Driving New Business for Mercer with “Know FSM Pro”

First, the client wanted a promotional video to enable their consultants to sell FSM Pro, an online tool that provides funded status information daily. This helps pension executives manage investment risk, a critical part of their work.  

David’s team created a 40-second experience, which impressed the client…until a senior executive said, “Let’s take the video’s energy, excitement and make this into promotional, five-minute how-to video.”

“That sounds like a different project,” David’s team responded.

“Let’s try it,” the senior executive exclaimed. “No, I know we can do it!”

That started an intensive process of collaborating with the clients to determine what could and wouldn’t work in a promo, instructional or hybrid video. This was an important learning experience because the final three-minute video, with an unusual promotional and “how to” focus, broke new ground for the client.   

“Know FSM Pro,” including the 2:30 minute video and an integrated online, print and social marketing campaign created by David’s team, was used by Mercer Consultants in all finals presentations. The holistic initiative, led by the video, increased “closed deals” by 22% in one year!