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Long-term care is one of the most formidable financial planning challenges facing baby boomers today. According to a recent John Hancock Financial Services survey, many people are not adequately prepared or remain unaware of what expenses Medicare will and will not pay.
Wishing to connect directly with consumers, John Hancock chose NBN to produce and distribute a video podcast. The downloadable, syndicated programming permitted John Hancock to engage consumers in dialogue, on a one-on-one basis, as an alternative to traditional corporate messaging. At the same time, the podcast helped educate consumers and John Hancock’s financial planners.
The four-and-a-half minute podcast was distributed to podcast aggregators on iTunes, Yahoo! Broadcast, Podcast Alley and Odeo, among others.
The podcast, featuring interviews with two spokespeople, was posted to and hosted on NBN’s Consumer Trend Report blog. The media and websites were notified with a national advisory distributed via MarketWire and through direct notification with select financial planning and family-oriented websites and blogs.
After the first four weeks, cumulative page views totaled 3,039; there were 333 cumulative media downloads.
The podcast was accompanied by a 4-hour electronic media tour including TV and radio station booking in key markets as well as a b-roll package with soundbites.
Twenty-two interviewers participated in the tour, representing 3 national radio networks, 2 syndicated radio networks, 4 television stations and 13 radio stations. These interviews resulted in 818 confirmed broadcasts/feeds and 13.2 million impressions.
Prudential Financial Services booked an audio podcast series with NBN to debunk common retirement planning myths that could derail one’s personal savings plan. In the podcasts, topics included the role of life insurance in retirement, the shortcomings of Medicare and the college versus retirement savings dilemma.
NBN made the two-part podcast series accessible everywhere from Yahoo Finance, CNN.Money.com, Smartmoney.com and Morningstar.com to top DMA newspaper sites.
There were 1,615 cumulative page views, representing not simply “views” of Prudential’s headlines or a summary of its story, but click-throughs on the NBN landing page website to the landing page where the story resided. These page views therefore reflected significant interest by qualified listeners who actively pursued the news story.
NBN reported on audience downloads for four consecutive weeks, showing 241media downloads.
In addition to the podcasts, NBN also produced and distributed a series of six radio news releases on the same subject.
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