Ext. Marketing Capabilities

EXT. CAPABILITIES PRESENTATION

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

OUR CLIENTS INCLUDE:

OUR COMPETITIVE ADVANTAGE

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

Highly skilled, CFAlevel writers and analysts

Fresh ideas and unparalleled creativity

OUR TEAM’S INDUSTRY EXPERIENCE

CLIENT STRATEGISTS

ACCOUNT & PROJECT MANAGERS

CONTENT STRATEGISTS

WRITERS, EDITORS & ANALYSTS

ART DIRECTOR & DESIGNERS

Our team conducts research using:

OUR TEAM’S INDUSTRY EXPERIENCE

WE WORK WITH MANAGERS AT EVERY STAGE OF THEIR

LIFECYCLE, REGARDLESS OF INVESTMENT STRATEGY

Proven marketing track record

• Proven 12-year track record exclusively serving financial services industry

• Breadth of alternatives experience

• 100s of successful launches

High-caliber, in-house team

• CFA-level writing and content team

• Designers who have worked at Fortune 500 firms

• In-house Bloomberg terminal and dedicated analysts

Client-first process

• Dedicated client manager and seamless end-to-end service

• Commitment to deliver an outstanding product, within budget and timelines

• Rigorous checks and balances to ensure quality

REPRESENTATIVE CLIENTS

STRATEGIC SERVICES

KEY MESSAGING

We believe that every successful brand has a strong messaging foundation. We help our clients define their brand promise, value proposition and key messages through a series of interviews and distilling them into a simple Key Message Framework.

THOUGHT LEADERSHIP & CONTENT STRATEGY

A good content strategy puts the right content in front of the right user at the right time, in the right format. We build content strategies to engage, educate and drive readers to act.

BRANDING & VISUAL IDENTITY

Once your key messaging is in place, you need a visual identity that reflects who you are, your values and your product/sales promise. Whether it’s a logo refresh or developing a complete brand package, our creative team will develop something that is authentic to you.

PRODUCT ANALYSIS & MARKET POSITIONING

Is your flagship product suffering from mixed-messaging? Our product positioning solution helps align the activities of Product, Marketing and Sales teams to ensure that your solutions are positioned to maximize sales.

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CREATIVE & CAMPAIGNS

Content is king – but it needs to be supported by strong creative and campaigns that leverage all relevant platforms. Our design team will give you ideas for infographics, ads and campaign materials that will garner attention and drive action.

DIGITAL ENGAGEMENT STRATEGY

We use an integrated approach to develop your digital strategy –whether that’s through your website, social channels or OTT applications. We use video, html infographics and content to engage, then metrics to measure. We also help client maximize their CRM platforms.

You don’t want the expense of staffing (or staffing up) your marketing department. Our senior marketing strategists will work collaboratively with you to develop and execute marketing materials that will help you build you brand, drive sales or raise capital.

CONTENT, DESIGN & DIGITAL SERVICES

PITCHBOOKS & PRESENTATIONS

As your firm’s narrative evolves and becomes stronger, your pitchbook must also adapt. Our team will work collaboratively with you to help reflect the maturation of your firm in your updated pitchbook.

WEBSITES, BLOGS & SEO

A website should be a tool that engages clients. Our team writes content, designs and builds sites that deliver a premium client experience, drive engagement and help firms grow. We also provide Search Engine Optimization (”SEO”) services.

WHITE PAPERS & REPORTS

Strong content is at the heart of every sales and marketing initiative. Our team of writers includes CFAs who can produce deep-dive technical whitepapers, as well as thought-leadership pieces and other collateral.

INFOGRAPHICS

Today, people read less and “view” more. Give us a topic or theme and we will create an engaging, informative infographic in static or HTML format.

BROCHURES & COLLATERAL

Brochures and other collateral still play a role in any sales process. Our team will help structure, write and design materials that will help you inform your end-clients and lead to a sale.

VIDEOS & PODCASTS

Videos and podcasts are fast becoming among the most effective ways to engage your audiences. We combine our award-winning creativity with an air-tight process to optimize your story across these mediums.

EMAIL & SOCIAL MARKETING

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COMMENTARY & INVESTOR LETTERS

1 CLICK HERE TO VIEW OUR HEDGE FUND CAPABILITIES DECK > >

We write monthly, quarterly, semi-annual and annual investment letters for alternative asset and hedge fund managers. We also develop branded templates that make your communications look more professional.

AREAS OF SPECIALIZATION

HEDGE FUNDS (EMERGING & ESTABLISHED)

• Firm name

• Logo

• Pitchbook

• Factsheets

• Landing page/websites

• Investor letters

WOMEN & INVESTING

• Presentations

• Program development & messaging

• White papers

REAL ESTATE

• Pitchbooks

• Websites

• Investor letters

• White papers

• Fact sheets

PRIVATE EQUITY & VENTURE CAPITAL

• Brand development

• Websites

• White papers

• Pitchbooks

WEALTH ADVISORS

• Brand awareness campaigns

• White papers & articles

• Websites

• Collateral

• Investor letters

ESG/SRI

• Product positioning

• Advisor materials & training programs

• Collateral

• White papers

• Campaigns

ETFS

• Product positioning

• Campaigns

• Education

• White papers

VALUE ADD & PRACTICE MANAGEMENT PROGRAMS

• Sales & advisor programs

• Presentations

• Collateral

• White papers

• Microsites

FINTECH

• Brand development

• Pitchbooks

• White papers

• Websites

• User adoption programs

BRAND DEVELOPMENT

KEY MESSAGING

BRAND BUILDING

Our team of marketing strategists and communications specialists follows a well-defined process that ext. has developed over the past 10 years. Our Key Messaging Framework helps simplify complex narratives and is a tool intended to be used over the long term to build consistent, strong marketing and sales pieces.

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 data

• Bloomberg research

• Industry news and research

• Competitor websites

FRAMEWORK DEVELOPMENT

Distill all quantitative and qualitative data to determine product positioning and key messaging framework including:

• Product position

• Value proposition

• Key messages

• Supporting proof points

TACTICAL RECOMMENDATION

Develop distinct product positioning to:

• Align with corporate brand

• Define parameters for sales and marketing support

• Recommend sales and marketing strategies and tactics

Our team conducts research using:

Below is a key messaging case study in action. We worked interviewed over 15 stakeholders at a global hedge fund to create a messaging framework that was authentic to the firm and concisely articulated their narrative.

Key messaging excepts from firm’s website

VISUAL IDENTITY – LOGO DEVELOPMENT

We also help new managers and RIAs create their firm name

BRAND DEVELOPMENT

GLOBAL HEDGE FUND MANAGER CASE STUDY

BRAND DEVELOPMENT

RIA / WEALTH ADVISOR CASE STUDY

BRANDDEVELOPMENT

Key messaging and visual identity including logo, and stationery package

PITCHBOOK

Develop firm narrative through their pitchbook

WEBSITE

Build a new website to reflect the firm’s new messaging and brand

CREATIVE & CAMPAIGNS

PRODUCT LAUNCH CAMPAIGN

GLOBAL ASSET MANAGER

Creative idea

Digital ad banners

Social posts

Emails

Promo item

ADVISOR CAMPAIGN

GLOBAL REAL ESTATE MANAGER

BRAND AWARENESS CAMPAIGN

FINANCIAL EDUCATION ASSOCIATION

Campaign creative & strategy

Industry leader profiles

SOCIAL MEDIA CAMPAIGN

GLOBAL ASSET MANAGER

Social media posts

EMAIL CAMPAIGN

GLOBAL ASSET MANAGER

Client email templates

Presentation guide

Advisor email toolkit

Conversation guide

CONTENT STRATEGY & DEVELOPMENT

THOUGHT LEADERSHIP & CONTENT STRATEGY

CONTENT STRATEGY & EDITORIAL CALENDAR DEVELOPMENT

Financial literacy/ investor education

Social content

Institutional content

WHITE PAPERS & ARTICLES

RECENT WHITE PAPER & ARTICLE 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

• 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

Small cap equities paper

Cybersecurity paper

INFOGRAPHICS

Infographic sales tools

HTML interactive infographic

Interview-style with b-roll videos

Brand videos

Interview videos shot using Zoom

Animated videos

Sizzle-reel videos – 1-min promo videos

Social cut-down videos (from interview or brand videos)

MARKETING & SALES MATERIALS

FIRM & PRODUCT COLLATERAL

Brochures

1-pagers

Product decks

VALUE-ADD PRESENTATIONS

Women and investing

529 value add presentation

ESG presentation

VALUE-ADD PROGRAM

ADVISOR PROGRAM – 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

WEBSITES

WEBSITE – WITH VIDEO & INTERACTIVE INFOGRAPHICS

GLOBAL

WEBSITE – WITH VIDEO & INTERACTIVE INFOGRAPHICS

Custom photo shoot

Motion graphic video

Rich insights section

Custom animated infographics

WEBSITE – 1-PAGE SCROLLING WITH PARALLAX DESIGN

VENTURE CAPITAL FIRM

Parallax design

Interactive roll-overs

MICROSITE – PRODUCT CAMPAIGN SITE

Product home page with access to fund details

GLOBAL ASSET MANAGER

INVESTOR COMMUNICATIONS

INVESTOR LETTERS

Hedge fund manager - e-blasts and quarterly investor letters

Outsourced CIO - e-blasts and quarterly investor letters

Wealth advisor – quarterly investor letters

FACTSHEETS

REGULATORY COMMENTARIES

Our team develops a wide range of commentaries for retail and institutional audiences on a daily, monthly, quarterly, semiannual and/or annual basis using macroeconomic research and fund-specific attribution information.

In addition to writing commentaries, we can also update your financial statements. Ask us for more information.

COMMENTARY CASE STUDY

GLOBAL ASSET MANAGER

PROBLEM

Getting quality investment commentaries delivered on time to retail and institutional audiences globally for over 500 strategies/funds is a huge operational undertaking:

• Getting accurate data

• Writing quality commentaries

• Fact-checking

• Proofreading

• Obtaining approvals

• Design and layout

All this takes key resources away from other valuable activities.

SOLUTION

Ext. developed a commentary process that:

• Freed up portfolio managers’ and other resources’ time

• Established an SLA to ensure all commentaries were delivered on-time

• Established a style guide to ensure all commentary language was consistent

• Saved money on expensive independent freelancer costs

Today, ext. writes and manages commentaries for the client’s entire fund complex – covering Europe, Asia and North America – for both retail and institutional audiences.

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