Crunching the Data
The Aon team had been collecting and analyzing data on retirement readiness for years. Still, the results of that powerful research weren’t being circulated as widely as the team behind it wished. The research’s quality and methodology were unique, and the team was eager to get the results into global HR decision makers’ hands.
They were looking for a partner that could bring a fresh eye to the research results and develop content that would appeal to a broader business audience and extend the content’s life span for up to two years.
Developing a Complete Package
In this B2B research report example, Rep Cap worked with the Aon team to produce a refreshed content package for The Real Deal. This included a wide variety of marketing assets. Among the collateral, we developed were an e-book, methodology report, infographics and placemats highlighting the key takeaways from the research. This package served as the foundation for an extended campaign promoting the Aon team’s comprehensive approach to helping employers develop best-in-class retirement offerings that could help their employees achieve financial security.
A Milestone Moment
The Real Deal was shared more widely than ever before. It achieved the “Milestone Moment” status for Aon, which was a significant cornerstone achievement for the division. HR and benefits leaders at large, global companies (the target buyers for the services promoted in the campaign) responded favorably to the new format, and the research was picked up widely in the general and trade business press. The campaign assets also continue to serve as a model for promoting other key research results from the Aon team across multiple divisions worldwide.
