Wilmington Trust:

Leveraging a Proprietary Industry Forecast to Drive Visibility

The Challenge

As the asset and wealth management arm of M&T Bank, Wilmington Trust sought to raise the visibility of its investment team among institutions and UHNW/HNW clients. Each year, Wilmington Trust develops a Capital Markets Forecast, providing a perfect opportunity to showcase the team’s thought leadership. However, the field had become considerably more competitive in recent years, with most financial institutions coming out of the pandemic with a stronger emphasis on their economic market outlooks. We were tasked with exploring additional ways to launch the Capital Markets Forecast as a platform for the investment team’s expert commentary and increase exposure and conversations around the report.

The Solution

We recommended a two-phase launch in 2023. First was a “soft launch”—during the time when most outlooks are published—with a press release and virtual media tour featuring Wilmington’s three lead executives, Tony Roth, Meghan Shue and Luke Tilley. Second was an in-person media event, hosted by Roth, to significantly deepen relationships with top-tier media and extend the shelf-life of the content.

The Result

We secured 14 reporters to attend the Capital Markets Forecast 2023 event in person—a remarkable accomplishment considering the media were inundated with outlooks, as well as the pandemic caution many reporters still had with in-person events.

Guests included some of the most influential financial media outlets including CNBC, Fox Business, Bloomberg, Barron’s and USA Today.

Subsequent coverage resulted in 27 articles in top-tier media along with nine broadcast/radio appearances for a total of nearly 1.4 billion impressions. Print/online coverage included leadership quotes in the New York Times, Wall Street Journal, MarketWatch, The Atlantic, Bloomberg, Politico, CNBC, Fox Business, Barron’s, INSIDER, MSN and Fortune.

Broadcast coverage included feature-length interviews at some of the world’s top financial markets programs including CNBC, Nasdaq Trade Talks, Bloomberg TV and Bloomberg Radio.

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