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).