New research-based insights into the changing realities of retirement planning propelled Lincoln Financial Distributors to the forefront of industry media as it rolled out its Wealth Protection Expertise (WPE) platform in 2014.
Central to this marketing initiative was a high performing earned media strategy, the first-ever for this segment of the business. Karma partnered with Lincoln to design and execute a multi-faceted earned media plan to give voice and visibility to Lincoln’s fresh perspective and expertise. However, there was one fundamental challenge: Lincoln didn’t have ready relationships with financial industry trade media.
Rising to the challenge, Karma and Lincoln collaborated to deliver trade media coverage that featured key executives and, importantly, messaging to shift the conversation from asset accumulation to protection. Primary campaign components included a media tour and a custom pitch plan that would deliver signature placements, all of which catalyzed a comprehensive, ongoing media relations program and earned impressive industry recognition.
The initial media relations outreach lever was an embargoed press release announcing Lincoln Financial’s proprietary research, which captured national sentiment about a range of key retirement concerns. We further grew the campaign by getting Lincoln Subject Matter Experts quoted on Wealth Protection expertise and related issues like taxes, long-term health costs and retirement solutions.
The campaign ultimately delivered an increase in media coverage of more than 215% over the same period in 2013. This success inspired this once media-shy business to embrace earned media as an essential component of its marketing communications strategy.