Wachovia Securities
1. Discovery
To reinforce and extend the brand we began creating in 2000, we conducted research with Wachovia Securities Financial Network (FiNet) business owners and uncovered a common nugget of truth. Financial advisors who had made the move to independence with FiNet had only one regret — that they hadn’t done it sooner.
2. Strategy
Capitalizing on persuasive client testimonials, the campaign centered around advisors giving voice to the benefits of going independent with FiNet. Commissioned photography reflected a warm, casually upscale, contemplative environment into which the prospects could project themselves. We posed the question, “Why wait to be happier?”
3. Execution
We created gatefold testimonial ads and direct mail featuring stories from business owners who transitioned to FiNet. A new website centered around advisors describing how FiNet helped them “Move, Run, Grow and Protect” their business. Highly personal touchpoints were created such as a customized due diligence pro forma package. Personalized URLs (PURLs) allowed FiNet’s recruiting teams to interact with prospects in an individualized setting.
4. Evaluation
By constantly evaluating the target audience and creating high impact communications tools, FiNet continues to prove that, when it comes to the independent financial advisor, they really “get it.”