Edelman Financial Engines
Edelman Financial Engines is one of the nation’s top independent wealth planning advisory firms, but needed to break out of the sea of sameness in the industry in order to keep attracting new clients to the brand and achieving growth goals. Our strategy was to show our target audience that we get it (and them) through a deeply human approach to the work. We started by taking the strategy and bringing it to life through a creative manifesto to guide the new brand work.
Activating the brand
With our new brand positioning and strategy in place, we developed a new look & feel and voice & tone and activated new creative work throughout all of our marketing channels. From engaging digital experiences, to emotive storytelling from a client POV, to expert thought-leadership content, to provocative paid campaigns, etc – all the elements worked together to humanize the EFE brand and speak to our target audience in a more relatable, direct and honest way.
Our North Star: Our clients
The relationships between our EFE planners and our clients is one of our most important differentiators. That connection is the heart and soul of the brand and provides amazing opportunities for emotive content. Rich stories that inform, entertain, pull at the heartstrings and inspire viewers. This content was used in a variety of ways in organic and paid channels. It was also used internally to rally EFE employees around our shared purpose: successful outcomes for our clients.
Breaking through the static
To grab the attention of our target audience in paid channels, we continually pushed on the voice & tone and look & feel of the brand in performance campaigns. The biggest hurdle for our prospects is trust, so we developed work that was empathetic, but that also had a straight talk approach that stood apart. We brought those ideas to life quickly with AI tools and got them in market fast to test, learn and optimize.
Connecting with content
Once we were able to attract prospects to the brand, we engaged them with a wide variety of content. From videos of our planners explaining their POV on financial topics, to easy to understand infographics, to informative and entertaining long-form articles, to trust-building thought leadership content, etc - we created compelling content that resonated, entertained and built trust.
