Campaigns
Online Fee-For-Service Educational Campaign for Financial Professionals
I planned, implemented, and distributed the How to Launch Your First Fee-For-Service Engagement for AdvicePay, a four-month progressive multimedia course and full-funnel, owned media campaign that initially enrolled over 650 new qualified leads from September to December 2022, with conversions exceeding 20% and generating over $80,000 in new ARR.
This campaign addressed the most common objections encountered from financial professionals who had not yet performed a fee-for-service financial planning engagement:
- Not sure what services I should provide
- Don’t know what to charge for planning services and would like more information on pricing trends across thousands of financial professionals
- Uncertain what kind of clients are a good fit for fee-for-service financial planning and how does the firm target, market to, and earn business from them
Each monthly lesson includes a recorded 30-minute video presentation (originally presented as a live webinar) with Q&A available for on-demand playback. All lessons offer branded downloadable resources and worksheets attendees use to apply takeaways and customize tactics learned in each lesson to the attendee’s business.
Courses were then white labeled by multiple broker-dealer clients, each of whom received a custom course landing page and automated email sequences in HubSpot, generating an additional 300+ MQLs through live and on-demand content options and over $20,000 in additional ARR (statistics measured through May 2023).
First-Party Data Research Report and Campaign
I conceived, authored, and distributed the 2023 Fee -For-Service Industry Trend Report, a 20-page PDF for top-of-funnel and lead nurturing that addresses common misconceptions about the growth potential and sustainability of the fee-for-service financial planning business model. Report design and layout was performed by AdvicePay marketing team members.
This report generated approximately 500 new MQLs within 30 days of publishing and received earned media publicity from prominent industry publications (see Want more new business? Add subscriptions, AdvicePay says from InvestmentNews) at no cost.
Virtual Recruiting Campaign to Engage and Attract Physician Trainees
Emory University and Children’s Healthcare of Atlanta Department of Pediatrics virtual recruiting website campaign, 2020-2022. This campaign was created in the wake of the COVID-19 pandemic, as in-person interviews by prospective trainees were cancelled.
In lieu of visiting the Emory University and Children’s Healthcare of Atlanta facilities and surrounding Atlanta metro in person, we built this virtual recruiting website to highlight a variety of benefits of receiving pediatrics training at Emory University and Children’s Healthcare of Atlanta as well as living in the Atlanta metro. I conceived the private course site, identified Articulate’s Rise 360 as the platform, and produced dozens of videos for the site, many of which are included in the campaign preview linked below.
I hired and managed a four-person video production team to film department chairs, 36 pediatrics department program directors and associate directors from 18 subspecialty divisions, and over 40 pediatric residents and fellows, all within an aggressive timelines of several weeks. Edited videos were delivered to the department for compliance review and approval within four weeks of filming, meeting the department’s goal of publishing the site to trainee candidates during their interview period.
The preview linked below consists of all of the common course content that was included in all 18 subspecialty training programs’ private sites. Each program had its own private site that it could customize, while preserving the common content shared by all programs.
