Category: Case Studies
March 31, 2023 / Miles Marmo
Great Waters Financial
When the Great Waters Financial Digital Operations Manager reached out to us to inquire about building out a new branding strategy, website design, and marketing campaign strategy, we had no idea they would be disrupting the retirement services financial institution.
The traditional financial services industry is fueled by “advisors” being compensated by the products they sell and the portfolios they manage. Not only had all marketing efforts for the organization stopped because of the pandemic, there was also a major leadership shift with two of the leaders exiting over philosophical differences.
Faced with this crucial moment in its trajectory, Great Waters believed the industry needed to shift to serve the individual clients, not the industry.
The impending challenges were to create a brand strategy that supported the Great Waters value proposition and industry disruption and to educate the consumer how the financial market functioned to the disadvantage of an individual’s retirement goals. An extensive review of the current website and collateral plus a local and national competitive analysis was conducted. We interviewed leadership, staff, and clients. This discovery led to the development and evolution of the brand platform and key messaging supported by a media strategy.
The long-range strategy was created and included redefining the brand and its key messages, redesigning the website to reflect the brand evolution, and reworking all marketing collateral to support the brand at all consumer and sales touch points. While this strategy was being executed, a brand awareness bridge campaign was created and executed to connect the consumer to the brand after a two-year pandemic marketing silence.
The brand repositioning and 3-month digital campaign resulted in 5,914,816 impressions; 12,486 site sessions; 00:13 average time on site; 1.08 average pages per session; and 128 “Contact Us” form submissions.