Case Study:

National Retirement Planning Coalition (NRPC)

The NRPC was formed by a group of prominent financial industry and advocacy organizations to raise public awareness of the need for retirement planning. Walt & Company was named the PR agency of record in 2002 as the result of a national agency competition. Our primary objective was to educate Americans on the need for retirement planning by communicating strategies for addressing complex financial issues in clear, easy-to-understand language. At the core of this effort was National Retirement Planning Week (NRPW) – an annual campaign designed to bring retirement planning, and in particular the issue of the need for “retirement income,” to the forefront of American media coverage. Featuring high-profile spokespeople, including Senator Bob Dole, and author, TV personality and economist, Ben Stein, Walt & Company successfully reached hundreds of millions of Americans with NRPC’s retirement planning message over the NRPW’s five year run.

Results: The program has succeeded in reaching millions via high-profile print, broadcast and online media coverage, including TODAY, Associated Press, Fox News, CNN, NPR, “Power Lunch,” “Moneyline,” ABC News Radio, The Wall Street Journal, The New York Times, and USA Today. We also produced and distributed a series of YouTube videos featuring Ben Stein, which provided consumers with retirement-planning guidance.