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DIGITAL OUTREACH

Service

Digital Outreach

Awards

14th Annual Gramercy Institute Financial Marketing Strategy Awards

About

BNY Mellon’s Albridge offers a wealth reporting solution to RIAs, broker/dealers, and advisors.

The product went through an extensive upgrade focused on user experience and mobile accessibility; Albridge Wealth Reporting allows advisors to provide clients full transparency with aggregated data across their portfolio.

Objectives

Albridge came to us to help:

  1. Position Albridge Wealth Reporting as the solution of choice for advisors wishing to provide holistic, transparent advice
  2. Focus on the role the advisor plays in giving complete advice to clients (instead of focusing exclusively on the technology)
  3. Position the release beyond a simple software upgrade to highlight the everyday necessity of a mobile-enabled wealth reporting solution
  4. Raise awareness with existing clients and new prospects

FiComm created and executed on a multi-faceted
digital marketing strategy to drive awareness
around the product upgrade.

Strategy

We created a video that focused on the advisor experience with the software as a “supporting player” instead of the star.

We also developed a distribution strategy to reach all target markets utilizing Marketo for a series of email campaigns, A/B tested for imagery and subject lines, as well as amplified reach via social media (LinkedIn sponsored posts, Twitter).

While leveraging imagery in targeted ad-buys, we used event sponsorship and snackable video clips for additional outreach.

Results

Key stats

57.5%

Email Open Rate;
Industry: 20.47%

7.1%

Click-to-open;
Industry: 2.1%

52%

Playrate
(% of video)