3. RIA Stands for You campaign
has two objectives
1 2
INVESTORS ADVISORS
Generate investor Help advisors
understanding tell the story with
of RIA category ready-made educational
and potential benefits tools and content
Marketing in the digital age: Putting the RIA Stands for You campaign to work for your firm
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4. National digital advertising campaign
• Ads are running daily on thought-leadership, finance,
and lifestyle sites that target the ultra affluent.
Marketing in the digital age: Putting the RIA Stands for You campaign to work for your firm
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5. National digital advertising campaign
• Ads feature videos and deeper educational content
about the independent model and its benefits.
• And it’s all designed to be shared!
Marketing in the digital age: Putting the RIA Stands for You campaign to work for your firm
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6. Story told by investors
“Our finances got so complex,
choosing an RIA was simple.”
—Albert
“With three generations to invest
for, I chose an RIA.”
—Steve
“I subcontract my worrying
to my RIA. It’s freeing.”
—Susan
“With my advisor it’s always
about me. Just me.”
—Michelle
Marketing in the digital age: Putting the RIA Stands for You campaign to work for your firm
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7. The RIA Stands for You website:
riastandsforyou.com
• A public resource for investors—and for you!
• Videos, plus more content to educate investors about their options.
Marketing in the digital age: Putting the RIA Stands for You campaign to work for your firm
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8. The RIA Stands for You website:
riastandsforyou.com
• Icons make it easy for investors (and you) to share the site.
Marketing in the digital age: Putting the RIA Stands for You campaign to work for your firm
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9. Advisor directory on riastandsforyou.com
• In 2013, we’re adding an advisor directory to close the loop
with advertising.
• Simple ZIP code–based search tool will generate a list of firms
in the local area.
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10. Free professional marketing tools
and content
• Order or download these ready-made tools to help educate.
• Or use the content as “starter” for your own marketing communications.
Educational Brochures WSJ Article Customizable PPT
Lapel Pins
RIA Benefits
Mini Cards
Marketing in the digital age: Putting the RIA Stands for You campaign to work for your firm
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11. How to get started:
visit the Advisor Marketing Hub
• Go to schwabadvisorcenter.com
> News & Resources, and then
click the campaign logo.
• Logos and tools
• Tips by marketing channel
• Advisor case studies
• Usage guidelines
• Have a conversation with your
compliance officer and review
the usage guidelines.
Prior to using the RIA Stands for You marketing campaign, please review the guidelines presented on the Advisor Marketing Hub. We have
developed these guidelines to help you understand how the RIA Stands for You campaign is intended to be used, however, Schwab cannot
provide specific legal or compliance advice. You should evaluate the use of the campaign in light of your firm's own policies, as well as the
guidance provided by your regulators.
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12. Advisors are using the logo and URL
in every marketing touchpoint
Email signatures
Websites
Social media
Client referral letters
Newsletters and blogs
Presentations and client meetings
Brochures and white papers
Promotional items
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