(Writing & Design) Optimizing GICs for a Return to a Safer Return: Exploring How and Unpredictable World Leads Canadians to Safer Investments is a downloadable white paper created as part of a content marketing campaign for a financial services software firm. In addition to a white paper, the campaign also included email marketing, a landing page design, promotion through social media, a webinar, and shared media promotion through an industry association.
Summary:
Something unusual is happening. Amid rising interest rates, record high inflation and ongoing market volatility in the early 2020s, Canadians poured an overwhelming amount of money into GICs and fixed-term deposits. In fact, within a period of just eight months in 2022 alone, Canadians pumped roughly %152 billion into these types of deposits. It's an unusual spike in demand for an investment product that promises guaranteed returns that fail to match the rate of inflation.
Optimizing GICs for a Return to a Sager Return explores the true value of GICs and their importance in a high inflationary, unpredictable environment, offering steps banks and financial institutions can take to better prepare, control, and optimize GIC sales for these kinds of unexpected spikes in demand. (2023)
