Darcy Boehme – Bri Doherty's Portfolio

Empowering Women in Wealth

Initiative: Partner with HerMoney, a podcast hosted by award-winning journalist and financial expert Jean Chatzky, to promote our services and how they can help women gain more confidence in their financial planning.

Initiative:

Partner with HerMoney, a podcast hosted by award-winning journalist and financial expert Jean Chatzky, to promote our services and how they can help women gain more confidence in their financial planning.

Challenges:

Our audience will be driven to this landing page via promotion during episodes of the HerMoney podcast, as well as on the HerMoney website. How do we honor the tone and teachings of Jean Chatzky while embracing our own voice and tone?
How do we connect this initiative to the promotion of our own podcast, Everyday Wealth?

Solutions:

Create a landing page that can become a hub for women to learn more about our services in a safe, welcoming environment tailored to their unique needs.
Since much of this audience would be driven to this landing page after listening to the HerMoney podcast, we surmised that many of them enjoy learning about finance through podcasts. To capitalize on this, we used a small banner to showcase our own podcast (hosted by two prominent women in the financial industry). This would increase listenership by offering our audience yet another way to engage with us when they want and how they want.

Execution:

Describing our services in a value-forward approach. Speaking directly to the specific concerns women encounter in financial planning – such as career breaks, wage discrepancy, and more.

Retirement Advice Services Promotion

Initiative: Revamp a massive campaign that brings in $7-8B in assets under management (AUM) each year in order to re-engage participants and get them more involved in their financial planning.

Initiative:

Revamp a massive campaign that brings in $7-8B in assets under management (AUM) each year in order to re-engage participants and get them more involved in their financial planning.

Challenges:

This campaign’s success had been consistently declining over 10 years. How do we strategically reinvent this campaign to increase enrollments and participation?
Working closely with an external creative agency to build and oversee every piece of this project – from conception, to creation, to deployment.
How do we make our message – the importance of retirement planning – resonate with all audiences, regardless of age, acumen, or assets?

Solutions:

Work collaboratively with key marketing stakeholders, client research teams, consumer insights teams, and creative groups to build a comprehensive strategy with:
- More specific audience segmentation:
  - “New Savers” – Younger audience focused on financial fundamentals.
  - “Accumulators” – Middle-aged audience trying to manage their increasingly complex financial lives.
  - “Seasoned Savers” – Older audience focused on getting ready for retirement.
- A trigger-based communications journey with stronger, more targeted content.
- Updated brand messaging and design.
Brief a new creative agency on the nuances of our services and how we speak about them externally, as well as our brand expression and guidelines. Then work closely with this agency to write and review all deliverables.
After intense research (consisting of live forums, polls, and participant surveys) we got to the heart of each segment’s most common financial needs, goals, and worries. We then tailored all copy and design toward those segments to elicit higher engagement.

Execution:

Employing the concept of “Don’t Just Hope for the Best”
Concept Manifesto: Sometimes in life, It can feel like you’re just trying to keep up. Other times, you wish it would just slow down. You worry about your financial future, But you might feel like you don’t have time to plan for it. So you put it off. You hope for the best. You hope you’ll afford that house. You hope the college funds will be enough. You hope your savings will last through retirement. It’s time to get past wishful thinking. It’s time to plan for the future you want, so you can spend more time enjoying the here and now. And we can help.
Threading this concept into all deliverables while altering language, messaging, and imagery to target each audience’s core needs, worries, and aspirations.

Financial Wellbeing Education

Initiative: Promote several webinars that focus on helping employees navigate market volatility.

Initiative:

Promote several webinars that focus on helping employees navigate market volatility.

Challenges:

Sponsors want the best for their employees – so they don’t want too many of our communications to be centered around earning enrollment that often costs their employees money.
How do we build a campaign that benefits the employees, increases enrollment, and earns sponsor approval? How do we elicit and sense of urgency while eliminating the “fear factor” around uncertain market conditions?

Solutions:

Work with our financial planners and team of writers to build an educational webinar that will give participants expert advice on how they can protect their financial future in spite of market volatility.
Use enrollment in this free webinar as the primary call to action for the employees to earn sponsor approval while still getting our name out there.
Create a series of emails, landing pages, and advertisements that show we’ve been paying attention. We understand the worry surrounding the market, so we’re creating specific webinars to focus on what matters most to clients and prospects right now – protecting their wealth while navigating an uncertain market.

Execution:

As market volatility and inflation shakes the economy, many people begin to worry about their finances. We wanted to acknowledge our participants’ fear, and then offer them a chance to learn solutions that can help them solidify their financial strategy against market ups and downs.
Using nuanced language to create urgency while inspiring hope and confidence.

Boeing Intranet Banners

Initiative: Supply Boeing with a set of website banners to be used on their company intranet site to drive increased awareness of Edelman Financial Engines services and special offers.

Initiative:

Supply Boeing with a set of website banners to be used on their company intranet site to drive increased awareness of Edelman Financial Engines services and special offers.

Challenges:

Connecting this campaign to our re-invented Retirement Advice Services Promotional Campaign to capitalize on their coinciding launch times.
One of our direct competitors is the record keeper for the Boeing 401(k) plan – meaning Boeing employees are also consistently receiving communications from them. How do we set ourselves apart?

Solutions:

Align copy and tone with the theme of “Don’t Just Hope for the Best” that drove the Retirement Advice Services Promotional Campaign.
Take advantage of this small real-estate on Boeing’s intranet site using short, crisp, actionable copy to stay front and center with participants and constantly remind them of the value we can bring to their lives.

Execution:

Inspiring urgency to act on a limited-time offer that could strengthen their retirement planning.
Tailoring messaging specifically to the Boeing 401(k) plan to establish trust and help employees understand the connection between Edelman Financial Engines and their employer.

Reliable Retirement Income

Initiative: Retirement income remains a key area of focus for many of our sponsor clients. It is important to consistently provide new and compelling communication to employees about how to plan for the retirement they dream of.

Initiative:

One year after the initial launch of the Retirement Counseling service, we wanted to remind Boeing employees of its value and how it can help them gain confidence in their financial future – all while updating the campaign to embrace our evolving brand voice, tone, and design.

Challenges:

We’ve already advertised this service. How do we connect with our participants on an emotional level to make this promotion different?
How do we ensure the print deliverables look exactly like our designed pieces?

Solutions:

Deploy a combination of direct mail, email, landing pages, and website banners showing participants that we understand the unique point they’re at in their lives.
We know how they feel – worried, questioning, hopeful. We care about their fears and aspirations. And we offer advice to help each individual reach their retirement goals. Rely on strong, concise copy that fully embraces our new voice, tone, and messaging to subtly showcase our new brand without utilizing unauthorized design elements.
Collaborate with an external print studio to understand dimensions and print capabilities to ensure a clean final product.

Execution:

Leaning into the near-retiree mindset of, “It might be unpredictable but I am hopeful for what is possible”
Designing the brochure to incorporate a lifestyle imagery to reduce the sterile nature of financial planning.
Using language to express the importance of integrated financial planning. We’ll be able to help participants connect major pieces of their retirement plans (taxes, Social Security, Medicare, employee benefits, ect.) so they can walk into retirement fully prepared to live – and sustain – the life they want.

Healthcare Live Event

Initiative: Create a complementary piece to use during a Southern California Permanente Medical Group (SCPMG) employee event, offering a free financial consultation. Build a physical brochure to hand to an SCPMG employee following a free consultation that was offered during a special promotional period.

Initiative:

Create a complementary piece to use during a Southern California Permanente Medical Group (SCPMG) employee event, offering a free financial consultation. Build a physical brochure to hand to an SCPMG employee following a free consultation that was offered during a special promotional period.

Challenges:

Working with a group of financial advisors to understand what they would discuss in this free consultation so I could accurately advertise the offer.
How to explain the connection between Edelman Financial Engines and SCPMG’s record keeper without promoting a direct competitor.

Solutions:

Create a quick, scannable flier handed out during the event that highlights the benefits of our free financial consultation, encouraging employees to sign up.
Use a small paragraph to differentiate our services from those of their record-keeper – clearing up any confusion surrounding this relationship, and showcasing the benefits we could provide that their recordkeeper could not.

Execution:

Crisp copy describing our services in a conversational tone.
Encouraging employees to pause and reflect on their financial situation – do they need more help to take their wealth further?
Touching on how we can help with major (often complex) financial planning components such as taxes, estate planning, insurance, retirement, and investments.

Lead Generation Campaign

Initiative: Introduce Edelman Financial Engines to a targeted group of net-new prospects with assets ranging between $1-3M.

Initiative:

Introduce Edelman Financial Engines to a targeted group of net-new prospects with assets ranging between $1-3M.

Challenges:

Many of these prospects have never heard of us before – how do we establish credibility?
Many of these prospects already have financial advisors – how do we set ourselves apart?
This was the first prospect campaign launched in our new brand. How do we collaborate internally to write and design these pieces so they showcase our new brand design, voice, and tone while enticing
prospects?

Solutions:

Launch a combination of direct mail, brochures, emails, and landing pages that encourage prospects to reflect on their own financial journey, and showcase how we can help them unlock new ways to build, grow, preserve, and protect their wealth.
Encourage prospects to question whether they’re doing enough to protect and accelerate their financial success – and question what they might be missing in their financial plans that could take their wealth to the next level.
Collaborate with designers to successfully integrate our new brand messaging with new brand design.
Guide stakeholders through the reasoning and research behind our new brand, and clear up any hesitations surrounding the new brand voice and tone.

Execution:

Using encouraging language that acknowledges the hard work these prospects have already put into building their financial success.
Using questions to prompt inquisitiveness and reflection on what they might be missing in their plans.
Collaborating with designers to successfully integrate our new brand messaging with new brand design.
Using sophisticated (yet down to earth) language to convey a sense of partnership that would occur between us (the experts on finance) and you (the expert on your life).

Passive Enrollment Campaign

Initiative: Notify participants of their automatic enrollment in our 401(k) management service. Through thoughtful messaging and design, we want to reassure participants that we’re looking out for their best interests by enrolling them in our service, Professional Management. Elevate the deliverables in this campaign to reflect a new brand voice, tone, and design to entice more sponsors to adopt our passive enrollment strategy.

Initiative:

Notify participants of their automatic enrollment in our 401(k) management service. Through thoughtful messaging and design, we want to reassure participants that we’re looking out for their best interests by enrolling them in our service, Professional Management. Elevate the deliverables in this campaign to reflect a new brand voice, tone, and design to entice more sponsors to adopt our passive enrollment strategy.

Challenges:

How can we leverage these deliverables to entice more sponsors to adopt our passive enrollment strategy?
Usually, the purpose of our communications is to spur action – call an advisor, sign up for our services, get a special offer. But for this campaign, the only action they could take is to decline the service if they do not want to be automatically enrolled. How do we ensure they do not opt out?
We are legally required to send these communications to participants to alert them of their automatic enrollment in our service. How do we ensure participants that this is a positive action?

Solutions:

Use a combination of direct mail, email, and landing pages to help our audience understand the benefits of Professional Management and heighten our credibility as an advice partner.
Encourage the audience to reflect on their own capability to manage their assets. Are they doing what’s best for their future? Establish trust and faith in our expertise, helping participants feel safe in our hands.
Use reassuring language to flip the narrative – ensuring participants that we’re enrolling them because we truly believe this will benefit their financial futures.

Execution:

Leaning into the concept of gaining a partner to help you along your entire financial journey. We know that many people find financial planning overwhelming, but getting expert help can take a lot of the weight off their shoulders.
Keeping copy short, crisp, and engaging while weaving in all the benefits of working with Edelman Financial Engines.

Retirement Counseling Service

Initiative: Re-introduce a service available exclusively for Boeing employees who are approaching retirement (ages 55+, in all asset classes).

Initiative:

One year after the initial launch of the Retirement Counseling service, we wanted to remind Boeing employees of its value and how it can help them gain confidence in their financial future – all while updating the campaign to embrace our evolving brand voice, tone, and design.

Challenges:

We’ve already advertised this service. How do we connect with our participants on an emotional level to
make this promotion different?
Our re-brand had not officially launched yet, but we still wanted to elevate our deliverables past our current
brand. How do we capture the essence of the new brand while avoiding official “new-brand” materials such
as logos, fonts, and colors?
How do we ensure the print deliverables look exactly like our designed pieces?

Solution:

Deploy a combination of direct mail, email, landing pages, website banners, and LinkedIn ads showing
participants that we understand the unique point they’re at in their lives. We know how they feel – worried,
questioning, hopeful. We care about their fears and aspirations. And we offer advice to help each individual
reach their retirement goals.
Rely on strong, concise copy that fully embraces our new voice, tone, and messaging to subtly showcase
our new brand without utilizing unauthorized design elements.
Collaborate with an external print studio to understand dimensions and print capabilities to ensure a clean final product.

Execution:

Leaning into the near-retiree mindset of, “Am I missing something in my retirement planning and financial
strategy?”
Designing the brochure to incorporate a die-cut in the shape of our logo – inferring that the missing piece
in their financial plan is us.
Using language to express the importance of integrated financial planning. We’ll be able to help participants connect major pieces of their retirement plans (taxes, Social Security, Medicare, employee benefits, ect.) so they can walk into retirement fully prepared to live – and sustain – the life they want.

High User Experience Design

Style never met and those among great. At no or september sportsmen he perfectly happiness attending. Depending listening delivered off new she procuring satisfied sex existence. Person plenty answer to exeter it if. Law use assistance especially resolution cultivated did out sentiments unsatiable. Way necessary had intention happiness but september delighted his curiosity. Furniture furnished or on strangers neglected remainder engrossed.

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Style never met and those among great. At no or september sportsmen he perfectly happiness attending. Depending listening delivered off new she procuring satisfied sex existence. Person plenty answer to exeter it if. Law use assistance especially resolution cultivated did out sentiments unsatiable. Way necessary had intention happiness but september delighted his curiosity. Furniture furnished or on strangers neglected remainder engrossed.

Believing neglected so so allowance existence departure in. In design active temper be uneasy. Thirty for remove plenty regard you summer though. He preference connection astonished on of ye. Partiality on or continuing in particular principles as. Do believing oh disposing to supported allowance we.

Case Studies

Empowering Women in Wealth

Initiative:

Challenges:

Solutions:

Execution:

Case Studies

Retirement Advice Services Promotion

Seasoned Saver

Accumulator

New Saver

Initiative:

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Solutions:

Execution:

Ready to see my skills?

Case Studies

Financial Wellbeing Education

Initiative:

Challenges:

Solutions:

Execution:

Case Studies

Boeing Intranet Banners

Initiative:

Challenges:

Solutions:

Execution:

Reliable Retirement Income

Initiative:

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Solutions:

Execution:

Heathcare Live Event

Initiative:

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Solutions:

Execution:

Ready to see what I can do for your organization?

Lead Generation Campaign

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Passive Enrollment Campaign

Initiative:

Challenges:

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Case Studies

Retirement Counseling Service

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Solution:

Execution:

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