Client Profile: Fortune 500 Asset Management Firm

• Marketing unit serving external customers who are financial advisors
• Ultra-competitive industry requires value-added differentiation
• Desires to extend brand reach, generate new leads, and deepen client loyalty

Intrepid Services Delivered: Learning Strategy; Learning Technology; Design & Development; Measurement & Business Impact

The Challenge: 

• To improve brand loyalty among existing customers and to attract new ones with the gift of free, unbiased education
• To provide information-overloaded customers with short, high-quality content
• To implement a competitively distinct education portal with a marketing-quality user experience
• To enable customers to incrementally earn continuing education credits at no cost
• To measurably improve the impact on the Client’s business

Intrepid Solution:

• Created a comprehensive educational marketing strategy (content, technology, and measurement) driven by client input, competitive and best practice research
• Selected and implemented a learning management system with custom front-end design perfected through three rounds of usability testing
• Created 5-minute learning nuggets that won the 2008 Gold Award for Excellence in content from Chief Learning Officer magazine
• Created scorecards linking customer education to business goals

Client Benefits:

• Attracted more registrants (leads) in first 6 months than the total number of registrants on client’s product-oriented site
• Created a portal and programming that uniquely differentiates the Client from its competitors
• Confirmed positive brand impact through user survey results
• 90% brand recognition
• 85% ranked content relevance and quality 4 or 5 on 5-point scale