Prior to its November 2008 launch, Sun Life’s corporate online presence was dated, did not tell a compelling story and did not reflect its market position as a strong, international financial services company. It also lacked the social media tools crucial to the way the next generation of customers do business.

High Road communications was mandated to dramatically improve the Sun Life web experience and strengthen its online presence. High Road developed a multi-part strategy for the site’s overhaul, including an extensive competitive review and audit to identify best practices in the financial services industry and broad stakeholder consultations with the Customer Solutions Department, External Communications, Human Resources and the company’s senior marketing executives in North America, Asia and Europe.

The resulting strategic plan was built around five objectives: 1) Establish Sun Life Financial as a strong international company, 2) Make it easy to do business with Sun Life online, 3) Market Sun Life Financial, 4) Build its brand and reputation and 5) Enable a seamless, one-company experience.

In November 2008, Sun Life launched a new www.sunlife.com global website, a pivotal first step in revolutionizing Sun Life’s online presence. Its modern design, innovative functionality and robust content has put Sun Life at the forefront as an industry leader in online communications.

The RBC Structured Notes Group wanted to redesign their external website to set a ‘best-in-class’ standard amongst their competitors.  High Road Communications worked with the RBC Structured Notes team to create a dynamic and engaging web presence that lets investors view the latest news, events and current Notes offerings at a glance on the home page.

Additionally, High Road made sure to present a cohesive, easy-to-use bilingual web site that lets investors and brokers readily browse, search and filter all Notes offerings. By doing so, the site is able to let investors and brokers view details for each Notes offering, including related documents, allow investors and brokers to query historical data for each Notes offering, with the data automatically updated at the close-of-business each day, and ultimately reinforce the call to action to make the right contact to purchase Notes offerings.

The site was designed to support  initiatives to market RBCCM Structured Notes Group expertise, capabilities and offerings, including presentations and upcoming events, and was tied in the sign-up of email subscribers to RBCCM’s CRM database, and provide related statistics on visits to the Notes web site. Additionally, High Road was able to ensure that the RBCCM Structured Notes staff had  easy-to-use management tools to maintain the site, including making text content updates, uploading new documents and adding new sections.

As a result, the RBC Structured Notes group now has a robust, ‘best-in-class’ online site that offers the most complete, comprehensive and current information available, on-demand, to investors,  and provides effective marketing support to brokers selling RBCCM Structured Notes offerings.