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Prudential Financial •
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Clients: Case Studies >

Prudential Financial

The Challenge:
Prudential was generally considered to be the least successful of the diversified financial services companies (with the weakest brand, according to Prudential’s own internal research). The company had also not done an effective job of utilizing the online channel to acquire, activate and retain clients. The firm recognized this and invested tens of millions of dollars to upgrade its website and develop a new multi-channel consumer financial offering.

Prudential asked THUNDER FACTORY to help them launch this new website and gain new credibility for the firm in the industry, attract new clients, and activate/retain existing clients.
Strategy:
  • Positioned the new PruFN.com website and multi-channel offering - web, financial advisors, phone - as the company that offers “Personalized Services. Smart Advice. My Way.”
  • First introduced the new website to the company’s 6,000 advisors, to get them on board
  • Created communications platform to drive marketing and communications programs: PruFN: Planning for Life
  • Launched integrated marketing campaign to drive incremental new business to the new website and multi-channel offering
Execution:
  • Created new positioning and branding for PruFN.com, and integrated that into all communications nationwide
  • Developed and managed an educational program for Prudential advisors to enable them to better leverage the new website and multi-channel offering, thus gaining their support and participation
  • Developed online advertising campaign and search engine optimization effort to drive new unique visits to the site, and encourage existing clients to use it (along with their advisors)
  • Created strategic partnerships that further enhanced the PruFN.com value proposition for new and existing clients
Results:
  • Prudential beat all of its goals in terms of unique visitors to the PruFN.com site and site usage by existing clients and their advisors
  • PruFN.com registered a sharp increase in client transactions and new assets under management at Prudential Financial
  • The Prudential brand scored significantly better in ongoing tracking studies following the launch of the new PruFN.com multi-channel offering
Click here to see examples of creative execution for Prudential Financial