PGIM Investments – Connect '17

An Exclusive Meeting For Edward Jones

Client:

UBS, Wealth Management Services

Role:

Art Direction, Branding, UX, Motion Design & Video Production

Task: Promotional & Leadership Affiliate-Base Services
Method: Branded App Design, Responsive Online Website, Print & Event Promo & Marketing Collateral
Goal: Event Conference Branding – Integrated Marketing Campaigns

What I Did

  • Art Direction, Visual Design & UX & UI
  • Corporate Branding
  • Responsive Web design & Optimization
  • Print Promotion, Signage Displays, Presentation & Video Production
  • Project Management and Web Development
  • Fostering Client & Stakeholder Relationship
  • Communications with Third-Party Vendors

The Challenge

Event Conference Branding – Integrated Marketing Campaigns. A 360-degree multichannel event, stretching beyond various media landscapes from mobile, interactive, digital, print, video, and social media.

The Context & Mission

THE CONTEXT

  • Personalized for wholesalers.
  • Media Engagement.
  • New CMS tool platform AventriTM (previously eTouches) & MeetingPlay Apps.
  • Photographs from the NYSE floor.
  • Branded takeaways, water bottles, bags, pens, and keepsake presentation binders.

MISSION & ROLE:

  • Art Direction, HTML Development, Brand Management, Motion Design and Production, Project Management/Producer.
  • Support detailed communication and established PGIM branding creativity engagement.
    Video visuals, Fast Facts, and Branded teaser video.
  • Invest in creating conference deliverables for all due diligence meets.
    Maximize content and support materials.

The Solution

Developed a robust online go-to-market strategy across multiple digital event marketing channels and elevated sponsorship & exhibition opportunities.

STRATEGY & DESIGN APPROACH:

Audience Acquisition Funnel
Worked alongside stakeholders and partners to establish a customer acquisition funnel focused on building brand visibility, engaging new financial industry leaders, and generating in-person event attendees. Provided a resource that monitors every step of the event and user life cycle from event marketing to registration and reporting.

Technical Optimization
Collaborated with in-house resources to ensure digital resources such as AventriTM optimization with communications such as attendee networking & engagement capabilities. Salesforce for email marketing outreach. BrightcoveTM for video monetization and enterprise communications nationally.

Attribution and Tracking
To properly assess top-of-funnel user journey acquisition campaigns. Worked closely with executive stakeholders and channel partners to establish specific objectives and then optimize towards those goals.

Created a crescendo promotion teaser video, supporting the branding expansion of PGIM Investments and creating branding guidelines and framework for event marketing promotion.

Relevant videos produced for the PGIM Investment, Connect 2017, Edward Jones event.
★ Fast Facts Video
★ Bridge Video
★ Connect 2017 teaser video

The Results

  • Delighted and engaged the attendees and increased awareness for future events.
  • 1,133 Views – User Metrics
  • Over 500+ attendees
  • Surveyed to reveal the full user journey while establishing analytics.
  • Identified opportunities captured at the top of the funnel.
  • High-level meeting materials were insightful and relevant.
  • The event user registration process was clear and concise.
  • Analyzed content screens and digital metrics
  • Received in-depth responses from legal and client
  • Performed usability testing of existing prototype
  • Supported Responsive Development:
  • Scroll capabilities on a mobile device with technological advances.
  • HD format: Video player format.
  • Preload speeds with image quality measure.
  • Landscape VS portrait screen settings.
  • Split view, aides navigation, along with a larger detail pane on the left.

The internal project moved forward as a standard strategy platform for external communications for national and global events.

Services Integrated

  • Engagement thinking
  • Solution Modeling
  • PGIM Brand Expansion
  • Delivery Excellence

Included Capabilities

  • Print & Promotion Design
  • Event Marketing
  • Web Design & Production
  • Web Development & QA
  • Email Blasts & Email Event Notifications
  • Collateral Design
  • Storyboarding
  • Video production
  • Motion Design