INVESTMENT PLANNING COUNSEL

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18 Νοε 2013 (πριν από 3 χρόνια και 10 μήνες)

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INVESTMENT PLANNING COUNSEL

Advisor
Marketing

Plan


THE
JOHNSON

TEAM


When it comes to expanding our client base and sustaining our business, there is
nothing quite as powerful as a well
-
conceived marketing plan.


A good plan helps us make a connection w
ith prospective clients and bring them to our
door. It provides a disciplined approach to targeting our messages and projecting a
professional image, while also ensuring best value for our marketing dollars and efforts.


I am pleased to introduce our
marke
ting plan.
It pulls together the strategies we will use
to market our strengths and services to prospects


particularly “A” prospects. By using
a range of tactics, we will reach more prospects and reinforce our brand through
repetition. As we all know fro
m personal experience, messages often stick only after one
starts to encounter them a number of times, through a number of channels.


Every good marketing plan sets out specific goals that can be measured and evaluated
at the end of a period. For the comin
g year, our three primary goals are to obtain 10 new
“A” clients, to have 10% of these new clients make a referral to others within six months,
and to add 120 good prospects to our email or print distribution list so we can keep in
touch with them.


On the

foll
owing pages, you will find our
marketing plan, including an at
-
a
-
glance table of
all tactics and more detailed descriptions of each activity and the person accountable for
seeing it through to success. We’ve also provided an action plan for polishing
up our
image and brand.


I look forward to working through our plans together and to


Joe
Johnson

















Marketing

Plan at a Glance


Tactic

Key Message

Intended Usage

Target Date

REBRANDING

Rebranding
Strategy

Revisit & refine value
proposition &
competitive
message

Incorporate new brand promise into all
marketing and communication pieces

September

ONLINE

Personalized
Website

Reinforce compelling message

Serve as hub of all marketing campaigns
and help measure results

October

Search Engine
Optim
ization

Provide key services &
attributes you seeking as an
Advisor

Dominate SEO results for our keywords
and services to target prospects

October

Online
Advertising

Highest competitive
advantages

Pique interest and encourage visitors to
email or call for

more info

Monthly


In a series
of 3 starting in Jan
.

Email Campaign

Annual or semi
-
annual

To review client’s financial circumstances,
plan and progress toward stated goals

January

E
-
Wealth Report

Showcase team’s knowledge
and build creditability

Email
report prospect list


Email clients
to encourage them to make referrals

Monthly


Starting
October

PRINT COLLATERAL

Personalized
Marketing
Material

We provide personalize
service and expertise

Distribute to clients/prospects


use as a
follow
-
up or a le
ave behind

October

Marketing
Letters

Outline your plan along with
background info of how you
can help

Email or mail to prospects

December

IPC Brochure

Overview of IPC approach and
services

Email, mail or hand
-
outs to add
creditability

On
-
Going









Mar
keting Plan at a Glance (continued…)


Tactic

Key Message

Intended Usage

Target Date

EVENTS

Rebranding
Strategy

Revisit & refine value
proposition & competitive
message

Incorporate new brand promise into all
marketing and communication pieces

September

W
ine & Wisdom

We care about our clients and
are qualified to meet their
needs

Give clients a chance


PRINT ADVERTISING

Direct Response

Free Portfolio Review Service

Get prospects to give you a call

April

Direct Mail

We can meet your financial
needs for
services & advice

Promote team and/or service

April

Billboard

Reinforce image and brand

Encourage observers to contact or visit
your website for more information

April

COMMUNITY

Newspaper
Article

Showcasing financial
knowledge and expertise

Create inter
est in readers and get them to
contact you for more information

October

Business
Networking

Helping you in your work

Build mutual beneficial relationships

January

Community
Involvement

Committed to our community

Give back while demonstrating
commitment

A
pril









Marketing

Calendar


1st Quarter

January

February

March

• E
-
Wealth Report

• Client Appreciation


Event


Marketing Letter (RRSP)


Online Advertising

• Business Network

• E
-
Wealth Report


Online Advertising

• E
-
Wealth Report


Marketing L
etter (tax)


Online Advertising

• Meet & Greet with “A” Clients

2nd Quarter

April

May

June

• E
-
Wealth Report


Educational Event


Community Involvement

• Print ad campaign introduced
(direct response, direct mail)


• E
-
Wealth Report


Lunch ‘N’ Learn
seminar

• Meet & Greet with “A”
Clients

• Print Ad Campaign

• E
-
Wealth Report

• Print ad campaign

• Client Appreciation Event

3rd Quarter

July

August

September

• E
-
Wealth Report

• E
-
Wealth Report


Marketing Letter
(referral)

• E
-
Wealth Report


Rebrand
ing strategy


Meet & Greet with “A” Clients

4th Quarter

October

November

December

• E
-
Wealth Report


Educational Event


Print Collateral (re
-
brand)


Personalized Website

• SEO

• E
-
Wealth Report


Meet & Greet with “A”
Clients

• E
-
Wealth Report


Mar
keting Letter (holiday)





Rebranding Strategy


Target Launch Date:

September


Objectives and Approach:

To ensure our marketing plan is as compelling and effective
as possible, it’s important that we periodically sit down to review and consider
opportuniti
es for rebranding. A rebranding exercise helps us step back to ensure our
brand continues to represent our team’s evolving strengths, investment philosophy and
target clients. It should clearly distinguish us in the financial landscape and give our
audienc
es an accurate impression of who we are and what we can do for them.


Over the coming months, we will work with the IPC marketing department to refine or
redefine our emerging focus on “Personal service is our business.” Once the words, look
and feel are s
et, we will rebrand our marketing materials and ensure that by the end of
the year, everything coming out of our office reinforces our new brand.


Overall Accountability:

Financial Advisor and Assistant




Book time with the IPC marketing

department.



A
rrange

brainstorming session with team
and write up a summary.



Participate in rebranding sessions with the

IPC marketing department.



S elect brand and incorporate in our team’
s
marketing ma
terials such as
stationery, one
pagers, brochures and website.



Online T
actics

Personalized Website


Target Launch Date:

October


Objectives and Approach:

To ensure we make

a strong, favourable impression on
everyone

who visits
our website, we will choose one
of IPC’s three
professionally
designed website
templates and launch
a new site in the fall.


Our new website will not only promote our

new brand but a
lso serve as the hub of all our
marketing campaigns and initiatives


whether

print, online or
face to face. Prospects will
be
driven to the
site for more information about
o
ur services
, as well as special events
and
promotions. We w
ill also use the website to
more systematic
ally measure results of
all our
campaigns and fine
-
tune our strategy.


Overall Accountability:

Financial Advisor

and Assistant




Contact IPC marketing depa
rtment.



S elect templ
ate, add team photos and tailor
sit
e to our compelling message and
brand.



Work with IPC marketing department to

incorpo
rate measurement system
(Google
Analytics).




Search Engine Optimization


Target Launch Date:

October


Objectives and

Approach:

We will take

advantage of se
arch engine optimization
(SEO
)
to attract more qua
lified visitors to our website.
It is a form of

internet marketing
designed to
promote our w
ebsite by increasing our online
visibility in search engine
result pages.


SEO:

A number of different factors relating to a

website can be altered to make it appear
higher

in search engine

rankings and therefore attract
more visitors.
The factors that can
be changed
include the site c
ontent, the partial coding of a
site and the e
xternal links
which poin
t to it.
As part of this initia
tive, we will also investigate:
Pay
-
per
-
Click (PPC)
advertising.


PP
C:

This form of advertising brings traffic to

our website thro
ugh visitors actively
searching
for our servi
ces by clicking on an ad.
Every
time the ad is cli
cked, a charge is
made to
the advertiser.

The advertiser bids on certain
keywords to bring

only relevant
traffic to their
website. Throug
h this process they can control
the total level of their
advertising budget.


Overall Accountab
ility:

Financial Advisor

and Assistant



Contact IPC marketing department.


Online Advertising


Target Launch Date:

January, and then monthly


Objectives and Approach:

Through the

web, we c
an easily reach a fresh new set
of
prosp
ects. Our plan is to create a
nd
post adve
rtisements featuring one or two
competitive ad
vantages that differentiate our
team in the
community. We will post the
ads
on the webs
ite of community newspapers and
targeted associations and clubs, and
repea
t
them at leas
t twice for maximum imp
act. The
objective is to get visitors to go to
our website

and call us for more information.


Overall Accountability:

Financial Advisor

and Assistant




Download reports from the IPC marketing

website and view online vid
eo showing
advertis
ing possibilities.
Request more
information through the Contact us page.



Work wi
th the IPC marketing department
to choose f
rom a selection of
standardized
ads and customize them around our brand.



I
dentify potential websites and ob
tain
quotes. T
rack inquiries that result from

the
ads.








Email Marketing Campaign


Target Launch Date:

January


Objectives and Approach:

Marketing by email

offers uniqu
e benefits, including low
cost,
high convers
ion rates, measurable return on
investment (RO I) and detailed
tracking s
tatistics.
We

will wor
k with IPC marketing department
to crea
te a customized
email marketing
campaign to in
crease business. The purpose of
the campaign

will be to
boost the number of
visitors who
become clients, generate repeat
sales, up
-
sell and
cross
-
sell products an
d

services.


Achieving our goal of adding 120 willing

prospects to our

distribution list will support
the
success of thi
s campaign, allowing us to stay
in touch with “warm” prospective clients.


Overall Accountability:

Financial Advisor

and Assistant.




Con
tact IPC marketing department.



The E
-
Wealth Report


Target Launch Date:

October


Objectives and Approach:

Similar to

our pers
onalized brochure, a customized
e
-
newsletter
reinforces our brand and image.
By providing article
s on key financial
subjects, it
also gives us

an opportunity to showcase our
knowledge abou
t financial
planning and prompt
readers to
think about their own financial
situation and needs.


The objective is to promote a further call
-
to
-
action

by co
ntacting our offices. Note that
the E
-
Weal
th repo
rt is also sent to our clients,
encouragin
g them to forward it to others,
thereby contributing to our marketing efforts.


Overall Accountability:

Assistant




Work wi
th the IPC marketing department
to set up
template. We have the option
to
customize t
he report*.



U
pdate list of clients and prospects

who ha
ve provided an email address to
distribute to each month.


*
Custom charges will apply.










Print Collateral

Personalized Brochure


Target Launch Date:

October


Objectives and Approach:

A personaliz
ed

marketin
g brochure helps us promote our
unique strengt
hs (our competitive advantages)
and offering

(our value proposition), while
projecting a pro
fessional image. These benefits
are amplified
when we tailor the
messaging of
the brochure to our targeted
prospects.


Overall Accountability:

Financial Advisor




Contact the IPC marketing department to

request to personalize a brochure.



Choose a
standard template (three
-
panel,
square, ne
w client introduction, etc.) or
custom design template*.



T
he IPC marketing
department will

custo
mize the brochure and provide a
proof
for us to review.



O
nce approved, the IPC marketing

department will take care of Compliance

approval and will send us a copy of the

finaliz
ed piece that we can provide to
clients and/or prospects.




Brochures can either be emailed or printed.


*
For custom designs, charges may apply.


Please note that IPC Marketing can provide

printing quotes if needed.



















Marketing Letters


Targeted Timing:

January, March,

August and December


Objectives

and Approach:

Our marketing

letters are sent

to prospects to encourage
them
to plan ahead f
or optimal financial results. A
letter in Augus
t could, for example,
highlight
opportunities

for education planning, estate
planning and y
ear
-
end tax
strategies. An
other
one in January

could be used to get prospects thinking about RRS
Ps
and retirement planning.


The objective is to get them to call for an

appointment and review of these areas.


Overall Accountability:

Financial Advisor




Contact the IPC marketing depa
rtment for

possible temp
late letters or submit a
letter
that we have written

for both Marketing
and Compliance approval.



U
pdate lis
ts of prospects, and distribute
letters accord
ing to their preferences
(print
or email)

at appropriate time. Follow up
with a

call within two weeks.





IPC Corporate Brochure


Target Launch Date:

As soon as possible


Objectives: We will use the IPC corporate

brochure to pr
ovide an overview of Investment
Planning Counsel’
s unique financial planning
approach and
services. Equally

important,
it
reiterates the message that our team i
s backed
by the financial strength and

resources
of a well

established
a
nd reputable group of companies
under

the Power Corp. name.
For many
prospects, this will instill added confidence.


Overall Accoun
tability:

Assistant




O
rder copies through the IPC marketing

departme
nt and ensure adequate
supplies
for th
e office and special events are
main
tained. The brochures should
be
used i
n conjunction with personalized
marketing material such as the
Welcome

Kit,
which inc
ludes: a team one
-
pager, client
testimonial page and the

What to Bring


checklist.









Events

Targeted Seminars


Target Launch Date:

Ongoing, as opportunities

are identified


Objectives and Approach:

Seminars offer

a unique opportunity to displ
ay our team’
s
trustworthin
ess, personality and knowledge.
One of our key ma
rketing tactics this year is
to
identify and rea
ch out to groups or clubs whose
members match
the profile we are
seeking. For
our team, this i
s primarily business owners and
executi
ves.


As part of this effort, we will arrange to speak at

clubs and associa
tions such as the local
Chamber
of Commerce an
d Rotary Club, as well as local
golf and countr
y clubs.
Seminars will focus on
topics of particular interest to each group.


Within the
se groups, we will identify centres

of influence (e.g., com
mittee members or
particularly out
going people) and offer to meet
individually
with them for lunch and
provide
a complimentary
review of their financial plan.
In addition, we

will look for
opportun
ities to
advertise on th
e website or in the newsletters
or publications read by
members.


Complementing these seminars are our different

event types th
at include, Client
Appreciation
Events, Educatio
nal Seminars and Lunch & Learn.
Clients we inv
ite to
thes
e special events are
encouraged to bring a friend, colleague

or family
member. As
such, t
his is another important tactic
for introducing
our team to good prospects. For
more on our Cli
ent Appreciation Events, please
see ou
r
Communication Plan.


Overall Acc
ountability
: Financial Advisor




Brainstorm with team to identify potential

target groups and centres of influence.



Work wi
th the IPC marketing department
to choose
and customize a seminar
-
in
-
a
-
box
appro
priate for our target audience.
Contents of the
kit co
uld include:
invitations,
print a
ds, one page flyers, PowerPoint
presen
tations, postcards, web
ads and
feedback forms.




E
nsure we have copies of personalized

marketin
g materials like brochures, one
pagers, ne
wsletters and business cards to
hand out to part
icipants.



Follow up with each attendee with an email

and/or t
elephone call to thank them
for
coming with
in one week. Use their feedback
form

(if they filled one out) as an
”icebreaker”

for the follow
-
up.









Educational Events (clients and guests)


Targe
t Launch Date:

Twice a year


Objectives and Approach:

These events

typically feature a special speaker, financial

or otherwi
se, and provide the opportunity
for guests

to mingle and network with our team
and e
ach other. Clients we invite to
these special
ev
ents are encouraged to bring a
friend, colle
ague or family member. As such,
this is another i
mportant tactic for
introducing
our team to
good prospects. In addition, we
will invite the cli
ents of different
professionals
we work with, including our lawyer
s
and
accountants.

For more on our
Events, please
see our
Communication Plan.


Overall Accountability:

Financial Advisor and

Assistant




Contact the marketing department for

some ide
as of how to promote our event,
such as invites

(regular, electronic, vellum)
,
postcar
ds and/or ads (community
papers
or website)



S
end out invites at least three weeks prior

to the event.



Cond
uct a follow
-
up within one week
of the event.



E
nsure
we follow up with each attendee
with an email

and/or telephone call to
thank
them for co
ming within one week. Use their
feedback form

(if they filled
one out) as an
“ice
-
breaker” for the follow
-
up.



COMM
UNI
TY

Newspaper Articles


Target Launch Date:

October


Objectives and Approach:

To showcase our

financial know
ledge and position
ourselves a
s
experts in the
field, we will publish a series
of short a
rticles in our
community weekly
newspaper. By ma
king the articles
informational rather tha
n

sales
oriente
d, we hope to get them
published for free
. Our goal will be to pique the
interest of
readers

about a key financial planning
need or opportun
ity so they will contact us for
more information.
Later in the year, we will also
test the concept of makeover artic
les,
asking
readers for financial information to potentially

use as a senio
rs case and small

business case
that could be
published in the future. Though
these can requ
ire
considerably more work than
regular articles, I’
m convinced it will be a useful
exercise


attra
cting the interest of community
readers
and giving prospects a concrete
example o
f
what we can do for our clients.











Overall Accountability:

Financial Advisor




Contact newspaper for article requirements

and time
lines. (At same time, ask
about
what’s
involved in publishing upcoming
events, sem
inars and open houses
as either
a list
ing or boxed notice.)



Contact IPC marketing department for

ideas of exist
ing articles that could be
used
for subm
ission (most common sources are
IPC’s Intelligent In
vestor Report,
the Special
Reports and the E
-
Wealth Reports).



E
ach news article needs to be

reviewed and

appro
ved by Compliance before it
can
be published.




Business Networking



Target Launch Date:
January


Objectives and Approach:

I’m excited to

announce I will
be taking a new and
invigorated
approach to networking in the coming year.

To bui
ld mutually
beneficial
relationships in the
community, I wil
l establish and chair a network
of 20 to 30
professionals, non
-
fin
ancial as well
as financial.


The concept of networking has changed a lot in

recent years. It’
s not so much about
maximizing
quant
ity of cont
acts as it is about the quality
of contacts and
building
relationships. Through
meaningful questions and good listening, I’
m
hoping to find
opportunities to genuinely help
others in their respective businesses and in the

process
hear about new w
ays of promoting and

expanding our own.


We can each do this within our own circles.

Through more eff
ective networking, we can
build
stronger conne
ctions in the community, expose
our team to new ideas and
increase referrals.


Overall Accountability:

Financ
ial Advisor




I
dentify indiv
iduals for the networking group
and ask them to join.



Follow up with a welcome communication

and details of meetings and objectives.



S
chedule f
irst meeting and set guidelines
for upcoming year.



E
xplore ways to announce formation
of the

new group and gain media coverage.















Community Involvement


Target Launch Date:

April


Objectives and Approach:

Another indirect but
effective way to

increase referrals and
revenue
over the

long term is through community
involvement. It
gi
ves us an opportunity
to give
back while also demonstratin
g our commitment to the community. We gain
increased exposure,

helping to build credibility and name recognition

among new g
roups
of people in our targeted
segments. This spring, we will develop a

c
omprehen
sive
community involvement plan
with three priorities:




First, I will leverage my personal passions

and targ
et good prospects by starting
a
theatre and
opera club that meets regularly
and attends events together.



S
econd, with your help, I will also

start an

annual BBQ event to rais
e money for a
different c
ause each year, determined by a
poll of our clients.



T
hird, our practice will continue to sponsor

the local
Little League baseball team
and
local Young
Achievers business club because
of the b
rand
recognition and
reputation
they have helped us build.


By taking a more strategic approach to

community invo
lvement, we can enrich a lot of
lives, including our own, while “touching”

new
prospects from

across the community.
Properly
impleme
nted, we can als
o reinforce our
compelling mess
age with greater
efficiencies.



Direct Mail


Target Launch Date:

April


Objectives and Approach:

Direct mail refers to any brochure, advertisement or other
printed marketing material delivered directly to the consumer throug
h the mail or private
delivery company. This coming spring, we will use Canada Post’s Ad Card service to
test their services in specified markets, and save us time. Ad Card will print and mail our
marketing piece directly to the geographic, demographic and

lifestyle markets we are
targeting, and also help us measure the response in each area so we can expand
campaigns with confidence.


Overall Accountability:

Financial Advisor and Assistant




Contact IPC marketing department to develop the direct mail piece
-

postcard,
buckslip or one page flyer.







PRINT ADS

Direct Response



Target Launch Date:

April


Objectives and Approach:

In terms of print

advertising, w
e will focus on direct
response
in the coming ye
ar because it features a strong
call to action

and i
s relatively
inexpensive.
(After that, w
e will explore yellow pages and
a brand aw
areness
campaign.) Knowing that
our target cli
ents read our local seniors and
small business
publicat
ions, we will place three
ads in each
publication to promote our free
por
tfolio
review

service. We will request pages
near the front
of the publications or opposite
the
editorials, a
nd any special feature pullouts
planned for the year, which all tend to at
tract
high readership.


Overall Accountability:

Financial Advisor

and Ass
istant




Contact the publication to find out the

requirements (size, colour, timelines).




Contact
the IPC marketing department to
review the
various templated ads they
have
developed.



Choose an ad message that is directed

towards our target audience.



T
h
e IP
C marketing department will
customize th
e ad and provide a proof for us
to
review.



O
nce approved, the IPC marketing

departme
nt will take care of Compliance
approval and
will send us a copy of the
finalized p
iece that we can provide to the
publication.


























Billboard Advertising


Target Launch Date:

April


Objectives and Approach: This spring, we will

also test the
potential of two professionally
designed billboar
ds strategically located at the
highway exit and entrance to
our office
comple
x.
Considering the

short moment that drivers have
to look at it, we w
ill ensure the
visual impact is
powerful yet simpl
e. The goal is simply to direct
the audience to o
ur
website for more info, while
reinforcing our brand using a different medium.


Overall

Accountability:

Financial Advisor

and Assistant





Contact the IPC marketing department for

samples of billboard advertising.



Contact the media company to find out the

adv
ertising details (size, colour,
timelines,

and artwork
).



Provide the information to t
he IPC

marketing department who will customize

the
billboard ad to our target audience.



T
he IPC marketing department will then

provide a proof for us to review.



O
nce approved, the IPC marketing

department will take care of Compliance

approval and will send

us a copy of the

finalized piece that we can forward to the

advertising company.



Conclus
ion


Thank you for taking the time to familiarize yourself with our Marketing Plan
and
understand
its objectives. When it comes to marketing our
business, it’s criti
cal that we
are all on the same page,

working toward common goals and supporting each other.


Though it can be hard work, especially initially, I hope you can see that ma
rketing
initiatives can be fun
to implement, as well as rewarding to our business. Tog
ether, I’m
confid
ent we can roll out the various
tactics of our Marketing Plan in the coming year and
see results


perhaps

small at first, but picking up
speed over time.


Our goal is to extend our services to as many good

prospects as possible and help
more
people live their dream.