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Client: Investors Group Inc.
Sector: Financial communications |
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| Challenge |
| One of Canada’s longest-established mutual fund
companies, Investors Group Inc., needed to increase public awareness in
conjunction with its strategy to migrate to a full-service personal financial
planning organization. The company, headquartered in Winnipeg, had been
traditionally overlooked by Toronto-based news media in favor of financial
organizations located in Central Canada. |
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| Strategy |
| Argyle initiated a national financial public relations
program that informed key financial media of the company’s rapidly
evolving role in assisting Canadians in wealth creation and retirement
planning. The strategy focused on providing public interest information
about financial planning issues through interviews, signed articles and
other public appearances by the company’s investment executives. |
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| Tactics |
| Among the initiatives developed by Argyle was a highly
regarded annual Investors Group survey of Canadians’ financial attitudes
that tracked evolving investment patterns and life goal expectations. An
annual package of RRSP information was released to the media, timed to
the January-March sales promotion period, that built public awareness of
Investors Group. Fund managers and other IG executives became familiar
figures in Canadian news media, commenting on investment trends and personal
financial planning issues. |
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| Results |
| Now a household name among Canadians who save and invest
for their future, Investors Group Inc. has become one of Canada’s
premier mutual fund, managed asset and wealth creation companies, with
over two million clients and more than $80 billion in assets under administration
Two operating units, Investors Group and Mackenzie Financial Corporation,
offer their own products and services. Investors Group Inc. is a member
of the Power Financial Corporation group of companies, and its shares are
listed on the Toronto Stock Exchange. |
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