*Why Turtl?* See it, believe it
The internal spread of Turtl
With both colleagues and competitors using Turtl instead of PDF, the value of the tool and format was impossible for institutional marketing at T. Rowe Price to ignore
Internal validation
Catherine Carmen, Institutional Marketing Manager, was introduced to Turtl via her colleagues in the EMEA team, who had adopted the tool to create and publish ebooks, and was intrigued by the possibilities.
Superior presentation
Carmen was particularly impressed by the use of imagery and interactivity in what were otherwise very content-heavy pieces. She saw the Turtl format as far more engaging than traditional formats and a huge departure from the content the business normally served to customers.
Competitive motivation
The team also discovered competitors were already leveraging the tool, which gave them the final push needed to adopt Turtl themselves.
T. Rowe Price moved forward with the Turtl platform in December 2018.
The content the EMEA team were producing in Turtl was so much more engaging than what we usually deliver
Catherine Carmen,
Institutional Marketing Manager, T. Rowe Price
T. Rowe Price is an American publicly owned global asset management firm headqurtered in Baltimore
*The results:* Turtl vs PDF
A/B test reveals 3x more engagement
The institutional marketing team for T. Rowe Price in the United States runs a large annual content program centered around a Global Market Outlook for their US and Canadian audience.
The associated whitepaper is traditionally presented in PDF, but this year the team chose to A/B test the format with Turtl.
Key results
3x the engagement
with the Turtl version vs PDF
9% increase in traffic
(MoM) to the institutional website
Interactive and highly shareable
Perks of using Turtl vs PDF included featuring video content in the report and linking directly to the story from social media. They were able to easily repurpose content produced prior to the whitepaper's release in the document, like clips from the press briefing.
Widespread interest in the platform
The internal response to the Turtl version was hugely positive. Just as the institutional team had been inspired by the EMEA team's use of Turtl to adopt the tool, colleagues in the U.S. intermediary unit who experienced the report are now looking to secure access.
Views on the PDF
The demand to print content means the PDF isn't going anywhere, and rightly so. PDF is a format for printing, but not for online consumption. This is why T. Rowe Price undertakes a dual promotion.
PDF whitepapers don't support videos, interactive imagery or shareable quotes. PDFs get lost in the inboxes of consultants who receive hundreds a day.
The lack of tracking within a PDF means we have no idea if someone opens it or not, let alone how long they spend reading it
Catherine Carmen, Institutional Marketing Manager, T.Rowe Price
The virtues of Turtl
With Turtl's ease of editing, the team was able to repurpose and integrate five different facets of the Outlook content program within a single, trackable piece of collateral.
The ability to see how many people watched a video and for how long, how they engaged with a chart, and at what point they left the content has helped T. Rowe Price build a hypothesis on trends and audience interests for future content.
