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  • To or Through?

  • Why Target Date Funds?

  • Risky Business.

T. Rowe Price: To or “Thru”

THRU – T. Rowe Price Third Party Distribution
Storytelling as Critical Communications

The Challenge

Given the volatile stock market conditions of 2008-2009, T. Rowe Price was taking heat for a retirement funds strategy that maintained higher allocation to equities, even in a bear market. The firm wanted to reinforce its commitment to its approach for financial advisors in a way that they could easily grasp and retell to their clients.

The Approach

  • Translate proprietary research presentations, charts, and graphs into talking points to yield four brief 2-3 minute short clips that reinforce the primary message: “It’s not just about getting an investor to retirement, but getting them through retirement.”
  • Let the people behind the decisions and the strategies – the portfolio managers and research analysts themselves – convey the messages through short, easily shared video clips.
  • Film people in the T. Rowe Price office to underscore the authenticity, integrity, and transparency of the message.

The Result

  • Four brief vignettes with internal spokespeople at T. Rowe, shot in one day on the Red One digital cinema camera to maximize production value.
  • Films were the centerpiece of the “Thru” microsite, which was promoted via email and on the T. Rowe Price Financial Intermediaries website.
  • Other product teams leveraged the content to share perspectives with their audiences.
  • Won a best-of-class award from Mutual Fund Education Alliance in 2009.