VI. Marketing Plan
This Section's Contents
You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
[Company Name] seeks to position itself as a high-quality source of knowledge in the investment industry. Investors can expect to receive the best investment advice on the market from skilled investment managers in [location] and online through its digital platform.
The [Company Name] Brand
The [Company Name] brand will focus on the Company’s unique value proposition:
- Client-focused investment management services, where the Company’s interests are aligned with the clients
- Service built on long-term relationships
- Big-firm expertise in a small-firm environment
Promotions Strategy
[Company Name] expects its target market to be individuals and businesses within a 20-mile radius of its location. The company’s promotion strategy to reach these individuals includes:
Targeted Cold Calls
The Company will initially invest significant time and energy into contacting potential clients via telephone. In order to improve the effectiveness of this phase of the marketing strategy, a highly-focused call list will be used, targeting individuals in areas and occupations that are most likely to demand the services of an investment manager. As this is a very time-consuming process, it will primarily be used during the startup phase to build an initial client base.
Social Media
[Company Name] will invest heavily in a social media advertising campaign. The brand manager will create the company’s social media accounts and invest in ads on all social media accounts. It will use targeted marketing to appeal to the target demographics.
Publications & Media
The Company will invest in advertising in local publications to increase its brand awareness. Commercials will also be played on broadcast TV, radio stations, and digital streaming platforms, and podcasts.
Website/SEO
[Company Name] will invest heavily in developing a professional website that displays all of the features and benefits of the investment company. It will also invest heavily in SEO so that the brand’s website will appear at the top of search engine results.
Referrals
[Company name] understands that the best promotion comes from satisfied customers. The Company will encourage its clients to refer their friends and family by providing economic or financial incentives for every new client produced. This strategy will increase in effectiveness after the business has already been established.
Direct Mail
The Company will use a direct mail campaign to promote its brand and draw clients, as well. The campaign will blanket specific neighborhoods with simple, effective mail advertisements that highlight the credentials and credibility of [Company Name] as an investment management company.
Pricing Strategy
[Company Name]’s pricing will be on par with competitors so clients feel they receive great value when choosing the Company for investment management services.
