The Spanish Association of Financial Advisors and Planners, linked to the European Financial Planning Association (EFPA), is the only European association in our country that represents and defends the interests of personal financial planning and advisory professionals. For this reason, they have counted on Parnaso as the agency in charge of the creativity of the branding and the development of the EFPA Congress 2022 website, which commemorates the institution's 20 years in Spain and which will be held on May 12 and 13 in Madrid.
In order to publicize the project and bring it closer to users, José has shared with the MarketingDirecto.com team some details of how the agency has worked for an institution of this style.
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According to the expert, starting to work with EFPA Spain has brought Parnaso a double feeling: on the one hand, pride in having chosen them as a representative agency and on the other, responsibility since it is the only organisation that audits and examines all professionals in the world of finance, “considered a very important institution”.
In this way, Parnaso believes that it has carried out a very simple work process thanks to the institution's rapid understanding of the path they wanted to follow as an agency, with the communication process of this type of institution being flatter and greyer .
In addition to this work process, they were faced with several challenges ahead. On the one hand, due to Covid, attendance at conferences was limited and they had a clear objective of 1,000 attendees, which they have more than achieved with the final figure of 1,500.
On the other hand, they have managed to make these days an attractive congress , with recreational activities and a safe work environment, with the aim of bringing the program
As for the communication strategy, Parnaso has been guided by what the target audience kuwait number data demands today, “taking into account the age range”, since when planning they have done so through both conventional media with written press and digital media from web portals and social networks. “We divided general media such as El País, ABC, El Mundo, La Vanguardia… and sectorial media such as economics with Expansión, El Economista… Strategically dividing the budget both in physical press for older people and for a younger target in digital format”.
As for social networks, Parnaso has used the Linkedin social network as its main tool, chosen because it is more focused on dealing with professional content. “Each social network is used in a different way and Linkedin is a social network that you use to stay informed about your sector or the work life of your contacts, so we have considered it an appropriate tool for the content of a recruitment campaign” highlights José.
To close the interview, José highlights three key points to understand how a 360-degree agency like Parnaso works, considered a service agency with creativity as its premise , since they are not a media buying agency and their strongest point is strategy and creativity. That is why they have developed a multidisciplinary campaign, “since Parnaso builds from an image to the development of conventional digital advertising, being a very global campaign in w