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GENESIS CAPITAL ADVISORS, INC.
INTEGRATED BRAND STRATEGY | CREATIVE DIRECTION
B2B STRATEGY
CREATIVE DIRECTION
Recent changes in legal and regulatory requirements are making it difficult for small financial planning firms and sole proprietors to compete in today¡¯s marketplace especially since the regulations as well as the auditors increasingly favor larger firms.
Genesis Advisors wants to grow its firm by attracting independent financial advisors helping them make more money. The goal is to add 5 new employees/independent contractors per year for the next decade. Genesis will offer top performers equity positions like a law firm; Associates, Junior Partners and Senior Partners.
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Financial Planners
5 years experience
$20 ¨C $30 million under management
$200 - $300k annual revenue
$50k in regulatory expenses
1 employee
Renting office space
Target Geographic Regions
New England
Massachusetts
Rhode Island
New Hampshire
Southern Maine
Genesis affiliate Support
Client Service
Fast Fund Survey/Financial DNA
Client Portal https://www.grendelonline.com/
Portfolio Management
Genesis Branded Funds
Legal and Regulatory
Marketing
Brand Recognition
Professional Website
Internet Marketing
Marketing Collateral
Drip Marketing
B2b interactive
Wordpress Platform
Content Management System (CMS)
B2B WEBSITE MAP
Internet Marketing
Constant Contact
Buy list of Independent Financial Advisors
Develop Email Campaign
Build landing pages for campaign
Unique Phone # http://public.ifbyphone.com/
Unique URL
Manage Prospect Database
DIRECT RESPONSE
Direct Mail
Develop Direct Mail Campaign
Support Email Campaign
Build landing pages for campaign
Manage Prospect Database
Branding
Sales Collateral
Create brand image and essence
Sales leave behind
Re-enforce key differentiators
B2C STRATEGY
CREATIVE DIRECTION
Consumers mistrust large financial institutions since the recession of 2007. According to FT Advisor, ¡°Financial institutions will face a backlash from consumers unless they radically change the way they operate¡±. This creates an immediate opportunity for Genesis Advisors to meet the needs of disenchanted consumers with their transparent and tailored approach.
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? $1M in accumulated retirement saving and other investments
? Dual-income professional family
? $200k+ gross income
? $100k+ to invest
? Kids past college phase
? Focused on retirement
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? $200k+ gross income
? $100k+ to invest
? Kids past college phase
? Focused on retirement
? Minimal debt
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Wealth advisors & Financial Representatives
25 January 2012
Recent changes in legal and regulatory requirements are making it difficult for small wealth advising firms and financial representatives to compete in today¡¯s marketplace especially since the regulations as well as the auditors increasingly favor larger firms.
Genesis Advisors wants to grow its firm by attracting independent wealth advisors and financial representatives helping them make more money. The goal is to add 5 new employees/independent contractors per year for the next decade. Genesis will offer top performers equity positions like a law firm; Associates, Junior Partners and Senior Partners.
GO-TO-WEBINAR Setup
Creative Services
Customize Go-to-Webinar with Genesis branding
Design, write and deploy emails
Modify Registration Form
Develop PowerPoint for Webinar
Develop Polls
Consulting Services
Assist with pre-webinar practice sessions
Provide support day of Webinar
Record Webinar
Branding
Differentiation
Customer Transparency
Genesis Funds have lower fees than the Big Guys
Fast Fund Survey/Financial DNA
Custom Plans/Funds based on risk tolerance
Financial Planners matched by personality profile
Presentations in preferred communication style
SOCIAL MEDIA Strategy
Wealth Advisors
Bi-Weekly Posts
Corporate LinkedIn
Individual LinkedIn pages
Initial purpose to garner organic search ranking
Build loyal base of fans and followers
Provide relevant content
Build case for becoming an Affiliate
LINKED IN
YouTube
Promote Webinars and Webcasts
Video Content Development
Initially clips for Go-to-Webinar Recording of 1st Webinar
Clips from Paul Presentation Video
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Wealth Advisors
Collaborative contributions
Bi-Weekly Posts
Linked In, Facebook, Twitter & Networked Blogs
Individual LinkedIn pages
Initial purpose to garner organic search ranking
Build loyal base of fans and followers
Provide relevant content
Make referrals easy
Internet Marketing
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Target select geographic regions in Florida
Competitive Review and Analysis
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BRAND STRATEGY >> FIRM PROFILE
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Protrade is committed to technology and innovation by developing and offering sophisticated trading platforms and algorithms designed to meet the needs of active investors.
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GENESIS CAPITAL ADVISORS, INC.
INTEGRATED BRAND STRATEGY | CREATIVE DIRECTION
B2B STRATEGY
CREATIVE DIRECTION
Recent changes in legal and regulatory requirements are making it difficult for small financial planning firms and sole proprietors to compete in today¡¯s marketplace especially since the regulations as well as the auditors increasingly favor larger firms.
Genesis Advisors wants to grow its firm by attracting independent financial advisors helping them make more money. The goal is to add 5 new employees/independent contractors per year for the next decade. Genesis will offer top performers equity positions like a law firm; Associates, Junior Partners and Senior Partners.
B2B TARGET AUDIENCE
Financial Planners
5 years experience
$20 ¨C $30 million under management
$200 - $300k annual revenue
$50k in regulatory expenses
1 employee
Renting office space
Target Geographic Regions
New England
Massachusetts
Rhode Island
New Hampshire
Southern Maine
Genesis affiliate Support
Client Service
Fast Fund Survey/Financial DNA
Client Portal https://www.grendelonline.com/
Portfolio Management
Genesis Branded Funds
Legal and Regulatory
Marketing
Brand Recognition
Professional Website
Internet Marketing
Marketing Collateral
Drip Marketing
B2b interactive
Wordpress Platform
Content Management System (CMS)
B2B WEBSITE MAP
Internet Marketing
Constant Contact
Buy list of Independent Financial Advisors
Develop Email Campaign
Build landing pages for campaign
Unique Phone # http://public.ifbyphone.com/
Unique URL
Manage Prospect Database
DIRECT RESPONSE
Direct Mail
Develop Direct Mail Campaign
Support Email Campaign
Build landing pages for campaign
Manage Prospect Database
Branding
Sales Collateral
Create brand image and essence
Sales leave behind
Re-enforce key differentiators
B2C STRATEGY
CREATIVE DIRECTION
Consumers mistrust large financial institutions since the recession of 2007. According to FT Advisor, ¡°Financial institutions will face a backlash from consumers unless they radically change the way they operate¡±. This creates an immediate opportunity for Genesis Advisors to meet the needs of disenchanted consumers with their transparent and tailored approach.
RETIRED PERSONS
? $1M in accumulated retirement saving and other investments
? Dual-income professional family
? $200k+ gross income
? $100k+ to invest
? Kids past college phase
? Focused on retirement
? Minimal debt
? Dual-income professional family
? $200k+ gross income
? $100k+ to invest
? Kids past college phase
? Focused on retirement
? Minimal debt
UPPER MIDDLE INCOME
FIRST STAGE AFFLUENT
Consumer needs and desires can be understood and even anticipated based on their life stages, but the financial strategies and tactics available to them vary according to their affluence level.
Acxiom has identified 12 consumer segments which reflect this interco37 Ways for a better world (Marc Heleven)
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This document outlines 37 principles for innovation and positive change in the world. It provides examples of successful innovations that demonstrate each principle, along with relevant websites. The principles include reinventing existing concepts, reusing materials, hybrid solutions, combining ideas, reversing standard approaches, crowdsourcing ideas, promoting local solutions, and more. The goal is to inspire new ideas and ways of thinking about addressing challenges in a better and more sustainable manner. Contact information is provided for sharing additional ideas or suggestions.2011
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This document provides an overview of offensive line basics for the 2011 Salisbury High School football team. It outlines proper stance, splits and positions, and blocking techniques including the punch, drive block, down block, reach block, and cut block. For each technique, it describes the steps and coaching points, and provides links to example video drills. The most important aspects are said to be stance, start, and taking the first step of 6-8 inches for drive and down blocks. It concludes by inviting players to go outside and run through drills.Comparatives and superlativesyyyyyyLuis Orlando Tutalcha Castillo
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Wealth advisors & Financial Representatives
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Recent changes in legal and regulatory requirements are making it difficult for small wealth advising firms and financial representatives to compete in today¡¯s marketplace especially since the regulations as well as the auditors increasingly favor larger firms.
Genesis Advisors wants to grow its firm by attracting independent wealth advisors and financial representatives helping them make more money. The goal is to add 5 new employees/independent contractors per year for the next decade. Genesis will offer top performers equity positions like a law firm; Associates, Junior Partners and Senior Partners.
GO-TO-WEBINAR Setup
Creative Services
Customize Go-to-Webinar with Genesis branding
Design, write and deploy emails
Modify Registration Form
Develop PowerPoint for Webinar
Develop Polls
Consulting Services
Assist with pre-webinar practice sessions
Provide support day of Webinar
Record Webinar
Branding
Differentiation
Customer Transparency
Genesis Funds have lower fees than the Big Guys
Fast Fund Survey/Financial DNA
Custom Plans/Funds based on risk tolerance
Financial Planners matched by personality profile
Presentations in preferred communication style
SOCIAL MEDIA Strategy
Wealth Advisors
Bi-Weekly Posts
Corporate LinkedIn
Individual LinkedIn pages
Initial purpose to garner organic search ranking
Build loyal base of fans and followers
Provide relevant content
Build case for becoming an Affiliate
LINKED IN
YouTube
Promote Webinars and Webcasts
Video Content Development
Initially clips for Go-to-Webinar Recording of 1st Webinar
Clips from Paul Presentation Video
SOCIAL MEDIA Strategy
Wealth Advisors
Collaborative contributions
Bi-Weekly Posts
Linked In, Facebook, Twitter & Networked Blogs
Individual LinkedIn pages
Initial purpose to garner organic search ranking
Build loyal base of fans and followers
Provide relevant content
Make referrals easy
Internet Marketing
WEALTH ADVISORS & INDIVIDUAL INVESTORS
25 January 2012
Pay per Click (PPC)
Google Adwords
Target select geographic regions in New England
Target select geographic regions in Florida
Competitive Review and Analysis
Develop keyword strategy
Build landing pages for campaigns
Unique Phone # http://public.ifbyphone.com/
Benchmark Relevancy Score
Monthly tracking and reporting
Search engine optimization (SEO)
Organic or Natural Search
Keyword Research and Analysis
Search Engine Placement Positioning
Content Analysis and SEO Copywriting for all pages
Link Analysis & Link Building
Meta Tag Analysis & Implementation
Image Tag Analysis & Implementation
Text Link Analysis & Implementation
Directory Analysis & Free Submissions
Site Map Analysis & Implementation
Geo Targeting on Google, Yahoo & Bing Maps System
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(S). The relationships between these functions are defined through differential rela-
tions involving temperature (T) and other state variables. Gibbs free energy (G) is
particularly useful for describing equilibrium and spontaneous processes under con-
stant temperature and pressure. Measurement of equilibrium constants (K) at differ-
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PROTRADE FINANCIAL
Creative Presentation for Brand and Website Strategy
BRAND STRATEGY >> FIRM PROFILE
Protrade is a direct access trading broker-dealer built upon the extensive experience of a full-service trading firm. Unlike traditional direct access trading firms, Protrade offers its customers a team of top traders with an impressive background in the financial markets, including a daily presence on the New York Stock Exchange.
Protrade is committed to technology and innovation by developing and offering sophisticated trading platforms and algorithms designed to meet the needs of active investors.
Protrade strategic partnerships with financial educators will allow customers to attend informative online and live events to assist them in achieving their financial goals.
BRAND STRATEGY >> GOALS & OBJECTIVES
The immediate goal within the first 3 months is to capture as many past relationships to Protrade as possible. The goal is to convert between 200 and 300 customers.
During this initial three-month phase, Protrade would like to introduce 50-75 new active retail customers to their new website. Active means customers that do 100+ trades per month.
At the end of 6 months, Protrade would like to have 150-200 new retail relationships. And by the end of the first year, the goal is to have 500 relationships. These relationships would be split; 80% active retail and 20% institutional customers. However, it would desirable to have the customer mix more heavily tilted to the institutional side as those customers tend to be more self sufficient and more successful.
BRAND Concept >> NO Bull >> Creative Brief
The direct access trading category tends to make a lot of claims that emphasize technology-only solutions. Active investors can see right through these claims. The objective of this brand promise is to offer relevant insight and tools to these seasoned traders that they can¡¯t get anywhere else.
This promise is supported by the positioning statement that would always accompany the Protrade logotype, Informed Investors Win. This statement, combined with the strength of positive associations to the Bull symbol, reinforce to prospects and customers alike that Protrade will give them the competitive edge to make more money.
In both off- and online advertising and promotions, the positioning statement will be extended into a memorable headline that reinforces the Protrade brand, Informed Investors Win. That¡¯s No Bull. That¡¯s Protrade. Imagery will depict the experienced Protrade team in action. The colors blue and gray give the firm a feel of stability, while the black adds a contemporary edge to the brand.
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