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.