CONDUCTING INITIAL DUE DILIGENCE
Looking to grow their investment advisory practice, the principals of Capital Investment Services approached us to help the firm redeploy its online presence. The firm wanted to leverage the scalability offered by the Internet to help distribute and reinforce both the firm's brand and unique points of differentiation. During our initial research, we discovered a few key statistics relevant to investment advisors that helped guide our path:
Over $1 trillion of investable assets will be transferred between generations beginning in 2016, and that amount will continue to grow through year 2040, 95% of investment assets leave the investment advisor as soon as the second spouse dies, and 57% of under-55 investors are willing to move some investment assets to advisory firms that offer video resources
Armed with these statistics, we immediately decided to completely remake the firm's website and combine periodic commentary with video-based elements and live streaming capabilities designed to increase engagement with existing clients, prospective clients, and key referral sources.
COORDINATING A COHERENT BRAND STRATEGY
We began by helping the firm define its investment approach – generally the most difficult part of the process even though, in this case, the firm has been using the same approach everyday for over 30 years. We then worked with the firm's management team to determine the best way to bring this investment approach to life so that it could become an asset to the firm’s online branding efforts. The result was a series of videos that can be viewed in the slider above. The firm's logo and stationary were also redesigned to reflect the new branding strategy.
HIGHLIGHTING THE HUMAN ELEMENT
To help site visitors connect with the firm on a more personal level, we wanted to present the firm's employees in a professional yet very human and approachable light, despite the complicated nature of professional investment management. We accomplished this objective by shooting both studio portraits and candids and combined those images with individual bio pages that include employee personal insight sections.
DOTTING OUR I'S AND CROSSING OUR T'S
Due to strict regulations imposed by the Securities & Exchange Commission, we were forced to scale back our typical social media marketing efforts. Instead of creating and maintaining multiple social media firm profiles, we chose to rely on site visitors to share the firm's content through their own social media use to avoid potential regulatory infractions. We continue to re-evaluate our options as the SEC provides further guidance on social media use by registered investment advisory firms.
STAYING THE COURSE
As part of our ongoing marketing work for Capital, we convert all monthly and quarterly content published by the firm into digital assets designed to leverage online search for inbound marketing purposes. We continually monitor web analytics, create HTML email marketing campaigns calling attention to updated web content, and create media showcasing the significant amount of intellectual capital present within the firm.
Capital Investment Services of America
Headquartered: Milwaukee, WI
Industry: Financial Services
Years in Operation: 32
Assets Under Management: $500 MM