Developed 11 pieces of marketing collateral for sales support for the launch of Momentum by Edelman Financial Engines™, a new financial wellness program. Click below to view the overview and two of the briefs on Medicare transition and employee transition.
B-to-B Social Media Ads: LinkedIn
We placed four LinkedIn ads precisely targeted to HR benefits and total rewards professionals at employers with more than 5,000 employees nationwide and within the first four weeks, more than 1,000 HR professionals clicked on the ads and came to the website to learn about our new financial wellness program, Momentum, to achieve our objective of building initial brand awareness and engagement.
Momentum E-mail Marketing Campaign
The launch of Momentum included a multi-pronged campaign including advertising, marketing partnerships with HR media, as well as a bi-weekly e-mail campaign. The first four e-mails had a CTR of more than 6.4%, doubling the average B-to-B CTR of 3.04% according to a 2021 study by Plezi. Those who clicked through were sent to a landing page where they could "learn more" about Momentum.
Digital display ads
The banner ads below are examples of marketing we did on the Google Content Network. We also used Google Ad Words, which ultimately generated the most engagement and qualified leads for us.
Led the development of the Company Kitchen Website as a lead generation platform and to reinforce our brand position as an employee benefit. The site helped increase qualified leads 112% increase in year one and 50% over that in the second year. The Website has less copy and more rich media to align with visitor behavior patterns.
Lead generation on social media: LinkedIn
LinkedIn proved to be a rich platform to target and resonate with HR professionals. We used strategies such as sponsored updates, content marketing, display advertising and InMail to increase engagement and draw influencers and decision makers to our website to generate qualified leads. We increased followers who are HR professionals - the key B-to-B influencer/decision maker - from 45 to 3,750+ in two years. See our native and sponsored content on LinkedIn.
TV ad and promotional spot
We discovered through Google Analytics that rich media such as video and info graphics caught the attention of visitors to our Website more than copy. We used a television spot that we tested to create general awareness for the brand, and a promotional video in various channels beyond on our site, such as in sales presentations and in e-mail marketing.
E-mail marketing was a strategy we used and modified to emphasize third-party e-mail marketing that targeted audiences who opted in to receive e-mails. This improved click-through rates. While engagement with original e-mails from Company Kitchen produced standard results, third-party e-mails distributed by HR media generated five times the click-through rates and engagement with our brand. Here are a couple of examples of e-mail creative.
Conference Print Ad
This is an example of a print ad we placed in HR media to reach benefits and total rewards professionals to promote our presence at a conference.
Mobile App: Consumer promotions, engagement & customer service
We developed and launched the CK Mobile App in 2016 to drive more consumer engagement from our clients' 500,000 employees. Promotions were tailored to their specific purchase patterns, including time of day of their purchases. Purchase behavior is also leveraged with our manufacturers who discount their products based on those patterns. The CK Mobile App also provides customer service and account management functions, enabling the consumer to use it as their one-stop shopping tool at Company Kitchen.