The Situation – DAI Partners was retained by one of the world’s largest financial institutions to initiate a proactive media program for its global defined contribution (DC) group.
The Strategy – Develop and execute a strategic communications program to heighten visibility and promote the expertise of senior management in the national and trade press.
The Results – During an 18-month period, the program achieved major breakthroughs and advancements for the DC group, helping the client influence the dialogue on retirement by offering their views to top-tier media.
The client received sparse media coverage before hiring DAI. After hiring DAI, a total of 67 discrete articles on retirement topics were generated in national and trade publications in the first 18 months.
DAI arranged 10 media tours for senior executives traveling to NYC with top-tier national and trade publications.
Attendance at media events increased 4-5 times, from the low single digits to an average of 25.
Broadcast media was added to the placement mix, again for the first time, including segments on FOX’s “Mornings with Maria,” three thestreet.com segments, a WSJ podcast, Pensions & Investments video, Investment News video, Bloomberg Radio segment, and an appearance on PBS’ WealthTrack with Consuelo Mack.
DAI leveraged the client’s existing thought leadership content and placed digital content, both firsts for this group. Nine articles were placed in key trade publications including Investment News, HR Executive, HR News, Employee Benefit Advisor, and Employee Benefit Plan Review.
DC executives became a trusted, and frequently quoted, source to media covering retirement issues. DAI arranged news briefings, lunches and interviews to introduce executives to more than 150 media including the Wall Street Journal, Institutional Investor, Money Magazine, Bloomberg, Reuters, P&I, Investment News, CIO, Ignites, PlanSponsor/PlanAdvisor.
Wealth Management Client
The Situation – A prominent wealth management company was missing out on multiple media opportunities. DAI was initially retained to work on attracting national and trade media coverage. A few years later, DAI earned an additional assignment handling the company’s regional media.
The Strategy – Increase the company’s share of voice in the media to heighten recognition of the brand and attract additional assets.
Organized the first major media event in the company’s 100+ year- history which is now held annually and attracts dozens of journalists each year.
Held smaller media roundtables to introduce executives and their specific capabilities to the media.
Attracted a feature article in Barron’s and helped the company get frequent quotes in Barron’s Penta.
Generated lead stories in the WSJ, Money and Investment News.
Arranged media tours and helped the chief investment officer become a regular guest on CNBC who was often quoted in the WSJ and other major media outlets.
Fixed income, muni bond and equity portfolio managers were also regularly quoted in national and trade outlets.
By-lined articles and other digital content was placed in key trade publications including Trusts and Estates.
International Money Manager
The Situation – A large, West Coast-based international money manager sought to raise its profile in the U.S. and U.K. media to increase its visibility and to enhance sales.
The Strategy– Develop a public relations program to communicate the firm’s fixed income and equity expertise.
Provided media training to firm’s spokespeople and prepared media materials prior to campaign launch.
Arranged press briefings in New York and London, establishing media relationships and attracting coverage from national and trade media.
Organized New York media tours with a range of major outlets for key spokespeople.
Established several fund managers and an economist as regular broadcast commentators on CNBC, Fox and Bloomberg TV.
Created a media presence for the firm’s London operation, resulting in a substantially higher firm profile in the UK.
Placed by-lined articles and other digital content in advisor publications, a key audience for the firm.
Generated press that is consistently used in marketing and sales initiatives.
ESG Strategy Launch
The Situation – A long-time asset management client that uses rules-based investment strategies asked DAI, which has 20+ years Socially Responsible Investing (SRI) experience, to help market its Environmental, Social and Governance (ESG) strategy. Despite the client’s significant size and extensive capabilities, they were new to socially responsible investing.
The Strategy – Develop a multi-faceted program to introduce a rules-based ESG strategy and attract assets.
The campaign kicked off with a new ESG hire announcement that generated coverage in Bloomberg, Reuters, Money Management Report, Foundation & Endowment Report and FundFire.
DAI conducted extensive media outreach to ESG and personal finance reporters, arranged several media tours and booked one-on-one meetings to establish the firm as a news source.
DAI conceived and organized a media briefing featuring a tech demo on how to build customizable ESG portfolios. Attendance included Bloomberg, Financial Advisor, CityWire, Wealth Management, FundFire, Barron’s, ThinkAdvisor, Forbes, and freelance journalists.
Multiple by-lined ESG articles, digital content and research reports were placed in trades for financial advisors, high-net worth investors, consultants and institutional investors. They included Financial Planning, Financial Advisor IQ (a Financial Times publication), Investment News and Private Asset Management. White papers were posted on advisor financial websites like ThinkTank and Advisor Perspectives.
A case study based on the client’s groundbreaking human trafficking screen was developed by DAI and resulted in interviews with Pensions & Investments and Foundation & Endowment Report.
Start-Up ETF and Asset Management Firm
The Situation – A Boston-based ETF start-up and asset management firm hired DAI to promote its business launch.
The Strategy – Promote the new firm with both national media and trade outlets, market its ETF expertise and highlight the firm’s unique approach in a crowded marketplace.
The Results – Year One
In year one, the firm’s founder was described by CNBC as “one of the best ETF strategists … ever,” participated in a Barron’s ETF Roundtable and was profiled on PBS’s WealthTrack. Profiles and feature stories appeared in Bloomberg Markets, ETF.com and Foundation & Endowment Report.
DAI organized two major NYC Press Briefings, more than doubling attendance at the second event following proactive media outreach during the year.
NYC media tours resulted in coverage in The Financial Times, The Wall Street Journal, Bloomberg, Reuters, Financial Advisor IQ video and two WSJ Podcasts.
Thought leadership was featured regularly on digital media including Financial Advisor IQ’s ThinkTank and on Advisor Perspectives.
The firm was named “ETF Strategist of the Year” by ETF.com.
Alternatives Investment Manager
The Situation – A rules-based smart beta and alternatives investment firm hired DAI to raise its profile in the institutional and advisor communities. Although highly regarded by investors and consultants, the firm was virtually unknown to the media and its complex messaging was ineffective.
The Strategy – Raise the visibility of their smart beta, alternatives and tax advantaged products and position the firm as thought leaders in a very crowded space. Strategies such as risk parity and tax harvesting were demystified to make them accessible to the media. DAI launched a campaign that included aggressive media outreach, relationship building with the media and thought leadership content placement.
Influential media who cover the high net worth/advisory channels and key reporters in the institutional media have become familiar with the firm. Assets have increased from $80 billion to $250 billion.
Profiles were placed online and in key print publications.
By-lined articles and other digital content on topics including tax-advantaged investments, environmental, societal and governance (ESG) and practice management were placed in Investment News, Family Wealth, Wealth.com, Investment Advisor, Advisors Perspectives and ThinkTank. This significantly raised the profile of the firm with advisors. Assets in tax-advantaged investments more than tripled.
DAI called on its longstanding media contacts at institutional and advisory publications and scheduled New York media tours with top editors and reporters. The firm’s executives became regular sources to these journalists who quoted and featured them in relevant stories.
The firm’s suite of alternatives was regularly included in institutional trade publications FundFire, Pensions & Investments, CIO and others.
Annual media events in NYC were attended by more than 20 reporters from all key publications for the firm’s products, resulting in immediate articles and on-going coverage.