First Clearing
1. Discovery
After successfully establishing First Clearing Correspondent Services’ unique heritage with the “Bloodlines” campaign, we turned our attention to defining what they uniquely provide to the marketplace. Our qualitative research indicated that First Clearing’s affiliation with a major retail brokerage provides them with a unique perspective. They have a deep understanding of their client’s business along with all of the products, resources and technology to help them successfully grow. This was summed up with the tagline “Clear Thinking.”
2. Strategy
Encourage broker-dealer firms to view the clearing relationship as a strategic advantage rather than a commodity.
3. Execution
We emphasized key differentiators with metaphoric photography of landmarks juxtaposed against pointed questions. Vignettes from clients illustrate ways First Clearing goes beyond the typical role of a clearing firm. An elegant brochure highlights ways First Clearing can help a firm run, grow and protect their business. The website was rebuilt to showcase an array of video testimonials from clients. We also redesigned their reception area to differentiate it from the Wachovia Securities headquarters in the same building.
4. Evaluation
A clear winner. We were able to put significant distance between the narrow perceptions many have about clearing firms and the multi-dimensional reality of First Clearing’s advantage.