LINKEDIN MARKETING SOLUTIONS CLIENT SUMMARY

BACKGROUND

Editions Financial is a global content marketing partner for LinkedIn Marketing Solutions.  We provide strategic consultancy, content and creative support aligned to the proposition: ‘Rethinking The Customer Journey’.

THE LINKEDIN STORY

THE CHALLENGE:
To showcase LinkedIn as THE platform of choice for FS marketers.

THE TARGET AUDIENCE:
Financial Services Marketers – CMOs

THE IDEA:
Create a series of narratives for Account Executives to present during a meeting.

THE COMMUNICATIONS PLAN:

  • A range of narratives spanning multiple areas of Financial Services, including B2B, Wealth Management and Credit Cards.
  • Establish a relevant customer journey and highlight content marketing and products relevant at each stage of the journey.

LinkedIn Case Studies

THE CHALLENGE:
To showcase the LinkedIn product offering using actual examples of LinkedIn clients.

THE TARGET AUDIENCE:
Financial Services Marketers.

THE IDEA:
Create a series of case studies which demonstrate the products available at each stage of a customer’s journey and results achieved.

THE COMMUNICATIONS PLAN:
A range of online case studies spanning multiple areas of Financial Services, including B2B, Wealth Management, Insurance and Retail. To be promoted through a monthly newsletter, blog posts, email and social campaigns.

THOUGHT LEADERSHIP

THE CHALLENGE:
To position LinkedIn as leading the way in the Financial Services sector as a thought leader and ‘go to’ point for knowledge and insight.

THE TARGET AUDIENCE:
Head of Marketing, Marketing Directors.

THE IDEA:
Source professionals to partner with LinkedIn to demonstrate a combined knowledge force.

THE COMMUNICATIONS PLAN:

  • Partner with Greenwich Associates to develop primary research to showcase key emerging trends across Wealth Management.
  • Promote the research highlights through social campaigns and blog posts.
  • Implement a series of webcasts with a panel of experts sharing the latest insights and trends in content marketing.

EVENT PROMOTION & COLLATERAL

THE CHALLENGE:
To promote all aspects of a global annual conference called Finance Connect 2016.

THE TARGET AUDIENCE:
Key influencers across the Financial Services sector.

THE IDEA:
Bring to life a concept called ‘FinXTech’ which shows the collaboration between Finance and Technology.

THE COMMUNICATIONS PLAN:

  • Promote the 2017 World FinTech Report prior to launch through online and social campaigns.
  • Create all invitation content including a live streaming option.
  • Integrate the event concept through event signage.
  • Develop an event microsite for pre and post event content.

AGENTS OF CHANGE CAMPAIGN

THE CHALLENGE:
To share the perspective of unique individuals from FinTech challengers and incumbents who are seen as catalysts for change.

THE TARGET AUDIENCE:
Heads of Marketing within Financial Services brands.

THE IDEA:
An ‘Agents of Change’ concept with a series of thought-provoking video interviews.

THE COMMUNICATIONS PLAN:

  • Translate the video content into an email and Twitter campaign.
  • Include the content within a newsletter and blog posts.
  • Utilise quotes and footage at an event through signage and a video ‘sizzle reel’.
Video