Commonwealth Savers
Publicity and Media Relations
Situation
Commonwealth Savers sought a thought leadership campaign to help build awareness and support account growth for its financial products. A frequent national speaker and trusted voice, Chief Executive Officer Mary Morris was a natural choice as a resource for media on financial wellness.
Strategies
Rebrand support
We provided support and counsel on rebrand communications as the name of the organization changed from Virginia529 to Commonwealth Savers that reinforced the organization’s mission and expanded offerings.
Proactive pitching
We developed newsworthy content — everything from media pitches to news releases and op-ed pieces.
Thought leadership
Sweeney positioned Mary Morris and other spokespeople as trusted resources for media interviews.
Tracking and reporting
We tracked and responded to trends and news related to education, disability and retirement savings.
Training and support
Sweeney oversaw speaking/media training to further strengthen key leadership skill sets.
Results
32B
Media impressions
53K
Total mentions
4K
Total placements