The Brief
Edward Jones asked our agency to provide a proposal for a B2C and B2B2C, hyper-targeted and hyper-local marketing strategy focused on the economy recovering from a down market and global pandemic.
Their assigned segment for the assignment was job changers. Given the recent pandemic, this could be reflected as a new job or lay off.
Our proposal included brand strategy, creative campaign ideas, a customer journey, and an experience map that shows how all of our creative works together to convert our audience.
Team: Many talented strategists and creatives at Hill Holliday
We started with a quantitative study in order to further segment ‘job changers’ into two distinct audiences and mindset… those that had been laid off, and those that had sought out a new job or career. From there, we designed a customer journey that outlined the path to a new investment relationship for each segment, inclusive of all triggers, emotional and rational decision drivers, touchpoint, and their emotional index throughout the process.
Our Proposal
Our research also revealed a campaign strategy, in the form of a brand promise. This directly inspired our proposed campaign, In Your Corner, On Your Corner.
