Top-tier coverage for a private bank’s wealth surveys

June 24, 2019

Brief

A private bank began a series of surveys profiling the spending, saving and giving habits of affluent individuals (those with $1 million or more in investible assets). The bank’s goal was to become a trusted authority on the state of wealth in the United States and for the surveys to be an ongoing source of information for high-net-worth individuals, families and their advisors.

Approach

For a series of surveys that launched later that year, Infinite Global took a hands on-approach to ensure success. We worked with the client’s marketing team early on in the survey development process to suggest questions that would pique media interest and crafted press releases to ensure the messages were shaped in the most interesting and timely way. We developed a tiered media list of contacts that were familiar with the bank through previous media activities and determined who to reach out to with the national exclusive, as well as how to break down the data to interest each target audience.

Outcome

In the first year of the survey, we secured exclusive coverage of the survey’s California results with the Los Angeles Times, and secured dozens of other placements for the regional and national results. In the

second year, we leveraged the media’s increased familiarity with the bank’s spokespeople and the survey to develop a strong relationship with an editor of The Wall Street Journal’s Total Return blog, who agreed to write an exclusive story on the survey results focusing on philanthropy trends among high-net-worth individuals.

Leveraging this existing relationship, knowledge of the reporters’ interests and of the client’s goals with the survey, Infinite Global was then able to secure an agreement throughout the following year from The Wall Street Journal to publish exclusive coverage for additional survey results