Hefren Case Study

THE CHALLENGE

• Tracking Leads
• Targeting “Next Generation”
• Adopting New Technologies
• Geotargeting Key Areas

Hefren-Tillotson, a well-known wealth management firm, had an abundance of content they knew current and prospective clients would find helpful. What they didn’t have was a strategy to share that information online to make it highly accessible in a coherent way. Additionally, over the years, Hefren-Tillotson sought to implement a more sophisticated content marketing strategy, digital advertising, and more robust reporting to take advantage of their increased web presence.

STRATEGY

Goals, Plans, Challenges, Timeline

A GPCT exercise, which stands for Goals, Plans, Challenges, and Timeline, is a marketing strategy framework that helps businesses clarify their marketing goals, develop actionable plans, identify potential challenges, and set realistic timelines for achieving their objectives. Completing a GPCT exercise is important because it allows us to align marketing efforts with a client’s overall business objectives and develop targeted campaigns that resonate with their target audience.

Using the growth-driven design methodology, we came up with a plan to engineer new methods of content marketing and leveraging HubSpot technology to keep up with the company’s desire to increase digital performance.

CREATE

Website Design

We prioritized updating layouts and global styling in an effort to make their brand more appealing to a younger generation without alienating their older, established clients. By adding images of Pittsburgh, we reinforced their hometown roots; by adding lifestyle imagery that reflected both their existing generating and their younger, more diverse targets, we were able to communicate that Hefren-Tillotson was a brand that understood the challenger of people all shapes and sizes. We were able to add depth and interest as a deviation from their previous design by expanding their door palette , as well as broke up the blocky modular feel. We reorganized, and rebuilt the company’s web presence page by page in WordPress with an initial launchpad website after consulting on the key topic areas of interest to their target audiences.

EXECUTE

Website Development & Inbound Marketing

Visit website

Additionally, Vendilli utilized HubSpot to provide content and inbound marketing support to increase online visibility, including a comprehensive plan to create and publish thought leadership content. Digital advertising campaigns were also engineered to reach prospective new clients and further engage contacts within the database. A multi-faceted strategy helped to engage new prospects outside of their current sphere of influence and nurture existing leads within their database to help drive sales conversations and conversions.

As Hefren-Tillotson’s digital marketing needs grew, Vendilli engineered new methods to keep up with the company’s desire to increase digital performance. An updated email newsletter strategy built within HubSpot and high production value video content for the wealth management firm was produced to position their expertise and further connect and engage with new prospects and existing clients alike. Given the increasing volume of content, number of advisors in the firm, and the large audience of clients and subscribers, marketing automation strategies were also carefully planned and implemented to help the firm maintain personalized and tailored client communications at scale.

OPTIMIZE

The Results: A Culture of Content that Converts

For over 75 years, Hefren-Tillotson was among Pittsburgh’s most well-known and trusted wealth management firms. In June of 2022, Hefren was acquired by Baird. During Hefren’s final four years, Vendilli partnered closely with the marketing department, providing web design and development support, digital advertising campaigns, content marketing, strategy and support with HubSpot’s marketing automation capabilities, landing pages, email marketing, and much more.

Our close collaboration yielded remarkable results, consistently generating over 150 leads per month attributable to these efforts.

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New Leads Monthly

Generated through inbound marketing and paid search efforts

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Click Increase

Number of clicks increased from 173 clicks to 1,942 clicks through paid search efforts.

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Increase in Web Traffic

Website visitors increased from 379 visitors to 5,539 attributed to email marketing

TESTIMONIALS

What the Client Thinks

Web traffic is up, lead flow is up, and business is up.

Overall, I have been extremely satisfied in our partnership with Vendilli. We started with a major website overhaul as ours was very outdated and text-heavy. We started slow in regard to marketing spend, but have gradually increased over the last 16-18 months, and have not been disappointed. Web traffic is up, lead flow is up, and business is up. …More

The folks that they have on the team at Vendilli are great to work with and very accommodating with our hectic schedule. I have recommended them to several of our franchises and wouldn’t hesitate to recommend them to anyone looking for a website overhaul or digital marketing partner.

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DIRECTOR OF OPERATIONS

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The Problem:

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Increase in Organic Traffic

• Tracking Leads
• Targeting “Next Generation”
• Adopting New Technologies
• Geotargeting Key Areas