itracMEDIA inc.

Top Tier Full Service Investment Brokerage Case Study.

RBC Dominion Securities

Problem: RBC Dominion Securites is a the full service brokerage arem of Royal Bank of Canada. With hundreds of investment advisors spread across Canada. For investment advisors to grow their business they typically rely on relationship marketing. RBC DS was looking for new channels, from which to develop prospects and clients utilizing the internet.

iTrac Solution: Search Marketing + Email Marketing + Analytics = Accelerated generation of warm leads and new business opportunities for RBC Dominion Securities investment advisors.

Multiple iTrac search engine marketing campaigns, campaigns were run in Google, Yahoo, and MSN, targeting the Toronto region for one of RBC DS prime downtown offices. A conversion focused landing page was developed matching RBC DS corporate branding, and messaging. A powerful offer was developed to ensure maximum conversions for leads coming in through search engines.

A keyword matrix of several thousand keywords, and keyword combinations, were created for each campaign to ensure maximum exposure on popular search engines. Every potential prospect, searching for information ranging from Toronto investment advice, to RRSP, to gold stocks, would be presented with RBC DS information.

iTrac's EMS (email marketing system) was utilized to manage lead distribution and welcome messaging tied back to the targeted offers.

iTrac Analytics allow us to incrementally increase the effectiveness of the campaign on an ongoing basis. By continually reviewing traffic and conversion patterns on the Canaccord website and landing pages. we ensure maximum conversions and lead generation on a daily basis from all lead sources.

Results: Search has proven to be an extremely cost effective lead generation tool for RBC DS. Millions of searches for investment related topics in the targeted region, thousands of click throughs and registrations have yielded a CPL (cost per lead) of $4-$5 per lead with over 50% qualified as high income with over $100K of investable assets.