WORKSHOPS (45 mins) (Please select one)

WORKSHOP 1: LAY OFF THE PITCH

Strengthening Market Presence, Client Engagement, and Thought Leadership

Effective media relations is not about pitching stories. The firms that consistently earn coverage are the ones that become trusted sources of insight.

Using real-world examples from Canadian financial services, Kevin Press shares seven practical media relations best practices for firms seeking stronger relationships with both consumer and trade media. The presentation explores why thought leadership must be built on genuine expertise rather than marketing, how to tailor messages for B2C and B2B audiences, why data and evidence outperform corporate messaging and how compliance can support faster, smarter communications.

Participants will also learn why expert spokespeople often outperform executives, how to connect outreach to real news hooks and how media trust compounds over time.

Kevin Press, Editorial Director, Investment Executive

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Workshop 2: THE MONEY MIND: PSYCHOGRAPHIC PERSONAS FOR MODERN FINANCIAL MARKETING

Leveraging Personality, Worldviews, and Behavior to Build Smarter Client and Investor Personas

In financial services today, we know that AUM and demographics data doesn’t tell the whole story. The most effective marketing starts with understanding how clients and investors think, decide, and build trust. Source practical frameworks for building psychographic personas grounded in personality, money narratives, and worldview then learn how to put them to work across any financial marketing context. Create a roadmap to:

• Move beyond demographic and AUM segmentation to personas built on how clients and investors think and behave.
• Understand how personalities, worldviews, and money narratives drive trust and purchasing decisions across different client segments.
• Translate psychographic insight into targeted campaigns, content strategy, and messaging that resonates regardless of the financial product or audience.

Leave with a clear, immediately actionable framework for psychographic segmentation to build and refine personas you can apply the moment you’re back at your desk.

Angelica Montagano, Head of Brand Experience, PWL Capital