Each example below demonstrates the power of targeting the right audience with the right information, using the right media and tracking tools, at the right time – and we’re ready to put this process to work for you.
Creative Ideas & Results
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John Hancock Funds Website
This project encompassed rebranding, tracking and the execution of ongoing enhancements. The creation of a dynamic digital experience started by researching B2B, B2C and B2B2C best practices, assessing competitors’ offerings and integrating relevant insights into the writing, design, functionality and interactivity of the site. Getting the word out on the new site to multiple audiences meant connecting effectively with financial professionals, the investing public and even employees. A year-long targeted marketing campaign was developed and deployed. Digital, affinity and event marketing projects were undertaken. By consistently reviewing metrics, successes were expanded upon and areas needing improvement were addressed.
- Web Marketing Association: Best Mutual Fund Website, 2006, 2008, 2011; Best Financial Professional Website, 2006-7, 2009-10; Best Financial Public Website, 2007, 2010.
- kasina: top 10 Website, 2006-12.
- Mutual Fund Education Alliance: Best Advisor Website, 2006-09.
Times Square Digital Billboard
College Savings Foundation
The digital billboard, Dream Big While They’re Still Small, was seen by millions on the NYC Times Square super screen.
As a result, the College Savings Foundation experienced a 65+% increase in website visits over a one year period. This precipitated an increase in emails and phone calls and led to a sustained rise in local, regional and national media coverage during the billboard’s duration.
“Portfolio Pies” Sales Enablement
Called “mold-breaking creative” by Marketing Matrix, this unusual portfolio presentation was among the year’s most requested tools by financial professionals. It provided “investment professionals with exactly the materials needed to be effective.”*
- Voted #1 for helping financial consultants build their SMA businesses, Marketing Matrix International.* Marketing Matrix International asked financial consultants to rate sales material from the nation’s top SMA providers and Manulife Private Account was the winner.
Multimedia Practice Management, Thought Leadership Program
For this flagship practice management and thought leadership program targeting financial advisors, an integrated digital/print learning and selling system was created and executed.
The program encompassed interactive, videos, CE classes, tools and seminars. There were complete campaigns for wholesalers to use with select advisors and for advisors to use with select clients and prospects.
The results were impressive. Advisors who participated in the program generated significantly more assets ($95.9M) than their non-participant peers ($52.4M) in a one-year period.
- Corporate Insight’s highest grade for advisor education.
- Top rating, Market Metrics.
“A Promise Is At The Heart Of Our Policies”
Sun Life Financial International
This was the core resource for financial professionals in the Chinese market as it connected with the hearts and minds of High-Net-Worth (HNW) families and was unlike any competitive program.
Demonstrating the viability of a very human message, the content and design were repurposed for European and Mid-East HNW audiences. As part of the International “Perspectives” series, this series is updated quarterly.Click to View Full PDF
“Break Away From The Pack”
This marketing idea was one part of a similarly themed campaign and one of the most popular due to its uniqueness. The campaign represented the most profitable initiative for the first half of 2013.
- Best Advisor Online Services, Mutual Fund Education Alliance (MFEA).
“Women Count” Outreach Program
This first-of-its-kind program was for consumers and employees at John Hancock. After three months of high visibility and readership, the program became a core branding, PR and social media program throughout the organization.
This outreach piece was one of a select group in the company’s entry for the national Mutual Fund Education Alliance award show.
- Best Overall Communications, Mutual Fund Education Alliance (MFEA).
NY Life Rebrand Video
NY Life Retirement Plan Services
The new brand we created, “Time-Tested. Forward-Thinking,” was rolled out at a special event for executives and their most valued financial partners.
The new branding and value proposition were the results of extensive internal and competitive research that we conducted.
Based on the audience’s enthusiastic response to this video, the branding was executed across all advisor, participant and employee channels.
Recognized by AdForum for creativity, this production and the new branding helped energize, entertain and educate key constituents.
Ultimately, the initiative helped NY Life Retirement Plan Services stand out in a crowded arena.