Boston Private

Building Brand Awarness

Brief &
Approach

Boston Private sought to raise brand awareness and stand out in a crowded space. The goal was to tell a cohesive story both internally and externally, using a fully integrated approach to marketing and communications.

Vested deployed a two-pronged strategy to raise visibility. First, we focused a campaign on elevating the firm’s first female CIO and established strong relationships with key reporters and producers in the asset and wealth space. Once we secured recurring appearances on Closing Bell and Power Lunch with bi-weekly market commentary, we were able to leverage the relationships we built to begin promoting additional spokespeople within the firm to deepen the bench.

Next, we rolled out an integrated communications strategy supporting Boston Private’s “Why of Wealth” survey, examining the psychological factors driving how Americans interact with their wealth.

Broadcast
Coverage

Through working with Vested, Boston Private was able to secure recurring appearances for their CIO on CNBC’s Closing Bell, Power Lunch, and more.

Shannon Saccocia, Chief Investment Officer at Boston Private, featured on CNBC’s “Fast Money Halftime Report.”

Digital & Print
Coverage

In addition to television coverage, Boston Private was featured in both the NY Times and Business Insider.

David Murphy, head of wealth advisory at Boston Private, quoted in the NY Times article “Balancing the Benefit and the Burden of Wealth.”

Results

The “Why of Wealth” campaign led to a combination of high quality news coverage-led by a feature by Paul Sullivan of The New York Times in the “Wealth Matters” column-hitting a wide range of audiences from advisors to institutions to consumers. Being open to different types of audiences has allowed Boston Private to differentiate in a crowded space and show a commitment to investing in client relationships.

In addition, Vested raised and elevated their CIO delivering platinum-tier and trade press coverage on a consistent basis including a contributor spot on CNBC’s Halftime Report.

Gramercy Institute
Winner – Best PR/Media Relations Strategy

FCS Portfolio Award
Silver Winner