Harrison Group, one of the top U.S .market research firms, works with American Express Publishing to produce an Annual Survey of Affluence and Wealth in America, with results released quarterly. For the past six years, this study has detailed the lives and lifestyles of Americans with at least $100,000 in annual discretionary income. Collectively, these 11 million households represent the top 10% of the nation's financial elite.

Challenge

• Generate maximum media exposure for the quarterly announcement of Survey findings
• Increase brand awareness of Harrison Group in high-impact print, broadcast and online trade and consumer media

Strategy

• Change the format of the announcement from a traditional press conference to a Webinar
• Segment the findings into various industry categories (e.g., real estate; fine jewelry and watches; travel; automobiles; financial services; philanthropy, etc.)

Execution

• Harrison Group's Vice-Chairman and American Express Publishing's Senior Vice President of Marketing jointly presented the findings 
• By segmenting the study results, JGA reached important niche publications with information pertinent to their audience
• In a number of cases, the agency offered exclusive angles to top-tier reporters at select trade and consumer media

Results

• Media representatives not attending in person were able to ask questions during the Q&A period that followed the presentation

• JGA secured a large number of A-list placements: The Los Angeles Times, New York Daily News, New York Post, The Wall Street Journal, Washington Post, USA Today, Bloomberg and Reuters
• JGA continues to leverage relationships built with these reporters to share announcements from Harrison Group
• This enables JGA to position the market research firm as the authority on a variety of industries and issues in the luxury space