One to One Interactive launches retirement solutions site for FleetBoston Financial
February 27, 2003
One to One Interactive and FleetBoston Financial recently launched
a Retirement Planning Center microsite promoting both Fleet and
Quick & Reilly retirement solutions. The site is part of an
integrated campaign in which Fleet is targeting more affluent
consumers throughout its geographical footprint. The interactive
portion of the campaign includes email and online advertising (also
managed by One to One Interactive).
Fleet seeks to accomplish two objectives with the website: to
communicate Fleet's expertise in retirement planning solutions, and
to motivate consumers to engage further with Fleet.
The Retirement Planning Center combines content from several
areas within Fleet. Throughout the site, a segmented approach is
employed, providing content appropriate for people in various life
stages. Site visitors have several options, including education via
interactive tools and relevant articles. Additionally, visitors can
further engage with Fleet by signing up for a free, personalized
retirement goal analysis by a Quick & Reilly Personal Financial
Consultant. An automated leads system will enable the Personal
Financial Consultant to obtain the lead information and respond in
a timely manner.
Reporting for the entire campaign will be provided by One to One
and accessible to Fleet via an on-line interface. One to One's
reporting infrastructure will be leveraged to understand the
effectiveness of each medium, as well as reach/frequency metrics
and performance of the site itself. In addition, measures will be
available for unique users, particular segments and in
aggregate.
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