INTEGRATED MARKETING SERVICES
Brief
The California Teachers Association (CTA) is California's largest professional employee organization, representing more than 340,000 members. CTA recognized the need to help its members by providing retirement, investing and financial planning education tools. Its objectives were to quickly create a new brand around financial education that integrated with its current brand standard, provide greater value to its members by means of financial education tools, create awareness of the tools, and gauge member response and refine tactics based on member feedback.
Solution
Priority's experience in integrated marketing services and educating consumers about financial services was used to build a communications plan for CTA. Priority's team knew it would take a combination of online and offline tools to reach teachers of all ages and income levels. CTA directed a focus group with CTA members to gauge their reaction to the proposed site and various communication channels. After reviewing these results Priority proposed a website, email marketing campaign, publication design and offline enrollment materials.
Results
Within six months Priority created the brand for the 403(b) campaign and developed the website, direct mail campaign, email campaign and other supporting materials. The campaign recently won a Platinum MarCom award.
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