BRYN MAWR TRUST
A long-term partnership designed to give a local firm national prominenceThe
Challenge
As a 130-year-old institution, Bryn Mawr Trust has seen many changes over the years. Originally opening its doors as a community bank, the company rapidly evolved in its recent history by introducing new offerings and establishing additional branches across Southeastern Pennsylvania, Central Pennsylvania, Delaware, and New Jersey.
Prior to the launch of our campaign, Bryn Mawr Trust was well known on Philadelphia’s Main Line and surrounding suburbs, but not beyond these borders. The company’s image needed to match its impressive growth trajectory in order to continue attracting and retaining clients. The firm’s Wealth Management Division in particular had historically fallen under the radar for clients and needed to differentiate itself from similar providers.
In 2003, Bryn Mawr Trust turned to Gregory FCA to project its brand on a national scale and elevate thought leadership from across the organization.
PLAY VIDEOOur
Approach
Gregory FCA hit the ground running by researching each of Bryn Mawr Trust’s business lines and identifying key subject matter experts. Each representative was media trained, so they understood how to deliver a timely, insightful interview while incorporating the company’s core messaging points.
We approached key members of the national financial press at outlets like CNBC, Reuters, and The Wall Street Journal while simultaneously maintaining close ties with media personnel on the local front to stay true to the organization’s roots.
As the Wealth Management Division opened branches in new areas, we met with their subject matter experts and strategized on how to tell their story in both the national press as well as their specific geographic areas.
From the Central Penn Business Journal to Bloomberg, Bryn Mawr Trust subject matter experts consistently projected their story to key audiences.
The
Results
Measure of
Success
The key ingredient to a long-term public relations engagement doesn’t rest solely on the number of interviews secured, but the ability to adapt with the business as it grows and diversifies its offerings.
In Bryn Mawr Trust’s case, the firm had staying power in both the national and local press due to consistent message deployment and a variety of trained subject matter experts ready to share their story.