Objective: Even with their institutional legacy, Lazard was relatively unknown in the DC retirement plans market. They needed to quickly conceive, develop, and execute a retirement marketing strategy. To do that they also needed to build a retirement marketing team, but didn’t know exactly what resources and skills would be needed. They were concerned about the time and cost to search, hire and onboard the necessary talent. And they anticipated a challenge of forming those new hires into a high-functioning team - and finally getting on to doing the work.

Strategy: Developed a plan to integrate internal creative, digital, and Mar-tech staff, supplemented with external creative, content and media agencies.

Execution:

1. Led them in developing their go to market strategy, marketing plan and advertising plan.

2. Identified the available in-house marketing resources for creative, writing, production, web, social, and email. And determined their capacity for taking on additional work.

3. Sourced supplemental specialist agencies for components of design, production, content creation, digital development, and advertising. Negotiated the contracts and managed their work.

4. Brought all the internal and external resources together to form a cohesive team who were excited and motivated toward our common goal.

Results: Delivered an award-wining program that exceeded all expectations for developing the firm’s retirement brand, awareness as a leader in the DC retirement market, and opening doors for the sales team that were previously closed and locked.

Learn more about Lazard’s DC Rising Program.