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Key Results

Brand Evolution

Development of a branding strategy that included  an enhanced color palette, new content templates, and a custom, user-friendly website design. 

Unified Message

Clarification of target audience and creation of a messaging guide to establish a strong marketing foundation and client acquisition process.

Hubspot & In-House Management

Mobile-friendly website built on the HubSpot platform. for a user-friendly and cost-effective way to manage their site and analyze marketing efforts over time.

Engaging Branded Collateral 

Creation of strategic assets and operational marketing pieces to support their business development efforts.

AMG Wealth Advisors

Comprehensive Branding & Digital Marketing Boost

AMG Wealth Advisors teamed up with Craft Impact to give their brand a digital presence a major upgrade. Thanks to Craft's expertise in financial services marketing, AMG now has a fresh look, concise messaging, and some serious digital marketing muscle. With a streamlined website, smart content strategy, and powerful analytics tools, AMG is set to connect with clients and prospects more effectively. The project wasn't just an upgrade — it was a clear-cut path for growing their brand and engaging with their target audience.

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The Challenge

The oil boomtown of The Woodlands, Texas was nearby, which meant there were oil and gas execs practically in AMG’s backyard.

 To capture this business opportunity, they needed to increase brand awareness through clarified messaging, an engaging, SEO-optimized website, and a streamlined client experience. Additionally, since the firm was women-founded and a male advisor was joining the team, their new direction and processes had to make sense for everyone.  

AMG’s main concerns were:

  1. How to rebalance and modernize the brand positioning and messaging of being women-owned and women-led with a new (male) advisor joining the team.
  2. Improve reach and impact as well as refine their approach to working with new clients in such a competitive environment.
  3. Create a springboard for sustainable growth through consistent processes and internal content while maintaining a personalized and supportive approach to client relationships.

The Craft Impact Solution

For this five-month project, Craft Impact engineered a multifaceted solution.

At its core was messaging, involving client interviews that gave context to how AMG delivers on their promise to clients, sharpening the value prop. Craft’s branding experts designed an evolution of the brand's color palette, new graphics, photography guidance, as well as PowerPoint and PDF  templates. The team also developed SEO-optimized content for a custom website, implemented HubSpot Content Hub and Google Analytics, and provided HubSpot website lessons so AMG’s team could continue managing their website pages on their own.

As the project expanded, a client success map and new advisor 1-pager were created, further contributing to AMG's client acquisition strategy.

An overview of our toolbox:

AMG-CaseStudyGraphic-1

Messaging Framework

  • Craft Impact sat down with AMG’s clients to understand the details of their partnership and identify core value propositions to utilize to extend the ideal client base.
  • These interviews resulted in a messaging matrix for creating concise, consistent, and engaging content.
  • The brand story component of the messaging guide was used to identify how and why the target audience would interact with AMG, so the AMG team could use it as a reference point as they work to convert leads into valued clients.
AMG-BrandGuide-CaseStudy

Brand Guide

  • An extended color palette that complemented the original logo was added to improve the look and feel of the brand.
  • Consistent style guidelines and typography were included to further brand consistency.
  • Image categories were added to solidify the welcoming presence for all external communications.
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Craft has a great team that is eager to make marketing easy and impactful.  They are a talented group.

Lori Gann Morris
Co-Founder/Managing Partner, AMG Wealth Advisors
If you’re curious about how Craft’s strategic marketing can add value to your firm, reach out.
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New Website Content 

  • Redesigned AMGWealthAdvisors.com for enhanced user experience and improved client engagement.
  • Implemented new brand and revised copy throughout the website, featuring more visual elements, strategic page structuring, and cohesive messaging.
  • Developed content strategy highlighting AMG's unique value proposition and women-led expertise.
  • Conducted SEO audit, keyword research, and content analysis that informed recommendations for website optimization.
AMG-CaseStudyGraphic (1)

Website Development

Craft Impact analyzed the layout of the current website and listened closely to AMG’s vision. It was decided that in addition to new content, the website needed a revised structure with new pages and menus.

  • Developed a new, user-centric website architecture to improve navigation and information accessibility.
  • Created custom web pages tailored to AMG's services, including dedicated sections for wealth management, financial planning, and women-focused advisory.
  • Implemented strategically placed Call-to-Action (CTA) buttons throughout the site to enhance user engagement and lead generation.
  • Designed a responsive layout ensuring seamless experience across desktop, tablet, and mobile devices.
  • Integrated client portal and contact forms to streamline communication and service delivery.
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Sales and Outreach Collateral

To improve engagement and build trust, Craft created templates and additional collateral that aligned with AMG’s new branding and revised messaging, including:

  • 4-step Client Success Map that visually explains the value of working with AMG.
  • 1-pager template that we then used to create the Advisor Bio Page for Robert Blessing.
  • PPT Presentation Template for AMG advisors to use in conversations with potential clients.

This collateral highlighted AMG's approach and values while allowing the team to personalize the client experience for each encounter.

Client Spotlight

Say hello to AMG Wealth Advisors, a Texas-based wealth management firm founded by three women on a mission: Jean Arias, Polly Moore, and Lori Gann Morris. Rooted in the Texas spirit of trust and integrity, the collaborative team at AMG Wealth Advisors are committed to their diverse clientele, especially women who are going through challenging financial transitions such as marriage, divorce, and widowhood. They adhere to the Code of Ethics for Financial Transitionists®, and several members of the team have earned the CeFT® Designation.



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HubSpot Implementation

  • Set up HubSpot Content Hub tools to enable seamless contact form submissions, visitor analytics, and website performance tracking. Also allowed for the ability to toggle between educational content and market commentary for a personalized user experience.
  • Implemented automated email workflows, personalized video capabilities, and trackable PDF documents.
  • Set up HubSpot Marketing Hub tools as the integrated system for segmented, personalized email marketing for both prospects and clients. 
  • Provided comprehensive staff training on current and potential uses for the HubSpot platform, to support data-driven decision-making.

Craft is proud to partner as an outsourced CMO + digital marketing team with Registered Investment Advisor (RIAs) across the country. We’d love to share some more re: what we’ve learned from having 15+ clients in this space- what’s working well, what’s not working well, and how we can be a value add to your advisory firm. Send us a note here and we’ll get in touch asap! 

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