American College of Financial Services

The Personal Pathway™ learning experience provides a lot of advantages. Students can learn on their own time and schedule, choose a structured or more customized path, access interactive texts and lesson reviews, and prepare like never before to pass the courses and exams required for two of the most valuable professional designations in the financial advisor field.

Communicating that many advantages required an expansive strategy. Working with The College, our team developed a customer journey that began with targeted online display and social media ads and then led prospects to multiple touchpoints designed to provide a fuller overview and increase interest. These touchpoints included campaign landing pages, emails, an online guide to the learning experience, and a sample lesson only accessible once prospects fill out an RFI. Within this, we also integrated messaging about introductory pricing, creating a customer journey in which each stage increased prospects’ understanding of the product and their desire to enroll.

While a sample lesson and an introductory pricing offer provided incentives for prospects to learn more, idfive’s copywriters had to provide the words that would seal the deal. In addition to the campaign headlines, the copywriters in close collaboration with The College’s marketing team wrote a series of copy-intensive assets ranging from an expansive e-book to an informational webpage to callouts that could be placed within The College’s existing website framework. In every instance, the copy leaned heavily on the promotion of the program’s key selling points while maintaining a consistently bold tone. The combination of hard, well-presented facts with a confident, spirited attitude branded Personal Pathway™ as a must-have learning experience for ambitious financial professionals.