Lincoln Financial Group (LFG)One of the nations leading providers of wealth accumulation and protection products, financial planning and investment advisory services for the affluent and retirement markets. CASE STUDYLincoln Financial Group planned to celebrate its 100th anniversary in 2005 and sought a media partner that would enable it to achieve the following objectives:To increase awareness of Lincoln Financial Groups heritage and experienceTo inspire ownership and participation among LFG employees

AETN's Integrated Ad Sales & Marketing Group created a comprehensive integrated marketing program that empowered LFG to reach its goals and communicate to its varied audience through multiple touch points. Sponsorship of Lincoln-themed programming on The History Channeleven (7) Original Vignettes, each illustrating LFG's corporate values as exemplified by Abraham LincolnCustomized Minisite on HistoryChannel.comCo-branded Banners driving visitors to Minisite10 Week Online Ad Schedule driving visitors to LFG.comExclusive Sponsorship of Weekly Quiz on HistoryChannel.comCo-branded Lesson Plans and Oversized Classroom Posters distributed to every U.S. public school with an 8th grade (20-25,000 schools)Online Lesson Plans for 5th and 8th grade students available for download on HistoryChannel.com Email Launch Announcement to approximately 75,000 teachers4-color Ad Inclusion in Spring Issue of The Idea Book, distributed to approximately 200,000 teachers

Ad Schedule across three issues of The History Channel Magazine, with a base rate of 150,0007,000 Commemorative DVD Gift Sets: Customized two-disc set of 4 select History Channel titles with co-branded packaging distributed at corporate-wide 100th anniversary celebrationCustomized Cover of History Channel Magazine celebrating LFG's 100th Anniversary with special 4-page Insert (75,000 overrun)7,200 Co-branded Commemorative Lincoln Bust Banks for every LFG employee12 Monthly HTML Employee Newsletters7,113 Complimentary Memberships to The History Channel Club for every LFG employee100th Anniversary Sweepstakes with Grand Prize Trip to San Diego for one LFG employee

Classroom PosterLesson PlanIdea Book AdEmployee NewsletterLincoln Bust BankCustomized Minisite

AETN's rich offering of media platforms enabled Lincoln Financial Group to BOTH generate awareness among LFG's external audience AND increase ownership and participation among its internal constituents.

Targeted On-Air programming delivered the high-income audience who are potential LFG clients, Online impressions overdelivered, and The Cable in the Classroom effort created an immeasurable amount of goodwill among the educational community.

Employee Recognition initiatives such as the monthly newsletters, commemorative DVDs, and sweepstakes increased employee participation in LFG's Anniversary Celebration and generated excitement throughout the company.

AETN's Integrated Ad Sales & Marketing Group met LFG's business challenge with a Big Idea that was successfully executed through a variety of communication channels while maintaining a consistent message and tone.