Background:
Davenport & Company LLC is the largest independent stock brokerage firm headquartered in Virginia and has eighteen branch offices in Virginia, North Carolina and Maryland. Davenport is a full-service investment services firm with more than 150 Investment Executives, overseeing billions in assets for its clients.
Goals:
Davenport's primary goal when it engaged BrandSync was to develop a strategic branding program to increase sales for its Investment Executives in its 18 branch locations. Davenport's specific goals include centralizing marketing operations and focusing business development activities on a targeted multi-year plan for measurable and sustainable growth.
Solution:
BrandSync developed a strategic branding plan to enhance and maintain Davenport's strong identity for business development purposes. A Brand Synchronization process has been completed, focusing and aligning the firm on its unique brand promise. BrandSync provided Brand Implementation services, directing the development of budget, managing a test direct marketing campaign and supervising the scaling of a formal marketing department that is executing a brand marketing ROI program.
Outcome:
The firm's new theme of "Building Wealth Together" reflects its unifying brand position that is highly valued by Davenport's customers and prospects and unmatched by its competition. Davenport & Company's inaugural ROI-driven branding campaign, managed by BrandSync, established a model for a sustainable program of revenue growth. The ROI model is being utilized for strategic marketing and business development to grow Davenport's branches, including a branch advertising initiative.
