HOME PAGE Strategic Marketing and Communication Services Helping you clearly define your strengths, target the most appropriate prospects, and actively promote your business is what we are all about. From developing an overall marketing strategy, to executing the details, The KELYN Group, LLC provides the support you need to help sharpen your focus and expand your business. What We Do The KELYN Group provides strategic marketing and consulting services to broker/dealers and financial advisory firms who are looking to grow their businesses, and to service providers to these segments of the market. From strategy development to tactics and implementation, we offer end-to-end solutions to help our clients leverage their existing resources and increase their market impact. Acting as an outsourced marketing partner, we work with firms to: Refine their understanding of the current business environment Define their key strengths and messaging Target the most appropriate prospects possible, and Promote their business more effectively Our full range of services include customer and prospect interviews, competitive analyses, multi-media and collateral design, and communication program development. For more information on how we can help you sharpen your focus, please click here. Our Approach (main button) How We Work (slide-out button) Our clients know they can't be everything to everyone, and that they need to choose their target markets carefully. They also know that success today requires more customized offerings, personalized levels of service, and tailored communication and support strategies that keep them front and center with clients and prospects alike. As a strategic marketing partner, we work closely with our clients to help them better understand what the market values -- and expects -- and how to deliver to win. This typically involves four key areas of work: Opportunity Assessments Competitive Analyses Product and Service Reviews Market Positioning OUR SERVICES (slide-out button) Your Outsourced Marketing Partner We act as an extension of your team, offering end-to-end solutions -- from strategy development to tactics and implementation. By leveraging our resources, you can do more with yours. Some assignments are very broad in scope, and bring together the four areas of expertise described below. Others may focus on a very specific issue, and only require one or two of these activities. Our modular approach allows you to use what you need, when you need it. Opportunity Assessments We work with you to identify and profile your ideal target client group(s), and then collect first-hand information on their strategic objectives, challenges, and requirements for success. This translates into a summary of potential opportunities to enhance, expand, or better communicate your product and service capabilities, and attract more business. Competitive Analyses We evaluate the strategies and specific offerings of other market players, and assess their relative strengths and weaknesses. This helps identify your important company differentiators, and where potential exists to expand market share. Product and Service Reviews We gather client feedback on your existing products and services to assess relevancy, usability, and how well they support their objectives. This helps refine delivery strategies, and establish priorities for on-going initiatives and new product and service development activities Market Positioning We work closely with you to craft targeted messages in print and Web-based communications that reflect today's issues and concerns, and the important benefits of being a client with your firm. In all cases, we tailor assignments to your specific requirements, and adjust the timing and scope to fit your business needs, objectives, and budget. For more information on how we can work with you, please click here. Go to HOW WE WORK SAMPLE PROJECTS Capturing a Larger Share of the Wealth Management Marketplace As more financial advisors look to the high-net-worth segment of the market to grow their business, many of them need to find a cost-effective way to enhance their wealth management offerings. A major provider of business and technology solutions for independent advisors had all the capabilities in place to meet this demand, but many of their clients were unaware of the scope of their offering, and found it difficult to find the information they needed. To help them address these issues, and capitalize on the opportunity with their advisor clients, we worked with them to create a comprehensive Web site that focuses specifically on wealth management issues and services. The site provides advisors easy access to the products and services they need to attract and retain clients in this highly sought after segment. In addition, clients can gain an understanding of some of the trends in the wealth management business, and the challenges of serving the high-net-worth client. Long-Term Planning in a Time of Uncertainty As a mid-sized private bank began to formulate their growth strategy for the coming five-year period, they were grappling with a range of possible scenarios that provided different views on the size of the HNW segment, and their ability to systematically increase market share. To support their analysis, we conducted a comprehensive regional assessment that looked at traditional and emerging competition, possibilities of industry consolidation, and requirements for success. Our findings provided the environmental context they needed to scope their plan, which included introducing a range of new products, and implementing a more personalized approach to client support. The Benefits of Outsourcing Technology With the tremendous demand for new and more complex products, traditional mutual fund firms and their service providers are being constantly challenged to stay abreast of new product introductions, while developing the most appropriate combination of systems to handle these investment vehicles. A major provider of back-office processing services wanted to outline the complexities of designing and maintaining systems in today's market, and the benefits of outsourcing technology to a recognized industry expert. We interviewed executives at the firm to better understand the operational impacts of increasing demand for separately managed accounts, hedge funds, exchange traded funds, and variable annuities -- and what made their firm uniquely positioned to handle this business. Our findings were summarized in a White Paper that was widely distributed to their clients and prospects. Creating a Customer-Centric Organization To meet increasing demand for a broad range of domestic and international capabilities, a financial information and technology company rounded-out their service offering by acquiring a number of niche players. While each firm was well respected in their particular area, they all managed client relationships in very different ways. As the company tried to merge the firms, they recognized the importance of creating a new, consistent style for interacting with clients. By conducting interviews that covered different functional areas within their key accounts, we helped them better understand the client experience, perceived strengths and weaknesses with their existing service model, and priority areas for improvement. This allowed them to reshape their approach to better reflect the needs and operating procedures of their clients, while becoming much more efficient and responsive to client demands. The Service Imperative Many independent broker-dealers rely on outside business and technology firms for state-of-the-art clearing and execution services. In the end, the level and quality of support they receive is as important as the technology itself. A leading provider of technology platforms wanted to raise awareness about its services, and its knowledge of the drivers of success in this business. To help meet their needs, we interviewed their executive team to clarify their approach to service and support, and developed an "advertorial". The article discussed the importance of support in the broker-dealer marketplace, the steps the firm had taken to solicit input from their clients, and their on-going commitment to service excellence. The article was placed in a leading trade magazine and attracted considerable attention for the company. WHO WE ARE The KELYN Group is comprised of a network of marketing specialists that work closely with clients to help create and implement growth strategies for their businesses. The two founding partners of the firm together have over five decades of experience in a broad range of financial services and consulting businesses focused on business-to-business sales, marketing to financial intermediaries, and investor-based initiatives. Supporting the firm is a network of professionals that provide expertise in the areas of market research, multi-media and collateral design, and communication programs to bring together end-to-end solutions tailored for each client's specific situation. This includes the resources of one of the largest research-based consulting firms in the U.S., focused on client acquisition, retention, and penetration strategies as well as industry professionals with extensive experience in the financial advisor marketplace. For more information on how we can work with you, please click here.