For Fiduciary Trust, a wealth management firm supervising over $11 billion in assets, our strategy was twofold: Research indicated a need to build awareness and differentiate the company from its big-box competitors while providing prospects with better visibility into its full portfolio of investment management services.
Unlike the large investment firms that treat customers and prospects as a number or a high-risk asset, our strategy hinged on communicating Fiduciary Trust’s high-touch personal service and commitment to matching an individual’s needs to a customized set of financial products and investment services that facilitate intergenerational wealth transfer.
To reach the target customer of high net worth individuals, we recommended a print and online branding campaign to run in the traditional media outlets popular with this particular audience. We created a series of three ads to represent the different demographic slices, which included retirees, veteran professionals, and families. Each ad used a bold and striking visual of someone in active pursuit of a real-life passion—from a vigorous ocean sail to a casual day spent with loved ones—to position Fiduciary Trust as the company that cares about the individual, not just their finances.