Global Digital Asset and Cryptocurrency Association (Global DCA)

Case Study

Project Overview

The Global Digital Asset and Cryptocurrency Association (Global DCA) is an international self-regulatory association for the digital asset and cryptocurrency industry. It was established to guide the evolution of digital assets, cryptocurrencies, and the underlying blockchain technology within a regulatory framework designed to build public trust, foster market integrity, and maximize economic opportunity for all participants. Global DCA’s broad-based membership includes spot and derivative exchanges, proprietary trading firms, traders, investors, asset managers, brokerage firms, FCMs, custodians, decentralized technology organizations, banks, legal firms, audit firms, insurance professionals, academics, consultants, and media.

The Problem

Gabriella Kusz, who was recently appointed as the new CEO of Global DCA, sought help with successfully announcing her appointment in an effort to secure greater visibility for the association. During initial talks with Otter PR, Gabriella also expressed a desire for PR to help explain the growth of Global DCA’s membership and the association’s overall strength. In addition, she wished to more firmly position herself as a thought leader in the digital assets space relative to self-regulation practices and promoting responsible innovation in action.

The Strategy

To tackle this challenge, Otter PR created a list of Gabriella’s top goal outlets that specialized in the financial sector, cryptocurrency, and regulation and began targeting specific reporters within these sectors. Some of these outlets included Blockworks, CoinTelegraph, Forbes, the Wall Street Journal, Fortune, Coinchapter, TechCrunch, and the New York Times. 

Our team also decided to pursue an embargo strategy for certain press releases that were worthy of industry and national news headlines. Finally, we leveraged Gabriella’s experience in financial services, public policy, and sustainable programming innovation, as well as her ability to effectively advocate for key initiatives. This allowed us to evidence her understanding of the opportunity that the current digital asset landscape presents for stakeholders.

As we approached different media outlets and received a steady stream of incoming interview and comment requests, Gabriella understood the need to pursue every opportunity and capitalize on as many media placements as possible. Although at times it seemed as if Gabriella was working for Otter — answering reporter requests, being interviewd and reviewing guest articles — rather than the other way around, our collaborative efforts, persistence, and bulldog approach generated massive media success for Gabriella Kusz and the Global DCA.

As part of our approach, because digital assets were a rapidly-changing and evolving market space, we were able to capitalize on industry trends and events such as the crypto market crash and other high-profile events.

Business Impact (results)

Through our efforts, Gabriella Kusz has evolved into a respected and sought-after thought leader in the digital asset space. She was named by Forbes as one of the top 20 innovators building the Chicago crypto and Web3 ecosystem. Moreover, Global DCA has expanded its membership base and grown significantly as a leader in the digital asset space.

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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