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.
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.
Axioma is a leading manufacturer of portfolio optimization and risk management tools to asset managers, hedge funds, pension plan managers and sell side institutions. Its website, however, was dense and difficult to navigate and locate the desired information. It also did not communicate the leading-edge, fintech “vibe” the company sought. Optima Group presented potential creative options for the website as well as a recommended hierarchy for communicating information and market segment expertise. The selected creative uses cool blues, abstract shapes and light elements to convey the idea of movement, action and sophisticated information transformation. A front and center selection section allows visitors to engage with the website based on their self-selected user profile.
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.
Fifth Third POS App
Fifth Third identified the mass affluent as a key growth market. They wished to develop a tool that would allow investment representatives to build trust, uncover financial information, identify top-line recommendations, and schedule a next meeting. Optima Group developed an interactive application for a representative to use with customers and prospects. The application fit seamlessly within the overall Fifth Third Preferred Program brand identity, and function on a computer or tablet.
The app is designed to quickly develop a high-level financial picture. Within 20 minutes this easy-to-use application identifies areas the representative can follow up on, thus creating the need for another meeting. Sliders allow the representative to test different savings and rate scenarios. The ability to save the results adds flexibility and builds a database of customer information. A takeaway with important contact information and next steps provides the customer or prospect with a physical (or electronic) summary to share.
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.
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.