CASE STUDY

Challenge

Raymond James (“RJ”) is a financial services firm focused on investment banking, asset management and financial planning, with more than 6,200 financial advisors managing some $450 billion in assets. Although RJ has a solid reputation among financial advisors and investors, because it is headquartered in St. Petersburg, Florida, it was frequently typecast as a “regional brokerage.” Management sought a more accurate identity as a strong top-caliber firm, yet detached from the conflicts of Wall Street.

Strategy/Tactics

DLPR developed a strategic media relations campaign to build Raymond James’ brand reputation on a national level, emphasizing its leadership in equity research and positioning its investment banking and fixed income executives as thought-leaders. The focal point of the campaign has been ongoing publicity in top-tier print and broadcast financial outlets.

Results

DLPR has placed more than 20 different Raymond James spokespeople in top-tier media since the program’s inception. Highlights have included broadcasts from RJ’s facilities by CNBC’s Closing Bell and Fox Business. Raymond James spokespeople appear 10 times per month, on average, on CNBC, Bloomberg, and Fox Business, and are quoted 25 times per month, on average, in Barron’s, Forbes and The Wall Street Journal, among many other top-tier outlets.