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 Strategic Planning
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.
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.
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.
Fifth Third Bank
Fifth Third Bank’s investment and Private Bank web information was housed within its overall retail website and thus difficult for customers and prospects to find. In addition, the website lacked online information regarding the bank’s insurance offering. After significant industry and competitive research, Optima Group recommended developing robust separate sections for investments and insurance, as well as a separately branded section for Fifth Third Private Bank.
Optima Group created an architecture and user flow that was highly focused on the user experience. By developing a range of “typical” personas for each potential need, investments, insurance or Private Bank services, we created content, graphics and links that captured the different ways users were most likely to move through the site to access information. Disciplined application of in-depth search engine optimization (SEO) helped to ensure that Fifth Third would be able to generate a strong level of high potential traffic to the site.
After a recent change in ownership structure, AAM, an insurance asset management specialist, wanted to capitalize on sales opportunities and clarify its competitive advantages in the marketplace. It also needed to reinforce its leadership position during a period when some insurance asset managers were experiencing troubles as a result of the fallout from the subprime crisis. Optima Group helped AAM develop clear positioning for the firm, which demonstrated AAM’s strength and stability as a provider of specialized investment solutions for the insurance industry.
The positioning plays on AAM’s understanding that different types of insurance companies have different investment needs, as well as its ability to build customized solutions that help their clients achieve their goals. Innovative, creative direction expressed in both copy and imagery strongly supported the firm’s value proposition.