Company: Vanguard, Malvern, PA
Company Description: Founded in 1975 and headquartered in Malvern, Pennsylvania, Vanguard is one of the world's largest and most respected investment management companies. We offer a broad selection of investments, advice, retirement services, and insights to individual investors, institutions, and financial professionals. We operate under a unique, investor-owned structure and adhere to a simple purpose: To take a s
Nomination Category: Web Achievement Categories - Industry
Nomination Sub Category: Financial Services
 Nomination Title: Vanguard: Company information and insights website
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Written essay of up to 525 words
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
- If you are providing a written essay of up to 525 words about your nominated web achievement(s), provide it in this space:
Total 509 words used.
SITE OVERVIEW
Company information and insights is a new, public website that officially went live on January 3, 2022. The website serves to share the story of Vanguard, provide a central location for thought leadership and act as the ‘North star’ for the company’s brand, including the look and feel as well as the ‘Vanguard voice.
The two main gaps the site was intended to address were unserved audiences and a dependency on client marketing channels. The audiences in need of corporate content include a primary audience of industry influencers, academics, portfolio companies (the companies in which our funds invest), and the media. We also identified a secondary audience of policy makers and regulators as well as those looking to find information about who we are as a company.
The site, devoted wholly to corporate information and messaging also eliminated the need to lean on client marketing channels for distribution of corporate content. The prior use of these varied marketing channels created a widely dispersed and inconsistent approach to corporate content publication.
To give the target audiences a reason to engage with the new site we felt it was important to offer:
- A narrative approach, implemented with a user-centered design strategy;
- The most recent and relevant brand expression consisting of a revised color palette, image strategy, and consistent voice;
- Greater transparency into investment and community stewardship topics and diversity, equity, and inclusion (DE&I);
- Robust libraries of thought leadership; and
- A personalized content subscription service.
MEASUREMENT AND EVALUATION
- Site engagement: From the official launch on January 3, 2022, to January 3, 2023, the site has garnered some impressive results.
- Over 1,700,000 unique visitors
- 2,200,000+ visits
- Over 2,850,00 page views
- Thought leadership content creation: Each week we publish various insights, research papers and reports to offer fresh and timely information. We also added a backlog of historical content to offer a robust experience from day 1. Noted below is the amount of content published to the site from January 3, 2022, to January 3, 2023.
- 173 thought leadership articles and videos, averaging 3-4 pieces per week
- 40 research papers
- 30 Investment stewardship reports and policies
- Subscription engagement: Our subscribers are users who have selected topics and/or authors they are interested in and receive emails when we publish content matching their criteria.
- As of January 3, 2023, we had more than 6,500 subscribers.
- Channel establishment: We now have a dedicated site as the primary channel for corporate content. It is no longer a challenge to determine placement of critical corporate content or for users to find it.
We believe the data and measurements above demonstrate we were able to establish a primary corporate channel that supports advocacy, showcases thought leadership and increases flexibility and speed to market. We have an audience that is engaging with the site, our internal stakeholders are thrilled, and we continue to publish timely and relevant thought leadership pieces on a regular cadence.
Links
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Company information and insights team members:
- Mike Pezzano (Senior manager, Marketing operations)
- Alex Ballas (Head of corporate site)
- Karen Weber (Product owner)
- Laura Niedermayer (Project manager)
- John Bruszewski (UX designer)
- Deanna Kehler (Content strategist)
- Stephen Steenkamer (Senior manager, Communications)
- Jeff Bathurst (Senior manager, Editorial)
- Tom Kirwin (Data analyst)
- Marc Fuertes (Scrum master)
- Chris Luc (Technical lead)
- Erges Kokoshi (Application engineer)
- Sudheer Sannareddy (Developer)
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