“An exemplary update for Monday’s Daily Market Brief. We love working with Ext. Marketing.”
Senior Consultant, Investment Content Development
"We love the quality, and our advisors love the content."
Marketing Director, Investment Content
Ext. Marketing has been working with a tierone Canadian bank since 2013. After working for over a decade on their ongoing portfolio manager commentaries, we have created a strong working relationship, and have collaborated on an increasing number of communications projects over the years.
The bank wanted to help busy financial advisors in the retail and private wealth spaces stay on top of the global economy and financial markets when speaking with clients each day.
To do so, the bank and Ext. Marketing launched Daily Market Commentaries, leveraging Ext. Marketing’s industry-leading communications team, in-house Bloomberg terminal and research analyst.
2
• Getting timely market insights in front of advisors
• Diving deeper into economic events
• Making sense of market events
• Keeping daily emails fresh
• Breaking down complex financial concepts into simple emails for retail investors
• Not enough resources to do it inhouse
• Turn-key, same-day turnaround for daily emails
• Writing to two distinct investor audiences
• Smooth communication with multiple teams
• Getting clients to call their advisors to facilitate more conversations
• Professional perception of financial advisors
• Ultimately, meeting financial advisors’ ongoing need for timely talking points with clients
As a full-service marketing agency that specializes in the financial services industry, our team has expertise in researching, writing, editing and project managing a wide range of content with a focus on plain language that appeals to a wide range of audiences. We believe simplicity and clarity are the foundation of all good communications, even for highly complex topics and sophisticated business concepts.
RETAIL BANKING
• Mass affluent clients
• Simplified concepts
• Different interests
• Financial planning focus
PRIVATE WEALTH
• High-net-worth clients
• Sophisticated investors
• Complex topics
• Entrepreneurial, business interests
Ext. Marketing works closely with this tier-one bank every day to produce market-focused emails that provide added touchpoints with clients. Our inhouse analyst and writers research, write and edit copy, with the bank’s team providing quick feedback. This makes our process easy, quick and agile:
8am 10am 2-5pm Next Morning
• Review the day ahead for economic announcements and connect how these announcements might impact financial markets
• Monitor market performance throughout the day
• Put together story
• Write and edit complex concepts for retail and private wealth audiences
• Put into email template
• Send to bank for approval and translation
• Confirm no major changes happened before the end of the day that advisors need to know about
• Bank sends approved email to advisors
Ext. Marketing started with daily emails to advisors. The program was so well received by advisors that we now send two emails per day with 500 emails produced per year.
The program was expanded to not only cover economic and market activities but also business, tax and other finance-related topics that can spark conversations with clients.
Arming advisors with talking points means more touchpoints with clients that can lead to increased business.
Adding value to clients doesn’t need to be resource intensive. Ext. Marketing can do it for you. Reach out to us to start your investment communications program.
