Challenge
Rogers Group Financial is an independent and highly-respected Vancouver-based financial advisory firm. The company had enjoyed considerable success since its inception in 1973, but changing times and increased competition required a re-assessment of its position in the marketplace. One of the major challenges was to obtain buy-in from all stakeholders on the new branding and positioning of the firm. We worked closely with the company team to ensure that all perspectives were considered, which was mandatory to the project’s success.
Action
Rogers Group initially contracted NextPhase Strategy to conduct a marketing audit followed by a complete marketing plan. Once the company direction was established, we proceeded to create a new positioning statement: Strategic Thinking. Independent Advice. This led to a revitalized logo and stationery package along with a new brochure, presentation folder, newsletter, PowerPoint and comprehensive website with a featured video outlining the company’s ‘guiding principles’. At a later date, we created an ad template that could be customized by individual financial advisors to reflect their market focus.
Results
As financial planners and advisors, the Rogers team is very process oriented. We worked with them on a step-by-step basis to ensure the integrity of the brand was kept intact while creating a new look that dovetailed with its core values. As a result, the entire team was pleased with the results and they received commendations from staff and clients alike. The new website was launched in January 2010, reflecting a client-focus, interactivity, loads of valuable info and online portfolio access.
