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Key Results

Targeted Messaging 
& Updated Value Prop

We clarified Fusion’s shift in focus, separating it from its former tech business and reinforcing its commitment to financial advisors through sharper messaging and a stronger brand identity.

Up to 21.7% CTR for Marketing Emails

Email CTRs vary by type and audience, but Craft Impact’s strategy drove strong engagement for Fusion’s webinars and other campaigns—often surpassing the 2–5% industry benchmark.

New Aligned Website 
& CRM Integration

After an audit, Craft launched Fusion's new website and migrated HubSpot CRM to streamline marketing, sales, and website management. 

Branded Collateral Overhaul

We created multiple collateral pieces including branded resources for advisors to accurately present the 
investment process to clients.

Branding Evolution, Astute Marketing, 
and Advisor Support

Together with Craft Impact, Fusion Capital Management redefined its brand positioning and messaging to focus on assisting financial advisors through streamlined support and comprehensive processes. Craft Impact created a holistic approach to attracting, engaging, and retaining financial advisors under the Fusion brand through a newly designed website, email marketing campaigns, and branded collateral.

 

The Challenge

Fusion Capital Management, a financial technology and advisory support firm, was undergoing significant organizational changes and needed to evolve their marketing and communications strategy.
They were facing several critical challenges:

01
The needed to restructure their messaging to reflect separate business divisions while maintaining a cohesive brand identity
02
Limited ability to effectively support their network of advisors with marketing and sales resources that could be used to engage end clients
03
Inconsistent communication methods, relying heavily on basic email tools that provided minimal engagement tracking or optimization capabilities

 

Client Spotlight

Established in 2011, Fusion Capital Management specializes in empowering financial advisors to take greater control of their practices. Under the leadership of CEO Bryce Engel, the team draws from decades of expertise across broker-dealers, wholesalers, custodians, and independent advisory channels. What sets Fusion Capital Management apart is its role as both a thought leader and comprehensive partner, providing the strategic support and innovative solutions needed to optimize business operations.

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The Craft Impact Solution

Before our team could help support Fusion’s operational changes, we did a complete communications audit and discovery to help identify all areas that would require strategic realignment through new messaging, design, and data/process management. Our approach:
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Brand & Messaging Guides

  • After the audit, Craft created a new brand guide that included logo variations, typography details, and an updated color palette to improve the overall look and feel of the Fusion brand.
  • A core messaging guide with a unique value proposition distinguishing the brand from its previous positioning as a technology and financial firm, ideal persona descriptions, and a list of services, challenges, and goals was also created to attract and engage advisors and potential partners. 
  • The new brand and messaging guides were then used to create a Fusion PowerPoint template that could be used for cohesive internal and external communications.

Refined Marketing Strategy

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Developed and executed a comprehensive 6-month marketing and communications strategy
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Created targeted LinkedIn content and regular email newsletters to maintain advisor engagement
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Designed promotional materials for in-person events and conferences
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Repurposed third-party content into branded thought leadership pieces
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Implemented analytics tracking 
for marketing performance, prospect engagement, and pipeline value

Website Refresh

  • Developed a custom 5-page responsive website with an intuitive user experience focused on advisor needs
  • Created clear, concise content aligned with new messaging framework and SEO best practices
  • Integrated custom graphics, icons, and illustrations to enhance visual appeal
  • Built on HubSpot's platform with advanced analytics capabilities and SSL security

Cohesive & Streamlined Collateral

Created comprehensive sales collateral including pitch deck template and onboarding documentation

Developed advisor resources for client communications and event marketing

Designed branded materials for business development and referral follow-up

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In-house Control via HubSpot Migration

  • Centralized website hosting, marketing, and client communications on one platform
  • Implemented advanced tracking and reporting capabilities with improved email marketing metrics
  • Enhanced workflow automation and marketing asset management
  • Provided technical support and platform training for the Fusion team
  • Enabled data-driven decision-making through comprehensive analytics
We've had a tremendous experience working with the entire Craft Impact team. In just under a year they've helped us refine our messaging and target market, develop our new website, and onboarded our team to the HubSpot platform. The most impressive part about our experience with Craft is their team. Everyone we've worked with has been patient, knowledgeable, and responsive to the point where we feel like they're a part of our firm. We're excited to continue working together to implement our strategic growth plans.
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Kyle McFarland
Partner and Wealth Advisor
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