Working at Vanguard I helped create multiple campaigns to drive adoption of various Vanguard products. As a team we started by defining our project guidelines, using the business goals and the nature of the products as a foundation. From there I created a image strategies that were appropriate to the projects and applied them to home page banners, emails, paid advertising, and other marketing spots.
Both the Commission Free campaign and the International Core Stock Fund campaign were successful and exceeded the goals set by the business. The launch of the Commission Free campaign helped generate enormous numbers of visitors to the website, which became the most trafficked day to the site in recent years. During the International Core Stock Fund campaign we met our seed goal in only two days, generating investor interest and millions in cash flow in the fund.