Educators Financial Group (EFG) is owned by the Ontario Secondary School Teachers Federation and provides mortgages, financial advice, and planning to members of the education community.
EFG approached us looking for a way to identify education professionals in key demographic groups, determine their financial well being, and obtain their contact information: all in a fun and engaging manner!
We knew that whatever we designed must present financial advice in an easy-to-digest way. That’s how “Educators Kickstart Challenge” was born. Our idea was to have a mini-site dedicated to attracting their target audience to participate in a questionnaire and extracting the information required.
We went beyond just conforming to EFG branding guidelines. We boosted engagement by creating custom iconography to make the entire experience more memorable.
Not everyone is tech savvy, so making the mini-site super easy to navigate was a large part of our mandate. We even designed every question to dynamically change above the fold so that the user would stay focused, improving completion rates.
In order to engage in the right way and minimize ambiguity, we used decision tree logic to create our survey. Each question flows to the next depending on the answer, allowing us to place each participant into 1 of 6 predefined groups. This data would then could be easily used to segment their audience for future marketing campaigns.
Being a newly developed mini-site, we wanted to make sure that traffic would be driven to it. Educators didn’t rely only on digital; they made sure the campaign was supplemented by print ads in trade journals and industry conferences to really get the word out there.
The Educators Kickstart Challenge mini-site helped identify 3000+ qualified leads for EFG. This made it possible to tailor drip marketing campaigns specific to each lead demographic group, allowing EFG to bring each targeted demographic closer to EFG’s product offering.