MAI CAPITAL
Rapidly growing RIA builds brand through integrated media, social, and videoThe
Challenge
The RIA industry is a saturated landscape, and the ability to stand out among the competition is one of the biggest challenges the industry’s main players face. This challenge is compounded for the industry’s top acquirers, who seek to serve as an attractive partner for like-minded companies.
MAI Capital is a leading independent RIA with an eye toward rapid growth that sought to rise above the competition and position itself as a firm with a comprehensive and competitive offering that’s attractive to clients and acquisition targets alike. It needed a strategy that built its corporate narrative and showcased its culture while reaching two very distinct audiences.
Our
Approach
Drawing from Gregory FCA’s years of experience in working with RIAs and an inherent understanding of the competitive landscape, we spent time with the MAI leadership team to develop insight into the types of firms they sought to align with and the avenues for growth the firm envisioned for itself.
The solution couldn’t be found in a single media placement or a one-off press release. Rather, the firm’s growth messaging needed to be woven throughout the brand in a comprehensive and complementary way. Gregory FCA developed an integrated strategy that included media relations, social media, and video. Each component played an important role in elevating the MAI brand.
To ensure messaging was consistent across the brand, Gregory FCA partnered with internal stakeholders to establish a process for sourcing, vetting, and routing media opportunities to the right spokespeople. A group of social media ambassadors were selected from various corners of the company to lead the charge and ensure all activity met compliance requirements. A two-part video project was pursued, with Gregory FCA consulting on the creation of an in-house studio at MAI to capture the highest quality assets, and recurring monthly videos were created to spotlight the brand. Further, the Gregory FCA production team executed a two-day shoot, coordinating and preparing the talent for over a dozen on-camera stakeholder interviews. We then produced additional video to create four unique and standalone marketing videos for use on the MAI website and in employee and M&A partner recruitment efforts.
The
Results
Measure of
Success
All companies want to be viewed as “growing,” but to really stand out and be viewed by the outside world as a company in growth mode, an RIA firm needs to magnify its growth messaging in every aspect of its communication strategy. MAI has done just that, allowing the growth story to drive its larger narrative and applying the messaging to owned content via video and social media, as well as earned media coverage. The resulting assets are driven by a comprehensive strategy that can be adapted to new mediums and replicated for additional spokespeople as the firm grows.