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