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The background story

2plan wealth management are one of the UK’s leading independent financial firms, with a network of over 300 IFAs up and down the country. 2plan prides itself on its independent status; which means 2plan IFAs provide their clients with the best advice from the whole of the market – not true for many ‘restricted’ competitor firms.

In recent years the financial advice industry has been hit hard – by huge increases in legislation and regulations leading to a massive reduction of IFAs working in the UK. A reduction from 200,000 to 20,000 UK IFAs in the last decade means that attracting and retaining the best talent has become the number one priority for firms such as 2plan – and in such a challenging climate, a more creative approach to recruiting is required…

What did Fox do?

Enter ‘IFA in a Box’ – an integrated campaign communicating the 2plan proposition to IFAs through a series of stylised animations and a highly targeted content, social and inbound lead-generation campaign.

Telling the story of 2plan’s offering through a series of 5 animations, each covering a key area where 2plan helps IFAs thrive – IT and systems, compliance, marketing, administration, and business strategy, Fox set 2plan apart from the uber-corporate, staid and dull approach to recruitment of competitor firms.

An integrated campaign including email marketing, online advertising, PR, social media activity and outbound lead-generation brought the campaign to the financial market – driving awareness and interest in the 2plan proposition.

What happened?

IFA in a Box has become a vital part of 2plan’s efforts to secure the top talent in the industry.

Within the first 3 months the campaign reached over 16,000 industry contacts leading to over 1,000 views of the animations and a number of enquiries – leading to recruitment of new IFAs to join the 2plan network across the UK.

With further animations planned and a new wave of promotional activity, the campaign is set to drive greater awareness and interest in 2plan throughout 2016, and beyond.

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