to drive action
to drive action
XML Financial Group, a Rockville, Maryland-based independent wealth and investment management firm with approximately $3 billion of client assets with its affiliated broker dealer, partnered with Gavin to help elevate its brand story for its mass affluent audience with $500,000 to $5 million in assets.
The firm’s primary goal was to increase brand exposure and secure more media opportunities in the Washington, D.C., region and nationally through business finance and trade publications, with an emphasis on the leadership team. XML was also embarking on a large regional acquisition and wanted to highlight the team growth.
The boutique wealth management firm had been scaling up its marketing program and content development strategies, including webinars, newsletters and utilizing social media channels and multimedia formats, to showcase firm leaders and talk about key industry topics to enhance its business development efforts.
Gavin’s team of senior media relations strategists was hired to open publicity channels and create opportunities for firm leaders to be quoted at a local, regional, national and trade level to increase awareness of the firm and showcase its continued growth. The media exposure would be emphasized in firm marketing to clients, prospects and potential partners and talent seeking opportunities with XML.
Quickly beating expectations
Our team went to work immediately on opening industry connections for XML’s leadership team, while it developed the narrative and news content around the firm’s pending merger. Gavin secured media opportunities in the first week of the relationship, building trust with the client and helping to pinpoint other industry topics that could be explored to elevate the firm’s subject matter experts.
Gavin focused on a custom media approach to financial planning topics and targeted investment angles that would best fit XML’s overall approach to client service. We developed and distributed firm news around the acquisition and secured key industry media coverage for XML.
XML’s goal was quarterly media opportunities, but the outcome was much more significant. Gavin secured a series of trade and national placements, including opportunities in Barron’s, U.S. News & World Report, InvestmentNews and Financial Planning. Our early emphasis on the firm’s female leadership and focus on diversity also led to immediate media wins for other executives, which resulted in content that will be further leveraged in the firm’s ongoing marketing strategy.
Within two months of working with XML, our PR team achieved a significant ROI for XML:
Total impressions online and print audience
Total online and print publicity value
“During our kickoff call, I laid out what I thought were realistic quarterly media goals. Those goals were met inside of two weeks. In fact, the day we signed our contract with Gavin, we were presented an opportunity for a quote. I am extremely pleased with Gavin, regarding the firm’s professionalism, team, communications, and deliverables.”
BRETT BERNSTEIN – CEO and Co-Founder, XML Financial Group