Ruffin Consulting Services offers a suite of financial solutions for individuals and families consisting of Life Insurance Protection, Living Benefits, Annuities, and Non-qualified Plans for business owners such as Key Person Life Insurance. Ebony launched Ruffin Consulting Services with a mission to educate families and business owners on the value of life insurance and proactive financial planning. Ebony’s vision is to be your #1 life insurance agent; growing with you through each phase of your family and business.
Publicity For Good was tasked with the challenge of creating awareness for Ebony Ruffin’s firm and establishing her as a thought leader and National Life Insurance expert. It was important for us to build her image as an industry expert so we could establish her and her firm’s credibility. Furthermore, we also wanted to pain life insurance in a positive way, highlighting that it’s a life benefit, not a death benefit.
We developed a simple, yet effective, plan for Ebony Ruffin—Media Saturation. We placed her in as many advantageous and appropriate outlets as possible in order to achieve our intended goals. We focused on expert interviews and insights to highlight her experience and sought outlets that focus on business and finance, health and fitness, African American business and female empowerment.
We were able to secure a total of 26 media opportunities for Ebony Ruffin and Ruffin Consulting Services, 22 of which are already live, across a variety of outlets including Business Insider, Yahoo! Money, Yahoo! Finance, Thrive Global, CW Atlanta, Money, Mom Collective, Nerd Wallet, Black Press USA, Think Advisor, Your California Life ABC 10, BuzzFeed and Before It’s News among many others. Our opportunities generated a total reach of over 2.53 billion media impressions. All in all, we were able to accumulate an estimated publicity value of around $931,000.