itracMEDIA inc.- Canaccord Capital:


	Full Service Investment Broker Case Study.

Canaccord Capital

Problem: Canaccord Capital is a full-service brokerage company with over 50 investment advisors in the Toronto area. They typically rely on relationship marketing too grow their business. Canaccord sought new internet-based channels from which to develop prospects and clients.

itrac Solution: Search Marketing + Email Marketing + Analytics = Accelerated generation of warm leads and new business opportunities for Canaccord Capital investment advisors.

We immediately set up multiple itrac search engine marketing campaigns, directing prospects to one of eight available topical landing pages. These tied back to keywords entered into Google by the prospect. The goal of the landing pages was to register each visitor to receive a follow-up by a Canaccord Capital investment advisor.

A keyword matrix of several thousand keywords (and keyword combinations) was created for each campaign to ensure maximum exposure on popular search engines. Every potential prospect that was searching for information that ranged from Toronto investment advice, to RRSP info, to gold stocks, would be presented with information from Canaccord Capital information.

itrac's EMS (email marketing system) was utilized to manage lead distribution and welcome messaging that tied back to the targeted offers. itrac email reporting was distributed to marketing and sales departments.

Thanks to itrac Analytics, the effectiveness of the campaign is increasing incrementally on an ongoing basis. By continually reviewing traffic and conversion patterns on the Canaccord web site and landing pages, we can ensure maximum conversions and lead generation on a daily basis from all lead sources.

Results: The campaign is in the early execution stage, but early analyses indicate an extremely high demand by prospects for financial services-related information. The timing of the campaign is geared to coincide with the Canadian RRSP season, when traffic related to investment advice and financial services is at its peak.