CASE STUDY

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Challenge

Eaton Vance (EV), a prominent asset manager with $311 billion in AUM, sought to use public relations to enhance its brand and credibility and raise its profile among its target audience of financial advisors. EV engaged DLPR in 2014 to help communicate differentiated messages directly to financial advisors. Through surveys of the advisory community, EV determined that advisors’ top concerns were income, volatility and taxes (which the company dubbed “IVT”). EV tasked DLPR with raising its profile and positioning the firm as a thought leader by securing top-tier media opportunities for its portfolio managers to discuss how its products addressed IVT concerns.

Strategy/Tactics

DLPR implemented a comprehensive PR plan to position EV as an industry leader in generating income, navigating market volatility and effectively managing taxes (IVT), while simultaneously working to increase interest from financial advisors in EV’s suite of mutual funds. We focused on 1) elevating EV’s visibility in the financial press generally, and 2) highlighting its IVT initiative and quarterly survey results (which it calls ATOMIX: Advisor Top-Of-Mind Index).

Results

Since DLPR’s relationship with EV began, there has been a 15% increase in advisors who recognize the firm as a leader in IVT. DLPR has secured more than 300 placements across top-tier print, online and broadcast outlets, such as CNBC’s “Power Lunch”, Barron’s, Wall Street journal and USA Today.

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