In 2018 Massachusetts Mutual Life Insurance Company (MassMutual) unveiled Project Generation, an ambitious plan to expand its operations and presence in Massachusetts, reinforce its commitment to its hometown of Springfield, where the company has deep roots that extend back to its founding more than 165 years in 1851 and expand its footprint across the Commonwealth with the development of a new waterfront campus at Fan Pier in Boston’s Seaport District.

The multi-year, multimillion-dollar project features a $50 million investment in improvements and a 50% expansion of the workforce at its corporate headquarters and a pledge to continue to invest in education, economic development, and cultural vitality in Springfield. Project Generation will also see MassMutual significantly expand its Boston presence through the development of a new $240 million, 17-story, 310,000 square foot office building that will anchor its innovative campus that will house 1,000 employees in the heart of Boston’s new Innovation District.

The Fortune 100 company engaged Elevate to lead strategic PR efforts to build brand equity and heighten brand affinity amongst key audiences and leverage the development of its innovation campus and CSR/community initiatives to raise brand awareness, forge deeper connections with priority stakeholders and enhance its reputation as a committed corporate citizen. Elevate’s strategy featured comprehensive media relations and thought leadership campaigns, each supported by multiple PR touchpoints, programs and tactics designed to generate extensive earned media impressions that repeatedly reached and engaged the marketplace and shined a spotlight on MassMutual’s corporate news, Boston campus development milestones and the company’s community-based programming and initiatives.

The media relations campaign was anchored by a robust news, event, announcement and content pipeline designed to maximize media coverage that both maximized media coverage and editorial placements surrounding each initiative and generated compelling brand content that was leveraged to fuel the company’s owned channel programming.

Elevate’s thought leadership program featured a corporate speakers bureau campaign that secured speaking and panelist opportunities for MassMutual executives at high-value events and conferences in Greater Boston; a by-lined placement campaign that promoted MassMutual’s executive expertise and a corporate awards submission campaign.