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GENESIS CAPITAL ADVISORS, INC. ...

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 – $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 interco

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  • 1. GENESIS CAPITAL ADVISORS,INC.INTEGRATED BRAND STRATEGY | CREATIVEDIRECTION
  • 2. B2B STRATEGY CREATIVE DIRECTIONC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 2B E R G E R O N C R E A T I V E I D E A S
  • 3. BUSINESS OPPORTUNITY 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.C O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 3B E R G E R O N C R E A T I V E I D E A S
  • 4. BUSINESS GOAL 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.C O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 4B E R G E R O N C R E A T I V E I D E A S
  • 5. B2B TARGET AUDIENCE • Financial Planners • 5 years experience • $20 – $30 million under management • $200 - $300k annual revenue • $50k in regulatory expenses • 1 employee • Renting office spaceC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 5B E R G E R O N C R E A T I V E I D E A S
  • 6. TARGET GEOGRAPHIC REGIONS • New England • Massachusetts • Rhode Island • New Hampshire • Southern Maine • Florida • NaplesC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 6B E R G E R O N C R E A T I V E I D E A S
  • 7. 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 MarketingC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 7B E R G E R O N C R E A T I V E I D E A S
  • 8. B2B INTERACTIVE • Wordpress Platform • Plugins • Content Management System (CMS) Uploader • Font • Superfish Menu • Contact Form 7 • Captcha • Google Directions • Ultimate SEO • Google Analytics • Backup BuddyC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 8B E R G E R O N C R E A T I V E I D E A S
  • 9. B2B WEBSITE MAP Template Key Linked In Client Login Facebook Homepage Twitter Home Clients Financial Section Page Advisors Affiliate Interior Page Why Genesis Program Employment Partnership Contact Us Blog Benefits Benefits Benefits Massachusetts Florida Contact Form Contact Form Forms Google Google Guidelines Guidelines Guidelines Directions Directions FAQ FAQ FAQ Important Privacy Terms Disclosure of Use Site Map StatementC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 9B E R G E R O N C R E A T I V E I D E A S
  • 10. 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 DatabaseC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 10B E R G E R O N C R E A T I V E I D E A S
  • 11. DIRECT RESPONSE • Direct Mail • Develop Direct Mail Campaign • Support Email Campaign • Build landing pages for campaign • Manage Prospect DatabaseC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 11B E R G E R O N C R E A T I V E I D E A S
  • 12. BRANDING • Sales Collateral • Create brand image and essence • Sales leave behind • Re-enforce key differentiatorsC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 12B E R G E R O N C R E A T I V E I D E A S
  • 13. B2C STRATEGY CREATIVE DIRECTIONC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 13B E R G E R O N C R E A T I V E I D E A S
  • 14. 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 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 14B E R G E R O N C R E A T I V E I D E A S
  • 15. TARGETRETIRED 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 DYNAMICSC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 15B E R G E R O N C R E A T I V E I D E A S
  • 16. AFFLUENCE SUMMARIESConsumer needs anddesires can be understoodand even anticipated basedon their life stages, but thefinancial strategies andtactics available to themvary according to theiraffluence level.Acxiom has identified 12consumer segments whichreflect this interconnected SOURCE: FORRESTER’S CONSUMER TECHNOGRAPHICS® BENCHMARK SURVEY WAS A SOURCE OF DESCRIPTIVE INFORMATION USEDimpact of both life stage and TO VALIDATE ACXIOM’S RETAIL BANKING CUSTOMER SEGMENTS.affluence on consumerfinancial behavior.C O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 16B E R G E R O N C R E A T I V E I D E A S
  • 17. BRANDING • Unique Selling Proposition • Trust • Respect • Does not talk up or down to customers • Commitment • Not fly-by-night • Founded 1994C O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 17B E R G E R O N C R E A T I V E I D E A S
  • 18. 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 styleC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 18B E R G E R O N C R E A T I V E I D E A S
  • 19. BRANDING • Identity • Logotype • Stay away from traditional icons (pyramids, trees etc.) • Need progressive, yet stable and solid symbol • Color • Current colors deep purple and dark blue • Purple may have equity with current customers • Need colors to support brand image • Colors need to translate well in print and onlineC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 19B E R G E R O N C R E A T I V E I D E A S
  • 20. BRAND IDENTITY • Print • Stationery System • Letterhead • #10 Envelope • Business Cards • Mailing Labels • 10 x12 Envelopes • Folder • Custom Financial Planner brochureC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 20B E R G E R O N C R E A T I V E I D E A S
  • 21. BRAND IDENTITY • Electronic • Email Signature • Letterhead • PowerPoint Template • Social Media AvatarsC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 21B E R G E R O N C R E A T I V E I D E A S
  • 22. B2C INTERACTIVE • Wordpress Platform • Plugins • Content Management System (CMS) • Financial Planner Zip Code Locator • Grendel Links • Font Uploader • https://www.grendelonline.com • Superfish Menu • Client Portal • Contact Form 7 • Fast Fund Survey/Financial DNA • Captcha • Google Directions • Ultimate SEO • Google Analytics • Backup BuddyC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 22B E R G E R O N C R E A T I V E I D E A S
  • 23. B2C WEBSITE MAP Template Key Linked In Client Login Facebook Homepage Twitter Home Financial Section Page Advisors Interior Page Blog Forms Important Privacy Terms Disclosure of Use Site Map StatementC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 23B E R G E R O N C R E A T I V E I D E A S
  • 24. SOCIAL MEDIA Blog • Blog/PR Plan • Collaborative contributions Networked Linked In Blogs • Weekly Posts Home • Linked In, Facebook, Twitter & Networked 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 easyC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 24B E R G E R O N C R E A T I V E I D E A S
  • 25. INTERNET MARKETING • Google Adwords PPC (Pay per click) • 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 • Benchmark Relevancy Score • Monthly tracking and reportingC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 25B E R G E R O N C R E A T I V E I D E A S
  • 26. INTERNET MARKETING • Organic SEO (Search Engine Optimization) • Organic — SEO (Search Engine Optimization) • 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 & ImplementationC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 26B E R G E R O N C R E A T I V E I D E A S
  • 27. COMPETITIVE BRAND LANDSCAPCURRENT SIZE FIRMS FUTURE SIZE FIRMS BRAND NAME FIRMSC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 27B E R G E R O N C R E A T I V E I D E A S
  • 28. A WEALTH OF POSSIBLITIES CREATIVE DIRECTIONC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 28B E R G E R O N C R E A T I V E I D E A S
  • 29. WEALTH OF POSSIBILITIES | BRAC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 29B E R G E R O N C R E A T I V E I D E A S
  • 30. WEBSITE | FINANCIAL ADVISOR HC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 30B E R G E R O N C R E A T I V E I D E A S
  • 31. WEBSITE | FINANCIAL ADVISOR HC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 31B E R G E R O N C R E A T I V E I D E A S
  • 32. WEBSITE | FINANCIAL ADVISOR HC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 32B E R G E R O N C R E A T I V E I D E A S
  • 33. WEBSITE|CLIENTS| HOME | SLIDEC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 33B E R G E R O N C R E A T I V E I D E A S
  • 34. WEBSITE|CLIENTS| HOME | SLIDEC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 34B E R G E R O N C R E A T I V E I D E A S
  • 35. WEBSITE|CLIENTS| HOME | SLIDEC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 35B E R G E R O N C R E A T I V E I D E A S
  • 36. WEBSITE | CLIENTS | SECTION TEC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 36B E R G E R O N C R E A T I V E I D E A S
  • 37. WEALTH OF POSSIBILITIES | STATC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 37B E R G E R O N C R E A T I V E I D E A S
  • 38. WEALTH OF POSSIBILITIES | COLC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 38B E R G E R O N C R E A T I V E I D E A S
  • 39. INVESTED IN YOUR FUTURE CREATIVE DIRECTIONC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 39B E R G E R O N C R E A T I V E I D E A S
  • 40. INVESTED IN YOUR FUTURE | BRAC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 40B E R G E R O N C R E A T I V E I D E A S
  • 41. WEBSITE | FINANCIAL ADVISOR HC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 41B E R G E R O N C R E A T I V E I D E A S
  • 42. WEBSITE | CLIENT | HOME | SLIDEC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 42B E R G E R O N C R E A T I V E I D E A S
  • 43. WEBSITE | CLIENT | HOME | SLIDEC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 43B E R G E R O N C R E A T I V E I D E A S
  • 44. WEBSITE | CLIENT | HOME | SLIDEC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 44B E R G E R O N C R E A T I V E I D E A S
  • 45. WEBSITE | CLIENTS | SECTION TEC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 45B E R G E R O N C R E A T I V E I D E A S
  • 46. INVESTED IN YOUR FUTURE | STAC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 46B E R G E R O N C R E A T I V E I D E A S
  • 47. INVESTED IN YOUR FUTURE | COC O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 47B E R G E R O N C R E A T I V E I 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 4I 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 aS 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