Wilmington Trust partnered with Peppercomm to rethink the launch strategy and maximize impact. The team introduced a two-phase approach.
The first phase was a soft launch timed to coincide with the peak release window for market outlooks. This included a press release and a virtual media tour featuring key voices from the investment team, helping establish an early presence in the conversation.
The second phase focused on deeper engagement. An in-person media event, hosted by Tony Roth, was able to create an opportunity to build relationships with top-tier journalists and bring the forecast insights to life. This approach extended the relevance of the report and positioned Wilmington Trust’s experts as accessible, credible voices in a crowded field.
We secured 14 reporters to attend the Capital Markets Forecast 2023 in person event—a remarkable accomplishment considering the media were inundated with outlooks, as well as the post-pandemic caution.
Guests included some of the most influential financial media outlets including CNBC, Fox Business, Bloomberg, Barron’s and USA Today.
Subsequent coverage resulted in 27 articles in top-tier media along with nine broadcast/radio appearances for a total of nearly 1.4 billion impressions. Print/online coverage included leadership quotes in the New York Times, Wall Street Journal, MarketWatch, The Atlantic, Bloomberg, Politico, CNBC, Fox Business, Barron’s, INSIDER, MSN and Fortune.
Broadcast coverage included feature-length interviews at some of the world’s top financial markets programs including CNBC, Nasdaq Trade Talks, Bloomberg TV and Bloomberg Radio.
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