As a newcomer to the industry, The Advisor Center contacted KCD PR in an effort to secure media opportunities and raise national awareness of the brand. The Advisor Center’s leadership team believed that media exposure would promote the company’s game-changing recruitment model and CEO Tom Daley’s industry expertise, and help the platform gain recognition.
“At The Advisor Center, we are constantly talking to our customers about the importance of having a personal brand. KCD PR’s Ready to Launch solution helps to not only develop a brand, but also effectively communicate its value to the marketplace. Being able to refer our customers to this solution has been a great value add for us.”
— Theresa Gralinski, Marketing Director, The Advisor Center
The following campaign went on to win the 2014 Silver Quill “Best of Show” Award by the LABC Pacific Plains Region-a prestigious recognition that highlights exemplary work among business communicators across the country.
The Solution
Our initial focus was to secure media coverage of The Advisor Center’s game-changing recruiting platform and position CEO Tom Daley as an industry thought leader on financial advisor recruitment.
To entice national and industry trade publications to pay attention, our campaign exercised various efforts, including the creation and distribution of story ideas and press releases, and targeted media outreach.
KCD PR also utilized social media to share published content about The Advisor Center and further distribute information about the platform to financial professionals and other target audiences.
The Results
Profiles
Both KCD PR and The Advisor Center team felt that securing media profiles about the platform’s value was needed to get the recognition and awareness necessary for success. KCD PR began a media outreach campaign to garner interest from national and industry trade publications. KCD PR was able to secure multiple profiles about the platform, including the cover story of Research Magazine’s “Guide to Going Independent” supplement in October 2013.
Industry Trends
After securing several profile opportunities, KCD PR began its efforts to position CEO Tom Daley as a resource and thought leader in the industry. This was done by securing a variety of media opportunities in which Daley shared his thoughts on key recruiting trends with industry reporters and was quoted in multiple stories. KCD PR secured Mr. Daley’s inclusion in media discussions on key industry trends, and this type of coverage led to additional opportunities as he became a sought-after resource.
Transitions
The KCD PR team then went on to secure several media placements highlighting financial advisors who used The Advisor Center to transition firms. KCD PR wanted to highlight these transitions as a way to increase awareness and credibility of the platform, especially for advisors who were considering a change and for recruiters of firms that would ultimately become subscribers.
Byline Articles
KCD PR spent time researching key industry trends before working with Mr. Daley on potential bylined article topics. KCD PR partnered with The Advisor Center team to produce interesting and relevant content relating to recruitment trends in the financial services industry. We have developed and secured placement of nearly a dozen bylined articles on behalf of Mr. Daley in leading industry publications examining relevant topics for financial advisors.
