Providing Your Audience The Right Content: At The Right Time

March 19, 2020
bnym
Vestorly and BNY Mellon Pershing Case Study for Streamlined Communication Channels:
BNY Mellon | Pershing provides global financial solutions to advisors, asset managers, broker-dealers, and registered investment advisor firms. As the Head of Corporate Communications, Tony Sicoli wanted to ensure his clients had access to the right information at the right time,

Clients felt they were receiving irrelevant and disjointed communications causing misalignment and frustration for Pershing.

The Challenge: Providing clients with relevant content and communications

Previously BNY MELLON Pershing split their marketing efforts among several silos, including blogs, newsletters, and social media. Since the tools were scattered, they posted irregularly and infrequently. They sent emails, wrote blogs, and shared on social media whenever they had the time or found something worth sharing. Sicoli didn’t have time to coordinate efforts across multiple platforms or to create and commit to a communication strategy.

BNY Mellon was dissatisfied with their results.

The Solution: Platform Consolidation All Communication on One Platform

Sicoli combined his efforts scattered across many platforms, to one Vestorly dashboard. He no longer sends out uncoordinated communications across different company divisions. Instead, he utilizes Vestorly’s curated content libraries of themed content to create and share weekly emails to his network. The use of the branded BNY Mellon Content Hub helped allow for easy access to client updates and communications. Vestorly aggregates each business unit’s content and automatically categorizes it based on topic and use. The automated artificially intelligent tools help consistently maintain a high-quality online presence, also saving time and allowing him to focus his efforts where they are needed. Vestorly enabled streamlined communication by integrating into Salesforce and Marketing Cloud.

 

” The level of personalization and the wide variety of content Vestorly provides is highly appealing… clients today demand content relevant to them. Consumers are too savvy. They’re not going to read canned communications.”

-Tony Sicoli, Director, Head of Corporate Communications | Pershing

The Result: Streamlined Workflow, Increased Email Open Rate, and Millions of Views

“Content hub has become a destination that is bookmarked by our clients” 

– Maureen Duff, Marketing Director and Global Head of Marketing

BNY Mellon Pershing Lessons Learned:
  1. The BNY Mellon Pershing content hub has become a destination that their clients visit weekly.
  2. Clients receive content based on their preferences which can be updated at any time and don’t need to waste time searching their email inboxes.
  3. Vestorly doubled the email newsletter open rate and tripled email click-through rates.
  4. The Pershing team saved over 18 hours per week through automation and streamlining workflows.