Voya Perspectives Thought Leadership Series

Business Challenge

Proprietary research doesn’t automatically become thought leadership — even a fully written paper needs strategic messaging that makes it worth noticing: clear key takeaways, language that travels, and a go-to-market package that gives outlets (and readers) a reason to act.

Strategic Approach

Shepherd existing research from the company’s internal research teams and thought leadership committee through activation and public launch. In sync with the corporate communications team, I created landing pages, collateral, and other supporting content around key takeaways. With special attention in shaping go-to-market language so it would be easily picked up and repeated by press and advisors, my aim was to extend the reach of our research and help the company become a change driver in the industry.

This approach spans across multiple thought leadership papers.

Outcomes

A public sector retirement research paper activated through this process earned named-title coverage in PLANSPONSOR and ADVISOR Magazine (LifeHealth.com), with additional syndicated pickup from BriefGlance and StockTitan — its key takeaway (89% of public sector workers report feeling retirement-ready) became the lead statistic across every placement.

A related health-and-wealth research program, shaped through the same strategic lens, earned coverage in PLANADVISER built around its central finding that 63% of Americans say financial stability directly impacts their mental health — up 6 points in two years.