Bailard
Brief
Bailard, in celebration of their 50th Anniversary, worked to celebrate and solidify the ways they have built a legacy as a values-driven firm. They did this through naming and sharing their core corporate values and creating the Bailard Foundation, which supports non-profits and the Bay Area community in alignment with the firm’s values.
Approach
Vested worked closely with the Bailard leadership team in the months leading up
to their 50th Anniversary on a series of messaging sessions to determine the core Bailard values – accountability, compassion, courage, excellence, fairness, and independence – which were then shared throughout the organization, with clients, on their website and in owned content. This established the messaging for the launch of the Bailard Foundation, which was discussed in a broad featuring on FA Magazine, including a conversation with their CEO and Bailard Foundation board member on the origins for the board, how it intersects with Bailard’s values, and Bailard’s role as an industry and community leader.
To continue a steady drumbeat of communications around Bailard’s values and foundation, Vested and Bailard have deployed internal and external communications campaigns, including industry award submissions, client letters with Foundation updates, and their CEO speaking to leading on values in Forbes’ Finance Council.
Results
The Bailard Foundation has continued to grow, and the firm and its executives have continued to be discussed as a values-driven organization. This initial launch of the Foundation has in turn raised the profile of Bailard’s overall business. Inbound inquiries from reporters and prospects have increased. Additionally, Vested worked with Bailard to pursue B Corp certification, an external validation of Bailard’s values-driven approach.
Coverage
Execution
