Americans for Secure Retirement

To reposition itself as a retirement leader among a more diverse audience, Americans for Secure Retirement (ASR) asked CLS to develop a digital media strategy to engage women, minorities, rural Americans and seniors in a discussion about the benefits of annuities.  ASR wants to meet its goals of engaging smaller audience segments into the personal retirement finance dialogue.

To launch an online presence, and better reach women, minorities and middle-income aging demographics, CLS has developed a paycheckforlife.org website that now serves as a digital-portal to make information easy to share and access. The site links to facts, polling, and state-by-state retirement indexes tailored to individual interest. To extend the Annuities presence in social media, CLS also created Facebook and Twitter pages, and a YouTube channel to deliver featured podcasts from elected officials, coalition voices and industry thought leaders. These portals serve as a gateway for ASR to build off its existing website and create a interface, which is easier to navigate and better connects with minority organizations and aging populations. As an effort to spread content, the site offers its visitors the ability to subscribe to newsfeeds and participate in “social sharing” via Facebook, Twitter and YouTube websites – a practice that increases search engine optimization, directing more visitors back to content. In addition, CLS has engineered an SEM campaign to engage targeted audiences  and draw them to ASR’s coalition web-site.

Through SEM campaigns, we have seen a constant increase in web-site traffic and time spent on-site by 124 percent. Narrowcasting messages to target minority groups online has increased our visibility among audience segments. We have also succeeded in utilizing social media platforms to develop relationships with organizations that can enhance our presence both online, by making the website easier to find and use, and offline through encouraging more individuals to participate in the retirement dialogue. For instance, we have increased ASR’s Twitter following and engagement level by over 3,000 percent since its inception.

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