society of actuaries
The Society of Actuaries (SOA) is the world’s premier professional organization for actuarial professionals. According to research, previous messaging to prospective members was too technical, jargon-laden and aspirational. The SOA needed a simple, straightforward way to educate younger professionals and rising STEM students about the actuarial profession and show them that their skills would make an immediate impact. The “READY” campaign is anchored by a colorful microsite that delivers basic industry knowledge while showcasing the limitless potential of an actuarial career.
The welcome page features a video carousel with slice-of-life clips of actuaries in action and introduces the “READY” concept in short, bold headlines.
The user experience throughout the website relies on simplicity of language and design, and a personal, Q&A-based dialogue with the audience.
Interactive elements add a storytelling dimension that appeals to top-of-funnel information seekers who may not be familiar with the actuarial profession or the Society of Actuaries.
As users explore the website, links to the main SOA site and more detailed information on educational tracks become available. In addition, video content is found on virtually every page.