J.B. Hanauer & Co. Managing Investments Branding, Integrated Marketing Communications, Public Relations and Repositioning Challenge: J.B. Hanauer is one of the country’s largest retail bond brokers, located in New Jersey. When the equity markets were strong, debt markets suffered, so Hanauer wanted to offer asset management services to its customers without compromising its position as bond specialists. Solution: Droz created a branded Wealth Management Program, packaging Hanauer’s services and products and supporting brochures with PR and newsletters. In addition, we provided training guides for the sales force to help them make the transition from bonds to stocks. The program consisted of: branding tag(s) collateral materials advertising and public relations marketing training strategic planning Result: J.B. Hanauer successfully converted a high percentage of clients to a full Wealth Management Program, including financial planning services, giving them much broader access to funds and a more integrated service offering. The practice is now solid, whether stocks are up or down. Back to Business Services Case Studies
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