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Building Relevant Communications To High-Net-Worth Clients and Future Clients

Client:

John Corrigan – senior investment advisor with RBC DS (now with ScotiaMcLeod)

Challenge:

John Corrigan is a senior Investment Advisor, formerly with RBC Dominion Securities Inc. John and his associates specialize in developing wealth preservation plans for entrepreneurs operating cross-border businesses and high-net-worth individuals.

John advocates a coherent, unified strategy as the surest way to preserve business assets. As a discretionary management team, John Corrigan will act on behalf of the client, within parameters that clients have defined. This means that clients can focus on running their business, confident that their assets are being well managed and preserved. John and his team will provide a solution that will diversify personal wealth and enable the growth of cross-border business. As each team member is an accredited financial advisor clients are assured of getting expertise of the highest level.

The challenge was to build new business within a nich¬e market by positioning John Corrigan and his team as experts in wealth preservation issues, and develop a means to communicate a unique value proposition to other professionals that the client is currently working with - legal, accounting, and banking professions within the framework of a larger brand identity.

Solution:

Strategy:

Kaleidoscope recommended that the company focus on creating brand awareness within the target market and reinforcing John’s relationship with RBC Dominion Securities. Kaleidoscope developed a sub-brand identity which used secondary colours from RBC Dominion Securities and reinforced the brand with images which appealed to a sophisticated audience.

Tactical:

Kaleidoscope developed a glossy, sophisticated brochure and postcard that communicated John Corrigan’s value proposition by focusing on business solutions, case studies, statistics, and testimonials. The look and feel of the printed materials is easily transferable to other media, such as websites, sell sheets, prospecting letters, etc.

Results:

John Corrigan has received excellent feedback from its representatives, clients and other stakeholders.

NOTE:John Corrigan is now an investment advisor for Scotiabank.

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