Challenge
Tangerine Financial Products Corp. (Tangerine) is a financial engineering company made up of tax, legal, accounting, finance and business professionals who combine traditional and new financial instruments with innovative structures to create new financial products that offer investors greater benefits and advantages. The company needed to position itself in the Canadian investor marketplace to generate awareness and sales of it unique new RRSP product.
Action
The strategy was to focus exclusively on developing and distributing financial products to the market represented by $600 billion of Unused Canadian RRSP Contribution Limits. NextPhase began by producing a clean new corporate brand and identity, stationery, financial planner brochures, consumer brochures and a website. To launch the product, we created an advertising campaign targeted to financial planners and a consumer campaign consisting of newspaper ads and postcards. To create a consistent brand image, all marketing material focused on the visual theme of a tangerine.
Results
With the new marketing tools in place, Tangerine was able to raise an initial $1 million required to launch the company and product into the marketplace. Successful partnerships were established with two major international banking groups. Initial marketing efforts focused in part on targeting high-net worth individuals through the largest accounting firms in Canada.
Tangerine Financial Products website
