CNL — Public Pension Plans Campaign

CHALLENGE: This Orlando-based financial management company specializes in investment and retirement accounts for public service employees. They needed to reach this market through the service employee unions, rebranding an existing portfolio of services. The materials available under the CNL umbrella did little to distinguish them from the competitors and needed a distinctive look and feel.

STRATEGY: This Orlando-based financial management company specializes in investment and retirement accounts for public service employees. They needed to reach this market through the service employee unions, rebranding an existing portfolio of services. The materials available under the CNL umbrella did little to distinguish them from the competitors and needed a distinctive look and feel.

RESULTS: The campaign received a warm and exciting welcome from the test groups and resulted in a higher profile for CNL Institutional Advisors among public service employees and their unions. The campaign elements were just as dramatically different when compared to the competitor. The message was delivered loud and clear: CNL is not about transactions, CNL is about relationships.