When it comes to retirement savings, trust is key. As a newer entrant to the 401k recordkeeper space a very established field dominated by large household names like Vanguard and Fidelity Betterment for Business needed to prove its deep industry expertise to both the 401k community and to its consumers. To build brand awareness and credibility for Betterment for Business, V2 developed a smart, aggressive media strategy, knowing the value that third party-endorsements play in building consumer trust.

V2 challenged itself and Betterment for Business to think big and act boldly. Rather than waiting for news, V2 proactively took a national “holiday,” a deep bench of thought leaders and survey data to fuel brand awareness for Betterment for Business earning credibility in the markets that matter most.

Rather than waiting for corporate or product news, V2 created a media event on National 401k Day. Using the date as a hook to talk about the broader retirement issues that Betterment for Business addresses, V2 worked with Betterment for Business to maximize the assets it had on hand including an impressive Board of Advisors. The intimate breakfast featured a panel discussion with the Board, moderated by Betterment’s CEO, and allowed media the chance to ask questions and mingle one-on-one with the other participants. V2 targeted media who focused on the retirement/401k space and served as trusted sources of financial information for Betterment for Business’ audience.

To drive both attendance and post-event coverage, V2 conducted a consumer retirement outlook survey, the results of which would be previewed at the event. The survey would lay the groundwork for stories related to trends around retirement planning, and extend and amplify the news cycle beyond event.

As a result of the panel and survey,

  • Fourteen articles were written by the attending media nine of which were in or syndicated from CNBC alone. Combined, the articles drove visits to Betterment’s website and are still driving traffic back today and were shared nearly 2,000 times on social media channels.
  • Face time with reporters created new and strengthened existing relationships with prominent business, financial and trade media covering retirement issues from both a consumer and business perspective relationships that the team still leverages today.
  • The Betterment for Business’ Board of Advisors raised their profiles as retirement thought leaders and expert sources in the eyes of attending media.