Page 24 - Newcom

BEFORE & AFTER
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To know which topics clients care about, list their hobbies and interests in their case les. There should be a three-to-one ratio of educa- tional outreach to sales-related communications.
For prospects, McCabe suggests the website feature a free report on nancial planning. The send-out would be compliance-approved and could be as simple as “10 tips for choosing a nancial planner.”
A website visitor would request the report via email, which requires less commitment than booking a consultation, says McCabe. But the offering helps establish a relationship with the prospect, and lets Fitzgerald distinguish herself from other advisors.
Fitzgerald’s reaction
Fitzgerald plans to roll out her branding changes over the next year. The long timeline is partly
in deference to her partner’s 40-year legacy, and she wants to get used to running the rm before altering it.
Taking McCabe’s initial advice, Fitzgerald has met with staff to brainstorm potential names. They decided against using her surname and came up with other possibilities. The frontrunner is Raven Wealth Management.
The raven has personal and professional signi - cance. It’s the mascot for her alma mater, Carleton University and, in myth, the raven is prophetic and a good luck omen. An impersonal name will allow Fitzgerald to take a less visible role at the rm, letting her staff shine.
“We’re trying to invoke a team atmosphere,” says Fitzgerald. “If someone comes in and I don’t happen to be here, we’ve got quali ed people here who can address everyone’s needs.”
Should they decide to use it, the story behind the name should be on the rm’s website, says McCabe. “Letting people understand your per- sonal story makes it interesting and not esoteric.”
As McCabe advised, Fitzgerald’s team checked the name’s availability online, and RavenWealth- Management.ca is open.
Since people may misspell the name, she advises buying web addresses for common mis- takes (as well as both the .ca and .com urls) and redirecting them to the rm’s website. This blocks competitors from buying those addresses, and
www.advisor.ca
3
Emily Fitzgerald, CFP, CIM
T 123.7890.456 F 123.7654.890
EMILY FITZGERALD, CFP, CIM
PRINCIPAL
e.fitzgerald@ravenwealth.com T 123.7890.456 F 123.7654.890
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The original logo (1) looks dated and uses generic fonts that are not suitable for a financial firm. The choice of speckled paper (2) is problem- atic because a fibre in the wrong place can be mistaken for a point on a number. Finally, the cards (3), printed using Emily’s inkjet printer, make her look unpolished and amateur.
The redesigned image projects confidence. The new cards (4) are printed on both sides for an uncluttered and organized look. The logo (5), based on a Celtic design Emily likes, uses bespoke lettering and projects an image of stabil- ity and permanence. And the stationery suite (6) is print- ed on white, recycled paper.
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’s polished image.
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24 AE 01 2015
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January 1, 2015