2022 brought about a change in focus, from supporting Advisor Group recruiting to creating more awareness about our newly acquired advantage companies to our existing advisors and bringing companies like Ladenburg Asset Management into the branding fold of Advisor Group. Ladenburg is both a portfolio manager and a market research team that regularly contributes to financial shows on FOX and other news networks. They are known to our advisors also as Advisor Group Research.

The market volatility we experienced beginning last summer was the perfect opportunity to highlight the benefits of leveraging their models, or at the very least using their research and commentary in conversations with nervous clients. We created a multi-channel campaign for both an AG advisor audience and recruiting prospect audience, which included the following:

• 2 videos (1 per audience)

• 6 emails x 2 versions

• 2 Market Update Calls ( 1 per audience)

• 2 landing pages (1 per audience)

• 3 whitepapers

• 7 client emails

I developed the campaign strategy, managed the development and content/design editing of all campaign assets, and coordinated directly with the Ladenburg Asset Management team.

Results:

Email open rates, CTRs, and CTOs exceeded all benchmarks across all six emails for both audiences by several percentage points. Typical attendance for the Market Update Call increased by over 450 for the AG advisor call and 150 for the non-AG advisor call. The Wealth Management sales team was sent 79 highly engaged leads and 253 engaged leads according to the lead score.