I was in the car the other week and a snippet of conversation on the radio really caught my attention. The announcer said, "Look it up on the Internet. The answer to everything is on the Internet - it might not be the right answer, but it's there." This made me think about how our actions and thought processes have changed over the last five years in terms of discovering information, and how, this is such a powerful tool in the marketing belt of anyone selling a product, service, fundraising, education, anything. ..
Catapult Wealth
New brand
IssueLeading Adelaide Financial Planner, Tony Catt, was ready to build a new financial planning business built on transparency and a return to traditional values, with a non-commission based approach. He had an office, a team and a plan but needed a brand.
With a strong reputation in the industry, Tony was likely to benefit from the loyalty of some clients who would follow him. However enticing prospective clients from often globally trusted brands, to move to a new start up, presented some challenges.
Solution
Pitstop Marketing worked with Tony and his three other Directors to define the offering, the values and the brand position they aspired to create. Firstly a name was required, as their initial ideas had already been registered by other businesses.
Pitstop Marketing worked with archetypes to help define the brand and gain consensus amongst the Directors. After brainstorming a range of names and determining their availability, the name Catapult Wealth was proposed. With reference to Tony’s surname Catt, and the symbolism of energy and moving forward, with a conscious nod to the strength and nobility of a bygone era, the new logo was created.
Pitstop Marketing set a strategic approach to launching the brand, which included a range of tactics including:
- Setting clear brand guidelines and selecting imagery
- Stationery design and printing
- Defined brand architecture with other sub-brands
- Designed sub brands, Catapult Foundation and CatapultED
- Corporate profile concept, design and printing
- Advertising concept, design and placement
- Publicity consultation
- Website architecture, design and development
- E-marketing concepts, design and execution
- Newsletter concepts design and printing
- PowerPoint design
As an Authorised Representative of Lonsdale Financial Group Limited, all marketing and communications also needed to abide by an additional set of brand guidelines.
Pitstop Marketing continues to work with Catapult Wealth on:
- Strategic planning
- Website management and analysis
- E-marketing management and analysis
Outcome
Within nine months of operations, Catapult Wealth has doubled its employees, acquired more office space and exceeded client acquisition targets by more than 60% of budgeted projections.
"As a start up business in the very competitive financial services sector we approached Penelope from Pitstop Marketing to create a name, image and marketing plan for us. Pitstop has done a magnificent job educating and explaining the process and ensuring we could get Catapult Wealth off the best start possible. We valued the personal attention and the depth of understanding of how we would like to position the business in the market place. I would highly recommend Penelope and her team at Pitstop Marketing to anyone."
Tony Catt, Director, Catapult Wealth