The Situation:

A private wealth management company with a very innovative and comprehensive service model, contrary to the industry norms, decided to expand. The client needed to build profile and attract qualified sales leads and potential staff.

The Challenge:

The firm had developed business on a referrals and direct sales basis and had little marketing materials. Their service model was contrary to the practices of the majority of the industry. As a result, we needed to explicitly define what the services were and present a compelling argument for their contrary approach. The client had service capacity limits, so the sales and marketing program had to be scaled appropriately as to not overwhelm operations. They had an elite target market of very high net worth people, representing less than 1% of the population. The sales and marketing efforts needed to be highly targeted.

The Approach:

Design and implement a complete sales lead generation and marketing communications program. Given the niche target audience and the restricted production capacity, the program focused on a mix of search marketing, social networking, professional referrals development, direct mail and public relations. All program components can be turned on, scaled up and down as capacity allows in real-time.

The Results:

The results have been beneficial in the short and long-terms. Through out the design and build stage the client benefitted from a clearer and more compelling articulation of their value proposition. During the growth stage the client is generating the mix of qualified sales leads, professional referrals and prospective job applicants they require. The summary benefits are decreased sales costs and sales cycle times and higher sales closure ratios.

Program Deliverables

• Define the brand
• Develop the corporate identity
• Define the sales economics and success criteria
• Develop the creative brief and marketing plan
• Develop key sales messages and campaignable idea
• Competitive review and keyword research

• Develop the website & integrate with the CRM
• Whitepaper co-authorship
• Develop an introduction video
• Develop series of sales landing pages
• Develop an on-line seminar

• Develop a blog
• Develop social media profiles
• Search engine optimization and link development
• Banner ad development and campaign optimization
• Campaign management of search engine and portal advertising
• Performance tracking and analytics
• On-going support and performance optimization