Gary MacDonald, managing director and director of marketing for State Street’s intermediary business group says, “We needed a marketing approach that strongly differentiated our value from the competition.”
State Street wanted to
1.extend the SPDR brand to its prospects and
2.build greater brand loyalty among existing customers, by providing easily accessible investment and practice management education.
In addition to building advisor trust and brand loyalty, State Street believed SPDR University could give them valuable data about user preferences that would help them better target their digital marketing efforts and more quickly qualify sales leads.
According to Sam Herring, executive vice president with Intrepid, “We believe SPDR University is at the cusp of an exciting trend connecting two disciplines that have too often been disconnected—learning and marketing. In the Web 2.0 world, learning must be attuned to individual preferences—both what and how learners want to learn.”