MDRT ACADEMY
A professional association built for what’s next.
CHALLENGE
The world-renowned premier association for financial professionals, Million Dollar Round Table (MDRT), created a digital association, the MDRT Academy, to provide the resources ambitious advisors need to take their career to the next level. After beta testing, it was time for MDRT to officially brand and launch the Academy.
SOLUTION
We went to work leveraging MDRT’s existing research and conducted new research with their current beta audience. We defined the advantages of a brand that’s fully digital and presented it to their audiences for what it truly is: a new kind of association, built for today’s financial pros — not just any other performance enhancing application.
RESULTS
“Simple Truth helped us develop an energizing brand story that embraces our digital makeup and differentiates the MDRT Academy in a crowded marketplace. With a striking new look, feel and messaging that appeals to young, ambitious professionals, we are confident that we have the right brand expression for a successful launch.”
– Tammy Johnson-Peon, MDRT Academy Manager, MDRT Academy
First-ever. Next-level. Future-focused. The MDRT Academy’s simple truth embraces their digital nature and go-get-it mindset — laying the foundation for a voice and visual expression full of youth and energy.
We created a one-stop microsite shop where financial advisors and corporate partners can come and learn everything there is to know about the MDRT Academy.
On top of targeting individual advisors, the Academy knew engaging corporate partners and helping them understand the value of supplementing their in-house resources with the association was crucial. We developed a suite of tools they could use to promote the Academy internally and to continuously keep member-advisors engaged with the offerings.
Being a new kind of association, the Academy needed to demonstrate their unique story and offerings for advisors. Designed to work across multiple channels, their new brand video allowed them to do exactly that in a clear and compelling way.