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Client

Principal Financial Group®

Category

Brand Development

Deliverable

Event Sponsorship & Media Exposure

brandPrincipal Financial Group

Brand Development

Targeted media plan proves beneficial for The Principal®

Overview

As part of the Principal Financial Group®, the Wisconsin Business Center (WBC) offers insurance products, life insurance, annuities, securities and investment advice. The Ritterbusch Group partnered with WBC to increase their brand awareness among customers and potential customers across Wisconsin, as well as to attract new financial advisors to The Principal® team.

Process

TRG developed a multi-pronged approach to brand development. One aspect centered upon unique relationship-building events. And when ESPN Radio presented an opportunity to bring The Principal® face-to-face with their target audiences at an invitation-only event, TRG went to work. The Principal® served as a sponsor for “The Business of Sports,” a discussion before a select audience that featured a discussion panel with current and former members of the Green Bay Packers, Milwaukee Brewers and Milwaukee Bucks.

Results

TRG worked with ESPN Radio to ensure The Principal® received maximum exposure. This included an extensive Q&A with an executive from The Principal® at the start of the event, prominent mentions of The Principal® on the ESPN broadcast of the event and extensive signage. TRG also headed external media relations for the event, leading to coverage from a number of print and electronic outlets.

Principal Financial Group is one of the most respected companies in America. Getting to know their leadership team and helping them grow their brand in Wisconsin has been a pleasure.

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