Targeting Top Producers

The Charles Schwab was looking for a innovative approach to target a demographic they were having little success reaching. While Schwab successfully recruited brokers to start RIA firms, that had received almost no response from top producers at Merrill Lynch. Zoom Creates set out to develop a campaign to specifically target this challenging demographic.


Client: Charles Schwab

Charles Schwab is a leader in financial services. They help individuals save, invest and maganage money. They also serve independent investment advisors and companies by providing trading, custody, technology and practice management support.

Client: Charles Schwab

Charles Schwab is a leader in financial services. They help individuals save, invest and maganage money. They also serve independent investment advisors and companies by providing trading, custody, technology and practice management support.


Targeting Top Producers

The Charles Schwab was looking for a innovative approach to target a demographic they were having little success reaching. While Schwab successfully recruited brokers to start RIA firms, that had received almost no response from top producers at Merrill Lynch. Zoom Creates set out to develop a campaign to specifically target this challenging demographic.


Defining the approach

Through research, Zoom Creates determined that previous marketing initiatives had failed to attract Merrill Lynch top advisors, because they were not specifically targeted to their unique mindset. A specialized approach was needed to appeal to this elite group who see themselves as leaders in their industry. In order to attract this group, the campaign materials would need to stand out from traditional Schwab branded marketing.

Defining the approach

Through research, Zoom Creates determined that previous marketing initiatives had failed to attract Merrill Lynch top advisors, because they were not specifically targeted to their unique mindset. A specialized approach was needed to appeal to this elite group who see themselves as leaders in their industry. In order to attract this group, the campaign materials would need to stand out from traditional Schwab branded marketing.


Creative Juices Flow

We developed a campaign that included 4 touchpoints to go out over the course of three months. The components were to be integrated with the sales process allowing the sales team to make direct contact, giving these top advisiors a customized, hands-on experience. The theme rippled through four touchpoints: an initial letter inviting advisors to consider Schwab, a customized iPod loaded with information about becoming an RIA, an invitation to an exclusive meeting with Schwab executives, and a follow-up thank-you note.

 


Developing the theme

Zoom Creates developed a targeted campaign that stood out from other Schwab communication while preserving the essence of the brand. Following the theme, “You Belong Here,” we used sleek design elements and luxurious materials to convey a sense of exclusivity. The theme along with design recognized Merrill advisors’ status within the financial industry and presented Schwab as the right place for elite advisors. Each piece was designed to speak directly to Merrill advisors’ concerns and aspirations.

 

Developing the theme

Zoom Creates developed a targeted campaign that stood out from other Schwab communication while preserving the essence of the brand. Following the theme, “You Belong Here,” we used sleek design elements and luxurious materials to convey a sense of exclusivity. The theme along with design recognized Merrill advisors’ status within the financial industry and presented Schwab as the right place for elite advisors. Each piece was designed to speak directly to Merrill advisors’ concerns and aspirations.

 


Applying the concept

The first touch point houses a highly targeted letter in a black, velvety shell that stands apart from typical direct mailings. Shiny black and silver foils were used on the soft black paper for a rich, luxurious look. The materials incorporate the Schwab clipped corner graphic in a fresh and unique way to differentiate the campaign, yet continue to reinforce the brand. The second piece invites Merrill advisors to learn more about the RIA model through the information on the enclosed an iPod. The distinctive wooden box and custom die-cut packaging leverage the campaign’s theme.

 


The Results

The campaign resulted in an unprecedented 15% response from targeted advisors. Based on the success of the initial campaign Schwab came to Zoom Creates to roll out the campaign nationally, targeting a larger audience of top producing advisors at financial firms beyond Merrill Lynch including Smith Barney and UBS.

 

The Results

The campaign resulted in an unprecedented 15% response from targeted advisors. Based on the success of the initial campaign Schwab came to Zoom Creates to roll out the campaign nationally, targeting a larger audience of top producing advisors at financial firms beyond Merrill Lynch including Smith Barney and UBS.