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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.