Thought Leadership Campaign

Challenge

Continuously providing value to their target audience is an ongoing challenge. Advisor groups want to know the perspectives from the financial industry leaders on a timely basis so they can share insight with their clients. This project is looking to create compelling stories and feeding advisors the information.

Solution

A combination of marketing efforts and a single destination to experience these ideas allowed the advisors to understand market conditions as they were unfolding. The product solutions were integrated with the information displayed to encourage advisors to take the next step in the sales process.

Results

The mix of audio and text resources was shared in an infographic format so advisors could understand the context of the information quickly and understand different views of the market events. A mix of email, digital advertising, and direct mail campaigns drove traffic to the landing page. Analytics also proved increased traffic to the product pages and throughout the site were directly attributed to the campaign.