Case Study: Evergreen Advisors
Evergreen Advisors is a local middle market investment bank and advisory firm focused on assisting companies in the areas of corporate finance, growth and exit strategies, business valuations and CFO advisory services. The firm has been in the Baltimore / Washington area for more than 15 years and has a substantial reputation, led by three principal partners with vast experience in the industry.
Evergreen Advisors operated without any significant ongoing marketing effort for years before contacting me. Evergreen was previously doing business as Evergreen Capital, with at least two other firms in the area using the same name and similar identity. Corporate collateral, website and other pieces had been created internally and lacked a consistent brand message and look & feel. There was no outreach into the financial services industry, other than a very small number of contacts. The firm had recently upgraded their office space to a nice class A building in Howard County and was looking to take their marketing & communications efforts to the next level.
Evergreen Advisors brought us in as their on-site Director of Marketing for a two-year engagement. The first step was to establish an overall marketing and communications plan, including a digital marketing strategy to be implemented internally. A re-branding effort was completed where the name of the company, corporate logo, website and all collateral pieces were completely overhauled into a more sophisticated and professional package. As part of the corporate website rebuild, video vignettes were produced to bring the personality of the principals forward and a photo shoot was held in order to have consistent and professional headshots of the entire staff.
We introduced the firm to an entry-level CRM solution to facilitate a more streamlined and concerted business development effort and trained all users and stakeholders on its operation and importance. A quarterly newsletter was developed in both print format as well as e-mail and we began a series of knowledge-based seminars and events that were very well received and still continue today. Social media marketing was introduced to the firm and after setting up a presence on various outlets (Facebook, Twitter, LinkedIn, etc.) the internal resources were trained on continuing efforts needed.
The services that we provided consisted of:
- Marketing & communications plan development
- Web / Interactive Project Management
- Website Design & Development
- Digital marketing strategy
- Social media strategy & training
- Rebranding of firm (name, logo, domain, signage, collateral, etc.)
- Professional video & photography production
- Tradeshow material development
- CRM selection and training
- Newsletter (print & online) production
- Events management
- Direct mail campaigns
- E-mail campaign planning & execution
"We initially brought Dave in as a much-needed resource to help our firm with marketing and possibly re-doing our website. Dave jumped right in and helped Evergreen totally change the way we were presenting ourselves and communicating. Dave and I have worked together on many different initiatives and, as always, he was great to work with and I would recommend him to any firm or organization that is looking to grow."
- Andrew Clark, COO, Evergreen Advisors, Inc.