Bryan’s expertise as a stock market analyst, we secured top-tier placements in CNBC, US News & World Report, Investors Business Daily, CBS News, Yahoo! News, and TheStreet.com. These wins have allowed us to maintain contact with these media outlets as a source, and media referrals have expanded this top-tier network to Kiplingers and Bizjournals.com for technical analysis. In addition, his financial expertise has been sought after by other industries and outlets such as Health.com, and The Food Institute. Most recently Bryan was featured in Authority Magazine.

Bryan’s objective was never described as wanting to increase revenue, but rather to develop a media resume to position himself as a reliable source for various media outlets. We have successfully positioned him to achieve this objective, and have recently set an additional goal of securing local television coverage for Bryan as their “go-to finance guy” for broadcast and radio stations in his region during 2022. With his successes thus far through partnering with Otter PR, Bryan is ever-closer to one day appearing on national television as the next Jim Cramer or anchoring “The Closing Bell.”

With over 25 years of investment and financial planning experience, Bryan Cannon was a seasoned stock market technical analyst.
Mark Kaley

Mark Kaley

Mark Kaley has over 15 years of experience consulting with large and small businesses providing management, marketing, and business consulting services. An entrepreneur at heart, Mark is an advocate for small businesses and possesses a passion for storytelling. His repertoire of experience is diverse, including well-knowns such as Amazon, Inc., and The Walt Disney Company, a national presidential campaign, and small businesses such as 3D Eye Solutions, Inc. and The ExtraHelp Channel.

Publicist

Mark Kaley

Mark Kaley

Mark Kaley has over 15 years of experience consulting with large and small businesses providing management, marketing, and business consulting services. An entrepreneur at heart, Mark is an advocate for small businesses and possesses a passion for storytelling. His repertoire of experience is diverse, including well-knowns such as Amazon, Inc., and The Walt Disney Company, a national presidential campaign, and small businesses such as 3D Eye Solutions, Inc. and The ExtraHelp Channel.

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