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October 21, 2010 at 10:58 AM
Raymond James’ latest TV advertisements, launched during Game 2 of the American League Championship Series on Oct. 16, have a new tagline – “life well planned,” explains Michael White, head of marketing for Raymond James.
“We’ve been running one ad and another one should be coming out next week,” said White in a phone interview. “We’re also doing ads in print and online.”
In addition to the spots during baseball playoffs, Raymond James is booking time on CNN, CNBC, Fox News and MSNBC, as well as print and radio spots for the campaign, which is entitled "Tales of Financial Pragmatism.”
The ads focus on financial planning and investment planning. “They’re not a completely new way of positioning our brand, but they are an evolution in terms of what we’ve done in the past,” added White. “They emphasize the importance of professional advice.”
The print ads are parable-type stories with metaphors that zoom in on client needs, while the TV ad shows a woman living up to age 187.
“She’s still going strong, which is meant to address — in a metaphorical way — the benefits of planning and addressing longevity risk,” shared White. “By planning, she is able to enjoy life. It’s an optimistic message.”
Another ad will tell the story of a tree that magically bears fruit. It is then hurt during a storm, but recovers. The tree’s recovery alludes to invesment strategies like diversification and proper asset allocation.
