National Survey on Women’s Financial Behaviours Gives Media Something to Talk About
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CHALLENGE
Elevate the profile of Cumberland Private Wealth Management Portfolio Manager Barbara Stewart by identifying and promoting a subject area she wanted to own. Leverage her expertise to lead a nationwide conversation by thoroughly partnering with and preparing her for her first mainstream media campaign.

SOLUTION
Develop, analyze and promote a ground-breaking survey challenging common misperceptions about women’s financial behaviours. This approach allowed Broad Reach to create unique corporate, financial services and consumer-focused news hooks that would captivate national trade media across print, online and radio properties. The multidimensional campaign, entitled “Financial Lives of Girls and Women”, included the development of a press release and an industry white paper, leveraged Ms. Stewart’s depth of financial knowledge, and positioned her as the authority for those seeking information on this topic.

IMPACT
The campaign effectively challenged dominant assumptions and stereotypes about the financial behaviours of Canadian women, and provided ground-breaking insight into their activities and attitudes towards money, investing, financial knowledge and planning. Ms. Stewart was instantly established as an authority on the topic of women and finance, as Broad Reach’s PR campaign launch generated media coverage from coast to coast. The results also created a strong foundation for Ms. Stewart to launch subsequent global white papers and positioned her well to be accepted as a weekly SunMedia columnist. Initially recognized nation wide, Ms. Stewart is now known as a global leader on how women invest.

“My expectations were exceeded throughout the entire campaign―from survey development to generating media coverage across the country. Broad Reach not only generated widespread eminence for my white paper, they also branded me as one of the country’s leaders on understanding Canadian women’s financial behaviours. They are true PR experts with a zest for customer service.”

– Barbara Stewart, CFA, Portfolio Manager, Cumberland Private Wealth Management Inc.