Case Studies
Situation
fi360 promotes a culture of fiduciary responsibility and improves the decision making processes of investment fiduciaries and other financial service providers through educational training programs, the AIF® and AIFA® professional designations, analytical and reporting technology and ongoing support for all types of fiduciaries and financial service providers. In 2010, Director of Marketing Heather Martorella approached industry expert Marie Swift to work with f1360 on marketing strategy and messaging enhancement.
The Impact Factor:
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Marie Swift interviewed a select number of AIF® and AIFA® designees to find out what marketing materials and support they needed to build their businesses on the local and national level.
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Marie Swift gave a presentation at their annual conference, “Articulating Your Value as an Advisor Today,” drawing out additional insights and information from the audience.
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Impact Communications collected the information gathered at the conference and in focus groups in a study for fi360.
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Impact Communications helped refine the message that they were presenting and created a series of marketing materials including:
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New website content
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Fresh news release content
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New, more compelling brochures
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Powerful, more concise positioning statements
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A signature article to use as a credibility piece
Results:
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The management team left the project with a clearer understanding of what designees wanted and needed in materials and support.
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The executive team was able to clarify their priorities to create a clearer message and strengthen their focus.
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The designees received new materials and communications pieces to help them articulate the value of working with an AIF® and/or AIFA® designee.
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CEO Blaine Aikin was profiled in a Thought Leader Round Table transcript and corresponding podcast interview.
See www.FI360.com.
Situation
Brett S. Ellen, CFP® is the President & CEO of American Financial Network (AFN).
The Impact Factor:
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Impact Communications developed a complete marketing and public relations strategy for American Financial Network including:
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Strengthening its message
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Promoting the American Financial Network brand by introducing Brett S. Ellen to journalists and industry leaders interested in his approach to financial planning
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Helping to developing articles, white papers and news releases to use for attraction marketing and local marketing campaigns.
Results:
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Brett S. Ellen was quoted as an expert in prestigious industry magazines.
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American Financial Network established their marketing target and focused their message to reach that market.
· Additionally Impact developed Brett S. Ellen’s blog for children, Kids Finance Coach, into a go-to site to educate children about finance from an early age.
Visit:
Situation
The Garrett Planning Network was established by Sheryl Garrett, CFP®, in 2000.
The Impact Factor:
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Through a broad-based brand building and media marketing campaign, including the production and promotion of six books, Impact Communications has partnered with Garrett and her team for over ten years to produce outstanding results.
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In the early years, Garrett outsourced her entire marketing department to Impact Communications. Now that her organization is fully staffed, Garrett relies on Impact Communications for retainer-based PR and marketing communications services and for marketing coaching, media training and ongoing support for 300 affiliated companies.
Results:
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Since 2000 Garrett has been a highly visible industry thought leader and nationally acclaimed consumer advocate.
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She was profiled as “one of the top 25 most influential people in the financial planning industry” by Investment Advisor magazine four years in a row.
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Garrett Planning Network is now the premier national organization for fee-only, hourly-as-needed planners. The organization is now 300 members strong.
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Garrett has been quoted in nearly every major print publication including The Wall Street Journal, The New York Times, Money magazine, Kiplinger’s Personal Finance and many more. The Garrett Planning Network has twice been in the spotlight on the TODAY show.
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Today, Sheryl Garrett is a media super star. Google “Sheryl Garrett” to see what we mean!
To learn more visit www.garrettplanningnetwork.com.
Situation
FocusPoint Solutions, a division of The H Group, was established by Brent Hicks, CFP®, in 2002.
The Impact Factor:
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Impact Communications created and established a unique brand identity and position within the industry for FocusPoint Solutions through the development of a strong web presence, new professional collateral materials, numerous speaking engagements and ongoing media exposure.
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FPS outsourced all its marketing development and implementation needs to Impact Communications for four years, until it could hire a full-time marketing director.
Results:
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Impact Communications put FocusPoint Solutions “on the map”, increasing awareness through intensive and ongoing industry exposure.
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Impact generated numerous high-profile media opportunities for the firm, including a feature article in Investment Advisor magazine and a personal Success Profile for Brent Hicks in Research magazine.
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The new business model – a hybrid combination of broker/dealer, advisor network and TAMP-like services (“only better”) – has recruited close to 50 advisors while successfully surmounting the challenge of building a new brand and communicating a unique value proposition.
Visit www.focuspointsolutions.comto learn more.
Situation
Merit Retirement Advantage was established by Rick Kent, CFP®, in 2006.
The Impact Factor:
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Impact Communications helped the business clarify its message, established a strong brand and created an offering of unique services to both consumers and advisors as Network Affiliates.
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Impact developed a suite of turnkey marketing and PR tools including news releases, pre-written articles, customizable flyers, ads and brochures for network advisors to use in local marketing campaigns.
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Impact designed and built a three-legged website, with separate portals for consumers, advisors and journalists.
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Impact created and promoted a unique Retirement Readiness Tool Kit that includes a number of personal assessment surveys and educational items (such as a white paper produced in partnership with a university professor).
Results:
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Merit has enjoyed many media successes through targeted PR and promotions provided by Impact Communications, including increased visibility on the web and published articles in Research magazine, Morningstar Advisor, Horsesmouth, Investment News and Financial Advisor magazine.
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In 2007 Rick Kent was individually profiled in Wealth Manager magazine.
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In 2008 the growing firm was able to recruit away from a major broker/dealer an accomplished business development director.
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Today Merit Retirement Advantage is recognized as a leader in the 401(k) advisory service arena.
See the results at www.meritretirementadvantage.com.
Situation
Pershing LLC provides global business solutions for the financial industry. More customers clear through Pershing than through any other firm. They stay on the leading edge of developments in technology, infrastructure and innovative product development. They are committed to the success of the financial organizations, money managers and registered investment advisors who affiliate with them.
In 2010, Pershing LLC reached out to Impact Communications to take charge of two projects for its Lockwood Advisors division:
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Develop a comprehensive guide for financial advisors on “Hosting Client Events”
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Create a series of presentations that advisors could use with groups of clients
The Impact Factor:
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“Hosting Client Events” guide
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Impact did a complete overhaul of the existing guide, including:
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Established strong branding
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Introduced sections with creative event ideas and solutions
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Broke down the process into easy to follow steps
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Impact Communications created a supporting collateral for “Seminar in a Box” events, including:
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Marketing letters
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Invitations
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Post-event follow up material
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Client-focused presentations
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Working with Pershing’s content experts, Impact created five seminar modules of fifteen to thirty minutes.
Results:
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The re-developed guide was greeted with enthusiasm by Pershing’s team.
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“Seminar in a Box” was presented at the annual conference and is currently being reviewed.
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The modules are being reviewed by Pershing prior to distribution to advisors.
Visit www.pershing.com
Situation
Kinder Institute of Life Planning, was established by George Kinder, CFP® and Susan Galvan, MA, in 2003.
The Impact Factor:
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The Kinder Institute retained Impact Communications in 2003. The primary objectives: help George Kinder maintain his thought-leader status in the industry while developing consumer demand for life planning services as provided by the trained advisors in his network.
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Marie Swift worked closely with Kinder and Galvan as their positioning expert and media-planning partner for four years.
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After a reorganization in 2007 and a significant increase in revenues, Impact and Kinder established a new retainer-based relationship which added more writing and media-pitching partners from the Impact Team.
Results:
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The Kinder Institute has surpassed its initial goals as measured by new members, revenue and market reach.
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The Institute today has a global presence, with international strongholds in South Africa, Australia, the United Kingdom and the Netherlands – in addition to stellar growth and recognition in the US.
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Kinder and his organization have been profiled in Money magazine, Harvard magazine, Investment Advisor magazine, Financial Advisor magazine, New Model Adviser magazine (UK), Happinez magazine (Netherlands), ODE magazine (English and Dutch versions) Asset magazine (Australia), Summit TV (South Africa) and many more publications in 2008 alone.
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In 2006 Kinder received the first ever Heart of Financial Planning Award from the Financial Planning Association.
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Following sustained promotion, Kinder was named to industry influentials lists such as Financial Planning magazine’s “Movers and Shakers” and Investment Advisor magazine’s “Top 25 People in the Financial Planning Industry”.
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Nearly 1000 individuals have been attracted to and studied “the power and spirit of money” through focused training at the Kinder Institute.
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The Registered Life Planner™ designation conferred by the Kinder Institute is remains the only professional credential of its kind.
See what George Kinder and team have achieved by clicking here: www.kinderinstitute.com.
Situation
Securities America, Inc.,one of the largest independent broker/dealers in the nation, was established 24 years ago. Janine Wertheim, Chief Marketing Officer, who had previously worked with an Omaha-based PR firm, approached industry expert Marie Swift in 2006.
The Impact Factor:
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Impact Communications analyzed the entire Securities America operation to uncover the key attributes that help them stand out from the rest.
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These attributes were leveraged and promoted through a comprehensive media relations approach within the financial services industry.
Results:
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A long-time industry leader, Securities America is not only holding its own but gaining ground. In 2007, revenues at Securities America grew by 16% to $506 million, and the number of affiliated advisors is approaching 1,700. Recruiting is strong, with more than 80 new reps recruited in the first 6 months of 2008.
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Securities America was named the fourth largest broker/dealer, in both 2007 and 2008, by Financial Planning magazine in their annual Top Broker/Dealers issue. It leapfrogged from the sixth place to fourth place in 2007 and held its position as #4 in 2008.
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Impact Communications ghostwrites articles for and prepares key executives for interviews. Monthly strategy calls with Securities America’s internal marketing team keep the two teams working smoothly to achieve the company’s stated goals.
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Since putting Impact Communications on retainer in 2006, Securities America has enjoyed improved visibility and positioning within the financial services industry, with articles in Investment News, Investment Advisor, Research, Financial Planning, Financial Advisor, Boomer Market Advisor, Morningstar Advisor, Advisor Today, Bank Investment Consultant, AdvisorMax, On Wall Street, Registered Rep and CPA Wealth Provider.
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Just open the June issue of Financial Planning magazine. Turn to the Table of Contents and you will see a photograph of a man walking down the hall; it’s Securities America CEO Steve McWhorter in the spotlight with plenty of ink in the 3 corresponding articles. All 3 articles spotlight Securities America as one of the top broker/dealers in the nation today. McWhorter is pictured once more in a large and visually exciting photo within the interior pages.
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Impact Communications consults with and helps Securities America produce news releases, white papers, survey summaries, promotional materials for books their executives write, etc.
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Together the two teams develop new messaging, integrate advertising and PR strategies, promote the company’s agenda and mitigate the effects of any less-than-perfect press.
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Marie Swift has been a featured speaker at Securities America’s annual conventions. Reps love her talks on how to work with the media and implement more effective marketing strategies.
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In 2006, Impact Communications partnered with Securities America to create a unique program for groups of 10 advisors. PR Mastermind brings the advantages of a professionally guided PR campaign to advisors, in a group setting, for a fraction of the typical cost.
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In the second year of the relationship, Impact Communications built and currently maintains a password-protected Web Office, which serves as a shared virtual workspace and repository for important documents. The end result is enhanced productivity and enhanced information transfer between the Impact Communications and Securities America teams.
See www.securitiesamerica.com.
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