Project: Cannabis white paper and promotional video
Creative Direction & Project Management: Sarah Carter Graphic Design: Annie Cormier Video Production: Innertainment
Sarah was seconded to Echelon Wealth Partners as their Creative Director from 2017 – 2018 through Peerage Capital. Echelon Wealth Partners is one of Toronto’s leading boutique Financial Services firms. They have one of the youngest, most forward-thinking senior leadership teams in the industry, now comprised of 50% women. However, the firm's main challenge has been an aging, predominately male client and advisor base that does not reflect the diversity of their leadership team.
To address this challenge, the marketing team's tactics were to create and release a series of educational white papers and videos on emerging investment opportunities like bitcoin and cannabis that appeal to a younger, more diverse audience. These topics further highlighted the boutique nature of the firm, as major banks were staying away these markets. A contemporary, fresh illustrated infographic approach was selected that was a purposeful departure from previous branded collateral, which contained conservative black and white imagery of clocks meant to appeal to an older, masculine demographic.
The video contains parallels between the estimated value of the illicit Canadian cannabis market before it became legalized and how many Olympics Canada could host with that money were drawn to allow for vibrant visuals and quick contextualization of the investment opportunity at hand and provide eye catching click bait for social media channels. To ensure the Echelon branding remained strong, the Echelon blue remained the predominant colour and the brand's legacy typography was carried throughout all collateral. This fresh creative direction established a new forward thinking tone for the Echelon brand, attractive to a younger, more diverse audience. It guided the look and feel of a series of white papers and promotional illustrative videos that Echelon has continued to release in 2019, including the Why Not Now campaign geared towards educating women about wealth management.
In order to track the ROI for this campaign, we build out an "insights" page on the Echelon website to house the white papers series. A widget was added to the homepage just below the fold, which advertised the white paper and drove traffic to the insights page. The white paper and video were promoted with a series of boosted LinkedIn ads and tweets, driving traffic towards a newly built insights page. As a result, the insights page gained 26,000 views between July 2019 and July 2019 and total average page views on the Echelon Wealth Partners website increased from one to three. The largest demographic of visitors to the Echelon website is now between 25 - 45 as of August 2019.