hnw

With a long heritage as a trust company, PNC had a solid reputation for acting in the best interest of its clients. But the firm also had an opportunity to communicate its relevance—particularly in the wake of the recent financial crisis. Working closely with key stakeholders in PNC’s Asset Management Group, HNW developed a piece of strategic collateral that positioned PNC’s fiduciary approach as right for these times—and all times.

HNW has provided consulting services to the California Community Foundation (CCF) on a range of marketing initiatives to help them cultivate stronger relationships with donors, nonprofits, advisors and community leaders. Working closely with key stakeholders, we have helped the foundation articulate and visualize its story across marketing channels to address the most immediate needs of its varied audiences.

Recognizing centers of influence (attorneys, accountants, etc.) as a key channel among high-net-worth prospects, Northern Trust sought to create more opportunities for client referrals. After conducting more than 50 interviews to benchmark awareness, attitudes and understanding of Northern Trust among centers of influence, HNW developed a comprehensive program for cultivating relationships and stimulating referrals. Themed “The Power of the Right Relationships,” the program provided immediate value and established a symbiotic relationship through tactics that included a capabilities brochure, a sitelet update and an e-newsletter.

In a market filled with one-off charter options and expensive fractional offerings, Sentient Jet offered something different: a well-priced membership model. To help tell its story in a powerful way, Sentient engaged HNW to create a compelling message platform and brand. The result was a memorable multichannel campaign that used distinctive visual elements (a private jet window) and cheeky language (“It’s about the trip you want to take, not the plane you have to buy”) to communicate Sentient’s fresh perspective on private jet travel.

Like all Financial Advisors, those at Merrill Lynch must stay abreast of both market trends and regulatory changes.
As the rules for Roth IRA conversion evolved, HNW worked with Merrill Lynch to create a suite of education and marketing materials that helped advisors understand the impact on their business and talk to their clients about the new opportunities created by these legal changes. HNW works with Merrill Lynch and its international team of FAs on time-sensitive and high-profile initiatives to help them acquire new business, broaden relationships and meet the wealth management needs of all their clients.

For many affluent American men, buying a made-to-measure suit is perceived to be expensive and time-consuming. But the reality is far different—something the Italian clothier Ermenegildo Zegna wanted to demonstrate. To prove the point, HNW created a timely blog e-newsletter that highlighted the new collection Zegna launched at New York Fashion Week, as well as a targeted e-mail campaign designed to drive traffic to a highly interactive microsite that demonstrated just how fast—and personalized—the Su Misura (made-to-measure) experience can be.

When Schwab planned to launch a suite of eight exchange-traded funds (ETFs), the market was crowded with competitive products. To help Schwab gain entry and traction, HNW leveraged the brand’s attributes of value, inventiveness and access to drive awareness, consideration and usage of Schwab ETFs; educate investors
about the category in general; and demonstrate the firm’s help and guidance capabilities. The resulting integrated communications campaign provided investors and advisors with one more reason to work with Schwab.