Klingenstein Fields & Company, a leading wealth manager, wanted to revitalize and reinvent its brand to be more contemporary and relevant in today’s marketplace and to reflect a number of strategic changes taking place within the organization. Optima Group renamed the firm to Klingenstein Fields Wealth Advisors in order to more clearly communicate what the firm does, while retaining the legacy of two venerable names in wealth management. We also developed a new logo and identity, a robust website, core brochure, other marketing program pieces, lead generation campaigns and ongoing thought leadership to ensure that the experience is consistent throughout all phases of the client journey.
Project Tags Marketing Collateral
Symmetry Partners is a unique provider of investment solutions to financial advisors, but the sophistication and differentiating features of its offering were not coming through to prospects and clients. Its brand had not been refreshed for several years. Optima Group was able to apply its deep knowledge of the industry and innovative creative to develop a brand look, feel and tone that truly expressed Symmetry Partners. This was applied to all aspects of its extensive marketing, including website and other digital, fact sheets, core marketing materials, and templates that allowed Symmetry Partners to internalize ongoing regular communications pieces.
Capstone Capital Consulting is a provider of senior life settlement solutions to advisors serving the high-net-worth market, delivering transparency and structure to a very disperse, not uniformly regulated market that has suffered in the past from poor publicity. Optima Group developed a website look and feel, as well as content, that highlighted the role that Capstone Capital Consulting plays in bringing clarity and uniformity to this market. The look and feel developed was extended out to core marketing materials and thought leadership.
PNC Wealth Management
A common challenge for wealth managers is following through on the client experience through onboarding, welcome and ongoing communications. PNC Wealth Management wanted to develop a comprehensive welcome program that utilized multiple media to reinforce the ongoing value it delivered to its clients. Optima Group developed a program with core pieces merchandizing its services and its unique digital tool, Wealth Insight, that allows advisors to provide a dynamic, detailed and consultative view of their clients’ financial lives. The look and feel were upscale and market appropriate, while still fitting in with the PNC corporate brand.
When PURE was launching its business aimed at Florida’s high-value homeowners, they came to Optima Group to develop their brand and create a direct mail campaign to generate leads. We conceived a very successful and impactful program that used the theme of The Three Little Pigs to quickly and effectively communicate their core value proposition, with supporting language that helped simplify a complex business structure. The campaign was so successful, it allowed PURE to expand into other states with a similar offer.
Blue Frog Solutions wanted to revamp its sales and marketing efforts and position itself as a premier provider of technology solutions for insurance companies. Optima Group renamed and branded the firm “Aplifi” to reflect their leadership in delivering innovative, easily integrated technology solutions for the insurance and financial services industries, with a name that represents technology, strength and growth. In addition, Optima Group developed a core product brochure to communicate Aplifi’s broad array of technology solutions and thought leadership, and a variety of materials that re-introduced and re-positioned the company within the industry.
Optima Group has had a long-standing relationship with PNC Bank, for whom the wealth market is a key target audience. When PNC was interested in establishing itself as a thought leader in this space, they turned to Optima Group. We developed systematic, relevant and timely information for their wealth group, which has helped them build their reputation as a committed, high-net-worth provider that understands the issues these clients face.
Vertical Market Segment Marketing
PNC wished to leverage bank wide opportunities to capture business. Optima Group developed an integrated vertical segment marketing program targeted to law firms, which highlighted PNC’s ability to deliver products and services to serve the firm’s banking requirements and the partners’ wealth management needs, as well as provide employee banking for the associates and other employees.
With its robust investment management capabilities, PNC wished to ensure that there was a cohesive marketing effort for asset management. Optima Group created an integrated program with a central piece that spoke to PNC’s overall investment management approach and summarized the individual strategies. We also developed more in-depth slip-in pieces for each strategy that could be used in conjunction with the core piece depending on a prospect’s area of interest.
Pension Specialists Inc., a premier provider of small- to mid-sized retirement plans, had made several acquisitions, that resulted in a number of different brands in the marketplace. These different companies were marketing both directly to plan sponsors and through intermediaries. To help them solidify their position in the market and communicate a consistent message, Optima Group developed a new name and brand to represent the unified company. The brand was then translated into a total marketing communications program, including a complete website and traditional print materials.
Calvert Investments has a strong commitment to social responsibility, with several of its funds meeting SRI criteria. Optima Group was hired to develop an overall look and feel that reflected Calvert’s values of investing in funds that maintain and protect natural resources. To help achieve this, copy was written in a warm tone to reflected a humanistic company that is committed to helping causes that improve the human situation. This style was translated to a wide array of Calvert materials and targeted to advisers and their end clients, including asset allocation, 529 Plan, retirement and institutional marketing materials and presentations.
Fifth Third Private Bank
We developed an overall look and feel for Fifth Third Private Bank, and extended the brand through all traditional and electronic media while adhering to overall bank standards. A strategic element of the program is a content-rich website that addresses high-net-worth financial goals, and establishes Fifth Third Private Bank as a thought leader.