ClubFunding Group

Staying in control of communications during an equity fund-raising announcement


After an initial consultation process, ClubFunding Group, a family-owned financial services group specialising in the real-world economy, sold a minority equity stake to four investors — Florac Investissements, Peninsula Capital, EMZ Partners and Bpifrance — with the group’s founders and managers retaining a controlling stake.


With 2022 witnessing a drop-off in new equity funding activity, ClubFunding Group asked Maarc to come up with a PR campaign to maximise media coverage of the transaction and craft a positive narrative for the group, its know-how and its goals, particularly outside France. The client’s brief was to raise the profile of the group as a whole, not restricting its image to ClubFunding, its best-known entity and the leading real estate crowdfunding platform.


Maarc made meticulous preparations for the operation to ensure seamless sequencing and coordinated communication between the large number of stakeholders. As well as providing structured messages and media training for spokespeople, Maarc also created communication kits for distribution to all interested parties.

Maarc implemented a bold press relations strategy designed to maximise visibility on mainstream platforms such as AFP, Le Figaro and BFM Business by offering exclusive early interviews and sharing the embargoed announcement with a select group of journalists.

  • Around 60 press articles identified.
  • 7 interviews and 2 media training sessions were arranged.
  • A dozen or so documents (strategy note, key messages, Q&A, briefing book, press release, stakeholder communication kit, outcome review, etc.) were drafted before, during and after the operation.
  • The announcement was widely reported on social media, LinkedIn in particular, thanks to personal posts from members of ClubFunding Group’s management and staff.