Your Next Steps in Marketing

Introduction

Thank you for choosing Epic Nine to help you conquer your marketing mountains in 2024. After our deep discovery session and reviewing your responses, we’ve crafted a comprehensive marketing strategy to help Affect Financial Partners establish a strong foundation and achieve your growth goals.

What’s exciting about your journey is the clear vision and values driving this venture. Your commitment to “doing the right thing and serving clients well” creates an authentic foundation for your brand that will resonate in a market where trust is paramount. The Solomon’s Knot concept adds a meaningful visual element that ties perfectly to your service philosophy.

Below is our strategic marketing plan designed to help you achieve your goals of serving 150 clients, building a four-person team, and establishing a reputation for service excellence in the Greater Knoxville Area within five years.

SWOT Analysis

Strengths:

1. 14 years of industry experience with strong credentials (CFP, AIF)
2. Fee-only structure differentiates from many competitors and removes conflicts of interest
3. Technology-forward approach while maintaining human touch
4. Existing client relationships (15-30 clients expected to transition)
5. Strong background working with engineers and CPAs – niche expertise
6. Tax preparation capabilities (ATP designation in progress) providing added value
7. “Heart of a teacher” approach that focuses on education, not just management
8. $100M+ in assets under management experience

Weaknesses:

1. New brand with no established recognition
2. Potential perception as “too small” among prospects who don’t know you
3. Restricted by compliance requirements on marketing materials
4. Starting with a relatively small client base
5. Limited marketing experience and resources as a startup
6. Potential confidentiality concerns during transition period

Opportunities:

1. Technological gap among competitors creates differentiation potential
2. Strong relationship with CPAs and attorneys for referrals
3. Underserved engineer/CPA demographic that you connect well with
4. Growing demand for fee-only financial planning
5. Educational marketing through community seminars
6. Direct outreach to specific neighborhoods and communities
7. Ability to target specific life transitions (retirement, inheritance)
8. Community organization partnerships (schools, churches)

Threats:

1. Competitive market with established players (Edward Jones, Rather and Kittrell, Trust Company, etc.)
2. Potential negative reaction from current employer
3. Limited budget as a startup
4. Market volatility affecting client confidence
5. Regulatory changes affecting financial planning industry

Strategic Overview

Based on our discovery session and your responses, we’ve identified four key pillars for your marketing strategy:

1. Trust Building – Establishing Affect Financial Partners as a trustworthy, experienced advisor
2. Education-Centered Approach – Leveraging your “heart of a teacher” philosophy
3. Relationship Marketing – Focusing on personal connections and referrals
4. Strategic Differentiation – Highlighting your fee-only structure, technology approach, and transparency

Your target market of individuals ages 50-70 with $750,000-$5,000,000 in assets who value independence provides clear focus. We’ll particularly emphasize your connection with engineers and CPAs as a natural niche, while also targeting pre-retirees and retirees from Y12, ORNL, small business owners, and healthcare professionals.

Revenue Objectives

Year 1: $200,000 Year 3: $600,000 Year 5: $1,000,000+ (projected)

To achieve these goals, we’ll focus on:

• Converting 15-30 existing clients
• Assuming at least 20 will migrate, we will focus on gaining 10-15 new clients in the first year.
• Acquiring new high-value clients through targeted marketing efforts
• Creating a referral engine from existing clients and professional networks
• Establishing a community presence as a financial education resource

Target Audience Analysis

Your ideal clients fall into three primary segments:

The Analytical Planners (40% of target clients)

• Demographics: Engineers, CPAs, technical professionals, 50-65 years old
• Psychographics: Detail-oriented, research-driven, value expertise and data
• Financial Profile: $750K-$3M investable assets, self-made wealth
• Key Needs: Evidence-based investment strategies, clear explanations, technical precision
• Current Representation: 25-30% of your existing client base are engineers

The Legacy Builders (30% of target clients)

• Demographics: Business owners, executives, 55-70 years old
• Psychographics: Family-focused, concerned with legacy, value relationships
• Financial Profile: $2M-$8M investable assets, often including business equity
• Key Needs: Multi-generational planning, wealth transfer strategies, family financial education
• Current Representation: 10% of your existing client base are business owners

The Transition Navigators (30% of target clients)

• Current Representation: Significant portion of your current client relationships
• Demographics: Pre-retirees and recent retirees, 60-70 years old
• Psychographics: Seeking guidance, concerned about lifestyle maintenance
• Financial Profile: $750K-$2M investable assets, primarily retirement accounts
• Key Needs: Retirement income planning, healthcare considerations, lifestyle transition support

Branding Strategy:

The Importance of Distinction

In the highly competitive financial services marketplace, distinctiveness—not just differentiation—is essential for brand growth. As empirically demonstrated by the Ehrenberg-Bass Institute in “How Brands Grow,” consumers primarily choose brands from their mental consideration set, which is heavily influenced by memory structures and mental availability. Distinctive brand assets like a memorable name, unique visual identity, or unconventional tagline serve as powerful retrieval cues that help brands become mentally available when consumers are ready to make decisions. Unlike traditional differentiation claims that competitors can easily match, true distinctiveness creates unique “ownership” in consumers’ minds that cannot be replicated. For financial advisory firms, where services often appear similar, these distinctive brand properties become disproportionately valuable, allowing firms like Kinetic Wealth to bypass competitive noise and achieve direct mental association with concepts like momentum and progress. This mental shortcut increases the probability of being remembered and considered when prospective clients seek financial guidance, ultimately driving sustainable growth through enhanced mental availability.

Kinetic Wealth: Igniting Financial Momentum

Kinetic Wealth offers a bold, dynamic alternative that fundamentally transforms how prospects perceive your firm. While “Affect” requires explanation and risks confusion, “Kinetic” immediately communicates energy, movement, and purposeful action. This scientific term—referring to energy resulting from motion—creates an instant association with momentum and progress, perfectly capturing how you help clients transform their financial trajectory. The term resonates particularly well with your engineering and analytical clients who will appreciate its technical precision and positive connotations.

The combination of “Kinetic” with “Wealth” creates a powerful juxtaposition that differentiates you from traditional firms while remaining professionally credible. Unlike static wealth management approaches, Kinetic Wealth suggests an active, engaged partnership focused on putting assets to work purposefully. This dynamic positioning aligns perfectly with your tech-forward, education-centered approach that empowers clients rather than creating dependency. The name supports numerous compelling taglines and marketing themes around motion, momentum, and progress—giving you tremendous creative flexibility as you build your brand.

Perhaps most importantly, Kinetic Wealth communicates forward-thinking expertise in an industry often perceived as conservative and reactive. The name suggests a modern, innovative approach without sacrificing professionalism—appealing to self-made individuals who value both progressive thinking and proven expertise. For clients transitioning toward retirement, the kinetic concept suggests active management of this important life change rather than passive acceptance. This positions your firm as a catalyst for positive financial transformation, reinforcing that you don’t just manage money—you energize wealth to create meaningful outcomes.

Marketing Strategy Breakdown

Core Marketing Objectives

1. Brand Launch & Awareness (Months 1-3)
   • Establish Kinetic Wealth as a distinctive new player in the Knoxville wealth management market
   • Generate awareness among target audience segments
   • Communicate your transition to independent practice
   • Build credibility and trust with potential clients
2. Client Acquisition (Months 2-12)
   • Convert your existing client relationships to the new firm
   • Attract new high-value clients ($750K-$8M net worth)
   • Generate qualified leads from target demographic segments
   • Build a pipeline of prospects for ongoing growth
3. Community Positioning (Months 2-12)
   • Establish Kinetic Wealth as a trusted community resource
   • Position Skee as a thought leader in wealth management
   • Build strategic partnerships with complementary professionals
   • Create meaningful community connections
4. Digital Presence Optimization (Ongoing)
   • Develop and maintain a high-performing digital ecosystem
   • Generate organic traffic through SEO and content marketing
   • Build an engaged audience across relevant platforms
   • Convert digital engagement to consultation requests
5. Client Retention & Referrals (Ongoing)
   • Maintain 95%+ client retention rate
   • Generate 30% of new business through client referrals
   • Create “wow” moments that inspire clients to share their experience
   • Develop a structured referral program

Creative Campaign Concept: “Momentum Moments”

Campaign Overview

The “Momentum Moments” campaign is built around the insight that financial success isn’t just about reaching end goals—it’s about recognizing and capitalizing on pivotal moments that create positive momentum in one’s financial journey. This campaign will position Kinetic Wealth as the firm that helps clients identify, prepare for, and maximize these critical momentum moments.

Campaign Elements

1. The Momentum Diagnostic A proprietary assessment tool that helps prospects identify where they are in their financial journey and what “momentum moments” they should be preparing for. This interactive tool will be available on the website and used during initial consultations to create personalized financial roadmaps.

2. Momentum Moment Video Series A series of authentic, documentary-style videos featuring Skee working with clients (or actors portraying clients) at different momentum moments:

• “The Retirement Threshold” – Transitioning from accumulation to distribution
• “The Legacy Conversation” – Discussing wealth transfer with family
• “The Business Exit” – Preparing for business succession or sale
• “The Market Correction” – Maintaining momentum during market volatility
• “The Next Generation” – Bringing children into the financial conversation

3. Momentum Workshops Quarterly in-person and virtual workshops focused on specific momentum moments, providing actionable strategies and fostering community among clients and prospects. These educational events will showcase your expertise while creating valuable networking opportunities.

4. “Momentum Makers” Podcast A monthly podcast where you interview local business leaders, successful retirees, and financial experts about the pivotal decisions that created positive momentum in their financial lives. This positions you as a connector and thought leader while building relationships with influential community members.

5. Momentum Mapping Sessions Complimentary 30-minute consultations specifically designed to identify a prospect’s next potential “momentum moment” and provide initial guidance. These sessions create immediate value while showcasing Kinetic Wealth’s approach.

UNDERSTANDING THE MARKETING FUNNEL

The marketing funnel represents the customer journey from initial awareness of Kinetic Wealth to becoming a client. Each stage requires specific tactics to move prospects closer to conversion while building lasting relationships.

BRAND AWARENESS (UPPER FUNNEL)

At this stage, we introduce Kinetic Wealth to potential clients who may not be actively seeking financial services but match our target demographic profiles. We recommend investing heavily into this stage since there is not a large volume of people searching for broad terms such as ‘financial advisor knoxville’. Google’s data reveals that most relevant searches are branded, meaning that customers are going to Google to search for a particular firm by name. So, winning prospects at this stage is even more important in the wealth management sector.

Key Tactics:

1. Streaming Radio & Podcast Advertising

• Target financial and business podcasts popular with engineers, CPAs, and executives
• Focus on local/regional streaming platforms to maximize geographic relevance
• Create 30-second spots emphasizing the “Igniting Financial Momentum” concept
• Implement tracking codes to measure effectiveness

2. Public Relations & Media Presence

• Secure 2-3 local podcast/radio appearances per quarter (Money Matters, Knoxville Business Leaders)
• Develop relationships with financial columnists at local publications
• Submit thought leadership articles to business journals quarterly
• Create newsworthy content around financial “momentum moments”

3. Community Workshops

• Host monthly educational workshops with chambers of commerce
• Develop co-branded financial education series with local banks
• Present specialized content for engineering firms and CPA associations
• Create premium handouts and resource materials for attendees

4. Display & Retargeting Advertising

• Implement geotargeted display campaigns within Knoxville metro area
• Use demographic and interest targeting to reach ideal client segments
• Deploy custom creatives highlighting various “Momentum Moments”
• Focus on local business websites, news outlets, and professional association pages

5. Social Media Strategy

• LinkedIn: Primary platform for professional audience engagement
  • Publish 2-3 posts weekly focusing on financial insights
  • Participate in relevant groups and discussions
  • Share “Momentum Makers” podcast episodes and event recaps
• Secondary platforms: Targeted presence on Facebook and YouTube
• Develop a content calendar aligning with seasonal financial topics
• Allocate budget for LinkedIn sponsored updates targeting specific professional titles

6. Trade Shows & Industry Events

• Exhibit at 2-3 key professional events annually
• Create distinctive booth design incorporating the Kinetic Wealth visual identity
• Develop premium swag that resonates with target audiences:
  • Engineers: multi-tool calculators with Kinetic Wealth branding
  • Business owners: quality notebooks or executive desk items
  • Pre-retirees: subscription boxes with financial planning resources
• Deploy lead capture technology to collect prospect information
• Schedule follow-up process for all trade show leads

Measurement KPIs:

• Website traffic growth
• Social media following and engagement
• Brand search volume
• Workshop attendance
• PR mention frequency
• Lead generation from events

MID-FUNNEL (CONSIDERATION STAGE)

At this stage, prospects are aware of Kinetic Wealth and are actively considering their financial options.

Key Tactics:

1. Email Marketing Automation

• Implement segmented email journeys based on client personas:
  • “Engineering Your Retirement” sequence for technical professionals
  • “Business Legacy Planning” sequence for business owners
  • “Retirement Transition” sequence for pre-retirees
• Create educational content series delivering value before asking for commitment
• Track engagement metrics to identify high-potential prospects
• Develop lead scoring system to prioritize follow-up activities

2. Structured Sales Process

• Implement Momentum Mapping sessions (30-minute complimentary consultations)
• Create customized presentation templates for each client segment
• Develop support materials that clarify Kinetic Wealth’s unique process
• Train support staff on professional client interaction protocols

3. Enhanced Retargeting Campaigns

• Deploy site visitor retargeting with progressive messaging
• Create segment-specific ad content based on website behavior
• Implement lookalike audience targeting based on current client profiles
• A/B test different messaging approaches to optimize conversion

4. Referral Partner Program

• Identify and cultivate relationships with complementary professionals:
  • CPAs and tax professionals
  • Estate planning attorneys
  • Business consultants
  • Real estate professionals
• Host quarterly appreciation events for referral partners
• Create co-branded educational materials for mutual clients
• Develop premium gift program for active referrers:
  • Customized welcome gifts for new referral partners
  • Quarterly appreciation gifts based on referral activity
  • Annual premium gifts for most active partners
• Share educational content they can provide to their clients

5. Educational Content Production

• Create in-depth video resources on specialized financial topics
• Develop interactive financial calculators for website users
• Produce case studies highlighting client success stories
• Maintain a regular publication schedule to nurture prospects

Measurement KPIs:

• Email open and click-through rates
• Consultation request conversion rate
• Retargeting ad performance
• Referral volume from partners
• Content engagement metrics
• Lead-to-opportunity conversion rate

LOWER FUNNEL (CONVERSION STAGE)

At this stage, prospects are actively evaluating Kinetic Wealth and ready to make a decision.

Key Tactics:

1. Search Engine Marketing

• Implement Google Ads campaigns targeting high-intent keywords:
  • “Fee-only financial advisor Knoxville”
  • “Retirement planning for engineers”
  • “Tax-efficient wealth management”
  • “Business succession planning Knoxville”
• Create specific landing pages for each ad group
• Optimize for conversions with clear calls-to-action
• Set up conversion tracking and attribution

2. Enhanced Sales Enablement

• Create comprehensive proposal templates
• Develop client onboarding materials and welcome kits
• Implement digital signature and agreement systems
• Establish service level expectations documentation

3. Decision-Stage Content

• Develop comparison guides showing value vs. competitors
• Create client testimonial videos for specific segments
• Produce fee transparency documents and value demonstrations
• Offer financial assessment tools that demonstrate immediate value

4. Personalized Outreach

• Implement direct mail campaigns for high-value prospects
• Create customized proposal presentations for specific prospect needs
• Develop premium leave-behind materials for in-person meetings
• Host exclusive small-group events for serious prospects

Measurement KPIs:

• Cost per consultation request
• Proposal-to-client conversion rate
• Average client acquisition cost
• Client lifetime value
• Average revenue per new client
• Closing timeframe

Conclusion: Your Path Forward

Establishing a new financial advisory firm in the Knoxville market presents both significant challenges and tremendous opportunities. The comprehensive marketing strategy we’ve outlined provides a structured approach to building your brand presence, acquiring high-value clients, and achieving your five-year goals of serving 150 clients with a four-person team.

Key takeaways from this Base Camp include:

1. Leverage Your Strengths: Your 14 years of industry experience, fee-only structure, and natural connection with engineers and CPAs provide a solid foundation for differentiation in a competitive market.
2. Strategic Focus: By targeting specific client segments (Analytical Planners, Legacy Builders, and Transition Navigators) with tailored messaging, you can maximize marketing efficiency and client acquisition success.
3. Brand Distinctiveness: Whether you proceed with Affect Financial Partners or consider the suggested Kinetic Wealth branding, developing distinctive assets and clear positioning will be crucial for memorability in the marketplace.
4. Funnel-Based Approach: The marketing plan addresses each stage of the client journey, from initial awareness through consideration to conversion, with specific tactics proven effective for financial services.
5. Measurable Outcomes: Clear KPIs at each stage will allow for ongoing optimization and resource allocation to the most effective channels.

Your initial investment will establish the foundation for long-term growth, with a focus on building both digital assets and community presence. The “Momentum Moments” campaign concept aligns perfectly with your educational approach and provides a compelling framework for connecting with prospects at crucial financial decision points.

As you move forward, we recommend prioritizing the foundational brand and website development while simultaneously implementing the client transition strategy for your existing relationships. This balanced approach will ensure both immediate revenue stability and long-term growth potential.

We’re excited to partner with you on this journey and help you build a thriving financial advisory practice that truly makes a difference in your clients’ lives. The next steps include finalizing your brand direction, beginning the design process, and developing the content strategy that will fuel your marketing efforts in the months ahead.