Targeting a single, specific audience, financial services firm Kowal Investment Group had long relied on a traditional go-to market strategy: radio advertising. However, with so much focus on its weekly radio show and regular commercials, the team of retirement advisors eventually began looking to more efficiently and effectively connect with other target audiences. The firm had an existing website and social media pages, but recognized the need for a more integrated, holistic marketing program that would broaden its reach and drive more conversations across three unique audiences.
Trefoil Group developed a strategic marketing communications program that would allow the company to reach its business objectives by sharing its message across multiple marketing platforms – beyond radio. Focusing first on building a strong foundation that would establish the right messaging and proof points for the firm, the multi-channel program needed to accomplish the following business objectives: