GENESIS WEALTH ADVISORS, LLC 2012 marketing Plan 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 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

1. GENESIS WEALTH
ADVISORS, LLC
2012 MARKETING PLAN
18 NOVEMBER 2011

2. 2012 Marketing Budget
BY PROJECT/BY QUARTER
25 JANUARY 2012
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 2
B E R G E R O N C R E A T I V IE D E A S

3. Marketing Strategy
WEALTH ADVISORS & FINANCIAL REPRESENTATIVES
25 JANUARY 2012
GENESIS WEALTH ADVISORS, LLC. | WEALTH ADVISORS DIRECT MAIL
C O P Y R I G H T © 2 0 1 1 T H E
CAMPAIGN | 3
B E R G E R O N C R E A T I V IE D E A S

4. BUSINESS
OPPORTUNITY
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.
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 4
B E R G E R O N C R E A T I V IE D E A S

5. BUSINESS
GOAL
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.
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 5
B E R G E R O N C R E A T I V IE D E A S

6. B2B PRIMARY TARGET AUDIENCE
• Wealth Advisors
• 5 years experience
• $20 – $30 million under management
• $200 - $300k annual revenue
• $50k in regulatory expenses
• 1 employee
• Renting office space
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 6
B E R G E R O N C R E A T I V IE D E A S

7. B2B SECONDARY TARGET AUDIENC
• Financial Representatives
• 5 years experience
• $20 – $30 million under management
• $200 - $300k annual revenue
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 7
B E R G E R O N C R E A T I V IE D E A S

8. TARGET GEOGRAPHIC REGIONS
• New England
• Massachusetts
• Rhode Island
• New Hampshire
• Southern Maine
• Florida
• Naples
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 8
B E R G E R O N C R E A T I V EI D E A S

9. GENESIS AFFILIATE PROGRAM
• Legal and Regulatory • Three Tiers
• Portfolio Management • Basic Module
• Genesis Branded Funds • Lifestyle Module
• Client Service • Turbocharged Growth Module
• Fast Fund Survey/Financial DNA
• Client Portal https://www.grendelonline.com/
• Marketing
• Brand Recognition
• Professional Website
• Internet Marketing
• Marketing Collateral
• Drip Marketing
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 9
B E R G E R O N C R E A T I V IE D E A S

10. Wealth Advisor Recruitment Strategy
SOLID GOLD CAMPAIGN
25 JANUARY 2012
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 10
B E R G E R O N C R E A T I V IE D E A S

11. SOLID GOLD STRATEGY
• Messaging
• Full-court press
• Emotional drive to grow business
• Understand business challenges
• Turnkey solution
• 3 Tier Levels
• Visuals
• Gold Bar – Solid
opportunity/business
• Gold Bar – Valuable/continuous
growth
• 3D Elements –
Unique/memorable
• Establishes instant credibility
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 11
B E R G E R O N C R E A T I V IE D E A S

12. SOLID GOLD MARKETING RESULTS
• Attend Webinar
• Phone
• Email
• Go-to-Meeting Form
• Meet with Paul
• Your Unfair Advantage Brochure
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 12
B E R G E R O N C R E A T I V IE D E A S

13. HOST 3 WEBINARS IN 2012
• 1ST Webinar
• April 24, 2012 | 3PM
• March 26th 3D Gold Bar Mailing
• April 2nd 1st Save-the-date Postcard
• April 9th 1st Registration Email
• April 16th 2nd Save-the-date Postcard
• April 18th 2nd Registration Email
• April 23rd Final Registration Email
• April 30th Post Webinar Mailer
• 2nd Webinar
• August/September 2012
• 3rd Webinar
• December 2012/January 2013
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 13
B E R G E R O N C R E A T I V IE D E A S

14. GO-TO-WEBINARS
• $948 per year (up to 100 Attendees)
• Features
• Customized branding
• Pre-webinar practice sessions
• Automated email templates
• Full-service Registration
• Outlook® calendar integration
• Drawing tools
• Q&A
• Polls
• Attendees can raise hands
• Record Webinar
• Video hosting of recorded webinars
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 14
B E R G E R O N C R E A T I V IE D E A S

15. 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
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 15
B E R G E R O N C R E A T I V IE D E A S

16. FIRST MAILING | 3D GOLD BAR
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 16
B E R G E R O N C R E A T I V IE D E A S

17. TRIFOLD BROCHURE| DETAIL
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 17
B E R G E R O N C R E A T I V IE D E A S

18. SECOND MAILING | OVERSIZED
POSTCARD
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 18
B E R G E R O N C R E A T I V IE D E A S

19. THIRD MAILING | OVERSIZED
POSTCARD
C O P Y R I G H T © 2 0 1 1 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 19
B E R G E R O N C R E A T I V IE D E A S

20. SEMINAR VIDEO
• Initial Video
• Go-to-Webinar Recording of 1st Webinar
• Uploaded to USB for Post Webinar Mailing
• Video clips on YouTube to promote Webinars
• Final Video
• Budget allowing
• Shot on stage like Steve Jobs
presentation
• Uploaded to USB for Post Webinar
Mailing
• For Financial Representative
Webcasts
• Video clips on YouTube to promote
Webinars
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 20
B E R G E R O N C R E A T I V EI D E A S

21. POST WEBINAR MAILING | GOLD B
USB | VIDEO
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 21
B E R G E R O N C R E A T I V IE D E A S

22. FOURTH MAILING | YOUR UNFAI
ADVANTAGE BROCHURE
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 22
B E R G E R O N C R E A T I V IE D E A S

23. Financial Rep Recruitment
WHAT’S YOUR GENESIS?
25 JANUARY 2012
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 23
B E R G E R O N C R E A T I V IE D E A S

24. WHAT’S YOUR GENESIS? STRATEG
• Branding
• Messaging
• Personalized message
• Personalized approach
• Understand business challenges
• Turnkey solution
• 3 Tier Levels
• Visuals
• Build on website design
• Photos from website
• Integrated presentation
• Establish credibility
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 24
B E R G E R O N C R E A T I V IE D E A S

25. SOLID GOLD MARKETING RESULTS
• Attend Webcast (Pre-recorded
Presentation)
• Phone
• Email
• Go-to-Meeting Form
• Meet with Paul
• Your Unfair Advantage Brochure
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 25
B E R G E R O N C R E A T I V IE D E A S

26. WEBCASTS IN CONSIDERATION FO
2012
• Webcast Promotion
• Budget Permitting (otherwise 2013)
• Trifold Mailer
• 1st Registration Email
• Invitation
• 2nd Registration Email
• Final Registration Email
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 26
B E R G E R O N C R E A T I V IE D E A S

27. FIRST MAILING| LETTER| TRIFOLD
BROCHURE
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 27
B E R G E R O N C R E A T I V IE D E A S

28. TRIFOLD BROCHURE| DETAIL
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 28
B E R G E R O N C R E A T I V IE D E A S

29. THIRD MAILING | INVITATION TO M
WITH PAUL
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 29
B E R G E R O N C R E A T I V IE D E A S

30. Marketing Strategy
INDIVIDUAL INVESTORS
25 JANUARY 2012
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 30
B E R G E R O N C R E A T I V IE D E A S

31. BUSINESS
OPPORTUNITY
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.
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 31
B E R G E R O N C R E A T I V E
I D E A S

32. TARGET
RETIRED PERSONS AUDIENCE
UPPER MIDDLE FIRST STAGE
• $1M in accumulated retirement PROFILES
INCOME
• Dual-income professional
AFFLUENT
• Dual-income professional
saving and other investments family family
+ +
• $200k gross income • $200k gross income
+ +
• $100k to invest • $100k to invest
• Kids past college phase • Kids past college phase
• Focused on retirement • Focused on retirement
• Minimal debt • Minimal debt
LIFE STAGE EXAMPLES
SOURCE: ACXIOM
RETAIL BANKING
CONSUMER DYNAMICS
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 32
B E R G E R O N C R E A T I V E
I D E A S

33. AFFLUENCE
SUMMARIES
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 interconnected
SOURCE: FORRESTER’S CONSUMER TECHNOGRAPHICS® BENCHMARK SURVEY WAS A SOURCE OF DESCRIPTIVE INFORMATION USED
impact of both life stage and TO VALIDATE ACXIOM’S RETAIL BANKING CUSTOMER SEGMENTS.
affluence on consumer
financial behavior.
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 33
B E R G E R O N C R E A T I V E
I D E A S

34. BRANDING
• Unique Selling Proposition
• Trust
• Respect
• Does not talk up or down to customers
• Commitment
• Not fly-by-night
• Founded 1994
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 34
B E R G E R O N C R E A T I V EI D E A S

35. 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
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 35
B E R G E R O N C R E A T I V EI D E A S

36. Social Media
WEALTH ADVISORS & INDIVIDUAL INVESTORS
25 JANUARY 2012
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 36
B E R G E R O N C R E A T I V IE D E A S

37. SOCIAL MEDIA STRATEGY
Blog
• Wealth Advisors
• Bi-Weekly Posts
Linked In Linked In
Individual
• Corporate LinkedIn
Corporate
• Individual LinkedIn pages
Wealth
Advisors
Home
YouTube
• Initial purpose to garner organic search
ranking
• Build loyal base of fans and followers
• Provide relevant content
• Build case for becoming an Affiliate
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 37
B E R G E R O N C R E A T I V EI D E A S

38. LINKED IN
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 38
B E R G E R O N C R E A T I V IE D E A S

39. YOUTUBE
Promote Webinars and
•
Webcasts
• Video Content Development
•Initially clips for Go-to-Webinar Recording of 1st
Webinar
• Clips from Paul Presentation Video
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 39
B E R G E R O N C R E A T I V EI D E A S

40. SOCIAL MEDIA STRATEGY
Blog
• Wealth Advisors
• Collaborative contributions
Networked
Blogs
• Bi-Weekly Posts
Home • Linked In, Facebook, Twitter & Networked
Google+ Facebook
Blogs
• Individual LinkedIn pages
Twitter
• Initial purpose to garner organic search
ranking
• Build loyal base of fans and followers
• Provide relevant content
• Make referrals easy
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 40
B E R G E R O N C R E A T I V EI D E A S

41. FACEBOOK
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 41
B E R G E R O N C R E A T I V IE D E A S

42. TWITTER
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 42
B E R G E R O N C R E A T I V IE D E A S

43. GOGGLE+
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 43
B E R G E R O N C R E A T I V IE D E A S

44. Internet Marketing
WEALTH ADVISORS & INDIVIDUAL INVESTORS
25 JANUARY 2012
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 44
B E R G E R O N C R E A T I V IE D E A S

45. 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
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 45
B E R G E R O N C R E A T I V EI D E A S

46. GOOGLE AWORDS
• Estimated Budget/Results Projections
• Click charges are based on average keyword cost for financial services
industry
• $2.00 on the low end to $4.50 on the high end for keywords
• An average of $3.00 per click, below are some PPC traffic estimates.
• 10 clicks per day @ $3.00 = $30 per day X 30 day average = $900 per month (300 visitors
per month)
• 20 clicks per day @ $3.00 = $60 per day X 30 day average = $1,800 per month (600
visitors per month)
• 30 clicks per day @ $3.00 = $90 per day X 30 day average = $2,700 per month (900
visitors per month)
• 50 clicks per day @ $3.00 = $150 per day X 30 day average = $4,500 per month (1,500
visitors per month)
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 46
B E R G E R O N C R E A T I V EI D E A S

47. SEARCH ENGINE OPTIMIZATION (S
• 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
C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 47
B E R G E R O N C R E A T I V EI D E A S

48. B R A N D I N G 1 5 1 W o r c e s t e r8 8 8 r e e t . 6 1 7 1
S t . 7 6 4
I N T E R A C T I V E F i r s t F l o o r i d e a s @ b e r g e r o n c r e a
S O C I A L M E D I A N o r t h G r a f t o n , w wa . b e r g5 e3 r 6 o n c r e a t i
w M 0 1