The audience definition, driven from core clients and brand heritage, helped identify specific environments (print, online, television) that enjoyed extremely high loyalty. A leadership presence in these environments with messages driven by the brand and crafted for the audience would garner a heightened level of audience resonance, recall and response. The ability to concentrate in select environments with dynamic and resonant messaging would serve to reap the benefits of the knowledge-seeking and peer-leadership audience characteristics.

Last fall, this audience was engaged in several markets. We realized substantial increases in post-wave quantitative focused on message attributes, awareness and favorability. The national program is breaking now, so results are anecdotal. However, we’ve received positive feedback from Financial Consultants praising the efforts and citing positive feedback from consumers.