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 Thought Leadership
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.
Value of Thought Leadership
Experience shows that thought leadership serves a critical role in client acquisition and retention by:
- Establishing credibility
- Demonstrating vigilance
- Showcasing client focus
- Opening communication possibilities
Highly Qualified Resources
Optima Group has a team of experienced writers who create content so clients can build a robust investment management thought leadership program. Our writers work closely with our research, consulting and creative practices in order to write more informed and on target copy. They are also:
- Industry knowledgeable
- Highly qualified
- Accredited with CFA designation
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.
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.
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.