The Business Strategy
Collaborative, a highly-regarded technology consultant headquartered in the Boston area, created a dedicated Financial Services Practice to take advantage of growth opportunities in that industry. With the addition of a core of senior financial services professionals, Collaborative’s strategy was to differentiate itself by integrating technology with financial services domain expertise.
Marketing Communications Support
Silver created an integrated series of marketing communications built around Collaborative’s core message — a top track record in enterprise technology applications plus deep domain expertise in financial services. The program included a print and web advertising campaign to increase awareness of its financial services practice. Ads began the conversation with prospects by engaging them with benefit-driven copy and distinctive, message-reinforcing visuals.
Silver also developed a direct mail campaign and series of white papers for Collaborative’s initial target segment, the wealth management industry. The direct mail used unconventional visuals and provocative headlines to engage the audience. Downloads of white papers provided sales leads, and the content established Collaborative as a resource of ideas for wealth managers.