Challenge: The Hartford, a well-known insurance brand, was interested in building awareness of its mutual fund business to expand perceptions of the brand beyond its insurance heritage.

Objective: Plan-it assisted The Hartford and its advertising agency in evaluating new mutual fund communications to ensure that each campaign resonated and conveyed its intended strategy among its target.

Solution: In-depth interviews were conducted among high-net-worth and self-directed investors to explore attitudes toward the brand, the fund marketplace and reactions to potential communications concepts.

Result: Plan-it recommended the most compelling creative direction and made recommendations for refinements to strengthen the campaign, as well as recommendations for optimizing media and targeting.