Objective:
Increase RRSP investment with Island Savings by $14,000,000 while educating and developing a relationship with the two target audiences:
- 25-40 year old members or non-members who have not yet started their RRSP investing (or have done minimal RRSP investing).
- 40-54 year old members who didn’t have, or had minimal, Financial Planning & Advice (FP&A) assets with us and who were interested in diversifying their RRSP investment portfolio to Island Savings.
Strategy:
Evoke an aspirational feeling around RRSP investing and position Island Savings as the neighbourhood investment experts. All of our tactics were chosen with education in mind and with the purpose of sharing the message that even though Island Savings is local, they are equally as capable as the big banks. We enforced this position by featuring 3 actual Island Savings investment experts in radio spots discussing common RRSP and investing misconceptions. This messaging was mirrored in the social media strategy which focused on educating consumers through a Facebook contest, as well as a YouTube video series.
Tactics:
- Radio
- Google Advertising
- Facebook Advertising
- YouTube Videos
- Direct Mail
- In-branch Posters
- Email Blast
Results:
- Campaign Target: $14,000,000
- Total RRSP Investment Growth: $19,503,996 (139% of target growth achieved)
- Google Ad Clicks: 2,193
- Google Ad Impression: 1,382,529
- Facebook Ads + YouTube Videos:
388 Comments | 146 Shares | 341 Likes | 2,636 Views