Point One Percent Portfolio

As our name suggests we are a branding, marketing and strategy consulting firm that focuses
on understanding the wealthiest .1% of the population – how this consumer thinks, how they
live, and how to reach them from a 360-degree approach.

We then translate these insights to help companies enhance the perception of their brand to

who we are be aspirational and held in the highest regard.

While our clients all wish to communicate with affluent and coveted consumers, our
solutions for our clients vary greatly depending on their goals; they include brand positioning
and identity, brand reinvention, market and product expansion, growth initiatives and
fundraising and specific marketing communication tactics. Our scope of expertise extends
from research to planning and execution.

[ research ]
• Market diligence and trend analysis
• Competitive analysis and assessment
• Qualitative research – our proprietary List of 100 allows us to gather rich insights

directly from the individuals our clients are attempting to reach
• Quantitative research

[ strategy ]
Using a combination of insights from the List of 100 and our in depth understanding of the
luxury market Point One Percent delivers:

• Succinct strategic platforms that act as a guiding principle

what we do
and strategic lens for all communications efforts
• Business planning and growth strategy development
• Product development and brand tiering
• Sales channel expansion and optimization

[ financial advisory ]
Utilizing our extensive experience and network in the luxury goods industry we work with
leading companies, private equity funds and financial advisors to provide:

• Due diligence support for potential acquisitions
• Identify and assess investment opportunities
• Joint venture formation
• Licensing agreements
• Capital introduction

[ creative development ]
Our in-house team of designers and art directors thorough understanding of the affluent
consumer leads to thoughtful and compelling articulations of luxury including:

• Brand identity Naming • Logo development • Color palette
Font systems • Image style • Tone of voice • Overall aesthetic look and feel

• print Advertising • Brochures • Direct Mail • Stationery

• online E-commerce strategy • Website design and programming
Online advertising

what we do • social media Facebook • Twitter • YouTube • Foursquare • Tumblr

• experiential In-store and packaging • Customer loyalty programs
Event marketing and sponsorships • Brand partnerships

• animation Corporate videos • Mood videos • Television

[ project management and execution ]
Point One Percent has extensive experience fully implementing all of the above services.
Each project is led by a dedicated and experienced project team to ensure that every detail is
attended to, and that the highest level of quality is delivered on time and in budget.

some of our thinking
[ select case studies ]

[ BRAND HIERARCHY AND IDENTITY ]

Paul Stuart has been providing men with distinctive, custom tailored clothing since 1938.
Paul Stuart recently developed Phineas Cole, a line of clothing that has the same sense of
sophistication and style as Paul Stuart, but also has a whimsical and modern twist. The line
is intended to target a slightly younger audience who is professional, successful in their own
right, but doesn’t take themselves too seriously.

Paul Stuart approached Point One Percent to help define the relationship between the two
brands, as well as develop a clear brand identity and creative articulation to position and raise
awareness of Phineas Cole in the marketplace. The campaign for Phineas Cole leveraged the
idea that confidence has a style all its own.

Fall 2010

8 9

10 11

Paul Stuart Brochure

[ BRAND EVOLUTION VIA ECOMMERCE ]

Point One Percent partnered with jewelry designer, Ippolita, to create ecommerce design and
navigation delivering an evolved and meaningful articulation of the brand, one that would
capture the inspired and creative essence as well as the artisanal quality of the product.

To begin, Point One Percent seeked to define the Ippolita brand and executed a comprehensive
evaluation beginning with a brand immersion to understand the designer herself, product in
detail and corporate culture; a target analysis to identify key constituent segments and develop
demographic and psychographic profiles; qualitative interviews with affluent individuals to
note the pulse of the market and inform perceived differentiators; and a competitive audit,
including secret shopping, to assess individual competitive strategies in the luxury jewelry
category. Together, these collective tactics informed Point One Percent insights to devise an
ownable ‘wearable beauty’ brand positioning for Ippolita, and articulate marketing solutions
that leveraged the brand sensibility, created feminine connection and resonated with high net
worth individuals.

As an extension of this evolved brand expression, Point One Percent delivered an overall
look and feel (design, tone of voice, photographic style, content hierarchy, clear emotive
communications), a brand book and re-launched the Ippolita website.

shop jewelry | meet ippolita siGN iN | shoppiNG baG | coNsult stylist | search Go

shop jewelry | meet ippolita my accouNt | wishlist | shoppiNG baG | consult stylist | search Go

consult an ippolita stylist

ippolita stylists are available to help select the right piece for
you, or to answer any of your questions regarding the jewelry.
become aN ippolita iNsider | eVeNts | press | stores | customer care | 877 865 5500 m-F 9am-6pm est
Via phoNe
FiNd us oN ©2008-2010 ippolita ® all rights reser ved
Give us a call at 800.XXX.XXXX m-F 9am-6pm est.

Via email
submit a question using the form below.

First Name* last Name*

Ippolita Website telephoNe email address*

questioN*

*required Fields

submit


shop jewelry | meet ippolita siGN iN | shoppiNG baG | coNsult stylist | search Go

meet ippolita


timeline back to Grid

FiNd us oN ©2008-2010 ippolita ®® all rights reser ved
FiNd us oN ©2008-2010 ippolita all rights reser ved

1967-1970

Rostagno family moves to the United States
over a four year span, during which Ippolita picks up

Ippolita Website her eerily perfect American - English accent

slide bar to view landmarks


[ BRAND ExTENSION & APPLICATION ]

When Rockefeller Financial recently re-branded itself, the updated expression was not applied
to Rockit, a Rockefeller Financial company offering a customized reporting and management
platform for private wealth clients.

Although Rockit’s ultra-affluent investor audience relies on a complex environment of multiple
custodians, asset managers, brokers and bank accounts, their needs are fairly straightforward –
complete, accurate and timely information about their portfolio; access to make informed and
confident decisions; and a trusted partner to help along the way.

Following an immersion into the Rockit culture and business model, Point One Percent applied
a combination of strategic, creative and project management resources to develop a unique
brand personality, approachable tone of voice and distilled format to present Rockit’s precise
technology and premier customer service solutions.

Moreover, Point One Percent created a comprehensive collection of communications
materials which incorporated the established Rockefeller Financial brand look and feel,
while also allowing for individual expression. Final branded collateral touch points included
a capabilities kit, new brochure, Power Point template, fact sheet, website landing page and
Flash product demonstration – all produced and delivered against an aggressive schedule in
time for unveiling at an upcoming trade show.

Rockit: The Solution for Understanding Sizable Portfolios
P R e c i s i o n . R e P o Rt i n g . s e Rv i c e .

3

About Rockit

Wealthy families and the advisors who serve them on that data, so that they can see the portfolio data and services to other wealth holders and their

face a new and daunting financial landscape. Not in the ways they need to make smart, confident advisors—clients who demand the same timely,
only has the credit crisis redrawn the map of the decisions. And they need a trusted partner to help accurate reporting and exceptional personal
financial services industry, other trends have made them along the way. service. Since then, Rockit continues Rockefeller
understanding large portfolios even more difficult. Financial’s tradition of helping clients make
Wealthy investors now have multiple custodians, Precision. Reporting. Service. That’s exactly why financial decisions by serving the following types
asset managers, brokers and banks, and they have we built Rockit. of entities:
significant exposures to illiquid and often opaque
alternative investments. Ever-more-complex tax Back in 1998, after more than 100 years of • Single and Multifamily Offices
codes have spawned byzantine account and experience managing the Rockefeller family office, • Registered Investment Advisors
legal structures. And evolving, onerous regulatory the professionals at Rockefeller Financial knew • Private Chartered Trust Companies
and reporting requirements tax the patience and that the existing wealth information systems in the • Endowments, Foundations and Other Nonprofits
resources of even the most patient advisor. marketplace simply did not suffice. So we decided • Hedge Funds
to develop our own, rather than settling for the • Other Financial Institutions
Despite the complexities they face, the needs of lesser alternatives available. With that mission
wealthy investors and their advisors are actually in mind, Rockit® Solutions was created and
straightforward. They need complete and accurate launched in 2000.
portfolio data. They need highly flexible reporting 15
In 2005, Rockefeller Financial made Rockit an independent business, offering its platform

Service. Rockit Brochure
Rockit’s seRvice elements For all its sophistication, Rockit is not just a The teams are structured for the easy escalation
technology solution. High-touch service and and resolution of issues. In total, approximately
• A team-based approach with a single point of contact to promote consistency significant industry expertise are central to one-fifth of Rockit’s staff is in client-facing
and accountability what we provide our clients. In fact, we have service roles.
• In-person training on Rockit Command to help clients get the most from the system a deeply held philosophy when it comes to
• Customized reporting no address specialized client information needs service: We view ourselves as extensions of
• Detailed expense categorization and reporting to assist in cash-flow analysis, budget our clients’ offices and teams. Based on that
preparation and tax-return preparation outlook, we take client service very seriously.
• Partnership accounting and tax services for family limited partnerships and other
privately pooled vehicles, when needed Each client is assigned a specific service
• Trust accounting capabilities providing tools for trustees, tax and accounting and team who develops familiarity with the
other professionals particular needs of that client and over time
• High-touch implementation support to make the transition onto the Rockit platform can anticipate client needs. This single point
as quick and seamless as possible of direct contact provides consistency and
reliability for our clients. Client calls are not
redirected to a call center where a client may
reach a different representative each time.

[ BRAND AWARENESS AND MARKET PENETRATION
THROUGH SOCIAL MEDIA ]

Point One Percent partnered with Purity Vodka to develop a strategic positioning for the
U.S., in order to raise brand awareness, generate excitement among consumers and increase
sales in the New York area.

Point One Percent created strategic positioning, brand partnerships and used a
comprehensive social media program to support and broadcast marketing activities and
initiatives. To begin, a social media platform was developed to amplify marketing initiatives
and reach Purity Vodka’s target audiences in a cost-effective manner. Through the use of
targeted channels, including a corporate blogging program, Facebook page and Twitter
account, Point One Percent successfully generated brand awareness; communicated the
Purity Vodka story and its differentiators within the category; mobilized Purity’s fan base
to seek out Purity Vodka both in retail and on-premise; and promoted events and activities.
By creating an interactive platform for online users to ask questions, post comments, learn
about the brand and vocalize their support, an 80% increase in Purity Vodka’s fan base was
achieved on Facebook and daily commentary and interaction from users was observed.

[ LOCAL POSITIONING AND POP-UP MARKETING ]

Nau nau (pronounced “now”) is a clothing company based in Portland, Oregon committed
to creating eco-friendly apparel that is perfectly balanced between beauty, performance and
sustainability. The companies unique approach has created an enthusiastic and loyal following,
as well as a clearly differentiated offering in the marketplace. To expand upon the brand’s
concentrated retail outlet and online distribution, Nau developed a two-month Soho-based
pop-up store.

In order to create buzz around the brand and drive traffic to the pop-up store, Nau engaged
Point One Percent to develop a marketing platform and specific tactics to reach the local
New York City market. The recommended marketing approach was a multi-pronged
effort consisting of in-store events, PR, gorilla and targeted marketing, product placement,
sponsorships and partnership opportunities.

Nau NYC PoP-uP Store targeted MarketiNg

Nau-er A is a 38 year old architect who lives in a loft
in Dumbo with his wife – a fashion designer and
owner of a clothing brand.

Nau-er B is an ambitious 28 year old who currently
works at an advertising agency while also earning
her graduate degree from the Fashion Institute of
Technology.

HERE NYC

Nau-er C by day is a 31 year old Publicist at Warner
Brothers and by night is hopping from industry
events to premieres to after parties to Feist concerts,
and looking dapper all the while.

here
nyc
here nyc

Nau Landlord Presentation

We’re excited to bring our great-looking, go-everywhere
collection to New York City, but we want you to know
that our passion goes beyond design. Each week from
November 12 to December 31, our pop-up shop in SoHo
will be full of events that reflect Nau’s brand philosophy
of Beauty, Performance, Sustainability. Come in, check
out our style and enjoy musical performances, art
previews, fascinating speakers, product demos and the
best in local cuisine.

nau nyc event calendar november december

1 2 3
beauty event
4 5
public event
6 7
8 9 10
concierge event
11 12
public event
13 14
15 16 17
creative event
18 19
public event
20 21
22 23 24 25 26 27 28
private event

29 30 november
follow nau nyc on facebook and twitter

tuesday, dec 1 tuesday, dec 8
Private Event: Design and the City
7:00 – 10:00 pm, 69 Mercer Street Private Event: Runway Event

A presentation of projects that enhance urban life brought to you
7:00 – 10:00 pm, 69 Mercer Street
by GOOD and Mercy Corps. The Honey Brothers will perform live. Nau will be partnering with Elite Model Management to host an
Beer, wine and food will be served. evening of runway fashion. Join us for a night of Nau fashion with
models walking to a music mix spun by DJ M.O.S. Enjoy beverages
Featured designers // Allan Chochinov, desigNYC, Karin Fong,
and snacks from Medea Vodka, Wolffer Estate, Saranac Beer and
Center for Urban Pedagogy, Mercy Corps, Nau
popchips while shopping.

Nau Event Calendar Nau Store / Event Photos

For us, sustainable fashion means timeless colors,
smart design, eco-friendly materials and simple care.
For you, it means style you’ll want to wear more than
just one season.

visit us at nau nyc
69 mercer street
between spring & broome
nov 12 – jan 4
www.nau.com/nyc
100% of the electricity used to manufacture this paper is offset by
Green-e certified renewable energy certificates (REC’s) from non-
polluting wind power projects. The recycled fiber (100% PCW) is
process-chlorine free and Green Seal certified.

so nau you know here nyc
MIDTOWN
private party
at the nau nyc pop-up store in soho

beer & wine // Saranac Beer & Wolffer Vineyard
food // Pret A Manger
live music // Har Mar Superstar

tuesday, nov 17th 7–10 pm
nau nyc 69 mercer street Nau Direct Mail
Please RSVP to rsvp@nau.com

Check out www.nau.com/nyc for more event details
10% of Nau merchandise purchases from the evening
benefit Friends of the High Line.

sustainability never had this much style.

Nau Event Eblast

P O I N T O N E P E R C E N T, L LC · 2 0 0 VA R I C K S T R E E T · S U I T E 6 0 6 · N E W YO R K C I T Y · 10 014 · T E L : 2 1 2- 4 8 8 -1701 · FA x : 2 1 2- 4 8 8 -1702

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