The Untold Story of a Financial Giant
Pershing had a visibility challenge: Although the company was a leader in the global financial services industry, many were not aware of the breadth and depth of its offerings. So we listened to what the media was saying about Pershing. Then we devised a content strategy that brought Pershing to the foreground: We orchestrated a Pershing-led media roundtable for a study on female investors; inserted Pershing’s 529 college savings plans into the wider, ongoing story of college tuition costs; and managed the media relations for Pershing’s annual INSITE conference, attended by 2,000 financial advisors.
The payoff? We transformed Pershing’s relationship with the media. Coverage is up year-on-year, with 54% more coverage in 2014 than 2012, the first year of the engagement. Our favorite testimonial: The former chief technology reporter at InvestmentNews described Pershing’s CIO as “visionary.” That’s always been the case — now people know it.