AGENCY CASE STUDIES

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T. Rowe Price

T. Rowe Price and Imprint are committed to delivering the best content marketing experience in order to achieve—and exceed—our goals. And sometimes, that means having difficult discussions and challenging one another. An example is Imprint’s willingness to continually push and encourage TRP to showcase their thought leadership through new, engaging and interactive formats. TRP has had exceptional success with traditional content programs, but, since the launch of their online content hub, Insights, TRP has had the opportunity to drive further engagement through diversification in content format and medium. Together, Imprint and TRP challenge complacent thinking and push to evolve, always in the name of improving results. In analyzing TRP’s target audience, a need became evident for a digital first content strategy that allows for more interactive, easily digestible content, driving readers toward immediate action. Imprint dove head first to help bring innovation to Insights in the form of consumer-friendly content delivered through new story-telling formats. An excellent example of innovation is the “Do You Act Your (Savings) Age?” interactive quiz. Instead of simply reading research results, users are encouraged to interact with content, get self-selected results, see how they compare to peers, and receive tips pertinent to their generation. The quiz demonstrates how TRP has started to embrace and push themselves to find new and engaging ways to repackage and deliver their proprietary thought leadership and research. Our successful partnership has helped create a force and energy that is leading to both culture change and content marketing acumen.

Athene

The strategy of Athene’s “Discover Your More” program was built upon a need Imprint saw in the retirement planning and annuities marketplace to connect emotional goals with financial goals as a means to drive retirement planning and enthusiasm among consumers. Discover Your More was designed to help Athene agents bridge the gap between what will bring their prospective and existing clients happiness in retirement and the products that can support those dreams. It’s a new way to sell annuities that aligns with what Athene’s customers think about retirement. We developed six retirement personas using Athene’s proprietary research, then created a multi-platform content experience that provides agents with the tools they need to help their clients define clear emotional goals. This approach allows clients to get an insightful, holistic look at retirement, while agents get more high-quality, nurtured relationships that grow their bottom line. We also developed an interactive quiz to help consumers discover their retirement persona. It was promoted via social media and through an existing Athene e-newsletter program. The quiz also served as a tool that agents could use during their meetings with clients. Feedback from participating Athene agents has been extremely positive: • 83.3% said the concept was a great idea that would drive excitement and get more people thinking about retirement. • 62.5% said the program, would help build better relationships with their clients and would add value by helping them plan emotionally for retirement.