Our team was engaged to provide public relations support amplify the messaging of Crystal Wealth Partners’ premium financial advice and client services.

The challenge

The challenge for Crystal Wealth Partners was to drive awareness of its service offerings among high-net-worth individuals in Sydney and Melbourne. We wanted to elevate the profile of Crystal Wealth’s three most senior directors through curated advice, tips and experience. Through engagement with trade and mainstream finance media we wanted Crystal Wealth Partners spokespeople to be seen as trusted sources with breadths of experience in handling complex financial situations.

 

The Solution

ImpactInstitute developed a strategy focused on raising awareness of Crystal Wealth Partners expertise and service offerings in the media to drive traffic to its website. ImpactInstitute identified two pitch angles a month that:

  • Addressed a genuine consumer need in the market
  • Told case study led narratives with advice that made an impact
  • Took frequently asked client questions and translated it into actionable tips

A key part of the solution was to reinforce key messages distributed in Crystal Wealth Partner’s owned social media channels. This consisted of top line tips, sharing of owned blog content, commentary on financial industry shifts and Crystal Wealth Partners’ staff achievements.

Crystal Wealth Partners

The Outcome

ImpactInstitute facilitated meaningful relationships with personal finance journalists across a number of titles to achieve consistent results across a 12-month retainer period.

ImpactInstitute had a KPI of 1 coverage item per month. In total ImpactInstitute generated 135 coverage items with an audience reach of 137,361,684.

Coverage was featured across mainstream consumer outlets including The Australian Financial Review, The Australian, The Sydney Morning Herald and The Daily Telegraph.

Crystal Wealth Partners commentary appeared in trade finance outlets including Money Magazine, Financial Standard, Money Management and Canstar.

Social Media KPIs were set at an organic audience reach of 20 with an average organic engagement of 15%. Across the 12-month retainer period the average reach was 137.7 across Facebook and LinkedIn. The average engagement per post was 10.98%.

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