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Situation

SLC Management, an institutional asset manager owned by Canadian insurer Sun Life Financial, wanted to grow awareness among U.S. pensions and insurers of its fixed income and alternative asset solutions through public relations.

Solution

We created a media relations and content strategy that would raise the asset manager’s profile by leveraging its heritage Sun Life Financial name but also developing the SLC Management name in its own right. We targeted the news and media outlets read by pension funds and insurance companies to support its distribution channels in the U.S.

Results

We raised the asset manager’s profile among institutional investors through public relations, including a series of feature interviews, op-eds, and expert source positioning in the financial and trade media. This included a Forbes contributor profile for the CIO, op-eds in the Financial Times, and high-profile feature placements in Pensions & Investments, FundFire, Institutional Investor, The Wall Street Journal and Bloomberg.

We also provided public relations and communications support for a number of strategic initiatives: acquisitions, new hires, fund launches and a brand consolidation under a new name. The firm more than tripled its AUM.

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