Financial services

®
OppenheimerFunds
Getting the Right Message
to the Right People
Kirti N Srikant
AVP, Director of Brand Marketing & Advertising
For Internal Use Only
Topics
> Strategy Builds Tactics
> The Big Idea
> Learn & Optimize
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For Internal Use Only
Focus.
 Market position
 Current market conditions
 Fill a gap
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For Internal Use Only
Focus.
Global & International Funds
Unique
World is ready to be
History perspective global
Connect
Successful Visually Differentiated
Performance engaging
Stories to tell
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For Internal Use Only
Clever
Objectives & Strategies
Awareness
•Accessible crossplatform
• “Connect the content
dots”
Innovative
• Be bold, confident, and
“arresting” in our
•Advertising
• Fully integrated approach
visuals and messaging
•Public Relations
• Engaging sales ideas
to get noticed
•Word of Mouth
•Social
•Mobile
•Digital OOH
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Differentiate
For Internal Use Only
• Use of new media
platforms
• Inspire “INTEGRATED
THINKING”
Grow
• Not your father’s
Oppenheimer…
• Truly firm-wide initiative
Insights = Engagement Continuum
ENGAGE
External
Reach:
Advertising /
Social Media
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For Internal Use Only
INFORM
Rich
sources:
Rich Media,
E-mail
EDUCATE
Microsite,
Video,
Literature,
Webinars
ACTION
Outreach to
sales
METRICS
Individual
KPIs for each
type
The Big Idea.
Globalize Your Thinking TM
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For Internal Use Only
Contextually Relevant Placements Reach The
Right Audience
Print
Content
Advertising
Television
Tablet
Advertising
Out-of-Home
GYT
Mobile
Advertising
E-blasts
Paid
Search
Event
Sponsorships
Display
Advertising
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Social Media
Advertising
A Case Study: Test, Learn & Optimize
• Captivate, MPG, Chrysalis and OppenheimerFunds partnered to measure the
results from the 2010 Rochester campaign on Captivate. Results include prestudy (Oct) and post-study (Dec).
Background
• The respondents consisted of financial advisors and individual investors (assets
$100K+) from buildings that aired Rochesterway across the (4) markets (NY, Chi,
Bos, & SF).
• RECALL: OppenheimerFunds Unaided Blind Recall Six Times
Higher Than Average
• RESPONSE: 65% Visited Rochesterway.com
Results
• Pre & Post Campaign Lift Findings: Awareness, Intent and Rating
Improve Drastically
• More than tripled brand awareness
• Intent to purchase increased
OFI Rochester Funds 2010 Captivate Program Research Findings
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For Internal Use Only
Get Noticed.
> OMMA Awards 2012
– Best in Show
– Best Integrated Online Campaign – Financial Svc
> Institutional Investor’s Best
> Fund Marketer of the Year 2011
– CMO, Marty Willis
> MFEA 2011
– Excellence in Integrated Marketing 2011
> OMMA Awards 2011
– Best Integrated Online Campaign – Financial Svc
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For Internal Use Only
Key Elements.
> Big idea
> Consistency
> Engagement
> Continuity
> Innovate
> Sufficiency of Spend
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For Internal Use Only
Thank You
Kirti N Srikant
AVP, Director of Brand Marketing & Advertising
[email protected]
Globalizeyourthinking.com
Globalizeyourthinking.com/app
@OppFunds
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For Internal Use Only

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