2020 Thought Leadership Series

In conjunction with our corporate rebrand, the workplace division of Edelman Financial Engines launched an integrated B2B marketing campaign in 2020 to demonstrate our commitment to improving employee financial wellness through financial education and advice. The campaign emphasized how the pandemic impacts financial behaviors, and that employees want and need financial help during uncertain times. The institutional marketing campaign was centered on a thought leadership series promoted through paid, earned, and owned channels. Through five papers, and their accompanying promotions via press, social and industry media, and proprietary communications, we build the case for more financial help through the workplace. The integrated campaign created brand awareness through media impressions, and increased engagement with industry partners, investment consultants, and large employers - both clients and prospects.