Ext. Marketing Thought Leadership & Content Strategy

EXT.MARKETING THOUGHT LEADERSHIP & CONTENT STRATEGY CAPABILITIES

OUR CLIENTS INCLUDE: ASSET

We named our firm “ext.” because we act as an ‘extension’ of your team.

COMPANY OVERVIEW

13+ years in business

Majority women-owned business

40% female executive leadership

100% focus on the financial services sector

50+ employees

3 offices in New York, London & Toronto

Equal opportunity employer

300 projects delivered in 2022

Analyst & research capabilities

OUR COMPETITIVE ADVANTAGE

Ext. is a full-service agency that brings together the left and the right sides of the brain

Highly skilled, CFA-level writers and analysts

Fresh ideas and unparalleled creativity

OUR TEAM’S INDUSTRY EXPERIENCE

Our team conducts research using:

INVESTMENT WRITERS & ANALYSTS

CLIENT STRATEGY

CREATIVE TEAM

CLIENT DELIVERY

REPRESENTATIVE CLIENTS

ONE AGENCY, FOCUSED ON THE FINANCIAL INDUSTRY

WITH OUR SCALE & FULL-SERVICE OFFERING, EXT. CAN BE YOUR LONG-TERM MARKETING PARTNER

• BRANDING, NAMING & MESSAGING

• MARKETING & BUSINESS STRATEGY

• INTEGRATED COMMUNICATIONS STRATEGY

• WEB & DIGITAL STRATEGY

• MEDIA PLANNING

• VALUE-ADD & SALES PROGRAM STRATEGY

• MEDIA ACTIVATION

• REPORTING

• SOCIAL CHANNEL MANAGEMENT

• SEO MANAGEMENT

• MARKET & INVESTMENT WRITING

• ARTICLES & WHITE PAPERS

• SOCIAL CONTENT

• INFOGRAPHICS

• PITCHBOOKS & PRESENTATIONS

• WEB SITES, LANDING PAGES

• COLLATERAL & TOOLS

• DESIGN PRODUCTION

• FULL SERVICE AGENCY

• DEDICATED ACCOUNT LEAD

• PMO PROJECT SUPPORT

• HANDS-ON EXECUTIVE SPONSOR

THOUGHT LEADERSHIP & CONTENT STRATEGY

THOUGHT LEADERSHIP & CONTENT STRATEGY

“ALWAYS ON” APPROACH

Our team of marketing communication strategists follow a well-defined & proven process to support our clients deliver on an “Always On” content strategy that is on-brand, relevant & timely

INTERVIEWS

Conduct interviews with key stakeholders including:

• Executive team

• Portfolio managers

• Product team

• Marketing

Distribution/sales

• Clients/investors/ partners

COMPETITIVE ANALYSIS

Deep dive research into market, product and competitors using:

• Firm research

• Bloomberg research

• Industry news and research

• Competitor websites

FRAMEWORK DEVELOPMENT

Distill & determine key content pillars & a framework that will guide content output including:

• Content pillars

• Audiences

• Channels

• Cadence/frequency

• Timing

• Output types

• Measurement source

Our team conducts research using:

EXECUTION

Research, write & create content according to the framework including:

• Articles

• White papers

• Infographics (static & animated)

• Video

• Social posts

• Emails

• Etc.

THOUGHT LEADERSHIP – CASE STUDY PRINCIPAL

INVESTMENT THOUGHT LEADERSHIP

STRATEGY: RECOMMENDATION, CONCEPTS & EDITORIAL PLAN

EXECUTION: DEFINE QUARTERLY THEMES, WRITING, DESIGN & DIGITAL

SPECIALITY CONTENT – CASE STUDIES SCOTIA & CIBC

ADVISOR PRACTICE FOCUSED CONTENT & SUSTAINABILITY CONTENT

PROGRAM CONTENT – CASE STUDY NEW YORK LIFE

BUILDING A RESILIANT PRACTICE WITH GEN X, Y & Z CLIENTS

Program presentation

Program workbook – Gen Z

Client profile – Gen Y

Client onboarding guide – Gen X

OUR RANGE OF TOPICS IS ENDLESS

Small cap equities

RECENT TOPICS:

• Active vs. passive investing

• Actively managed and factorbased/smart beta ETFs

• Advanced analytics

• Asset allocation

• Asset manager selection

• Currency hedging

• Credit, convertibles

• Cybersecurity

• Defined contribution vs. Defined benefit

• Inflation-protected income strategies

• Investor psychology/behavioral investment

• Investment commentary best practices

• Latin America: macroeconomic and equity markets

• Liability-driven investing

• Liquid alternatives

• Macroeconomic outlooks for CIOs

• Mortgage funds

• Public pensions, individual pension plans

Cybersecurity

• Emerging markets equity, debt and small-cap investing

• Enhanced equity

• Estate planning

• Exempt market dealer use of technology

• Fiduciary duty

• Fraud

• Future of investor relations/communications

• Goals-based investing

• Idea generation/creativity tools

• Inflation, income, volatility and longevity

• Private debt

• Private corporation tax changes

• Robo-advice platforms

• Real assets

• Regulatory changes

• Responsible investing/ESG

• Saving for education

• Sector-specific topics: tech, health care, infrastructure, energy, real estate

• Small-cap, large-cap equities

• Time-weighted vs. money- weighted returns

• Value of financial advice

• Venture capital

WE THRIVE ON CREATING SNACKABLE & ENGAGING CONTENT

INCLUDING VIDEO & DIGITAL ANIMATIONS

INTEGRATED CAMPAIGN

CASE STUDY – PRINCIPAL 529

TARGETING ADVISORS IN REAL-TIME

CAMPAIGN

DELIVERABLES INCLUDE:

• Creative concepts

• Flagship video

• Banners & ads

• Playbook (see next slide)

• Microsite

CASE STUDY – PRINCIPAL 529

Checklists & articles

12-month social post editorial calendar

Infographic

June – student aid

Client presentation

May – National 529 Day March –accelerated gifting & estate planning

CONTENT EXAMPLES

INFOGRAPHICS

Infographic sales tools

VIDEOS

Interview-style with b-roll videos

Brand videos

Sizzle-reels

PITCHBOOKS

PRESENTATIONS

Women and investing

529 value add presentation

ESG presentation

FIRM & PRODUCT COLLATERAL

Brochures

1-pagers

Product decks

INVESTOR COMMUNICATIONS

INVESTOR NEWSLETTERS & COMMENTARIES

Quarterly e-newsletters with market, & performance data

Daily market summaries for advisors covering key market events & impacts

Annual market overview & outlook reports

FACTSHEETS