Investing in trust
Cummer/Moyers Capital Advisors was a fledgling securities firm offering a conservative portfolio – a difficult sell in a strong bull market that had seen stock prices reach near-record levels. They wanted to position themselves as an alternative to the more aggressive funds that had gained popularity in recent years. Cummer/Moyers wanted to make the case that a major market downturn was on the horizon, and investors needed to diversify their portfolios in order to protect their wealth.
Building belief in the brand
The young securities firm, however, lacked the brand awareness needed to effectively espouse a position that ran counter to popular thinking. Cummer/Moyers knew that, to succeed, they needed to earn the trust of investors spoiled by the bull market.
An omnichannel approach
To accomplish this, I targeted customer lookalikes with a targeted campaign that included a mix of print and digital channels. A content strategy focused on educating investors on the threat of an impending market downturn and the importance of partnering with a money manager who could protect your portfolio from volatility. Retargeted direct mail invited website visitors to attend a free seminar hosted by senior money managers at Cummer/Moyers.
