Close Brothers: Workplace Financial Wellbeing events

The challenge

Close Brothers had been running what they called internally a “public” retirement programme—a series of events designed to showcase their ability to provide unbiased financial advice and education for employers. These workshops, both face-to-face and virtual, covered critical financial planning and lifestyle topics, guiding employees toward a positive transition to retirement.

However, participation rates had been dropping since covid. And the challenge was to overhaul the marketing strategy and comms to boost registrations and attendance for the events.

The approach:

Working with Close Brothers we clarified the programme’s two distinct target audiences as;

1. Employers or HR decision makers who would attend (for free) with up to five employees to experience Close Brothers’ expertise firsthand and potentially sign up for a comprehensive employee benefits package.
2. Employees who attend, who had the potential to become direct consumer leads to support with retirement planning and transitional support services.

Recognising the need for tailored communication strategies for each group, we developed and tested two approaches:

1. All comms to employers, focused on getting the employer to attend This was a more B2B sales approach focused around getting them to attend and ‘see for themselves’ with a secondary message to invite up to 5 employees for free.
2. All comms to employers, but focused on getting employees to attend. This included emails, a landing page for employers with clear instructions on how to invite employees and a secondary message to come and see for themselves what was on offer.

To support these objectives we developed a suite of comms tailored to each distinct audience;

Employer-focused attendance comms:

• X3 emails that were short, succinct, highlighted key benefits for employers with clear CTAs
• A landing page with more information for employers and for them to book their spot, and with a secondary message of inviting up to 5 employees
• LinkedIn outreach messages for sales team to send prospects from their personal accounts inviting employers to attend. (We also conducted a Linkedin basics training session for their sales team to make the best use of the platform).

Employee-focused attendance comms:

• X3 emails sent to employers that were short, to the point, highlighted key benefits for employees and with clear CTAs
• A dedicated landing page providing employers with instructions on inviting employees, including booking links, a pre-written invitation email template, and an employee brochure.

Each communication piece was simplified to highlight key benefits, clearly demonstrate the value of the events, and encourage higher sign-ups through clearer CTAs.

The results

Stay tuned as we are  awaiting channel metrics and financial wellbeing event registration results shortly!

If you’d like to chat about how Moreish can assist with your event comms, get in touch here.