Case Study

Covenant

Covenant is an AI law firm for private market investors. Covenant represents investors across the alternative investments spectrum, including endowments, foundations, sovereign wealth funds, and pension plans.

VISIT COVENANT

THE CHALLENGE

As an early-stage startup, Covenant had not previously secured any press coverage. So the team sought to make a strong debut with its fundraising announcement.

THE GOAL

The ultimate goal of media relations for Covenant was to raise general brand awareness of its unique solution that combines both AI and lawyer expertise oversight for private market investors.

THE STRATEGY

Before beginning any media outreach for their funding announcement, Covenant needed to nail down its company messaging. BAM ran a 6-week messaging workshop to hone in on their story and establish the brand's positioning as a technology company embedded in a law firm.

Covenant was eager to secure the funding announcement in a tier-one publication, as well as in legal trade publications that would reach their target audience of private market investors. BAM took an exclusive approach and secured an exclusive with Melia Russell, a reporter who covers law and tech at Business Insider.

BAM conducted embargo outreach to targeted legal trade outlets, such as Law.com, Law360, and Legaltech Hub, to help generate significant coverage on the day of the announcement and the days following. On the day of the announcement, the team pitched business and tech newsletters and locked in interest from Axios, AlleyWatch, Fortune Term Sheet, and FinSMES.

SERVICES

0%

Exceeded coverage goals

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Secured media placements

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Media stories in targeted legal trades

THE RESULTS

To date, our team has secured 21 media placements for Covenant, delivering exceptional results that exceeded client expectations during this critical market introduction. Key achievements included securing an exclusive feature in Business Insider with legal technology reporter Melia Russell, as well as coverage in Bloomberg Law — a strategic target publication for the client.

The successful media campaign generated significant brand visibility, resulting in inbound media inquiries from Citybiz and Alleywatch. Our team developed comprehensive responses for both opportunities, securing additional coverage across these platforms.

The breadth of notable media coverage enabled Covenant to establish a dedicated news section on its corporate website, creating a foundation of third-party credibility to support customer acquisition and investor relations efforts.