Goldline Financial Planning Marketing Plan and Implementation

Through their intensive work with DRG, Goldline became crystal clear about where to pursue maximum future growth. It could now begin to position itself and its services to win the type of clients it wanted.

The Situation

Goldline is a high quality fee-for-service Financial Planning firm.

They engaged DRG to help them work out some practical responses to the question: how best to make our business thrive?

 

Working with DRG

The association between DRG and Goldline lasted four productive years.

To begin, DRG drafted a three-year growth plan for Goldline. This identified that the company should focus on two of its markets and move away from a third, traditional market.

DRG then enabled the implementation of this plan. Goldline’s brand – in short, what they stood for – needed to be re-positioned for the, now two, target markets. Goldline’s story was re-crafted, their logo re-fashioned, and both were employed in new marketing materials. This included a website tailored to target clients.

Advertising seminars were then commenced to generate new leads.

 

The results

Through their intensive work with DRG, Goldline became crystal clear about where to pursue maximum future growth. It could now begin to position itself and its services to win the type of clients it wanted.

As a result, potential and existing clients soon came to a greater understanding of the main focus of Goldline’s business.

Over time, it became apparent that self-managed super funds were Goldline’s single dominant market. Marketing content was further fine-tuned in response.

A clear purpose enabled Goldline to direct their energies in a concerted manner. It enabled them to communicate compellingly, to commence new initiatives with confidence and, most importantly, to win new clients.

In short, Goldline’s brand started to work.