Opportunity

A leader in financial services this company came to Velocity looking for help in increasing their recruitment of financial advisors. The client was not concerned or interested in typical direct mail results. Their recruitment process typically involved developing lead lists of interested agents and engaging them through some method of conversation regarding the services of Royal Alliance and the benefits of joining this group. Their goal was to be more proactive in their approach. Previous efforts fell short in response times.

Solution

Velocity presented a new way for Royal Alliance to reach out to their prospects through a targeted direct mail campaign. An advisor would receive a postcard, and they would be directed to a PURL or Personalized URL, i.e., “jane.smith@royal.me.” Once on their own personal page on the site, they were greeted with a personalized message, i.e., “Dear Jane,” and then our microsite built for this engagement. Here the advisors answered questions not only about business but personal questions like hobbies, sports, etc. We also offered a list of areas within the firm that they could get more information about joining the organization. After the prospect clicked through the site, Royal received an email notifying them of the new prospect. Velocity provided a dashboard to Royal that provided clear, visual, timely information so they could reach out to prospects proactively. The administrative portion of the site allowed Royal to click on the campaign and go through the leads. It was able to tell them how many people accessed the site, where they abandoned it if they did, and who clicked through to the thank you page.

Results

The primary goal of the program was to monitor responses in real time which were easily accomplished. This real-time monitoring made a proactive response possible which made for better engagement. Royal stated that the level of engagement, plus the real-time notification through the dashboard were all critical to the success of the campaign.