CASE STUDY Lincoln Financial Group (LFG) One of the nation’s leading providers of wealth accumulation and protection products, financial planning and investment advisory services for the affluent and retirement markets. • Lincoln Financial Group planned to celebrate its 100th anniversary in 2005 and sought a media partner that would enable it to achieve the following objectives: • To increase awareness of Lincoln Financial Group’s heritage and experience • To inspire ownership and participation among LFG employees
AETN's Integrated Ad Sales & Marketing Group created a comprehensive integrated marketing program that empowered LFG to reach its goals and communicate to its varied audience through multiple touch points. • Sponsorship of Lincoln-themed programming on The History Channel • even (7) Original Vignettes, each illustrating LFG's corporate values as exemplified by Abraham Lincoln • Customized Minisite on HistoryChannel.com • Co-branded Banners driving visitors to Minisite • 10 Week Online Ad Schedule driving visitors to LFG.com • Exclusive Sponsorship of Weekly Quiz on HistoryChannel.com • Co-branded Lesson Plans and Oversized Classroom Posters distributed to every U.S. public school with an 8th grade (20-25,000 schools) • Online Lesson Plans for 5th and 8th grade students available for download on HistoryChannel.com • Email Launch Announcement to approximately 75,000 teachers • 4-color Ad Inclusion in Spring Issue of The Idea Book, distributed to approximately 200,000 teachers
Ad Schedule across three issues of The History Channel Magazine, with a base rate of 150,000 • 7,000 Commemorative DVD Gift Sets: Customized two-disc set of 4 select History Channel titles with co-branded packaging distributed at corporate-wide 100th anniversary celebration • Customized Cover of History Channel Magazine celebrating LFG's 100th Anniversary with special 4-page Insert (75,000 overrun) • 7,200 Co-branded Commemorative Lincoln Bust Banks for every LFG employee • 12 Monthly HTML Employee Newsletters • 7,113 Complimentary Memberships to The History Channel Club for every LFG employee • 100th Anniversary Sweepstakes with Grand Prize Trip to San Diego for one LFG employee
Customized Minisite Idea Book Ad Classroom Poster Lincoln Bust Bank Employee Newsletter Lesson Plan
AETN's rich offering of media platforms enabled Lincoln Financial Group to BOTH generate awareness among LFG's external audience AND increase ownership and participation among its internal constituents. • Targeted On-Air programming delivered the high-income audience who are potential LFG clients, Online impressions overdelivered, and The Cable in the Classroom effort created an immeasurable amount of goodwill among the educational community. • Employee Recognition initiatives such as the monthly newsletters, commemorative DVDs, and sweepstakes increased employee participation in LFG's Anniversary Celebration and generated excitement throughout the company. • AETN's Integrated Ad Sales & Marketing Group met LFG's business challenge with a Big Idea that was successfully executed through a variety of communication channels while maintaining a consistent message and tone.