THE CHALLENGE
Touring Capital faced a lack of consistent thought leadership and meaningful engagement on its main social media platform, LinkedIn. The brand's content strategy relied on instant reposts of existing content versus creating its own unique content. With their competitors publishing up to six times more frequently, they were losing reach amongst their target audience: LPs, other VCs, and founders.
THE GOAL
As a new fund, Touring needed to establish awareness among entrepreneurs as a next-generation fund. Since co-investors are their biggest lead source, Touring Capital wanted to be recognized for thought leadership and remembered when deals came together. Beyond VCs, Touring wanted its portfolio founders, entrepreneurs, and executives to feel a sense of pride in being part of the Touring community.
THE STRATEGY
BAM’s strategy centers on building a consistent and intentional social presence for Touring Capital. We began by defining clear content pillars so that every post ties back to a theme and reinforces the brand's positioning. From there, we developed a content pipeline by collecting upcoming Touring and partner-focused moments, including portfolio announcements, firm updates, news, events, and partnerships, which feed into a quarterly content calendar that aligns with content pillars, target audiences, content formats, and key messages.
To amplify reach, we set engagement guidelines for the Touring Capital team, ensuring Touring’s leaders and employees know when and how to interact with posts. Regular social media scans enable us to identify engagement opportunities with peers, portfolio companies, and industry leaders, ensuring the team stays on top of industry conversations on LinkedIn.
