Big Stadium undertook a full review of the financial planning industry with focus on individuals using the Internet to locate advice and assistance with their personal retirement planning. Our extensive research included the analysis of log files for several major search engines, allowing us to better understand the psychology and interaction of seniors online. From this data we were also able to get an accurate feel for the total consumer market demand searching for assistance online every day.

Our research and study also included survey polls, as well as a comprehensive analysis and breakdown of all key influencers online through various communities, help forums, information providers, commercial marketing entities and planning archives. Our objective was then to create a road map detailing exactly how individuals look for assistance, how they are influenced, and where they are most likely to make decisions.

The resulting strategy developed for the client included heavy content creation under a new brand geared towards the topical interests quantified by our research. Market stimulators included strategic editorial targeting and contribution to a wide range of relevant message boards, online communities, and article archives. Combined with the creation of an effective pay-per-click campaign, the project also benefited from top three positions across more than 31,000 popular phrases and word combinations identified during the research phase.

Our client gained a significant boost for brand awareness, sales performance and new strategic alliances that continues to generate added value and direct benefit at a fraction of the cost normally associated with comparable penetration.