John Hancock: Corporate Monitor
Background: Over a nearly 20 year relationship with John Hancock, Plan-it’s work encompassed a breadth of proprietary qualitative and quantitative research studies among consumer and business audiences, including the development of a Brand & Economic Monitor to help guide long-term planning for the brand.
Objective: To create an instrument that would help John Hancock not only track attitudes toward the brand and its communications efforts, but would also ensure a strong ongoing understanding of economic attitudes in the marketplace by measuring consumer confidence and attitudes toward the economy, employment and the financial industry overall.
Solution: A large scale quantitative national survey was designed and conducted annually to measure economic attitudes and their potential impact on the brand, as well as key brand indicators.
Result: Key insights from the study helped guide ongoing marketing and communications activities over time and helped the brand gauge Hancock’s return on its media investment.