Profiled in Social Media Memo, SFG's success with social media showed the world how measurable a thought leadership strategy could be. Profiled in Social Media Memo, SFG's success with social media showed the world how measurable a thought leadership strategy could be. Profiled in Social Media Memo, SFG's success with social media showed the world how measurable a thought leadership strategy could be.

Assignment: The principal of SFG Advisors wanted to take advantage of the dog days of summer to undertake a series of employee compensation webinars with a colleague who was also a Center of Influence in the estate planning world. In addition, he wished to undertake some third-party blogging initiatives in order to drive up his analytics profile on Google.

Challenge: To prove that the there was an adequate Return on Investment for the summer campaign; we developed a measurement mechanism that connected webinar hits to an Internet-based press release strategy and third-party blogging.

Solution: The combination of email alerts, the webinars themselves and blogging drove up SFG Advisors presence on Google contributing to increased viewership and new prospects. By the end of the eight-week campaign the initial marketing investment returned four times its cost in the form of new commissions, fees and an expanded client base. The creative team consisted of John Drachman, copywriting; D. Bruce Johnston, social media strategy and Zach Hedges, web design.

Projects:

Website design and development
Editorial content development
Brochure
Print collateral
Press releases
Presentations for webinars
Moderating of event
Metrics

Launch website

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