Nicola Wealth Management

Situation:

Nicola Wealth Management, a midsize financial planning firm, was a largely unknown entity in the market. It was 2009 shortly after the global market meltdown when investor trust in the financial services sector was at an all-time low; even so, NWM had managed to grow significantly and reach $1-billion in assets under management. The firm was eager to build on its momentum and increase brand awareness but the partners had little in the way of hard news. It had several major assets, however, including a long history with its forward-thinking founder and CEO, an impressive track record and an innovative investment approach.

Objective:

The firm wanted to raise its media profile and attract new business from its target market of high net worth business owners.

Solution:

First, Epic PR incorporated the firm’s brand messaging into a comprehensive press kit and held media training sessions. Then we identified key financial topics that supported the firm’s positioning, which resulted in a ‘story bank’ of content that included case studies, surveys and unique angles that we used to generate a stream of pitch-based media coverage in top tier mainstream and business media throughout the year.

As part of an ongoing thought leadership initiative, Epic PR also developed a series of by-lined articles that reinforced the firm’s unconventional investment philosophy and innovative investment strategies. To generate further recognition and profile, Epic PR initiated an awards/lists program that has reinforced Nicola Wealth’s success in the market.

Results:

The increased exposure has helped enable Nicola Wealth Management to achieve strong brand recognition, awareness among business owners and high net worth families, and improved thought leadership among their prospects and clients. With public relations as part of its communications strategy, client growth has increased and assets under management have grown from $1.2 billion in 2009 to over $2 billion in 2013.

NWM’s financial advisors have conducted dozens of interviews that have led to widespread media coverage and long-term relationships with top-tier print and broadcast business media including the Globe & Mail, Financial Post, Bloomberg, Vancouver Sun, Business News Network, Dow Jones/Wall Street Journal, BC Business Magazine and Business in Vancouver.

The awards program resulted in its founder being honoured with Ernst & Young’s Entrepreneur of the Year, and the firm receiving several distinctions, including B.C. finalist for Canada’s Top 50 Best Managed Companies and West Side Business Awards’ Best in Business, to name a few.