Case Study: T. Rowe Price

While T. Rowe Price had a reputable standing in the US, it lacked brand and product visibility in both the institutional and wholesale segments in many other areas of the world. Therefore, KL was appointed by T. Rowe Price in early 2013 to execute PR across the UK and in selected European outposts, as well as provide content and strategic direction for communication efforts across EMEA.

Objectives

• Analyse UK and European PR landscape to identify opportunities for T. Rowe Price
• Reinforce T. Rowe Price’s corporate identity by highlighting its fundamental research-based investment process
• Shine a spotlight on key product priorities across UK and Europe
• Create and repackage existing content into required format to ensure timely and relevant communications in each marketplace

Strategy 

• Achieve thorough understanding of T. Rowe Price’s business objectives, strategic direction, processes and products
• Implement a framework to ensure PR efforts are aligned to sales and marketing objectives
• Strong engagement with press to position T. Rowe Price as a preeminent global asset manager
• Work with distribution and investment teams to generate greater awareness of underlying products
• Understand requirements of external agencies to make sure messaging is aligned, while ensuring a steady flow of content

Results 

• Significantly increased the profile of T. Rowe Price and exponential rise in press visibility across target media
• Consistently secured high-quality news and feature opportunities
• Considerable increase in journalist understanding of T. Rowe Price, alongside the development of strong relationships with media-facing clients
• Supported marketing and sales efforts with timely and relevant content creation and repackaging