Cetera Financial Institutions rebranded themselves (formerly PrimeVest Finacial Services) in late 2012 and asked Planet Studio to help them raise awareness with several advertising campaigns directed to various target audiences. Planet Studio developed a multi-tier approach in order to speak appropriately to the different audiences Cetera was looking to target. This blend of strategic treatments was deployed to help raise awareness of Cetera solutions within the banking industry and to help their clients (local banks/credit unions) promote advisory programs made possible with Cetera programs.
Cetera needed to increase brand recognition within the banking industry and promote the turnkey financial planning solutions they offer to small banks and community credit unions. An information based approach was deemed as an effective method to drive awareness of Cetera products and solutions amongst bank executives. A concise, text only execution was created to inform these professionals about the range of sophisticated tools and advisory services and ease of operation that Cetera offers. These ad executions were placed in industry publications to help entice executives to learn more about hosting Cetera based financial services in their local branches.
Concept exploration, copy writing and final execution
Once advisory programs are established in financial institutions, Cetera is committed to helping their bank and credit union clients promote the services now available to their bank customers. Planet Studio developed a series of ad executions to drive awareness of the investment, brokerage and advisory services offered. A bold, graphic treatment was utilized to capture attention and educate existing bank customers about the availability of investment advisors in their local branch. The goal was to promote the caliber and range of investment products available, and also to help increase advisor referrals. Campaign pieces were displayed in branches and were developed into a range of pieces that were distributed to bank customers.