Objective: Build a brand and awareness of Lazard as a leader in the DC Retirement Market.

Strategy: Develop a thoughtful content-based marketing program, that would demonstrate our expertise in the DC marketplace, while providing useful knowledge, insights and practical tools to help retirement plan advisors grow their business. In this way Lazard ingratiated itself to the DC community.

Execution: DC Rising online magazine and marketing program. In-depth articles on relevant content with supporting collateral, sales aids, and presentations. Promotion via email, e-newsletter, social media, spring and fall targeted paid media campaigns.

Results: Award-winning program titled DC Rising that opened doors previously closed to our sales staff, accompanied by new product placements on retirement platforms and plan menus.