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Franklin Templeton Investments has launched an extensive marketing campaign promoting Individual Retirement Accounts expected to last through April. Franklin Templeton is leveraging experience gained from previous far-reaching customer relationship management campaigns-including an exhaustive 401 (k) marketing blitz involving hundreds of road shows (FMA 03/18/01)-to craft highly specialized marketing strategies for intermediaries. Instead of staging road shows for the new IRA campaign, Franklin Templeton will begin sending marketers into the field in March with new IRA kits dubbed Franklin Templeton Retirement Services. The working title reflects a senior management decision to develop the kit as a broad educational resource for both intermediaries and individual shareholders, that is designed to gather assets at Franklin Templeton as well as in IRAs at other broker/dealers, said Dan Reinhold, director of defined contribution. "They [intermediaries] are our customers as well as our shareholders. At the end of the day, we want to support registered representatives with these value-added resources in hopes they will use our funds," he said.