Whether working with our wealth management or lending clients, PriceWeber understands the depth of insecurity that customers of our financial service clients experience when making a decision to trust their financial future to a company. We specialize in developing customer insights that help our clients overcome the difficult trust issues involved with financial decisions to help them grow their business whether that measurement be new loans, assets under management, or new clients.

Brands We've Done This For


Hilliard Lyons logo
Eclipse Financial Group logo
FarmCredit Mid-America logo
Our work in action

Hilliard Lyons

Company Rebrand

Hilliard Lyons animated image of wealth advisor office

Challenge

In 2017, Hilliard Lyons was prepared to introduce a rebrand of the company designed to better capture the essence of the firm. Outside of a handful of markets, measured brand and contextual awareness of the brand was at levels considered unhealthy by industry standards.

While the ultimate goal of firm marketing initiatives is always business impact, the decision was made to take advantage of the rebrand to build top-funnel awareness of Hilliard Lyons and its unique relationship-driven proposition with various prospective clients. In addition, the newness of the brand required simultaneous message testing to determine what messaging resonated with the audience.

Objectives were to increase brand awareness across key markets by 5-10 percent, increase engagement on and “vetting” of brand on new Hilliard.com website using standard engagement measures, and leverage media to message test different consumer propositions to provide messaging direction for future campaigns.

Solution

PriceWeber launched the campaign in twelve key test markets over a six-month period. We leveraged hyper-targeted TV, print, radio, display, pre-roll, native, and paid search across all key target life stage groups, pulsing media to maximize effect and optimizing creative based on digital performance. In addition, we applied custom research to everything from target client feedback to branch office signage visibility, earned media, competitive presence, and client market penetration to formulate a market segmentation guide that will define future media strategies.

animated digital display ad for Hilliard Lyons wealth management

Results

Creative test successfully defined messaging for each key life stage customer target.

Hilliard Lyons wealth management rebranded collateral materials

Skill Leader(s)

Shawn Wilkie, Account Director PriceWeber Marketing, Louisville KY

Shawn Wilkie

Account Director

Mike Nickerson, Chief Marketing Officer PriceWeber Marketing, Louisville KY

Mike Nickerson

Chief Marketing Officer

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