“We’re in this business because it’s important to Charles Schwab (SCHW),” said Bernie Clark, head of Schwab Advisor Services, and to demonstrate the importance of its RIA custody business, Schwab will institute next week a multimedia marketing campaign for advisors.
The campaign will include sharable, digital banners with the tagline “RIA-Stands for You. Discover the difference with a registered investment advisor,” and an affiliated website, RIAStandsForYou.com.
Speaking at the FPA Experience 2011 conference in San Diego, Clark said the campaign will include a toolkit for RIAs who custody with Schwab to use printed and video materials on their own sites. “It’s a campaign about being independent,” Clark said, that includes video vignettes featuring some high-profile advisors, such as Chris Cordaro of Regent Atlantic, Gene Diederich of Moneta Group and Rebecca Pomering of Moss Adams Wealth Advisors, talking about their priorities and process when it comes to serving clients.
In response to a question from the audience by Tim Welsh of Nexus, Clark said “I think we can grow” the campaign to possibly include a list of advisors that consumers would be able to contact by, for example, entering their zip code.
In an interview on Thursday with AdvisorOne, Clark said the importance of RIAs in the financial services industry has “never been more significant” and proceeded to discuss some of the major trends that advisors should be addressing.