Bringing a value-add program to life
Carpenter Group helped move Allianz Global Investors’ value-add program from the drawing board to the boardroom.
Situation
How can you make advisors take notice?
Less well known than many of its sub-brands, including PIMCO, Allianz Global Investors (AGI) wanted to increase awareness among third-party advisors by developing a comprehensive value-add program. AGI began with a business practice program focused on helping advisors develop better communications skills, based on content developed by a respected and dynamic business coach. Although this initial offering was content rich, AGI wanted to develop a strong creative strategy that would help differentiate the program and resonate strongly with advisors.
Solution
Connecting with your audience with the right creative strategy.
Following a comprehensive review, Carpenter Group recommended a creative strategy built around the concept that advisors need to make a personal connection regardless of media or venue. The concept was brought to life in the positioning statement, “Making Business Personal,” and a design system featuring up close portraits of advisors. To support the program, Carpenter Group designed a broad communications program consisting of wholesaler-delivered presentations and advisor-facing tools. To further generate interest in the program, Carpenter Group utilized unique communications formats, including a “program in a box” featuring an overview brochure, flashcard tips for conducting effective telephone meetings, and a branded hourglass to ensure that equal time was spent listening and talking. This “program in the box” enabled AGI to broaden its reach to include RIAs and other remote advisors.
