44.7 million Americans have outstanding student debts averaging more than $32k per person and totaling in $1.56 Trillion in student loan debt across the US (Forbes)
Only 2.5% of households are utilizing 529 college savings accounts (Federal Reserve)
When asked about their ability to repay their student loan debt, more than 54% of Millennials expressed concern (WSJ/PWC)
79% of millionaires did not receive any inheritance at all from their parents or other family members. (Everyday Millionaires, Chris Hogan)
74% of employers believe financial education can improve employee productivity, leading to more companies offering such programs. (MetLife, 2023)
78% of US workers are living paycheck-to-paycheck (Forbes)
32% of women reported investing outside of retirement in 2023, up from 24% in 2020, indicating growing confidence and participation in the financial markets. (Ellevest, 2023)
39% of adults have no retirement savings, underscoring a significant gap in financial planning (Bankrate, 2023)
83% of people that set financial goals feel better about their finances after just one year (Business Wire)
Nearly 30% of Millennials are overdrawing on their checking accounts. (WSJ/PWC)
54% of Americans have credit card debt, with an average balance of $6,194 (Experian, 2023)
63% of Americans are living paycheck to paycheck, struggling to meet basic financial obligations (LendingClub, 2023)
58% of parents report that they lack confidence in teaching their children about money (Chase Slate, 2023)
46% of Americans do not have enough savings to cover a $400 emergency expense (Federal Reserve, 2023)
Only 24% of millennials demonstrate basic financial literacy knowledge, yet they are managing significant student debt and credit (Stanford SIEPR)
48% of adults who sought financial advice say they did not fully understand the advice they received (Brookings)
33% of millionaires never had a six-figure income in a single working year (Everyday Millionaires, Chris Hogan)
44.7 million Americans have outstanding student debts averaging more than $32k per person and totaling in $1.56 Trillion in student loan debt across the US (Forbes)
Only 2.5% of households are utilizing 529 college savings accounts (Federal Reserve)
When asked about their ability to repay their student loan debt, more than 54% of Millennials expressed concern (WSJ/PWC)
79% of millionaires did not receive any inheritance at all from their parents or other family members. (Everyday Millionaires, Chris Hogan)
74% of employers believe financial education can improve employee productivity, leading to more companies offering such programs. (MetLife, 2023)
78% of US workers are living paycheck-to-paycheck (Forbes)
32% of women reported investing outside of retirement in 2023, up from 24% in 2020, indicating growing confidence and participation in the financial markets. (Ellevest, 2023)
39% of adults have no retirement savings, underscoring a significant gap in financial planning (Bankrate, 2023)
83% of people that set financial goals feel better about their finances after just one year (Business Wire)
Nearly 30% of Millennials are overdrawing on their checking accounts. (WSJ/PWC)
54% of Americans have credit card debt, with an average balance of $6,194 (Experian, 2023)
63% of Americans are living paycheck to paycheck, struggling to meet basic financial obligations (LendingClub, 2023)
58% of parents report that they lack confidence in teaching their children about money (Chase Slate, 2023)
46% of Americans do not have enough savings to cover a $400 emergency expense (Federal Reserve, 2023)
Only 24% of millennials demonstrate basic financial literacy knowledge, yet they are managing significant student debt and credit (Stanford SIEPR)
48% of adults who sought financial advice say they did not fully understand the advice they received (Brookings)
33% of millionaires never had a six-figure income in a single working year (Everyday Millionaires, Chris Hogan)
44.7 million Americans have outstanding student debts averaging more than $32k per person and totaling in $1.56 Trillion in student loan debt across the US (Forbes)
Only 2.5% of households are utilizing 529 college savings accounts (Federal Reserve)
When asked about their ability to repay their student loan debt, more than 54% of Millennials expressed concern (WSJ/PWC)
79% of millionaires did not receive any inheritance at all from their parents or other family members. (Everyday Millionaires, Chris Hogan)
74% of employers believe financial education can improve employee productivity, leading to more companies offering such programs. (MetLife, 2023)
78% of US workers are living paycheck-to-paycheck (Forbes)
32% of women reported investing outside of retirement in 2023, up from 24% in 2020, indicating growing confidence and participation in the financial markets. (Ellevest, 2023)
39% of adults have no retirement savings, underscoring a significant gap in financial planning (Bankrate, 2023)
83% of people that set financial goals feel better about their finances after just one year (Business Wire)
Nearly 30% of Millennials are overdrawing on their checking accounts. (WSJ/PWC)
54% of Americans have credit card debt, with an average balance of $6,194 (Experian, 2023)
63% of Americans are living paycheck to paycheck, struggling to meet basic financial obligations (LendingClub, 2023)
58% of parents report that they lack confidence in teaching their children about money (Chase Slate, 2023)
46% of Americans do not have enough savings to cover a $400 emergency expense (Federal Reserve, 2023)
Only 24% of millennials demonstrate basic financial literacy knowledge, yet they are managing significant student debt and credit (Stanford SIEPR)
48% of adults who sought financial advice say they did not fully understand the advice they received (Brookings)
33% of millionaires never had a six-figure income in a single working year (Everyday Millionaires, Chris Hogan)
Morgan Stanley
Challenge
Morgan Stanley aimed to expand its portfolio by engaging potential prospect high-net-worth individuals in the sports and entertainment industry. To achieve this, they needed to build trust and credibility within these close-knit communities. The challenge was twofold: first, penetrating the insular nature of the locker room to make meaningful connections, and second, engaging this target client at the most opportune times. To overcome these obstacles, Morgan Stanley enlisted Copeland Media's expertise.
Solution
Leveraging credibility and deep industry experience in the NFL and on Wall Street, Copeland Media developed strategic pivots focused on coordinating educational opportunities during more ideal times and settings for the athletes to discuss finances while also including key stakeholders in the process to increase the likelihood of a successful long term relationship with the firm. Morgan Stanley also supported the athletes education throughout the year in tailored events led by Copeland Media that attracted athletes and entertainers to high level money conversations in an safe space for learning.
Results
The coordinated strategic shifts led to a significant increase in engagements with the target audience resulting in new leads and clients. Morgan Stanley successfully built trust and credibility within the sports and entertainment sectors, leading to a notable expansion of their high-net-worth client base.
