Empowering shareholders to own their vote
30 April 2021
Broadridge, one of the market-leaders in proxy voting technology, turned to our team to help inspire and educate individual shareholders in the United States and Canada, empowering them to vote and share their voice.
This target audience is typically passive, if not apathetic, about their shareholder rights, with many not knowing how they can vote. In fact, few shareholders understand how their voice can make a difference. In support of their corporate clients, Broadridge engages shareholders by delivering invaluable educational information about the voting process. Moreover, Broadridge uses app technology for brokers and issuers to reach out and gain important proxy votes from their shareholders.
When a shareholder invests in a company, it makes them an owner – with an equity stake. Ownership gives them a voice in how the company is run and the main way shareholders can make their opinions heard is by voting on resolutions at company meetings.
So, our campaign strategy focused on this ownership and we created an approach that centred around ‘own your vote’ – an energetic rallying cry that aims to empower and inspire shareholders to make their vote count.
This campaign strategy was enlivened by astute messaging and bold eye-catching visuals that depict and reflect the broad target audience. The images portray shareholders in a relaxed, happy and candid style, as we want the audiences to feel in control and that proxy voting is not an intimidating mysterious part of corporate arcana.
We then brought the campaign brand to life across an array of creative, from Broadridge’s shareholder education website, through to digital and social media advertising and key sales and marketing materials.