Brief
We partnered with Chartwell Associates, a leading financial services management company based in Singapore serving the expatriate community, to work on a campaign that included brainstorming marketing messages and identify marketing channels.
Compliance was a key factor as regulation in the finance industry is tight. What is another challenge included is that the market is already mature and hard selling was considered to be in bad taste.
The benefit to our partnership was that Chartwell Associates was very clear about its products and target market.
Solution
On that basis, our solutions proposed lay in 3 key steps to generate leads ;
1. Creating a Financial Guide Platform
We created an independent financial guide platform (Money Mentor) so the target market (expats living in Singapore) could also browse for relevant information without feeling information was biased.
2. Marketing Messages Guideline
The internet population is intelligent and thus we have had to input a guide to the messages in the platform.
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Message Category
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Message Guides
There was a strict guideline on no hard selling or guarantee of any return of any kind to the readers. All information had to have caveats that the opinion was solely of the platform’s own as well.
3. Marketing Channels Identification
Our channels at the get go included social media and Google. However we expanded also on working with strategic partners who shared the same target market as Chartwell Associates.
Within the first 6 months of its , Chartwell Associates has made clear progress on marketing outcomes with a more engaged audience.
The organization has improved sales performance and has a clear marketing trajectory. Here are some notable results;
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SEO first page for Chartwell Associates within 3 months of campaign
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Tie up with 4 associations in the first 2 months
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30% increase in leads generated in the first month of social media campaign
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0% un-subscription rate on the email newsletters
Results
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