CAMPAIGN OBJECTIVE
Increase the ratio of proprietary international funds sold through the broker-dealer channel.
CAMPAIGN STRATEGIES
- Educate brokers.
- With brokers, educate investors.
- Spotlight Prudential’s credentials (capabilities and product line).
- Showcase key funds.
- Prepare marketplace for launch of new funds.
CREATIVE CONCEPTS – GOALS
- Develop a visual theme that illustrates international or global, but does so uniquely and without repeating visuals commonly used by the competition.
- Draw on the public brand equity long established by Prudential.
- Produce cost efficiencies by creating pieces that can serve multiple functions.
- Guide brokers and consumers through the sales story with an easy-to-follow and non-intimidating package that is both concise and complete, upscale and warm.
COMPONENTS OF MARKETING MATERIALS
- Unique Icon and Tagline to help brokers
spot materials quickly
- Housing Kit (Broker Marketing Kit):
holds broker folder and consumer sales kit
- Broker Folder:
Cover letter
“Why Prudential” brochure
Fund Manager profiles
Fund facts folders (all funds, without prospectuses)
- Consumer Sales Kit
Cover letter
“Why international” educational brochure
“Why Prudential” brochure
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