Think Again Media
Creative + Digital
T. Rowe Price: Practice Retirement ℠
PRACTICE RETIREMENT – T. Rowe Price Third Party Distribution
Storytelling as a Door Opener for Sales
The Challenge
A financial planner at T. Rowe Price had done some pretty compelling research that upended traditional perspectives on retirement, and the T. Rowe Price Third Party Distribution group wanted to get this message out to financial advisors to give them a reason to initiate conversations with clients.
The numbers spoke for themselves in scannable charts, but the real door-opening message was a more emotional and intangible appeal - that retirees shouldn’t just leap into retirement or work into their 70s but rather ease in to retirement and give themselves permission to slow down and gradually move into full retirement.
Our client was visiting her mother, who had recently retired. Something sparked in her mind, and she recorded her mom talking about her experience with retirement. Was there something here that could be useful, she asked us over coffee?
Yes there was.
The Approach
Taking her mother’s experience as a starting point, Think Again evaluated the whitepaper and audience research, interviewed the sales team and the research team, and developed a video series as a Practice Retirement tool to help those approaching retirement.
Using real retirees who matched the target demographics and audience segments, Think Again produced short stories that advisors could pick and choose from to use as conversation starters with their clients to talk about retirement planning.
The Result
Four videos shown on iPad by T. Rowe Price sales to financial institution partners, and an accompanying microsite built around the video series and full of resources that broke down the specifics on the easing into retirement approach.
Practice Retirement is a trademark of T. Rowe Price Group, Inc.
