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Key Results

Operating Model Implemented

From concept to launch, Craft Impact provided comprehensive consulting to shape the BAS offering, pricing and business development strategy - transforming ideas into reality.

Established Distinct Brand Identity and Voice

Leveraging our extensive messaging and branding frameworks, the unique visual identity and voice of BAS was crafted, ensuring consistency with it's related entities within The Burney Company.

Coordinated Marketing Launch

After launching the official BAS website and developing a full marketing collateral package, BAS was prepared to shift from casual conversations to targeted lead nurturing. 

Continuous Marketing and Sales Strategy

Developed content and suggestions for ongoing engagement with prospects, incorporating thought leadership and market insights distributed across a variety of channels.

Burney Advisor Services

Building a New Advisor Platform on the Pillars of Branding and Messaging

The Burney Company aimed to formalize its advisor support services to maximize the reach of their unique analysis tools within a network of like-minded advisors. Craft Impact consulted with BAS on their journey from concept to launch, assisting in defining the offering and developing branding, messaging, and sales collateral that could effectively articulate the value of BAS. Through its partnership with Craft Impact, BAS was well equipped to begin prospecting and expanding business.

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The Challenge

The Burney Company had been a well-established B2C financial advisory firm since 1974, but in 2022, they wanted to start supporting other advisors

Recognizing they had proprietary tools and expertise that advisors would highly value, 

BAS set out to establish themselves as a trusted partner that financial advisors could turn to when seeking active investment research and strategies. Recognizing that they were in need of an all-encompassing rebrand for their B2B services, BAS hired Craft Impact to guide them through the transformation. Additionally, BAS collaborated with our sister company, Vantage Impact, for specializstrategic industry-specific consulting.

The Craft Impact Solution

When a company or offering is new, it can be particularly challenging to have a focused, consistent message across marketing and sales materials

Our clients often have so much they want to say, but struggle to refine their message and articulate their story while keeping their target audience on the forefront. BAS tapped into our messaging and branding services to identify their target advisors and highlight how they were uniquely positioned to support them. Paired with our expert team’s developement of a website and supplemental sales collateral, BAS was well-prepared to launch the marketing and sales process for their new platform.

BAS Logo Color Palette

Comprehensive branding and style paired with a messaging guide

  • Developed unique Burney Advisor Services logo. Created a distinctive logo tailored to BAS, while maintaining consistency with the overarching Burney brand identity
  • Established a cohesive color palette that aligns with the branding of all Burney Company entities to create a unified presence
  • Crafted clear messaging that highlights Burney Advisor Services' value proposition and effectively conveys the BAS brand story
Untitled design-1

New website refreshed branding and copy 

  • Designed and launched a tailored, responsive website, using HubSpot CMS to ensure seamless performance across all devices
  • Prioritized a user-friendly interface and ensured there was easy editing capability for the BAS team
  • Incorporated a dedicated resources section for continuous content updates, allowing the site to evolve alongside our marketing strategy
Screenshot 2024-09-24 at 12.58.46 PM-modified

Choosing Craft was an easy decision, as we had just completed a successful engagement with them on our Burney Wealth Management offering. They again thoroughly walked us through the steps of creating brand, logo, message, website and sales collateral. They reliably stay on schedule, and keep us on it as well, to ensure timely completion.

Lowell Pratt Jr.
CFP, President & Chairman, Burney Advisor Services

 

'The BAS Difference' video 

  • Produced engaging video content emphasizing the unique position of Burney Advisor services and showcasing what sets them apart
  • Effectively communicated the BAS narrative and value proposition 
  • Featured authentic testimonials from real clients 
  • Integrated newly developed branding and messaging into the video, ensuring alignment with overall brand identity
BAS Sales Collateral

Sales Collateral

  • Developed diverse materials that clearly articulate the range of services and benefits advantages of working with Burney Advisor Services
  • Tailored these materials with the intention to be used at various points in the sales process, guaranteeing relevance and impact throughout a clients overarching journey with BAS
BAS Slide Deck

Slide Deck Template and Custom Presentation

  • Integrated the newly developed branding into a template to be customized on an ad hoc basis
  • Developed targeted content that effectively illustrates the advantages of using BAS tools and analytics to drive performance
BAS Downloadable eBook

Downloadable eBook

  • Developed a lead nurturing resource that outlines the Burney Advisor Services investment philosophy
  • Intended to distribute directly to prospects as part of drip marketing campaign
  • Integrated into both the BAS website and social media efforts to maximize reach 
BAS Launch Communications

Launch Communication

  • Developed a press release to be shared externally and posted on the BAS website at the time of launch
  • Prepared a detailed social media campaign to promote the launch of BAS services, optimizing visibility and engagement

Client Spotlight

Meet Burney Advisor Services, a platform that supports financial advisors with active investment strategies. BAS services range from research, ratings, and active stock selection, to full service portfolio management and trading - helping advisors save time, enhance processes, and differentiate themselves in the market.



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BAS Website content -Resources Page

Ongoing Content Development

Engaging with BAS stakeholders on an regular basis to continuously articulate and share thought leadership across website and social media channels

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