SUN LIFE FINANCIAL
Scoring Brand Affinity in Quebec
Assistant Vice-PresidentMarketing and Communications@SunlifeQC
Adapting the brand for Quebec
2011New Business Strategy
New Marketing Vision
10 questions we asked ourselves
1. Donations and sponsorships… Why?
2. What are our competitors doing?
3. How do we showcase our reason to be?
ConsumerMarket
Brand
Supporting Quebecers at each
stage of their financial life
Expertise & Personality
Needfor empowerment
Quebeclagging behind
Redefining home economics
CrédibilitéCredibility Availability
Access to the arts
Financiallife
Diabetes prevention
Sun Life Financial
Donations and sponsorships
program
4. How should we interconnect donations and sponsorships?
Financial life Access to the arts Diabetes prevention
Donations Sponsorships Donations Donations
Activation Financial
life
Content partners
IMPACT ON CHOICE OF PROPERTIES
5. How can we stay relevant on multiple levels?
5. How do we stay relevant
on multiple levels?
ADVISORSBRAND
National
Provincial
Local
6. How can we do more without increasing our costs?
Owned Media
Earned Media
Paid Media
PartnersSun LifeFinancial
7. Can we activate our sponsorships to deliver direct business results?
http://www.youtube.com/watch?v=BTuLga0rLTA
Video
8. How can we get employees and clients involved?les clients ?
8. How can we get
employees and clients
involved?
Information Participation
Sharing
ClientsEmployees
9. How can we manage our program more effectively?
10. How will we measure performance?
FIELD ACTIVATION MEASUREMENTS
BRAND RESEARCH
MEDIA MEASUREMENTS
SOCIAL MEDIA & WEB
INTERNAL COMM
BUSINESS OPPORTUNITIES* Exemple seulement
Thank you!
In conclusion
Thank you!
Thank you!