Overview.
The Chartered Alternative Investment Analyst Association (CAIA) is the sponsoring body for the only designation recognized for expertise in alternative investments. As a global non-profit organization, CAIA is the fastest growing designation in the financial services industry. Financial professionals must pass two tiers of examinations to receive the charter, which demonstrates mastery of alternative investment concepts, tools and practices and adherence to the highest standards of professional conduct.
Potential.
For those working in the increasingly complex financial services industry, true asset allocation and due diligence have become essential ingredients for sound investment strategies in both the institutional and high net worth market. Trinity was hired as CAIA's full service marketing partner to help the organization further define its value propositions to key stakeholders and then articulate its brand story in a manner most relevant to each distinct audience. Trinity is well-suited for such a task given the firm's understanding of the industry and how much it has truly changed as a result of 2008 and 2009 events.
Realized.
After completing an initial engagement to build a three-year marketing and communications plan, the first order of business was to drive registration for the Fall cycle of Level I and Level II exams. Trinity began by developing an email campaign targeting individuals already in the CAIA database. This includes people who have signed up for events, a website account, or even a previous exam. Each email clicks through to a landing page nested within caia.org that further address each audience with compelling content supporting the value of the designation. Each message focuses on a potential barrier to registration with a goal of re-engaging this group.
In addition, Trinity created an online advertising campaign designed to reach a global financial audience and drive traffic to the CAIA website. The online "WANTED" and "SERIOUSLY" campaign works to position the CAIA designation as a "must have" for anyone seeking to understand alternative investments and their significance in today’s environment.
Work.
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Online Advertising
Email Campaign
