Case Study: Retirement Benefits Group

Case Study:
Retirement Benefits Group
The Challenge
Founded in 2009 by eight veteran retirement plan advisors, Retirement Benefits Group specializes
in providing customized retirement plan consulting solutions, executive benefits and retirement
management services to clients throughout the United States.
Retirement Benefits Group approached KCD PR in 2013, four years after its founding, with the need
to drive heightened awareness of the firm and its advisor network as leading providers of expertise
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 conveying the firm as a
retirement plan consulting resource for retirement plan advisors.
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 newlycreated 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 within local, national and industry
markets. The team also focused on communicating
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.
Results:
Media Coverage
The KCD PR team began its work by communicating
RBG’s story surrounding it’s unique expertise and the
deep experience of its team. From January 2013 to
November 2014, KCD PR secured 50 media
placements, both locally and nationally, for RBG.
Media coverage included feature stories, bylined
articles, commentary on industry news and trends,
lists and awards and relevant company news.
KCD PR has 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).
Results:
Feature Stories
KCD PR determined that securing articles in which
RBG and it’s principals were the only one’s
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 and then
moved on to additional relevant company news
and other profile opportunities.
KCD PR was able to secure nearly 10 feature
media placements for RBG throughout key
industry publications.
Results:
Bylined Articles
KCD PR identified contributed, or bylined,
articles as an effective way to establish RBG’s
advisors and leadership as experts in the
retirement planning niche. Our team
proceeded to identify relevant retirement
planning trends and pertinent topics for which
the RBG team could contribute their thoughts
or provide insight on. Our efforts ultimately
resulted in a total of five bylined articles
placed in leading industry and national
publications.
Results:
Industry Trends
In the wake of securing several feature and bylined
articles, KCD PR began extensive media outreach
in order to establish RBG’s principals and advisors
as resources within the retirement plan industry.
KCD PR secured nearly a dozen media
opportunities in which several members of the
RBG team offered their thoughts on key trends in
the industry. These opportunities helped to position
RBG advisors as thought-leaders and experts in
the retirement plan consulting space, and also led
to additional media opportunities.
Results:
Transitions
The KCD PR team helped communicate the
transition of nine new advisors to the RBG
network during 2014. Securing media coverage
of these transitions helped to highlight RBG’s
recruiting efforts and the depth of the firm’s
network, while also helping to raise overall
awareness of the RBG retirement plan practice.
Results:
Lists & Awards
KCD PR additionally determined that local and industry
awards and listings were a great way to increase RBG’s
visibility. KCD PR researched the most appropriate
awards and lists to nominate RBG for and managed the
required submission process for each award.
Ultimately, RBG was recognized with 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.
Results:
Digital Marketing
KCD PR was able to directly measure our efforts
via 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:
• Increase of over 20% in visitors
• Nearly 30% increase for unique users
• 30% increase in page views
• Website visitor spikes often correlated directly
with media coverage publication dates
RBG’s Facebook, LinkedIn and Twitter also
revealed significant audience increases.
Digital marketing metrics:
• The LinkedIn company page: 191% increase
• The Twitter company page: 81% increase
• The Facebook company page received: 21%
increase