AAFMAA Wealth Management & Trust

Financial services · Military and veteran market · 16-month campaign

The situation

AAFMAA serves military families and veterans building financial security. The Wealth Management & Trust arm needed to be found, understood, and separated from the parent brand — a positioning problem as much as a traffic problem.

It also needed eight individual Relationship Managers to be findable in their own markets, without eight people improvising eight versions of the brand.

What we did

Built and launched the Wealth Management & Trust site, working alongside AAFMAA's internal tech team rather than around it
Dedicated landing pages for eight Relationship Managers, each carrying market-specific messaging inside the parent brand's guidelines
Assigned a tracking number per market, so every inbound call could be traced to the page and the advisor that earned it
Converted the client's paper forms to fillable online forms
Digital and print campaigns aimed at awareness and growth
Ongoing site changes, software updates, and content through the life of the engagement

Calls to Relationship Managers

769

Clicks to owned landing pages

30,700

Paid social click-through vs 0.5–1.0% goal

2.10%

Advisor landing pages built

8

Every paid channel finished above target — social at 2.10% against a 0.5 to 1.0% goal, search at 1.27% against 0.5%, display at 0.2% against 0.1%. The number that mattered was the 769 calls, and the only reason we can attribute those to specific markets and specific advisors is that the tracking numbers were assigned before the campaign launched.
Instrumentation first, spend second. Retrofitting attribution onto a live campaign is how sixteen months of data turns into a guess.

Services used