 |
|
|
 |
 |
|
|
|
|
| |
|
 |
|
|
|
|
 |
|
Henry the Hedgehog Comic Book
Challenge:
The Henry the Hedgehog program for
GT Global Mutual Funds was designed to attract assets to “in-trust” and RESP accounts. The trend indicated that, once an “in-trust” account was set up, parents and grandparents would continue to contribute to the same account, resulting in increased assets to the company. In addition, financial advisors are always looking for a vehicle that provides opportunities for increased contact with their clients. We
were looking for a vehicle that would
encourage advisors and investors to purchase
GT Global Mutual Funds.
Solution:
Strategy – we developed a program that was appealing to grandparents, parents and children. The educational component, combined with an actual gift element, appealed to the parents and grandparents, while the children loved the kit itself.
Tactical – we developed two different kits to appeal to two age groups. The first was created for 0-6 year olds. The kit included a brightly coloured book, explaining what mutual funds are and how they grow, a stuffed “Henry the Hedgehog” plush toy, a certificate stating the fund invested in and who gave the gift, all packaged in a brightly coloured box. The second kit was designed for 7–12 year olds in mind that included a comic book, explaining mutual funds and the importance of diversification. The comic book, in particular was a challenge to print because the paper was unconventional and a challenge to locate. We felt that it was critical that the stock be the same as a regular comic book to provide authenticity.
Results:
Attracted $2.5 million in assets in first 9 months, increased awareness, developed database of high net worth parents and continued communication via “Henry” newsletter with both children and parents to promote the brand. This program was recognized as an industry first and was nominated for the “Best New Initiative" at the Mutual Fund Awards.
Note: Kate Taylor created this program while in the employ of GT Global/AIM Funds Management. |
|
|
|
|
 |
|
LCBO – Internal and external merchandising
program
Challenge:
As part of the LCBO Community Awareness
program, the business strategy was to find
high-profile Canadian initiatives that
required financial support and in providing
that support would enhance the quality of
life for Canadians.
The Commonwealth Games was determined to be
a high-profile Canadian event and the
Canadian athletes were in great need for
corporate financial support. LCBO made a
commitment to the athlete board that they
would provide substantial funding to help
meet their travel and housing cost needs.
Solution:
Strategy - Yvette Gauthier was
commissioned to manage the creative and
implementation that focused on building
awareness in the most cost-effective way
possible.
Targeted to LCBO customers, and empowering
their financial participation, the program
was planned with the focus of high profit,
yet not jeopardizing LCBO’s high quality
marketing. Cost-effective and innovative
marketing and communication vehicles were
important to the success of this program.
Keeping within the high quality standards of
LCBO’s merchandising program and considering
value-add solutions were the contributing
factors to the success of this program.
Included was the commissioned talent of
predominate Toronto photographer Yuri Doyc
who created beautiful photographs of the
athletes. All material was created with
innovative messages about the dreams of the
athletes.
Tactical - Managing several teams of
both internal and external creative and
production resources, Yvette was able to
multi-task all program initiatives in a
timely and cost-effective manner.
They included: in-store displays, indoor and
outdoor large format posters featuring top
Canadian athletes – produced in both vinyl
and paper, ballots and ballot boxes for each
store where a draw to win a trip as a guest
to the Commonwealth Games would be given.
T-shirts, created, produced and distributed
to each branch, LCBO's award winning
magazine with feature articles on the
athletes and music compilation with
consistent Commonwealth Games brand look and
feel. A customer support and appreciation
banner was created for each store that
patrons could sign as a token of support to
the athletes.
Results:
By investing in strong visuals through
photography, the impact of all marketing
material created such an interest from
customers and staff alike, that many of the
pieces were requested as keepsakes and
resulted in high public profile for LCBO.
Approximately $ 250,000 was earned over the
course of several months and in a timely
manner to help support this important event.
Note: Yvette Gauthier developed this
program while a consultant at the LCBO. |
|
|
|
|
|
|
Scotia Securities – DM piece targeted to a
niche market
Challenge:
To develop an educational vehicle targeted
toward the Scotia Young Investors Fund
holders, to enhance their educational
level on both the fund and general
investing.
Solution:
The uniqueness of this market lent itself to
create a fun piece that was easy to
understand. We knew that mostly grandparents
and parents would receive these, so our
strategy was based on the 3 secrets of
successful investing; invest early, invest
regularly and stay invested. The vehicles, a
newsletter and letter were sent to each fund
holder along with a Business Reply Card (BRC)
with an invitation to mail back and receive
an investment booklet that was packed with
basic investment strategies and could be
shared with the children.
Results:
The response rate was 8% which surpassed
our expectations.
Note: Yvette Gauthier developed this
program while a consultant at Scotiabank.
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
