Founded in 1865 in Montreal, Sun Life Financial is among the oldest and largest insurance companies in the world. Well known for its life insurance, it now offers several insurance and complementary retirement products.
Context of the SME conferences campaign
In 2015, the Quebec Government amended the Supplemental Pension Plans Act(SPP) and required employers to set up a retirement plan before December 31st, 2016 for businesses with 20+ employees, or before December 31st, 2017 for business with 10-19 employees.
As such, Sun Life Financial organized a series of conferences across Quebec for small and medium sized enterprises (Les Rendez-vous PME) to discuss human resource management and pension plans in small businesses. The financial institution decided to set up a website to promote the events and manage registration.
CleverToday implemented the strategy for the new promotional and event website, announcing the locations and dates of the conferences and allowing those interested to register online. The site’s visibility was supported by a massive multi-platform campaign (postering, mailing lists, etc.).
Delivering an event website in record time
This project was a record breaker for our agency: 15 days! Our challenge was to effectively organize the project steps in order to quickly deliver a simple, user friendly and secure website. In two days, we developed the the wireframes and adapted the graphic elements from existing material, we purchased the domain names, set up the servers, and integrated these elements into a WordPress platform over the next two days. Over the following ten days, we tackled the more complex development components, including:
- the backend development of the necessary APIs for the online registration system
- MailChimp integration for transactional emails
- SSL and HTTPS security, and the activation of our internal server security alert system
Last, but not least, we integrated Google Analytics to keep an eye on traffic and conversion rates.
Better understand our users’ motives
To evaluate an events performance, nothing works better than a survey. After each conference, we prepared and sent a survey to better understand why people decided to participate, and if it would be possible to reach folks who couldn’t make it the day of. The survey was based on four scenarios:
- The respondent participated in the event, or the respondent didn’t participate in the event
- The respondent would like more information, or the respondent would not like more information.
- Delivered in 15 days
- Greater than average participation rate
- Web development
- Application development
- Server management
- Email marketing
- Online surveys
- Date: 2015-2016
- Client: SunLife
- Website: www.rendez-vouspme.ca