With more than 30 years in the broker/dealer business, Cadaret, Grant (an Atria Company) offers its independent advisors a wealth of stability and support. Despite the firm’s great reputation, it was faced with diminishing leads and needed to breathe new life into its recruitment program. Cadaret, Grant wanted to provide content offers that would not only get prospects to take notice but, ultimately, take action.
Mower needed to better understand what really entices an independent advisor to change broker/dealers. So, we asked some of Cadaret, Grant’s best recruits. We found that many were interested in reclaiming their independence after having unfulfilling experiences with competing firms.
By pairing that insight with additional research, Mower created a content strategy campaign that focused on providing prospective broker/dealers with a “Second Independence.” To put the campaign in motion, we partnered with one of our media outlets—Investment News—and developed white papers that positioned Cadaret, Grant as a thought leader. The white papers focused on the issues that matter most to independent advisors, including understanding client behaviors; building a business, not just a practice; transition and how to make the leap to being an elite advisor.
By reimagining our relationship with a media partner and using an integrated mix of print, email and online advertising, we helped Cadaret, Grant increase lead volume by more than 1,300%. The campaign yielded more than 4,000 new leads a year—a remarkable increase over the 300 leads generated in prior years, and a true testament to the power of relevant, valuable content. We continually refresh the creative approach to appeal to new audiences and avoid fatigue.
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