tesT Assemblog - Media Assembly

Content and Context Drives Engagement, Business and Wins Awards

Advertising, Creativity, Social Media


In true integrated fashion, TargetCast, with the help of media partner Slate, successfully put together a location-based cross platform engagement strategy designed to target the higher education community and encourage them to roll over assets with TIAA-CREF.  The program included digital banners, content syndication, and promotional ad units fueling interest for the Slate Gabfests. At the live event, there was signage, marketing collateral, live reads, as well as a special “guests of honor” dinner with TIAA-CREF participants and Gabfest and Slate talent and management. The Gabfest is a weekly podcast series operated by Slate focusing on Politics, Sports, and Culture. Collectively, the three podcast editions attract more than 1MM downloads a month. TargetCast secured a sponsorship opportunity for TIAA-CREF to take the Gabfests on the road, executing live events at key universities and institutions around the country.

TIAA-CREF, providing the higher education community with financial services, understood that engaging their participants through quality content within a venue for relevant live programming, would be a door opener to growing assets under management.  The campaigns proved highly successful with significant lift in assets under management directly attributable to the Slate Gabfest events.  The Gabfests have been recognized by AdAge as the “Best Podcast Series” recently winning their Vanguard Award in 2011 and will continue to be an integral part of TargetCast’s media strategy for TIAA-CREF into 2012.

For more information about the AdAge/Vanguard Awarded Slate Gabfest, follow this link:  http://adage.com/article/special-report-media-vanguard-awards/media-vanguard-awards-digital-natives/230922/)

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