What sets Communications Strategy Group's (CSG®) award-winning Financial Services Practice and its communications team apart from the rest? It’s our unique combination of industry expertise, leading-edge content marketing strategies and influencer connections.
CSG clients work closely with a dedicated team of professionals well versed in the challenges and opportunities within each segment of the financial services industry. We help clients define goals and map out measurable strategies for success. Our team is able to:
- Create and carefully place compelling, targeted content for audiences ranging from investment advisors to bank directors to consumers.
- Leverage longtime relationships to connect clients with prominent reporters and critical industry influencers, including analysts, bloggers, social media VIPs and associations.
- Effectively apply the latest tactics in content marketing, digital media and public relations.
All of these deliverables are backed up with success metrics and analytics, so clients always know the exact return on their investment in CSG.
- ALPS Fund Services
- BancVue (Kasasa.com)
- Berkery Noyes
- Certified 506
- Continuity Control
- Equity Trust Company
- Farmers Insurance
- Financial Planning Association
- First Western Trust Bank
- Janus Capital
- Lincoln Trust
- NACHA- The Electronic Payments Association
- Rivet Software
- Schwab Charitable
- Security Benefit
- The Bancorp
- Transamerica Funds
- WealthCounsel (EstatePlanning.com)
- Wolters Kluwer
Janus Capital Group: “Investing and Politics” Campaign
Challenge: Leading up to the 2012 Presidential election, financial advisors and their clients, paralyzed by uncertainty, kept significant levels of investable assets on the sidelines despite an advancing equity market.
Solution: To address their concerns and ultimately shift investment behavior, Communications Strategy Group (CSG®) developed a multi-platform content campaign designed to bring Janus Capital Group’s ‘Proceed with Caution’ message to investors, advisors and the media.
Results: The multi-platform content package included: a video speakers bureau, live and web streamed roundtable event moderated by The Wall Street Journal, a whitepaper and an infographic, all of which positioned Janus as a leading thought leader when considering the impact of politics on the market.
The campaign received a PR industry award and resulted in significant media coverage.
BancVue: “Take Back Your Banking” Campaign
Challenge: Over the last decade, community banks and credit unions lost more than 40% market share to megabanks, largely due to their inability to keep up with the megabanks’ large marketing and R&D budgets. We were tasked with coming up with a nationwide media event that would elevate Kasasa as a national brand of checking and savings accounts offered exclusively at over 160 community banks and credit unions across the country.
Solution: “Take Back Your Banking.” The event was a national movement born out of consumer’s desire for a better banking option than they were getting from the megabanks. Community banks and credit union executives across the country paid for, and personally pumped people’s gas in 20 major cities across the country, delivering on the Kasasa commitment of unmatched customer service and always free checking—all with the added benefit of supporting their local economies.
Results: Communications Strategy Group (CSG®) managed all aspects of the event, from coordinating local promotions to national media relations, for 20 major media markets. The event was successful with TV coverage in nearly every market, over 197 stories mentioning Kasasa including several national stories, 36 broadcast interviews, 33,107,191 earned media impressions and a total of over $689,000 in publicity score value. The event also led to coverage in several banking trade publications and a great deal of inquiries from community financial institutions and consumers.
Schwab Charitable is a national donor-advised fund with a mission to increase charitable giving nationwide by making charitable giving accessible, flexible and simple for individuals, families and their advisors. A Schwab Charitable donor-advised fund account allows investors to contribute cash or appreciated assets to a charitable account to realize the greatest possible tax benefits and then support their favorite charities over time. In 2009, Schwab Charitable began offering private foundation conversion resources for private foundations considering donor-advised fund accounts as a complementary or alternative charitable vehicle.
Schwab Charitable partnered with the financial services team at Communications Strategy Group (CSG®) to educate the marketplace on the benefits of its donor-advised funds.
NACHA Electronic Payments Association
Challenge: Forty-six percent of paper checks written in the U.S., not including government checks, involve a small business with 12 percent of those checks dedicated to small business payroll, which represents 2.7 billion paper checks per year. We were tasked with coming up with a creative way to promote the use of Direct Deposit to small business in conjunction with National Payroll Week.
Solution: Communications Strategy Group (CSG®) developed a byline article targeted towards small business owners on the benefits of Direct Deposit via ACH and then leveraged LinkedIn’s Sponsored Updates platform to hone in on the target demographic and maximize exposure of the content via LinkedIn.
- More than 430 click-throughs, with an average click-through rate (CTR) of 0.168%;
- Updates received more than 250,000 total impressions.
- NACHA also acquired 25 new followers as a result of the campaign, which generated nearly 50 social interactions.
- More than 42% of the click-through rate came from members at companies in the 51 to 200 employee size range and more than 47% of clicks came from users who identify themselves as “Senior” level.
Dan Holt – Co-Founder & CEO of BillGOAugust 19, 2016
Dan has a passion for making the world a better place through amazing teams and awesome products. He’s previously worked for, started, and grown publicly-traded companies, including bank technology company HEIT (which was sold to CSI), where he became a president of one of the large bank software providers. Dan’s leadership experiences both in the Air Force and for several software application companies lends well to delivering the #1 bill management solution.Read More »
Intel & Insights
What is Content Value Exchange and 7 Reasons Why Your Audience Cares
Want an engaged and loyal audience? You need to give before you get.
That’s the premise of the Content Value Exchange: If you deliver content that serves your audience by educating, entertaining or otherwise providing value, they’ll give you something in return, like their attention, advocacy, contact information or, ideally, their business.
One of the earliest examples of an effective content value exchange is the Michelin Guide, first published in 1900. Designed as a handbook with useful suggestions about where to stop for gas, lodging and food—more travel sells more Michelin tires, after all—the guide took on a life of its own and is now the most prestigious restaurant rating system in the world.
You don’t have to create the next Michelin Guide, but before your organization develops a content piece, it’s important to make sure that it will provide something of value to its intended audience. CSG has developed the 7-point guide below to help you determine whether a content piece is adding value.
If, while walking through the questions above, you have trouble identifying the value you’re providing to your audience or find that your messaging is too sales-centric, you likely need to rethink your content piece or conduct further research to better understand your audience.
The content value exchange is meant to nurture long-term relationships, not short-term success. In order to execute an effective content marketing strategy, organizations must understand their customers’ needs and interests as well as the values they share with their target audience. Then, they must use that knowledge to produce consistently useful content pieces over time. This approach demonstrates to prospects and customers that you’re a trustworthy, knowledgeable partner who aims to help—not just sell.
Marketing and communications professionals should continually evaluate the results of their content efforts. How is the content being used? Is it being shared? Strategies should be readjusted if the content isn’t connecting with the right audience or evoking the intended response.
Identifying themes or topics that will present the greatest value to your prospects can be challenging. Conducting keyword research will provide a deeper understanding of search trends and help identify content ideas while guiding keyword optimization. Persona research can also help illustrate who your customers are and the interests and values they hold. While personas are certainly helpful, it’s important not to make assumptions or overgeneralize your target audience.
Finding the right content mix can take time, and it varies from organization to organization. Depending on your brand, your target audiences, and your business goals, you might create the most value with blog posts; other companies might better connect via e-books, videos or case studies.
The customer lifecycle or conversion journey should also play a role. Certain content formats are more appropriate for building awareness while others are more effective for fostering engagement or generating leads and conversions. Your content strategy should address all stages of each persona’s journey, guiding the consumer to the next relevant step.
The content value exchange can play an integral role in establishing and strengthening relationships between an organization and its stakeholders, using thoughtful, high-value content development and distribution to connect all parties around a set of shared values.Learn More »
Communications Strategy Group Expands to New York City
Communications Strategy Group (CSG®), an award-winning strategic communications firm specializing in content-based influencer relations, has opened an office in New York City, extending its reach in delivering what public relations should be.
The new office, located in the city’s financial district, joins CSG’s existing offices in Washington, D.C., and Denver, where the company is headquartered. CSG has hired Ashley Frost as its first senior associate in New York within its Financial Services Practice, and plans to recruit additional professionals in the coming months.
CSG works with clients to create a “content value exchange,” developing high-value content campaigns that drive prospects and customers to engage and nurture relationships with a brand around shared values. CSG’s professionals specialize in a single industry, developing a deep understanding of their field’s challenges and opportunities while building strong relationships with each sector’s most important influencers.Source: O'Dwyer's Read More »