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Institute of Financial Planning

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The Institute of Financial Planning (IFP) was, until incorporated into the Chartered Institute for Securities and Investment (CISI), the professional body for financial planning practitioners aimed at upholding the highest standards in their industry.

The Challenge

The IFP wanted to promote the role of their members, Accredited Financial Planning Firms, raising awareness and educating consumers about the services and benefits they provide. Primary target audiences were affluent individuals as well as professional intermediaries.

The Solution

On on-going media relations programme was developed that created high value, relevant content for target media, leveraging various hooks and angles throughout the year. Close and effective relationships across a broad set of target media outlets enabled effective sell in of content.

The Outcome

Despite a highly competitive media landscape, high levels of coverage was gained across both targeted national media as well as regional press and radio in support of individual firms.

“The brief provided to PLMR Genesis was challenging but despite this they worked hard to secure good coverage for us in support of our members until our merger with CISI.”
Sue Whitbread, Communications Manager

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