AnalysisIndependent wealth management firm, Cassaday & Company, Inc., founded by Stephan Q. Cassaday, was striving to increase its assets under management and continue to grow the firm. Cassaday wanted to enhance its brand awareness and positioning in order to reach and attract high quality prospect leads and increase closing ratios.
SolutionCassaday & Company, Inc. engaged Verasolve to assist with reaching high net worth individuals and to position the firm as the best solution to meet their wealth management needs. Verasolve developed a seminar series to accomplish this objective, and developed mailing lists based on several criteria important for prospects to have. Formal invitations were created to increase the likeliness of their being opened. Verasolve secured the venue and negotiated pricing to ensure each event would attract the most qualified prospects. Verasolve also assisted with preparing the event presentation and developed a sophisticated, four-color firm Welcome Packet to be distributed to prospects at events and in business development meetings. In addition, Verasolve helped to enhance Cassaday’s brand recognition through a public relations campaign.
ResultsCassaday & Company, Inc. has attributed tens of millions of dollars in new assets under management (AUM) per year directly to Verasolve’s seminar series. The series has been so successful that it is now entering its third year, with over 30 events at more than 10 venues already held to date. The quality of Verasolve’s mailing lists have played a significant role is the events’ success. In a letter to Verasolve, Stephan Cassaday stated that “The events you have developed for us have resulted in leads, and are helping our financial advisors close valuable new business. The invitations, messaging and mailing lists you put together have also improved our attendance rate and attendee quality compared to previous events we held prior to our engagement with Verasolve.”
The Welcome Packet has been successful in portraying Cassaday as the sophisticated and professional firm that it is, and the public relations efforts have helped to significantly increase brand awareness. Stephan Cassaday went on to say, “We’ve seen from your team numerous media pitches that have resulted in several article opportunities. The coverage is enhancing our brand recognition and helping position us as leaders in independent wealth management.”
Case StudyCassaday & Company, Inc.
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BrochureCassaday & Company, Inc.
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