Communications Planning for
Financial Services Organizations

The ability to consistently project a strong, recognizable brand image is critical to the success of a financial services marketing an branding program.  Therefore, it is important that a company's financial marketing and sales support materials be conceived and presented as a disciplined, integrated and persuasive "brand package," not as individual pieces, each serving a particular purpose.  To achieve this objective, our financial marketing materials creation process starts with the development of a detailed Material Hierarchy.

This rigorous communications planning process consists of the following steps:
Target Identification—we pinpoint each audience with which our client must communicate their value proposition, including clients, prospects, distribution channels and the financial media.
Media Review—we review all the communications and promotions vehicles available.
Needs Assessment—we perform a comprehensive assessment of the client's current and future material requirements and an analysis of when/where/how each piece might be used.
Materials Prioritization—after considering the interrelationships between and the effectiveness of all communications, both as stand-alone pieces and as an integral part of a coherent suite of sales/marketing materials, we focus efforts, eliminate duplication and prioritize materials for development.