Turnkey Marketing Campaign Toolkits

PROBLEM #1
Complex Products &
Touchy Subjects.
Most people have misconceptions about the relevance of estate planning.
Many believe that only the ultra-wealthy can benefit from a trust and they
don’t understand the risks they face if they fail to plan. Thus, initial client
engagement requires significant education in order to demonstrate that
clients have a need for our services. And because we don’t draft estate
plans, but rather we execute estate plans as trustee, we need to educate
people about: (1) the importance of estate planning in general; (2) the
benefits of designating a corporate trustee; and (3) the benefits of
designating Members Trust Company as corporate trustee.
SOLUTION
Series of Fun Educational Videos.
Trusts are never easy to talk about, nor does one trust fit all. This
series of videos takes a lighter approach to do the heavy lifting on
the options available to protect our clients’ estate from
irresponsible children, second marriages, and more.
RESULTS :
13.71% engagement rate, industry average is .05%.
197 Views in the first hour of launch, and shared 7
times in one day; more than any other video we’ve
ever posted.
PROBLEM #2
Partners with Limited
Marketing Resources.
Our credit union partners have marketing teams that are often stretched
thin in terms of bandwidth; they have little time to devote to developing
integrated marketing campaigns for third party partners.
SOLUTION
Turnkey Marketing Toolkits.
Today marks the largest international wealth transfer in history with $30 trillion in assets projected to transfer
from boomers to their heirs, yet 60% of American adults don’t have an estate plan. An all-hands-on-deck
approach to educating our customers on the importance of protecting their legacies was a sweet success.
RESULT S :
With almost 3,000 downloads (and counting) directly
from our website, trust services quickly went from
not very top-of-mind to top priority.