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Genesis 2012 Marketing Plan

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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

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Genesis 2012 Marketing Plan

  1. 1. GENESIS WEALTHADVISORS, LLC2012 MARKETING PLAN18 NOVEMBER 2011
  2. 2. 2012 Marketing Budget BY PROJECT/BY QUARTER 25 JANUARY 2012C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 2B E R G E R O N C R E A T I V IE D E A S
  3. 3. Marketing Strategy WEALTH ADVISORS & FINANCIAL REPRESENTATIVES 25 JANUARY 2012 GENESIS WEALTH ADVISORS, LLC. | WEALTH ADVISORS DIRECT MAILC O P Y R I G H T © 2 0 1 1 T H E CAMPAIGN | 3B E R G E R O N C R E A T I V IE D E A S
  4. 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 | 4B E R G E R O N C R E A T I V IE D E A S
  5. 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 | 5B E R G E R O N C R E A T I V IE D E A S
  6. 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 spaceC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 6B E R G E R O N C R E A T I V IE D E A S
  7. 7. B2B SECONDARY TARGET AUDIENC • Financial Representatives • 5 years experience • $20 – $30 million under management • $200 - $300k annual revenueC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 7B E R G E R O N C R E A T I V IE D E A S
  8. 8. 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 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 8B E R G E R O N C R E A T I V EI D E A S
  9. 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 MarketingC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 9B E R G E R O N C R E A T I V IE D E A S
  10. 10. Wealth Advisor Recruitment Strategy SOLID GOLD CAMPAIGN 25 JANUARY 2012C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 10B E R G E R O N C R E A T I V IE D E A S
  11. 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 credibilityC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 11B E R G E R O N C R E A T I V IE D E A S
  12. 12. SOLID GOLD MARKETING RESULTS • Attend Webinar • Phone • Email • Go-to-Meeting Form • Meet with Paul • Your Unfair Advantage BrochureC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 12B E R G E R O N C R E A T I V IE D E A S
  13. 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 2013C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 13B E R G E R O N C R E A T I V IE D E A S
  14. 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 webinarsC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 14B E R G E R O N C R E A T I V IE D E A S
  15. 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 WebinarC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 15B E R G E R O N C R E A T I V IE D E A S
  16. 16. FIRST MAILING | 3D GOLD BARC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 16B E R G E R O N C R E A T I V IE D E A S
  17. 17. TRIFOLD BROCHURE| DETAILC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 17B E R G E R O N C R E A T I V IE D E A S
  18. 18. SECOND MAILING | OVERSIZED POSTCARDC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 18B E R G E R O N C R E A T I V IE D E A S
  19. 19. THIRD MAILING | OVERSIZED POSTCARDC O P Y R I G H T © 2 0 1 1 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 19B E R G E R O N C R E A T I V IE D E A S
  20. 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 WebinarsC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 20B E R G E R O N C R E A T I V EI D E A S
  21. 21. POST WEBINAR MAILING | GOLD B USB | VIDEOC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 21B E R G E R O N C R E A T I V IE D E A S
  22. 22. FOURTH MAILING | YOUR UNFAI ADVANTAGE BROCHUREC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 22B E R G E R O N C R E A T I V IE D E A S
  23. 23. Financial Rep Recruitment WHAT’S YOUR GENESIS? 25 JANUARY 2012C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 23B E R G E R O N C R E A T I V IE D E A S
  24. 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 credibilityC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 24B E R G E R O N C R E A T I V IE D E A S
  25. 25. SOLID GOLD MARKETING RESULTS • Attend Webcast (Pre-recorded Presentation) • Phone • Email • Go-to-Meeting Form • Meet with Paul • Your Unfair Advantage BrochureC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 25B E R G E R O N C R E A T I V IE D E A S
  26. 26. WEBCASTS IN CONSIDERATION FO 2012 • Webcast Promotion • Budget Permitting (otherwise 2013) • Trifold Mailer • 1st Registration Email • Invitation • 2nd Registration Email • Final Registration EmailC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 26B E R G E R O N C R E A T I V IE D E A S
  27. 27. FIRST MAILING| LETTER| TRIFOLD BROCHUREC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 27B E R G E R O N C R E A T I V IE D E A S
  28. 28. TRIFOLD BROCHURE| DETAILC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 28B E R G E R O N C R E A T I V IE D E A S
  29. 29. THIRD MAILING | INVITATION TO M WITH PAULC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 29B E R G E R O N C R E A T I V IE D E A S
  30. 30. Marketing Strategy INDIVIDUAL INVESTORS 25 JANUARY 2012C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 30B E R G E R O N C R E A T I V IE D E A S
  31. 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 | 31B E R G E R O N C R E A T I V E I D E A S
  32. 32. 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 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 32B E R G E R O N C R E A T I V E I D E A S
  33. 33. 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 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 33B E R G E R O N C R E A T I V E I D E A S
  34. 34. 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 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 34B E R G E R O N C R E A T I V EI D E A S
  35. 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 styleC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 35B E R G E R O N C R E A T I V EI D E A S
  36. 36. Social Media WEALTH ADVISORS & INDIVIDUAL INVESTORS 25 JANUARY 2012C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 36B E R G E R O N C R E A T I V IE D E A S
  37. 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 AffiliateC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 37B E R G E R O N C R E A T I V EI D E A S
  38. 38. LINKED INC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 38B E R G E R O N C R E A T I V IE D E A S
  39. 39. YOUTUBE Promote Webinars and • Webcasts • Video Content Development •Initially clips for Go-to-Webinar Recording of 1st Webinar • Clips from Paul Presentation VideoC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 39B E R G E R O N C R E A T I V EI D E A S
  40. 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 easyC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 40B E R G E R O N C R E A T I V EI D E A S
  41. 41. FACEBOOKC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 41B E R G E R O N C R E A T I V IE D E A S
  42. 42. TWITTERC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 42B E R G E R O N C R E A T I V IE D E A S
  43. 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 | 43B E R G E R O N C R E A T I V IE D E A S
  44. 44. Internet Marketing WEALTH ADVISORS & INDIVIDUAL INVESTORS 25 JANUARY 2012C O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 44B E R G E R O N C R E A T I V IE D E A S
  45. 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 reportingC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 45B E R G E R O N C R E A T I V EI D E A S
  46. 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 | 46B E R G E R O N C R E A T I V EI D E A S
  47. 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 SystemC O P Y R I G H T © 2 0 1 2 T H E GENESIS WEALTH ADVISORS, LLC. | 2012 MARKETING PLAN | 47B E R G E R O N C R E A T I V EI D E A S
  48. 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

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