GENESIS CAPITAL ADVISORS, INC. INTEGRATED BRAND STRATEGY | CREATIVE DIRECTION B2B STRATEGY CREATIVE DIRECTION Recent changes in legal and regulatory requirements are making it difficult for small financial planning firms and sole proprietors to compete in today’s marketplace especially since the regulations as well as the auditors increasingly favor larger firms. Genesis Advisors wants to grow its firm by attracting independent financial advisors helping them make more money. The goal is to add 5 new employees/independent contractors per year for the next decade. Genesis will offer top performers equity positions like a law firm; Associates, Junior Partners and Senior Partners. B2B TARGET AUDIENCE Financial Planners 5 years experience $20 – $30 million under management $200 - $300k annual revenue $50k in regulatory expenses 1 employee Renting office space Target Geographic Regions New England Massachusetts Rhode Island New Hampshire Southern Maine Genesis affiliate Support Client Service Fast Fund Survey/Financial DNA Client Portal https://www.grendelonline.com/ Portfolio Management Genesis Branded Funds Legal and Regulatory Marketing Brand Recognition Professional Website Internet Marketing Marketing Collateral Drip Marketing B2b interactive Wordpress Platform Content Management System (CMS) B2B WEBSITE MAP Internet Marketing Constant Contact Buy list of Independent Financial Advisors Develop Email Campaign Build landing pages for campaign Unique Phone # http://public.ifbyphone.com/ Unique URL Manage Prospect Database DIRECT RESPONSE Direct Mail Develop Direct Mail Campaign Support Email Campaign Build landing pages for campaign Manage Prospect Database Branding Sales Collateral Create brand image and essence Sales leave behind Re-enforce key differentiators B2C STRATEGY CREATIVE DIRECTION Consumers mistrust large financial institutions since the recession of 2007. According to FT Advisor, “Financial institutions will face a backlash from consumers unless they radically change the way they operate”. This creates an immediate opportunity for Genesis Advisors to meet the needs of disenchanted consumers with their transparent and tailored approach. RETIRED PERSONS • $1M in accumulated retirement saving and other investments • Dual-income professional family • $200k+ gross income • $100k+ to invest • Kids past college phase • Focused on retirement • Minimal debt • Dual-income professional family • $200k+ gross income • $100k+ to invest • Kids past college phase • Focused on retirement • Minimal debt UPPER MIDDLE INCOME FIRST STAGE AFFLUENT Consumer needs and desires can be understood and even anticipated based on their life stages, but the financial strategies and tactics available to them vary according to their affluence level. Acxiom has identified 12 consumer segments which reflect this interco

1. GENESIS CAPITAL ADVISORS,
INC.
INTEGRATED BRAND STRATEGY | CREATIVE
DIRECTION

2. B2B STRATEGY
CREATIVE DIRECTION
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3. BUSINESS
OPPORTUNITY
Recent changes in legal and regulatory
requirements are making it difficult for small
financial planning firms and sole proprietors
to compete in today’s marketplace especially
since the regulations as well as the auditors
increasingly favor larger firms.
C O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 3
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4. BUSINESS
GOAL
Genesis Advisors wants to grow its firm by
attracting independent financial advisors
helping them make more money. The goal is
to add 5 new employees/independent
contractors per year for the next decade.
Genesis will offer top performers equity
positions like a law firm; Associates, Junior
Partners and Senior Partners.
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5. B2B TARGET AUDIENCE
• Financial Planners
• 5 years experience
• $20 – $30 million under management
• $200 - $300k annual revenue
• $50k in regulatory expenses
• 1 employee
• Renting office space
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6. TARGET GEOGRAPHIC REGIONS
• New England
• Massachusetts
• Rhode Island
• New Hampshire
• Southern Maine
• Florida
• Naples
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7. GENESIS AFFILIATE SUPPORT
• Client Service
• Fast Fund Survey/Financial DNA
• Client Portal https://www.grendelonline.com/
• Portfolio Management
• Genesis Branded Funds
• Legal and Regulatory
• Marketing
• Brand Recognition
• Professional Website
• Internet Marketing
• Marketing Collateral
• Drip Marketing
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8. B2B INTERACTIVE
• Wordpress Platform • Plugins
• Content Management System (CMS) Uploader
• Font
• Superfish Menu
• Contact Form 7
• Captcha
• Google Directions
• Ultimate SEO
• Google Analytics
• Backup Buddy
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9. B2B WEBSITE MAP
Template Key Linked In
Client Login
Facebook
Homepage
Twitter Home Clients Financial
Section Page Advisors
Affiliate
Interior Page Why Genesis
Program
Employment Partnership Contact Us
Blog Benefits Benefits Benefits Massachusetts Florida
Contact Form Contact Form
Forms Google Google
Guidelines Guidelines Guidelines
Directions Directions
FAQ FAQ FAQ
Important Privacy Terms
Disclosure of Use Site Map
Statement
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10. INTERNET MARKETING
• Constant Contact
• Buy list of Independent Financial Advisors
• Develop Email Campaign
• Build landing pages for campaign
• Unique Phone # http://public.ifbyphone.com/
• Unique URL
• Manage Prospect Database
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11. DIRECT RESPONSE
• Direct Mail
• Develop Direct Mail Campaign
• Support Email Campaign
• Build landing pages for campaign
• Manage Prospect Database
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12. BRANDING
• Sales Collateral
• Create brand image and essence
• Sales leave behind
• Re-enforce key differentiators
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13. B2C STRATEGY
CREATIVE DIRECTION
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14. BUSINESS
OPPORTUNITY
Consumers mistrust large financial
institutions since the recession of 2007.
According to FT Advisor, ―Financial
institutions will face a backlash from
consumers unless they radically change the
way they operate‖. This creates an
immediate opportunity for Genesis Advisors
to meet the needs of
disenchanted consumers
with their transparent
and tailored approach.
C O P Y R I G H T © 2 0 1 1 T H E GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 14
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15. TARGET
RETIRED PERSONS AUDIENCE
UPPER MIDDLE FIRST STAGE
• $1M in accumulated retirement PROFILES
INCOME
• Dual-income professional
AFFLUENT
• Dual-income professional
saving and other investments family family
+ +
• $200k gross income • $200k gross income
+ +
• $100k to invest • $100k to invest
• Kids past college phase • Kids past college phase
• Focused on retirement • Focused on retirement
• Minimal debt • Minimal debt
LIFE STAGE EXAMPLES
SOURCE: ACXIOM
RETAIL BANKING
CONSUMER DYNAMICS
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16. AFFLUENCE
SUMMARIES
Consumer needs and
desires can be understood
and even anticipated based
on their life stages, but the
financial strategies and
tactics available to them
vary according to their
affluence level.
Acxiom has identified 12
consumer segments which
reflect this interconnected
SOURCE: FORRESTER’S CONSUMER TECHNOGRAPHICS® BENCHMARK SURVEY WAS A SOURCE OF DESCRIPTIVE INFORMATION USED
impact of both life stage and TO VALIDATE ACXIOM’S RETAIL BANKING CUSTOMER SEGMENTS.
affluence on consumer
financial behavior.
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17. BRANDING
• Unique Selling Proposition
• Trust
• Respect
• Does not talk up or down to customers
• Commitment
• Not fly-by-night
• Founded 1994
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18. BRANDING
• Differentiation
• Customer Transparency
•Genesis Funds have lower fees than the Big
Guys
• Fast Fund Survey/Financial DNA
• Custom Plans/Funds based on risk tolerance
• Financial Planners matched by personality
profile
• Presentations in preferred communication
style
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19. BRANDING
• Identity
• Logotype
• Stay away from traditional icons (pyramids,
trees etc.)
• Need progressive, yet stable and solid symbol
• Color
• Current colors deep purple and dark blue
• Purple may have equity with current
customers
• Need colors to support brand image
• Colors need to translate well in print and
online
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20. BRAND IDENTITY
• Print
• Stationery System
• Letterhead
• #10 Envelope
• Business Cards
• Mailing Labels
• 10 x12 Envelopes
• Folder
• Custom Financial Planner brochure
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21. BRAND IDENTITY
• Electronic
• Email Signature
• Letterhead
• PowerPoint Template
• Social Media Avatars
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22. B2C INTERACTIVE
• Wordpress Platform • Plugins
• Content Management System (CMS)
• Financial Planner
Zip Code Locator
• Grendel Links
• Font Uploader
• https://www.grendelonline.com
• Superfish Menu
• Client Portal
• Contact Form 7
• Fast Fund Survey/Financial DNA
• Captcha
• Google Directions
• Ultimate SEO
• Google Analytics
• Backup Buddy
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23. B2C WEBSITE MAP
Template Key Linked In
Client Login
Facebook
Homepage
Twitter Home Financial
Section Page Advisors
Interior Page
Blog
Forms
Important Privacy Terms
Disclosure of Use Site Map
Statement
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24. SOCIAL MEDIA
Blog
• Blog/PR Plan
• Collaborative contributions
Networked
Linked In Blogs
• Weekly Posts
Home • Linked In, Facebook, Twitter & Networked
Facebook
Blogs
• Individual LinkedIn pages
Twitter
• Initial purpose to garner organic search
ranking
• Build loyal base of fans and followers
• Provide relevant content
• Make referrals easy
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25. INTERNET MARKETING
• Google Adwords
PPC (Pay per click)
• Target select geographic regions in New
England
• Target select geographic regions in Florida
• Competitive Review and Analysis
• Develop keyword strategy
• Build landing pages for campaigns
• Benchmark Relevancy Score
• Monthly tracking and reporting
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26. INTERNET MARKETING
• Organic SEO
(Search Engine Optimization)
• Organic — SEO (Search Engine
Optimization)
• Keyword Research and Analysis
• Search Engine Placement Positioning
• Content Analysis and SEO Copywriting for all
pages
• Link Analysis & Link Building
• Meta Tag Analysis & Implementation
• Image Tag Analysis & Implementation
• Text Link Analysis & Implementation
• Directory Analysis & Free Submissions
• Site Map Analysis & Implementation
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27. COMPETITIVE BRAND LANDSCAP
CURRENT SIZE FIRMS FUTURE SIZE FIRMS BRAND NAME FIRMS
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28. A WEALTH OF POSSIBLITIES
CREATIVE DIRECTION
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29. WEALTH OF POSSIBILITIES | BRA
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30. WEBSITE | FINANCIAL ADVISOR H
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31. WEBSITE | FINANCIAL ADVISOR H
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32. WEBSITE | FINANCIAL ADVISOR H
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33. WEBSITE|CLIENTS| HOME | SLIDE
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34. WEBSITE|CLIENTS| HOME | SLIDE
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35. WEBSITE|CLIENTS| HOME | SLIDE
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36. WEBSITE | CLIENTS | SECTION TE
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37. WEALTH OF POSSIBILITIES | STAT
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38. WEALTH OF POSSIBILITIES | COL
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39. INVESTED IN YOUR FUTURE
CREATIVE DIRECTION
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40. INVESTED IN YOUR FUTURE | BRA
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41. WEBSITE | FINANCIAL ADVISOR H
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42. WEBSITE | CLIENT | HOME | SLIDE
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43. WEBSITE | CLIENT | HOME | SLIDE
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44. WEBSITE | CLIENT | HOME | SLIDE
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45. WEBSITE | CLIENTS | SECTION TE
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46. INVESTED IN YOUR FUTURE | STA
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47. INVESTED IN YOUR FUTURE | CO
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