Along with four other undergraduate students from Boston University, I created an advertising plan for Ameriprise Financial to reach the affluent ($500k-$5MM) class. Our group had two weeks to complete primary and secondary research and put together the presentation and leave-behind. This project was assigned in Account Management class taught by former Arnold Worldwide CEO John Verret.
Business Development Grace Kennedy Money ServicesLakesia Wright
The document discusses Grace Kennedy Ltd, a company established in 1922 that provides money transfer services and operates in several Caribbean countries and the UK. It focuses on Grace Kennedy's money transfer business, partnership with Western Union, competition in the industry, and strategies to expand its agent network and services. The company aims to meet the needs of Caribbean people around the world by facilitating money transfers and other financial services internationally.
Imc 636 American Red Cross Project Final 122111lgparkinson
The American Red Cross Youth Movement aims to encourage blood donation among 16-24 year olds by empowering a new generation. The campaign will inspire young adults to donate blood and develop a lifelong relationship with the American Red Cross. The goal is to increase blood donations by 15% by the end of the campaign and lay the groundwork for a larger Generation Y movement in support of the Red Cross long-term.
Graham Richards Legacy Presentation Nahf Derry 09Graham Richards
Small, local charities have advantages when it comes to legacy marketing that larger charities do not. They are known within their local communities and have existing personal connections that can be leveraged. Legacy marketing for small charities does not need to be expensive; it can utilize local volunteers and resources to create low-cost materials like posters and brochures. Effective legacy marketing communicates the charity's impact and how gifts of any size in wills can help, using stories of real people and clear language. It should engage existing donors and supporters through multiple communication channels on an ongoing basis.
Final IMC Power Point campaign presentation for Dream City ChurchDenisse Leon
This is the final Power Point campaign presentation proposal for Dream City Church integrated marketing campaign. This was done to fulfill the final capstone project requirement at West Virginia University.
Sylvain Thériault, president of Desjardins' Private Wealth Management, discusses the challenges and opportunities facing private wealth management in Canada. Some of the biggest challenges are meeting clients' demands for digital access and simplifying experiences amid increasing regulation. Younger high-net worth clients also expect validation and authentic experiences tailored to their busy lifestyles. Opportunities lie in offering comprehensive financial solutions through a single access point and monitoring clients' overall financial health.
We raised $4000 for public education in Duval County the first year we did this program. It also brought many new regular clients. We would like to partner with other salons in the area to co-market the same programs benefitting children's causes.
SickKids Foundation executed an integrated campaign that moved beyond traditional marketing and fundraising. Audience engagement platforms led to greater awareness of children’s health, a boost in fundraising dollars, and overall - outstanding results.
Presentation offered by District Marketing, PR & Communications Chair, James W Martin on the direction the Eleven Twelve team was to look to take publicity forward for the forthcoming year.
The Bartercard Foundation is delighted to announce its partnership with Heart Kids NZ, the only not-for-profit organisation supporting Kiwi kids and
their families who are affected by Congenital Heart Disease (CHD), right through their life.
This document provides information about securing sponsorships for an event called "RISE Session 2012: Putting a Face to Sponsorship". It discusses the benefits sponsors receive, such as connecting with potential customers and exposure. Sponsorship levels are outlined, with higher levels receiving additional benefits like speaking opportunities and permanent website mentions. A list of past sponsors of similar events is also included.
Atlantic Healthcare Consulting provides services to help individuals start personal care home businesses. They offer packages that include developing a business plan, funding assistance, marketing support, and guidance on regulatory requirements. Their primary target market is baby boomers who will require more home care services as they age. The personal care home business is promising due to projected growth in the elderly population and increased demand for home care alternatives. Atlantic Healthcare Consulting aims to make it easy for individuals to launch and run successful personal care home businesses with their assistance and support.
The document discusses financing your dreams through proper financial planning and investment. It emphasizes the importance of saving money on a regular basis to achieve financial goals like buying a house, education, and retirement. It also stresses the need to balance investments between protection, which guarantees returns but is lower risk, and growth, which has higher risk but potential for better returns. Finally, it highlights that financial planning should include protection from risks like premature death, disease, and disabilities to safeguard one's savings and investments.
Fostering an entrepreneurial climate is important for business success. Key aspects include identifying support networks of financial backers, coaches, and friends/family. It is also important to obtain input from investors, customers, employees and others to gain different perspectives. Business owners should be inclusive, communicative, honest, and positive to maintain trust and support from those invested in the business. Regular updates and meetings help keep everyone informed and feeling involved.
FunDAZ is a community development organization that helps schools, charities, and sports leagues raise money through discount card fundraising programs. It operates in 32 states and has helped raise millions for organizations since 2005. The program involves building a custom website and discount card for the client, recruiting local merchants to offer deals, and having volunteers sell the cards to family and friends. Cards sell for $20 each and the organization keeps $10 per card. With 200 volunteers selling an average of 4 cards each, the program could raise $8,000 for a client. FunDAZ works with the client to set goals and timelines and provides support throughout the fundraising period.
- Ameriprise Financial transferred its 50% ownership interest in American Express International Deposit Company (AEIDC) to American Express Company as part of its separation agreement. The assets, liabilities, and operations of AEIDC are now reported as discontinued operations.
- Information for prior periods has been restated to conform to this presentation of AEIDC as discontinued operations.
- The quarterly statistical supplement provides consolidated financial statements and selected financial information for Ameriprise Financial for the periods ended September 30, 2005.
"ΟΙ ΜΑΓΕΜΕΝΕΣ" - 6 & 7/3/2015, Μουσικό Σχολείο Κατερίνης: συμμετοχή στο 1ο Συμπόσιο του Δικτύου Συνεργαζόμενων Σχολείων ASPnet UNESCO Κεντρικής Μακεδονίας (Θεσσαλονίκη, Εκπαιδευτήρια ΦΡΥΓΑΝΙΩΤΗ). Προβολή της συνολικής παρουσίασης στο: http://www.livemedia.gr/video/142479#.VPrxsur3Ld0.facebook.
Υπεύθ. καθηγ. για το Powerpoint: Μαγαλιού Λ.(φιλόλογος) Ενορχήστρωση - υπεύθ. καθηγητής για το μουσικό κομμάτι: Βασιλειάδης Λουκάς (μουσικός), σκηνοθεσία: Κολλάτου Ειρήνη (φιλόλογος - Ms Θεατρολόγος).
Η παρουσία των μαθητών του Μουσικού Σχολείου Κατερίνης στο 1ο Συμπόσιο του Δικτύου Συνεργαζόμενων Σχολείων ASPnet UNESCO Κεντρικής Μακεδονίας ήταν έξοχη! Το θέμα της ήταν η επιστροφή των αγαλμάτων με την επωνυμία "ΟΙ ΜΑΓΕΜΕΝΕΣ" στον τόπο τους, στη Θεσσαλονίκη. Και συγκίνησε όλους βαθύτατα…!
Πώς όμως έφτασαν ως εκεί; Ήταν ένα ενδιαφέρον και δημιουργικό ταξίδι… Τα παιδιά ωφελήθηκαν πολλαπλά· δέθηκαν μεταξύ τους, διεύρυναν τον γνωστικό τους ορίζοντα, ευαισθητοποιήθηκαν σε θέματα που απασχολούν την UNESCO, εμπνεύστηκαν από αυτά, διάβασαν, συγκινήθηκαν και δημιούργησαν! Ήταν μια πορεία αμφίδρομη: τα διαβάσματα έδωσαν ώθηση στη δημιουργία του μουσικού κομματιού και αυτό με τη σειρά του έδωσε περισσότερες ιδέες για τη συγγραφή πορισμάτων σχετικών με το θέμα («Τα Ελληνικά Μνημεία Παγκόσμιας Πολιτιστικής Κληρονομιάς») και τα υποθέματα του Συμποσίου (: α. Σύμβαση της UNESCO (νομικό πλαίσιο) που διέπει τα εγγεγραμμένα μνημεία της UNESCO.
β. Νέοι και πολιτιστική κληρονομιά.
γ. Χρήσεις και καταχρήσεις των μνημείων.
Παράλληλα, καθώς οι μαθητές ενημερώνονταν για το έργο της UNESCO και για τα θέματα του Συμποσίου, πολλοί συμμαθητές τους ενδιαφέρονταν να συμμετάσχουν σε αυτή �
Wendy Taylor works at USAID spearheading efforts to find innovations to combat Ebola through the Grand Challenges program. She is focusing on improving protective equipment for healthcare workers as the current hazmat suits are uncomfortable in the heat. At a recent workshop, experts brainstormed redesigns for more breathable suits. Taylor's goal is to have new designs implemented within months to better protect workers fighting the outbreak.
El documento presenta una lista de equipos de construcción en arriendo, incluyendo andamios, alzaprimas, trípodes, vigas, capachos, prensas de cuña, tensores, betoneras, escaleras telescópicas y carretillas. Se proporcionan detalles técnicos como capacidades, dimensiones y pesos de cada equipo. La información pertenece a Genaro Gallo en Iquique, Chile.
The document proposes a t-shirt design featuring a city background in a 2400 by 3200 pixel size. The design will include a word like "Urban" or "City" across the image in a bold but faint font color that blends with the background. There will be a thin line and shadow around each letter to add depth. The design will be exported as a PNG file for selling on websites like Red Bubble that offer printed products. While PNG preserves quality, the large file size may slow loading. The target audience is youth aged 14-25 who are interested in city images and fashion. A schedule is provided to complete the design by the May 15th deadline.
A palestra discutirá a migração de estudantes femininas da Guiné-Bissau para o Brasil, especificamente para a Unilab, entrelaçando as trajetórias e histórias pessoais dessas mulheres ao longo do processo migratório. A palestra ocorrerá no dia 9 de outubro às 10h no Auditório Bloco Adm da Unilab, localizado na cidade de Liberdade.
O documento descreve o período após a ditadura no Brasil, incluindo o governo de Fernando Collor marcado por instabilidade, plano de confisco de poupanças e protestos, culminando em seu impeachment. Também aborda o Plano Real de 1994 que estabilizou a economia e combateu a hiperinflação no país.
This document summarizes a student research project that aimed to develop a method for artificial photosynthesis to simultaneously reduce carbon dioxide levels and increase oxygen levels in the atmosphere. The student designed a solar-powered reaction using various sulfur-based catalysts (CdS, ZnS, CuS) to fix carbon dioxide into oxygen and methane through the reaction: CO2 + X + H2O → O2 + CH4, where X is the catalyst. Testing showed the production of methane was statistically significant, rejecting the null hypothesis. Therefore, the student concluded carbon fixation could produce both breathable oxygen and a renewable fuel source to address global warming. Further research is needed to harness the produced oxygen for industrial purposes.
This document provides instructions for setting up a dual-band Wi-Fi extender using either the WPS (Wi-Fi Protected Setup) button or without WPS. With WPS, the user presses the WPS buttons on their router and extender within 2 minutes to connect. Without WPS, the user connects their computer to the extender's wireless network and accesses the extender's web interface to complete setup. After setup is complete, the extender's lights will indicate signal strength as the extender is moved to optimize coverage between the router and desired wireless area. Users can then connect devices to the extender's new wireless networks.
The document discusses the multifidus muscle and its importance for spinal stability and motor control. It provides details on its anatomy and function, explaining how weakness or dysfunction of the multifidus can contribute to spinal issues. The document also discusses approaches to strengthening the multifidus through specific stabilization exercises and motor learning principles to help patients regain control and function.
El documento resume tres teorías sobre el cuello de botella en el procesamiento de información: la teoría de Broadbent propone que los estímulos no atendidos no serán procesados, la teoría de Treisman sugiere que los estímulos no atendidos aún serán procesados de manera secundaria, y la teoría de Deutsch y Deutsch argumenta que todos los estímulos alcanzan significado y el filtro no se encuentra al principio del procesamiento.
Este documento describe los objetivos y funciones de la contabilidad. Los objetivos incluyen la dirección, comercialización, producción y finanzas. Las funciones principales son registrar todas las transacciones, informar sobre la situación financiera, tomar decisiones basadas en la información contable, prever las probabilidades futuras del negocio y comprobar los actos jurídicos de la empresa.
The document is a newsletter from the Not-for-Profit Advisory Group providing information on real estate strategies for non-profits. It includes an interview with the CEO of the Centre for Social Innovation discussing their collaboration culture and physical space. It also highlights a project with the Council of Ontario Universities where Colliers assisted with strategic office planning. Finally, it discusses the importance of internal controls and fraud prevention for non-profits.
The document provides additional information about Minds Matter Denver, including their 2016 and 2017 marketing budgets, fundraising results from various events in 2016, mentor retention rates, and current and target organization sizes. It also discusses their goals of effectively positioning Minds Matter to attract mentors, volunteers, and funders through communications strategies, networking, and highlighting the needs and stories of students. The problem is how to attract and engage more people to commit their time and money through defining clear value propositions and benefits for key stakeholder groups.
The Money Advice Service (MAS) provides free money advice and resources to help improve financial capability in the UK. This document outlines how journalists and bloggers can work with MAS by utilizing their website, research reports, tips and advice articles, guest blog posts, tools and content, campaigns, and spokespeople. Key contacts are provided for press inquiries, the blog, partnerships, and social media. The goal is to help inform readers and support stories that encourage people to better manage their money.
The document discusses Nu Me Partner's financial services and goals which include helping Americans build wealth and reach their financial goals through education. It outlines challenges Americans currently face with debt, savings, and uncertainty. Nu Me Partner's aims to provide solutions through various financial planning services and products like insurance, mortgages, and investments. The company's mission is to educate and help families attain economic security.
Daniel Frishberg is an American businessman and radio host. Prior to entering the financial bailiwick, he served as a United States Marine for 3 years. Daniel Frishberg Bizradio attended Fairlawn High School and New York University. He has written extensively and is the author of two books.
ZAG- 17 steps process branding workshop (NYL)lynjang
The document summarizes the branding strategy of New York Life Insurance Company (NYL). NYL focuses on life insurance, annuities, and long-term care insurance. While competitors have expanded into other financial services, NYL remains focused on its core competencies. It emphasizes its long history of over 160 years in business, strong financial position, and highly-trained agent network to promote loyalty and trust among customers.
Understanding Social+Digital Strategies For Your HNW Wealth Management PracticeApril Rudin
It is no longer a choice but now "table stakes" to maintain a digital/social media presence to provide content to your clients, prospects and referrals while also attracting end HNW investors and potential referral sources.
Here is how...
Rhino Search Group is a financial services recruiting firm known for its valuable client relationships with the most trusted financial brands. Contact our financial advisor recruiters if you are looking to make a move, or buy/sell a book of business. Visit the site: http://www.rhinosearchgroup.com/
Rhino Search Group
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480-361-9415
pk@rhinosearchgroup.com
The document provides a 7-step guide to increasing business profits through better customer attraction and retention. It begins with an introduction and legal disclaimer. It then outlines the business case for why increasing profits is important. The document discusses the author's experience with ineffective traditional marketing methods and shares lessons learned about investing in the customer journey and decision-making process. It highlights the importance of understanding how customers search for and evaluate options online today prior to purchase. The guide promises to reveal targeted strategies to optimize the customer acquisition and retention process for improved business performance and profits.
Biz2Credit, the leading online platform for small business funding, hosted its annual best small business cities 2015 webinar that examined the small business finance climate nationwide.
The document discusses opportunities for financial advisors to attract millennial clients as the millennial generation inherits wealth from baby boomers. It notes that millennials are different from previous generations in that fewer are getting married traditionally and their parents will live longer. It recommends that advisors understand millennials, build relationships with both clients and their beneficiaries, and use technology like social media to connect with millennials on their terms in order to gain this new generation of clients and their future wealth. The company discussed in the document, Signator, is investing in new technology to help advisors attract millennial clients and serve multiple generations.
Ahead of the marcus evans Private Wealth Management Summit 2020, John Molina discusses sectors that can provide investors socially valuable assets without compromising their ROI
This document provides information and guidance about accessing funding locally for youth organizations. It lists various sources of funding information like websites and organizations. It discusses different types of funding opportunities such as for sports/arts projects or workforce development. It provides tips for applying for funding like ensuring the project is deliverable, collaborative, and innovative. It emphasizes measuring tangible outcomes and building relationships with funders. Finally, it discusses developing long-term fundraising strategies and sustainability plans.
While change has always been a constant, the pace of change seems to have increased exponentially. This change permeates through all aspects of business as well; competition, marketing, social media, health care, even your employees. As a business owner or leader, you are challenged with keeping up with that change - perhaps even embracing it. The 2013 7x7x7 panel examines where change is happening, what it's impact will be on you and how you might take full advantage of that.
Presentación del segundo día del taller de preparación con expertos internacionales para capacitar a las empresas de la Industria TI y Contenidos Digitales en cómo estructurar su modelo de negocio y pitch para acceder a capital extranjero inteligente.
Presentation that was given on the second day of the preparation workshop with international experts to train companies in the IT Industry and Digital Content on how to structure their business model and pitch to access intelligent foreign capital.
Information drives our world. It brings people’s
dreams to life, helps businesses grow and creates
opportunities for society. Experian is dedicated to
using data and information to shape ideas and
develop world-changing products.
We live in an interdependent world where business
growth helps economies flourish, and that creates
opportunities to break down social barriers and give
more people a better tomorrow.
This document provides an overview of First Bank, including its history, leadership, financial performance, employees, products/services, clients, and future outlook. Some key points:
- First Bank is a 100-year-old, family-owned bank with deep roots in its local communities. It focuses on long-term client relationships rather than short-term gains.
- In recent years it has improved financial metrics like loan originations and asset quality while controlling expenses. It has also invested in new services and technology.
- Employees often stay for decades and provide valuable expertise and service. They strongly support local communities through volunteer work.
- The bank tailors products and solutions to client needs across commercial banking
It’s been a difficult few years for Facebook Ads due to signal loss from iOS/Firefox/Chrome and the associated loss of ad targeting precision and ROAS. In this session, delve into 100% new high-impact strategies for thriving in Facebook advertising in a world without 3rd party cookies.
You'll uncover the top 7 Facebook ad hacks of 2024, all centered around first party ad signal data restoration and how to coax the new default Meta Audience+ ad targeting system to do what you want it to do, each backed by solid results and case studies. Learn how to skyrocket your landing page conversions by 20-25%, how to scale ads like never before, and target niche audiences with strategies that defy traditional norms.
Plus, gain insights into critical privacy regulations and how to maintain a full compliance therein.
Nick will present his "best of" findings from reviewing and testing more than 200 generative AI platforms over the last three years. While some programs will save you more than half the time, you can bet to save at least 50% of your time creating content if you begin using these tools.
Key Takeaways:
Attendees will walk away with a comprehensive list of generative AI programs that will make their lives easier. From blogging to video production and even AI marketing assistants, you will learn about nearly 20 AI platforms that are guaranteed to make your life easier in some way.
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
A Startup's Guide To Building a Brand - Kwabena Oppon-Kusi.pdfKwabena Oppon-Kusi
This is a step by step guide to all startups on how to develop a strong and healthy brand. It defines what a brand actually means and gives you a better understanding on how you can build one for your startup, sustain it and ultimately grow it in a lean way. This is an essential for every one with a new idea, ready to make it into a viable business.
In today's digital age, German auto repair shops can leverage digital marketing to enhance visibility, engage customers through personalized interactions, and reach targeted demographics effectively. By optimizing online presence, managing reputation, and analyzing performance data, shops can achieve cost-efficient growth and competitive advantage in the market.
Step-by-Step Guide to Social Media Advertising.pdfnivedhithas9
A Step-by-Step Guide to Social Media Advertising involves creating a strategic plan that includes identifying your target audience, choosing the right platforms, crafting engaging content, setting a budget, and analyzing performance metrics to optimize future campaigns. This approach ensures effective and efficient promotion of products or services on social media platforms.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
In our rapidly evolving digital landscape, yesterday's strategies simply won't suffice. Join us for a groundbreaking session on revenue based marketing where we'll explore cutting-edge approaches and the latest strategies that can supercharge your digital marketing plans. Discover how to leverage performance-based PR, influencer marketing, and affiliate marketing to drive revenue, optimize your campaigns, and achieve measurable results. We'll dive into effective methods for building brand awareness, cultivating deep engagement, driving conversions, and fostering lasting customer loyalty. Prepare to gain fresh ideas, valuable insights, and innovative methodologies designed to elevate your digital marketing efforts to new heights. Don't miss this opportunity to transform your strategy and stay ahead of the curve!
Key Takeaways:
1. Advanced Revenue-Driven Strategies: Learn how performance-based PR, influencer marketing, and affiliate marketing can drive revenue and optimize your marketing efforts.
2. Building and Engaging Your Audience: Discover effective methods for increasing brand awareness and cultivating deep engagement with your target audience.
3. Driving Conversions and Loyalty: Gain insights into strategies for driving conversions and fostering lasting customer loyalty to sustain your brand's growth.
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxmayurparate000
Research on chemical industry with considering one of PSU as an example Rashtriya Chemical Fertilizers (RCF). Chemical Industry trend, strengths, weaknesses. Chemical Industry market position as well as RCF position. RCF revenue, profit, EBITDA, forecast, technology, past performance. State wise revenue of chemical industry and RCF as well
Training devistation provides quality training in digital marketing.
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Digital marketing encompasses a wide range of online strategies and tactics designed to connect businesses with their target audiences, increase brand awareness, drive traffic, and ultimately generate leads and sales. Here’s a comprehensive description:
Digital marketing leverages various online channels and platforms such as search engines (Google, Bing), social media (Facebook, Instagram, LinkedIn), email, websites, and mobile apps to reach consumers. Unlike traditional marketing, which often relies on print ads, billboards, or TV commercials, digital marketing allows for precise targeting and measurement of campaigns in real time. also know about benefits of digital marketing
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Best Deaddiction Center to get Rid out of addiction
Shri Shuddhi Nasha Mukti kendra helps individual understand their addiction and provide medical treatment, therapy and counseling......
Importance of SEO to support holistic marketing strategies and the rise of n...JessicaRedman5
A presentation for the Digital Marketing World Forum by Jessica Redman and Andrew Fox.
Discussing how SEO supports across numerous marketing channels and how user search behaviour is changing.
Discover how to optimise social media posts for discoverability and learn about Topical Domination.
Lynzee Giamalva - Personal Brand Exploration Kitladylynzee
I have developed a brand identity kit for my personal brand for an assignment in the Digital Marketing Bachelors of Science Degree Program at Full Sail University.
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10 Advantages and Disadvantages of Social Media Marketing in 2024Markonik
Explore the dynamic landscape of social media marketing in 2024 with our comprehensive presentation. Delve into the top 10 advantages and disadvantages that digital marketers face in leveraging social media platforms. Understand the opportunities for growth, engagement, and brand visibility, as well as the challenges and potential pitfalls that come with navigating the ever-evolving digital ecosystem. This presentation will provide valuable insights and actionable strategies for maximizing the benefits of social media marketing while mitigating its drawbacks, tailored specifically for the needs of Markonik.
2. 2
We are an analytical, multicultural agency, committed to providing insight and
innovative communication solutions. We simultaneously respect our clients’ roots
and maintain their brand essence, while encouraging growth and fostering
exploration. Our worldly perspectives appeal to and offer insight about our clients’
diverse audiences and their various needs.
4. Planning for Retirement
● More people are worried about retirement than are planning for it1
● Planning for retirement is not simple or enjoyable so people avoid it2
● Affluent consumers are more concerned about providing for future generations
rather than having enough money for their own retirement3
4
5. Lack of Awareness
● Customers that are satisfied with
their current financial planning firm
are unaware of Ameriprise4
● While they may have heard of it,
they don’t know of its offerings
● They are unaware of the long
history of the company
5
6. Competitive Insight
● Edward Jones: “Making Sense of Investing”5
Knowing our clients personally is why Edward Jones is a
big company that doesn’t act that way.6
● Fidelity: “See the Difference”7
Open an account and find more of the expertise you need
to be a better investor8
● Charles Schwab: “Own your tomorrow”9
You ask a lot of good questions. But are you asking
enough about how your wealth is managed? Charles
Schwab wealth management.10
● Raymond James: “Life well planned”11
See what a Raymond James advisor can do for you.12
6
7. Untapped Market
● Majority of wealthy women make
wealth management decisions in their
households
● Women are more open to receiving
support from financial advisors13
● Women exercise decision making
power over 39% of investable assets in
the United States
7
8. New Generation
● Millennials are outnumbering the Baby Boomers and represent the future of
financial planning
● They are currently not being targeted as they do not have a lot of wealth, they
feel alienated by other large financial services companies
● Millennials who do acquire personal wealth are entrepreneurs who solely focus
on their business rather than personal financial planning
8
9. Broadening the Target
● Our campaign will primarily target affluent ($500k - $5MM) Caucasian males
with higher education who are married and living in suburban areas who are
concerned about how their wealth will support themselves and their families in
the future.
● In order to focus on business growth, our campaign will also target:
○ Affluent women who are responsible for making financial decisions
○ Young entrepreneurs who need assistance managing their personal wealth
9
11. Creative Brief
Product/Service:
Ameriprise Financial Services, leading financial planning company in the U.
S. and #1 provider of quality investment advice
Situation:
Acquire more clients with a clear focus on affluent clients with $500,000
to $5,000,000 in investable assets
Objectives:
1. Draw new customers in by helping them switch away from their
old company.
2. Keep in mind inspiring present advisors, tighten relationship with
existing clients
3. Deepen client relationships with relevant advice and solutions
and inspire more productive advisors
Target Audience/Community:
$500k - $5MM affluent adults: 62% male, 86% Caucasian, and 75% have a
4 year college degree or higher (40%+ have a graduate degree)
Predominantly married, living in suburban locations, and about four in ten
support dependent children
Current Beliefs:
More certified financial planner professionals than any other firm, A rated,
#1 provider of quality investment advice, rated one of the most trusted
investment firms, 96% of clients engaged in our Confident Retirement feel
the advice addresses their needs
Desired Beliefs (or outcome or action):
Because Ameriprise has been with Americans since 1894, it is the financial services
company that customers can trust to securely invest their money
Insight that reveals the human nature we can tap into:
Affluent clients are more concerned with preserving their fortune and having an
impact far into the future, rather than simply having enough money for retirement.
Relevant topical cultural trend or tension:
Consumers are increasingly seeking validation from online collective when it
comes to making financial decisions.
Baby boomers are retiring, which affects our campaign because they need to plan
their for their future when they are no longer working. In addition, we want to
target the next wealthy generation by appealing to millennials..
The one thing we want to communicate:
Your past, present & future
What supports our claim:
1. Been around since 1894: 120 years of service
2. #1 provider of quality investment advice
3. The working assets of Ameriprise grew from $400 billion to $800 billion
for the past five years
Deliverables and Mandatories
Print, TV, grassroots, social media, and digital
11
12. New Brand Positioning
Ameriprise is the best financial service company for affluent adults with $500,000
to $5,000,000 in investable assets because of its long history with dependable
advisors, its ability to keep up with the concerns of today’s world, and its ability to
help you plan for your personal future and the future of your family.
12
14. Campaign Concept
We changed the tagline from “More Within Reach” to “Your Past, Present & Future.”
Ameriprise’s longevity and triumphant legacy has proven to help its clients
throughout economic crises and maintain deep, well-established client
relationships.
Ameriprise’s strong company history will show affluent clients that the brand is
trustworthy and reliable. Ameriprise continues to be a mentor for its clients, helping
them navigate through the ever-changing economic landscape today, and
throughout future endeavours.
14
16. Television
The campaign rests on viewers connecting their own family’s history to Ameriprise’s long history. Thus, this
spot tells the story of one family’s past with the company, beginning back with their roots in 1894.
The spot could begin back in 1890s with a young couple - your great-great-grandparents - getting married &
setting up their lives with the help of then Investors Syndicate in Minneapolis
The story follows through a series of shots of them going through having kids, getting drafted, dealing with
financial crises, having grandchildren, their kids living the Great Depression, paying for college, planning for
retirement, etc. all with the help of their advisors from Investors Syndicate/Investors Diversified
Services/American Express Financial/Ameriprise
Closes with present day - a parent relaying this story to their own child they wait in Ameriprise office for
their advisor to talk about college planning
16
22. Content Marketing
● Website created specifically for campaign that will allow people to trace their
family history
○ Users can see the amount of money that was required for each family member to retire
○ Users can use the website to see how much money they’ll need for the year they plan to retire
● Tracking the major generations, then measuring inflation to see how much an
ancestor would have needed to make so they’d have enough money to live on
and retire, and compare it to how much you need to live on and retire
22
24. Paid Search
Keywords: financial advising, retirement planning, financial services, saving for
college, investments
Family Financial Advice
www.ameriprise.com
Find Ameriprise advisors near you
Plan your family’s future today!
24
Retirement with Ameriprise
www.ameriprise.com
Ameriprise advisors work with you
Personalize a retirement plan now!
Ameriprise Advisors
www.ameriprise.com
Visit Ameriprise advisors now
Discover your future!
Affluent malesWomen Millennials
27. Grassroots
27
● To target entrepreneurs, tech-startups,
and app designers, we will send advisors to
local start-up fairs and tech conferences
and talk to young professionals
● Building up a relationship as their
businesses get off the ground
○ Allow Ameriprise to say we were there for your
past, we’re here for your present, and we will be
there for your future
29. References
1. Menke, Susan. Retirement planning? I’d rather not think about it. Consumer Attitudes Toward Retirement Planning - US. Nov. 2013. Mintel. Web.
2. Id.
3. Hopkins, James. Not Enough People Have Advisers And New Research Shows They Should. 28 Aug. 2014. Forbes. Web.
4. Stewart, Erin. Personal interview. 27 Nov. 2015.
5. Edwardjones.com. Edward Jones. Web. 7 Dec. 2015
6. Edward Jones. Edward Jones Commercial 2015 - Short List - 30 seconds. YouTube. 12 Jan. 2015. Web.
7. Fidelity.com. Fidelity Investments. Web. 7 Dec. 2015
8. AvalonArtistsGroup. Andrew Lee - Fidelity Investments TV Commercial - "See the Difference." Apr. 20. 2015. YouTube. Web. 7 Dec. 2015
9. Schwab.com. Charles Schwab. Web. 7 Dec. 2015
10. Charles Schwab. Charles Schwab Wealth Management TV Commercial – “Curiosity Blind Spot “:30. 5 Nov. 2015. YouTube. Web. 7 Dec. 2015
11. Raymondjames.com. Raymond James. Web. 7. Dec. 2015
12. Raymond James. The Cautious Hat Maker. 13 Jan. 2014. YouTube. Web. 7 Dec. 2015.
13. Staco, Monica. Women more involved in financial decisions of their household. High Net Worth Women – US. Dec. 2014. Mintel. Web.
29