E X T. M A R K E T I N G THOUGHT LEADERSHIP & C O N T E N T S T R AT E G Y
2023
We named our firm “ext.” because we act as an ‘extension’ of your team. Ext. is an owner-operated, full-service, financial services marketing agency that brings together deep industry knowledge and a leading creative team to drive results.
OUR CLIENTS INCLUDE: ASSET MANAGERS I HEDGE FUNDS I PE & VC FIRMS I INVESTMENT BANKS I REGISTERED INVESTMENT ADVISORS WEALTH ADVISORS I BROKER DEALERS I REGUL ATORY BODIES I IN DUSTRY ASSOCIATIO NS 2
C O M PA N Y O V E R V I E W
13+ years in business
100% focus on the financial services sector
50+ employees
3 offices in New York, London & Toronto
Majority women-owned business 40% female executive leadership
Equal opportunity employer
300 projects delivered in 2022
Analyst & research capabilities
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O U R C O M P E T I T I V E A D VA N TA G E 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
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OU R TEA M’ S INDU STRY EXPERIENCE
CLIENT STRATEGY
CREATIVE TEAM
INVESTMENT WRITERS & ANALYSTS
Our team conducts research using:
CLIENT DELIVERY
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R E P R E S E N TAT I V E C L I E N T S
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ONE AGENCY, FOCUSED ON THE WITH OFFERING, F I NOUR A SCALE N C &I FULL-SERVICE AL IND U S TEXT. R YCAN BE YOUR LONG-TERM MARKETING PARTNER • BRANDING, NAMING & MESSAGING
• MARKET & INVESTMENT WRITING
• MARKETING & BUSINESS STRATEGY
• ARTICLES & WHITE PAPERS
• INTEGRATED COMMUNICATIONS STRATEGY
• SOCIAL CONTENT • INFOGRAPHICS
• WEB & DIGITAL STRATEGY
• PITCHBOOKS & PRESENTATIONS
• MEDIA PLANNING • VALUE-ADD & SALES PROGRAM STRATEGY
STRATEGY
EXECUTION
• WEB SITES, LANDING PAGES • COLLATERAL & TOOLS • DESIGN PRODUCTION
• MEDIA ACTIVATION • REPORTING • SOCIAL CHANNEL MANAGEMENT • SEO MANAGEMENT
ACTIVATION
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FULL SERVICE AGENCY DEDICATED ACCOUNT LEAD PMO PROJECT SUPPORT HANDS-ON EXECUTIVE SPONSOR
THOUGHT LEADERSHIP & CONTENT STRATEGY
THOUGHT LEADERSHIP & CONTENT “ P PY ROACH SA LWAY T R SAOTN ”EAG 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
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I N T E RV I E W S
COMPETITIVE A N A LY S I S
FRAMEWORK DEVELOPMENT
Deep dive research into market, product and competitors using:
Distill & determine key content pillars & a framework that will guide content output including:
Conduct interviews with key stakeholders including: • Executive team • Portfolio managers • Product team • Marketing Distribution/sales • Clients/investors/ partners
• Firm research • Bloomberg research • Industry news and research • Competitor websites
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• Content pillars • Audiences • Channels • Cadence/frequency • Timing • Output types • Measurement source
Our team conducts research using:
4 EXECUTION Research, write & create content according to the framework including: • Articles • White papers • Infographics (static & animated) • Video • Social posts • Emails • Etc.
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T H O U G H T L E A D E R S H I P – C A S E S T U DY IP N VR E SITN M EC N TI TP HO GHT LEADERSHIP AU L STRATEGY: RECOMMENDATION, CONCEPTS & EDITORIAL PLAN
EXECUTION: DEFINE QUARTERLY THEMES, WRITING, DESIGN & DIGITAL
VIEW LANDIN G PAGE
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SPECIALITY CONTENT – CASE STUDIES A V I SO O RTPIR A A C T I& C E FC O CIUB S EC D C O N T E N T & S U S TA I N A B I L I T Y C O N T E N T SDC
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P R O G R A M C O N T E N T – C A S E S T U DY N E W B I L DR I NK G A L R EIS F I L IE A N T P RAC T I C E W I T H G E N X , Y & Z C L I E N T S YUO Program presentation
Program workbook – Gen Z
Client profile – Gen Y
Client onboarding guide – Gen X
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OUR RANGE OF TOPIC S IS ENDLESS
Small cap equities
RECENT TOPICS:
Cybersecurity
• 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 • 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
• 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 • 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 13
W E T H R I V E O N C R E AT I N G S N A C K A B L E & ENGAGING CONTENT
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I N C LU D I N G V I D E O & D I G I TA L A N I M AT I O N S
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INTEGRATED CAMPAIGN
C A S E S T U DY – P R I N C I PA L 5 2 9 TA R G E T I N G A D V I S O R S I N R E A L -T I M E
CAMPAIGN DELIVERABLES INCLUDE: • Creative concepts • Flagship video • Banners & ads • Playbook (see next slide) • Microsite 17
C A S E S T U DY – P R I N C I PA L 5 2 9 A D V I S O R P L AY B O O K Playbook email
Checklists & articles
12-month social post editorial calendar
June – student aid Infographic
May – National 529 Day
March – accelerated gifting & estate planning
Client presentation
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CONTENT EXAMPLES
INFOGRAPHICS Infographic sales tools
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VIDEOS Interview-style with b-roll videos
Brand videos
Sizzle-reels
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PITCHBOOKS
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P R E S E N TAT I O N S Women and investing
529 value add presentation
ESG presentation
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F I R M & P R O D U C T C O L L AT E R A L Brochures
1-pagers Product decks
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REPORTS Annual report
DDQ
Quarterly report
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INVESTOR COMMUNICATIO NS
INVESTOR NEWSLETTERS & C O M M E N TA R I E S
Quarterly enewsletters with market, & performance data
Daily market summaries for advisors covering key market events & impacts
Annual market overview & outlook reports
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FA C T S H E E T S ETF
Real estate fund
Hedge fund
Mutual fund
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LET’S GET S TA RT E D e x t - m a r ke t i n g . c o m
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