About The Financial Services Roundtable - The Financial Services Roundtable represents 100 of the largest integrated financial services companies providing banking, insurance, and investment products and services to the American consumer. Member companies, including Visa, American Express, Chase, Citibank, and Wells Fargo, provide fuel for America's economy, accounting directly for $65.8 trillion in managed assets, $1 trillion in revenue, and 2.4 million jobs.

About MyMoneyManagement.net - MyMoneymanagement.net is offered by the Financial Services Roundtable as a free consumer financial resource providing consumers financial educational tools, calculators and advice. The website contains articles and tips on real issues such as managing finances, balancing bank accounts, recognizing the warning signs of financial trouble, applying for home loans, protecting against natural disasters and preparing for the future.

The Financial Services Roundtable engaged with Objectware to design and develop a new financial resources website for the American consumer. As part of the project, The Roundtable required an initial online marketing campaign that would drive traffic and create a significant online awareness for the new website. Following the launch of the new website in November 2006 and the initial 6 month online marketing campaign, the Roundtable again contracted Objectware to continue to manage the search engine optimization and online marketing of the website.

Strategy

Organic Search Engine Optimization: Initial client interviews to obtain a detailed history and list of objectives were followed by a period of extensive research and analysis, including a Search Engine Audit and Competitive Analysis. Based on the initial research and analysis, the targeted Keyword phrase list was generated. The SEO team worked closely with the Objectware development team to enhance the website's structure and coding procedures, as well as the conventions for links, file names and page names.

Prior to launch a complete optimization of the overall layout and actual substance of site content was performed. The SEO team also initiated numerous visibility procedures for the website, including registration with the major search engines, submission to online directories and the acquisition of numerous outside links to the new site.

Banner Advertisements: Following the development of a banner ad marketing strategy, which included identifying the high-visibility websites that ads would be placed on, negotiation of rates and creation of the actual visual advertisement designs, a three month banner advertisement campaign was initiated upon launch. The overall goal of this campaign was to create an online branding for MyMoneyManagement and establish awareness of the site's mission and resources.

Pay-Per-Click: Following the initial organic competitive analysis and keyword phrase generation, the Pay-Per-Click Research phase began, ending with presentation to the Roundtable of an overall strategy. The approach included recommended distribution of budget between services (Google AdWords, Yahoo Search marketing, Microsoft AdCenter, etc), review of competition keyword phrases and rankings, analysis of estimated ranking per bid price and estimated traffic per bid price for each keyword phrase, and a proposed keyword list, bid details and budget distribution. For each of the Pay-Per-Click services, multiple targeted campaigns were created and numerous advertisements created.

Ongoing: Detailed weekly reports, followed by weekly review meetings provide the Roundtable with a complete understanding of the progress and success ratios of both their organic search engine optimization and pay-per-click marketing campaigns. The campaigns are continually monitored for abnormalities or warning signs and strategic adjustments and enhancements occur on a weekly basis.

Results

• Traffic to the website (unique visitors) has incrementally increased each month since the inception of the search engine optimization and marketing campaign
• The number of new members signing up on the website had increased each month since the initial launch of the website.
• Within 3 months, the website achieved numerous top 10 / first page organic search positions on Google, Yahoo, MSN and AOL for highly competitive keyword phrases such as "free financial advice", "free financial help" and "budget worksheets", among many others.
• MyMoneyManagement has become highly visible with numerous mentions on such popular websites as BankRate.com and BabyCenter.com.
• Links to the website, presenting it as a viable financial resource for consumers, have been added to online resources such as General Motors Smart Edge and The State of New York Financial Education website.
• During the course of the project Objectware has actively monitored and fine-tuned the bidding strategy, keyword phrases and advertisements of the Pay-Per-Click campaign to keep MyMoneyMangement.net at the top of consumer financial information searches in a cost-effective manner.
• Objectware has created successful seasonal campaigns that drive additional waves of traffic to the website during times such as income tax season and the Christmas holiday season