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Women-to-women
STRATEGY
NORTHWESTERN MUTUAL
[Integrated Communications/PR]
For the expansion of its Diversity & Inclusion program into the women’s market, Northwestern Mutual turned to Branigan to develop a women’s-focused media relations program. The goal? Position Northwestern Mutual as a trusted resource and industry thought leader for women on their finances. The strategy? Connect with women through sources they already trust: women’s lifestyle media.
With Northwestern Mutual’s core of experienced female financial representatives, we infused the company’s expertise into topics we knew women already care about as well as those emerging trends and topics. We also pinpointed key milestones in women’s lives and highlighted the financial aspects of those milestones.
We secured top-tier media coverage for the Women’s market, including features with MyDomaine, Brit + Co, Forbes, POPSUGAR, USA Today, ABC News Radio, CNBC Online, Bridal Guide, U.S. News & World Report, Investor’s Business Daily and The Everygirl. This focus on top-tier outlets was the key to success with a 147% increase in media impressions in a
two-year span.
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