E X T. C A PA B I L I T I E S P R E S E N TAT I O N
W E A R E A N O W N E R O P E R AT E D , FULL SERVICE MARKETING AGENCY T H AT B R I N G S T O G E T H E R DEEP INDUSTRY KNOWLEDGE AND C R E AT I V I T Y T O D R I V E R E S U LT S .
OUR CLIENTS INCLUDE:
ASSET MANAGERS I HEDGE FUNDS I PE & VC FIRMS I INVESTMENT BANKS I REGISTERED INVESTMENT ADVISORS I WEALTH ADVISORS I BROKER DEALERS I SERVICE PROVIDERS
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O U R C O M P E T I T I V E A DVA N TA G E Ext. is a full-service agency that brings together the left and the right sides of the brain
LEFT
Highly skilled, CFA-level writers and analysts
RIGHT
Fresh ideas and unparalleled creativity
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OUR TEAM’S INDUSTRY EXPERIENCE Content Strategists
Writers & Editors
Marketing Strategists
Art Director & Designers
Account & Project Managers
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REPRESENTATIVE CLIENTS
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SERVICES
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CONTENT STRATEGY
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We write and design newsletters for firms and individual advisors. Our process includes editorial planning, research and writing/design.
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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.
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PRESENTATIONS & PITCH BOOKS
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Your pitchbook is your calling card. It needs to be structured and designed in a way that shares a lot of information, yet engages the reader. Our financial writers and designers work in concert to deliver on this promise.
10 WEBSITES 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 your firm grow. We also provide Search Engine Optimization (“SEO”) services.
WHITE PAPERS, REPORTS & COLLATERAL
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INFOGRAPHICS
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A marketing strategy is not a strategy without taking distribution into consideration. Whether it’s through social media or email, we create content that engages – while always maintaining your brand voice across all platforms.
VIDEOS, WEBINARS & PODCASTS Videos and podcasts are fast becoming among the most effective ways to engage with your audiences. We combine our award-winning creativity with an air-tight process to optimize your story across these mediums.
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.
SOCIAL MEDIA & E-MAIL MARKETING
COMMENTARIES & FACTSHEETS We write monthly, quarterly, semiannual and annual investment commentaries covering macroeconomic trends and trading activity. Our team will project manage the process to ensure all deadlines are met and your content meets regulatory requirements.
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 & other collateral.
At the firm and fund level, our team’s deep industry knowledge will help assess the competitive landscape and conduct internal and external interviews to build out key messaging and positioning.
Content is in our DNA. It’s all about getting the right content to the right user at the right time. We build content strategies to engage, educate and drive readers to act. We then deliver on your ongoing content needs to ensure your strategy is successful.
NEWSLETTERS & BLOGS
KEY MESSAGING & POSITIONING
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PERSONAS & CLIENT JOURNEY MAPS Who is your target audience? We use a data-driven approach to build personas that will drive your content and client experience. We’ll work with you to create personas that drive consistent messages across your firm, and lay the groundwork for accurate measurement and analysis of your content efforts.
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CONTENT STRATEGY & THOUGHT LEADERSHIP
THOUGHTS ON THOUGHT LEADERSHIP Saying it’s thought leadership doesn’t make it so…
UNIFIED PRINCIPLES MAT TER K N OW YO U R E X P E R T I S E A N D S TAY T H E R E U N D E R S TA N D YO U R A U D I E N C E
U S E A VA R I E T Y O F E N G AG E M E N T TO O L S
S T R U C T U R E I T P R O P E R LY
All of our strategic work, creative and content are guided by these principles.
APPROACH TO CONTENT ENGAGEMENT STRATEGY ENGAGEMENT STEPS
Conversion
Sharing, polling, signing up, contacting, etc.
Examples include: • White papers / reports • Email campaigns • LinkedIn campaigns • Videos • Blogs • Articles • Seminars / presentations
Decision Making Education
Awareness
Group #1
Group #2
Group #3
TARGET AUDIENCES
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THOUGHT LEADERSHIP CAMPAIGN CASE STUDY E-book
White paper
Landing page
Video
Social media campaign - LinkedIn
HMTL infographic
Digital banner ads
GIFs
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ADVISOR DIGITAL MARKETING PROGRAM
COMPETING FOR INVESTORS’ ATTENTION
1 Million new active mobile social users are added every day. That’s 12 each second
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Billion messages a day
Million blog posts Thousand search
from Facebook Messenger and WhatsApp handle
are published every month on WordPress alone
https://www.brandwatch.com/blog/96-amazing-social-media-statistics-and-facts-for-2016/
queries every second
WEALTH ADVISOR DIGITAL MARKETING PROGRAM COMPONENTS
Client engagement used to be about using mail and email to connect.
Today, you need to think bigger and be smarter about your communication strategy.
You need reach and scale to connect with today’s investor.
And to do that, you need a strategy, the right tools, time to write, as well as time to post, share and send.
IT’S A BIG TIME COMMITMENT AND IT ISN’T EASY! To view video, click play or: https://vimeo.com/257515588
What if you had access to a team that could take this on – a team with best practices and industr y know-how? 13
WEALTH ADVISOR DIGITAL MARKETING PROGRAM COMPONENTS
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STRATEGY
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CONTENT
Every successful project starts out with a good strategy. In the first step of the program your dedicated content and project manager will determine:
Every good strategy needs relevant and engaging content. In this step, our team will determine the specifics of each content piece for the first 12-weeks of the program, then develop the required content:
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Business objectives and conduct a technology stack review
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Determine content output (i.e., article, white paper, blog, social post, infographic, video, etc.)
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Writing, editing, image selection, review cycle and approvals
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Create a content calendar structure including: key dates / events, categories and high-level topic ideas
Target audience /client experience analysis Existing metrics analysis (what has worked/not worked) and existing content that can be leveraged
Content calendar
Content examples
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WEALTH ADVISOR DIGITAL MARKETING PROGRAM COMPONENTS
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4
MEASUREMENT
Use data to drive your go-forward strategy and improve results. Finally, our team will help you understand your metrics and make a recommendation for the next period’s content plan.
DISTRIBUTION
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Analyze metrics (typically over a 3-month period) Update strategy and content calendar based on results SEO report
You have the content, now what? In the third step of the program, our team will work with you to optimize the distribution of your content using your technology platform.
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Update the content calendar with the distribution method
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Leverage available digital platforms to send, post or share
Lead generation report
Develop ‘headline’ copy to accompany each item (e.g., headline and intro for LinkedIn post)
Content marketing platforms that we support NEWSLETTER TOOLS
MARKETING AUTOMATION TOOLS
CAMPAIGN TOOLS
SOCIAL SHARING TOOLS
Contact report
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WEALTH ADVISOR DIGITAL MARKETING PROGRAM FEATURES & BENEFITS
Program features:
Program benefits:
• Industry best practices, structured process and a concierge-style experience • A dedicated content manager (with monthly calls and emails) • Analysis of your data - using metrics to drive future content • Custom content written in your voice • Expert designers who search for the right images to complement your brand • A digital project manager to ensure you are getting the most out of your social media efforts
• Financial services marketing expertise • A digital content marketing strategy that will leverage the use of social media and connect with the next generation of investors • Reduced headcount and freelance resource costs • An increased profile and credibility as a thought leader • The ability to attract more clients
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W E A LT H A D V I S O R D I G I TA L M A R K E T I N G P R O G R A M ADDITIONAL SERVICES
C O N S U LT I N G
CONTENT S T R AT E GY
• Platform selection consulting and set up – Priced hourly
• LinkedIn profiles
• Search / SEO – Priced based on scope
• Social media video clip (30 seconds, no voice)
• Bio development
DISTRIBUTION
• Assume primary responsibility for social content posting and sharing
• Infographics – simple, stats-based and HTML
OTHER
• Client premium (holiday gift) support – idea generation, sourcing pricing/timing, project management • Conference banners/signage
• Client ‘seminar in-a-box’ – includes einvite, 20-slide presentation, 1 handout, follow up e-mail • Advertisements – range based on size, publication, creative
N OT E S: exc l u d e s a p p l i ca bl e t a xe s , p r i n t i n g /d el i ve r y, s t o c k i m a g e r y /v i d e o fe e s , S E O/m e d i a bu y c o s t s , fo n t s c o s t .
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CONTENT & COLLATERAL
WHITEPAPER EXAMPLES Private debt
Mortgage fund
Global real estate
Time vs money weighted returns
Active vs passive
Liability driven investing
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PUBLICATIONS & NEWSLETTERS EXAMPLES Quarterly fund publication
Quarterly newsletter
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BROCHURE EXAMPLES Third party marketing firm brochure
Tier one bank – private client brochure
Wealth manager brochure
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INVESTOR LETTER EXAMPLES
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PRESENTATIONS
LARGE-FORMAT ROAD SHOW EXAMPLE
Road show presentation
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CLIENT SEMINAR EXAMPLE
SRI presentation
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PITCHBOOKS & FACTSHEETS
PITCHBOOK COVER EXAMPLES
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PITCHBOOK INTERIOR PAGE EXAMPLES
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FACTSHEET EXAMPLES
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WEBSITES VIDEO & INFOGRAPHICS
WEBSITE EXAMPLES Wealth advisory firm – targeting dentists
Wealth manager websites
Investment dealer website
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BLOG STRATEGY & DEVELOPMENT EXAMPLES
Blog strategy and development
Writing and editing
Image selection and posting
Metrics, analysis and content planning
Posts
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VIDEO PRODUCTION EXAMPLES
View examples of our video work at: https://vimeo.com/extmarketing
2D motion graphics animation
Video production
Image / lettering animation 33
SOCIAL VIDEO POST EXAMPLES
Video production
2D motion graphics animation
Motion graphics animation
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INFOGRAPHICS INTERACTIVE / HTML EXAMPLE
HTML interactive infographic
Click to view: https://www.timbercreek.com/global-real-estate-infographic-2018/
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MARKET & PORTFOLIO MANAGER COMMENTARY
COMMENTARY SERVICES & CAPABILITIES
COMMENTARY WRITING
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Write commentaries from source data you provide (e.g., Reporting Template, existing reports or presentations, attribution reports) Edit and fact check (e.g., company names, holdings, fund and benchmark performance) Style check (e.g., apply your language, tone, grammatical preferences)
COMMENTARY PROJECT MANAGEMENT
• • • • •
Send requests to contributors (e.g., portfolio managers, specialists, product teams) Validate incoming material Manage approvals with contributors, marketing, compliance, etc. Format and distribute final commentaries Translation
COMMENTARY PROCESS EVALUATION & DESIGN
• • •
Evaluation Recommendation Process change management
COMMENTARY ENGAGEMENT EXAMPLES SCOPE
FREQUENCY
EXT. CLIENT
Quarterly
5 years
Write regulatory commentaries, project management & layout of regulatory documents
Monthly, Quarterly, Semi-annually, Annually
7 years
Write retail & institutional commentaries & project management
Monthly, Quarterly, Semi-annually, Annually
7 years
Write retail & institutional commentaries & project management
Monthly, Quarterly, Semi-annually, Annually
4 years
Write retail & regulatory commentaries
Semi-annually, Annually
9 years
Write regulatory commentaries
Semi-annually, Annually
8 years
Write regulatory commentaries, project management & layout of regulatory documents & financial statements
Semi-annually, Annually
8 years
Edit & layout fund sheet commentaries
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COMMENTARY C O S T B E N E F I T A N A LY S I S
PAY R O L L TA X E S OV E R H E A D TI M E
On average our clients
Save 30% VS. in-house
EN ER G Y * Case study based on an asset management firm with 80 mandates, quarterly commentaries (approximately 400-600 words each). Our cost includes commentary writing and project management, with delivery of final product 5 business days after raw data provided.
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COMMENTARY CASE STUDY – GLOBAL ASSET MANAGER Investment commentaries are a challenge at every financial services firm. It’s a huge operational undertaking: getting accurate data, writing quality commentary, fact-checking, proofreading and designing these reports consumes a lot of time. Ext. partnered with a global asset manager to help free up their portfolio managers’ time, so they can do what they do best – manage money. On an ongoing basis, we support the portfolio management team by writing commentaries for the entire fund complex – covering Europe, Asia and North America – for both retail and institutional audiences. It’s a lot of work, but our team has it down to a science.
Number of portfolio manager commentaries by year
Number of portfolio manager commentaries by quarter
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COMMENTARY EXAMPLES Fund commentary
Market commentary
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LET’ S GET STARTE D ext-marketing.com
info@ext-marketing.com 1.844.243.1830
NEW YORK I TORONTO
APPENDIX
BY THE NUMBER S
10 47 EMPLOYEES $5B 20 1000S 100S
FOUNDERS’ YEARS OF INDUSTRY EXPERIENCE
YEARS IN BUSINESS
INCLUDING CFAS
COMMENTARIES PER YEAR
HELPED CLIENTS RAISE
OF LONG-TERM CLIENTS
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WHAT THEY SAY ABOUT US The entire deck looks fantastic! WOW! I’m thrilled with the flow, content edits, design elements… the whole damn thing looks (and reads) amazing. Krishni Attapattu, MBA, Director, Savings and Investment Solutions Sales and Advice Effectiveness CIBC Commercial Banking & Wealth Management
ext. provides great strategic plans that my team is able to leverage to deliver outstanding results and return on investment.” David Rutherford, Vice President of Marketing NEI Investments
ext. is responsible for managing the creation of our portfolio manager commentaries. Given their extensive knowledge, I trust ext. to get the job done right every time. Jane Gulian Moiroux, CFA, VP & National Director, Investment Platform BMO Private Banking
ext.’s strategic thinking helped us establish our voice and explain our hedge fund’s investment strategy in clear language that is easy for our investors to understand. Effie Wolle, CFA, MBA, Chief Investment Officer GFI Investment Counsel
We’re always impressed with ext.’s knowledge and ability to produce investment commentaries that meet our needs – and the needs of our clients.” Jamie Kingston, Head of Americas Product Management Invesco
ext. was instrumental in Serafima’s brand discovery process. They helped us articulate our brand and define our brand standards in a way that resonated with our clients. The team has strong knowledge of the hedge fund space, and we are thrilled with our new brand. Emma Sugarman, Head of Business Development Serafima Investments LP
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