Passion for retirement plan participants.

The Challenge

Retirement Benefits Group approached KCD PR in 2013, four years after its founding, to heighten awareness of the firm and its advisor network as leading providers and experts on executive and company retirement plan consulting services. As a fresh face in the industry, Retirement Benefits Group had struggled to gain industry recognition for its eight principals and outstanding suite of services. The firm requested that KCD PR assist in effectively communicating the vast expertise of its team, while also portraying the firm as a consulting resource for retirement planning advisors.

“KCD PR played a huge role in driving RBG’s marketing and communications efforts. Their team was able to boost our overall brand awareness to a very targeted audience and led major projects such as our website re-launch and new market expansion communications.”

– Sean Ciemiewicz, Principal, Retirement Benefits Group

The Solution

In order to position Retirement Benefits Group as leaders in the retirement plan consulting space, KCD PR strategized to establish the firm’s eight principals as thought leaders through the use of feature stories and targeted bylined articles. In order to further establish the RBG brand’s digital presence, we cross-promoted media coverage, awards, and company news through RBG’s new social media pages.

The KCD PR team was responsible for creating RBG company profiles on Facebook, Twitter, and LinkedIn. These platforms were used to communicate with RBG’s target audiences.

KCD PR promptly began conducting extensive media outreach to local, national, and industry markets. The team also communicated company news and wins, new advisor hires, and awards through press releases, while identifying pertinent topics for bylined articles on behalf of RBG’s leadership team.

The Results

Media Coverage

The KCD PR team began communicating RBG’s story by emphasizing its unique expertise and the deep experience of its leadership team. From January 2013 to November 2014, KCD PR secured 50 local and national media placements for RBG. Media coverage included feature stories, bylined articles, commentary on industry news and trends, lists and awards, and relevant company news. KCD PR helped expose RBG to over 1.4 million views through secured media placements in 2014 (between 15,000 and 500,000 views per month, based on average circulations).

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Feature Stories

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KCD PR determined that securing articles in which RBG and its principals were the only ones featured was the most effective way to initially establish the desired recognition for the firm. Our team began a media campaign centered on RBG’s “Passion for the Participant” program, followed by additional relevant company news and other profile opportunities. KCD PR was able to secure nearly 10 feature media placements for RBG in key industry publications.

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Bylined Articles

KCD PR identified contributed, or bylined, articles as an effective way to establish RBG’s advisors and leadership team as experts in the retirement planning niche. Our team identified relevant retirement planning trends and pertinent topics, and encouraged the RBG team to provide insight on them. Our efforts ultimately culminated in a total of five bylined articles placed in leading industry and national publications.

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Transitions

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After securing several feature and bylined articles, KCD PR began extensive media outreach to establish RBG’s principals and advisors as resources within the retirement planning industry. KCD PR secured nearly a dozen media opportunities in which several members of the RBG team offered their thoughts on key industry trends. These opportunities helped to position RBG advisors as thought leaders and experts in the retirement planning and consulting space, and also led to additional media opportunities.

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Lists and Awards

KCD PR determined that local and industry awards and listings would increase RBG’s visibility. KCD PR researched the most appropriate awards and lists, nominated RBG, and managed the submission process for each award.

Ultimately, RBG was recognized by four awards and lists, including top industry honors and local recognitions. KCD PR cross-promoted all awards and lists via RBG’s social media profiles.

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Digital Marketing

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KCD PR was able to directly measure PR and marketing efforts through analysis of RBG’s website traffic and social media accounts. Our strategies resulted in a direct increase in traffic to the RBG website.

Web Traffic:
20% increase in visitors
Nearly 30% increase in unique users
30% increase in page views
Website visitor spikes often correlated directly with media coverage publication dates

RBG’s Facebook, LinkedIn and Twitter profiles also revealed significant audience increases.

Digital marketing metrics:
LinkedIn company page: 191% increase
Twitter company page: 81% increase
Facebook company page: 21% increase

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