Overview
A financial wellness company, Gouldin & McCarthy sets itself apart from larger, national firms by offering what others don’t: educational resources and personalized, ongoing support for employees.
And, like those larger firms, they’ve relied on traditional marketing to grow their clientele.
When they decided that their website needed an upgrade and we began our work together, we started by outlining what made their organization unique. Above all else, they strive to provide trust and financial peace of mind to clientele and employees alike through a wealth of free resources. We ultimately decided to highlight these services and use them as marketing tools.
Update: Gouldin and McCarthy was acquired by One Digital in early 2022. Read more here.
Setting itself apart
A financial wellness company, Gouldin & McCarthy sets itself apart from larger, national firms by offering what others don’t: educational resources and personalized, ongoing support for employees.
And, like those larger firms, they’ve relied on traditional marketing to grow their clientele.
When they decided that their website needed an upgrade and we began our work together, we started by outlining what made their organization unique. Above all else, they strive to provide trust and financial peace of mind to clientele and employees alike through a wealth of free resources. We ultimately decided to highlight these services and use them as marketing tools.
Our three-step plan
Our ultimate objective fell into three parts: creating materials that would inspire clients to recruit friends and family, offering them a clear-cut process to do so, and ensuring that those referrals could sign up easily. With this model, we knew that corporate clients would be empowered to take control of their financial wellness; this empowerment would be a clear selling point to new potential clients.
Our plan to make the new website accomplish all of this? Leveraging existing technology, creating a cohesive environment between print and digital materials, and heavily broadcasting all relevant resources.
We focused our energy on two areas of the website that we thought deserved the most attention: the ‘resources’ and ‘financial wellness’ pages. The ‘resources’ page was reworked to place a heavy emphasis on educating and empowering their audience to make well-informed decisions. The ‘financial wellness’ page was then used as a marketing tool that could be used across all sales channels.
A new marketing campaign
The refreshed site created a positive experience for the reader from start to finish, setting the tone for their relationship with Gouldin & McCarthy. As a result, the website turned into a seamless, user experience-based marketing campaign that put more power into the hands of clients – and made the organization’s life a little bit easier.
