GENESIS CAPITAL ADVISORS, INC. INTEGRATED BRAND STRATEGY | CREATIVE DIRECTION B2B STRATEGY CREATIVE DIRECTION Recent changes in legal and regulatory requirements are making it difficult for small financial planning firms and sole proprietors to compete in today’s marketplace especially since the regulations as well as the auditors increasingly favor larger firms. Genesis Advisors wants to grow its firm by attracting independent financial advisors helping them make more money. The goal is to add 5 new employees/independent contractors per year for the next decade. Genesis will offer top performers equity positions like a law firm; Associates, Junior Partners and Senior Partners. B2B TARGET AUDIENCE Financial Planners 5 years experience $20 – $30 million under management $200 - $300k annual revenue $50k in regulatory expenses 1 employee Renting office space Target Geographic Regions New England Massachusetts Rhode Island New Hampshire Southern Maine Genesis affiliate Support Client Service Fast Fund Survey/Financial DNA Client Portal https://www.grendelonline.com/ Portfolio Management Genesis Branded Funds Legal and Regulatory Marketing Brand Recognition Professional Website Internet Marketing Marketing Collateral Drip Marketing B2b interactive Wordpress Platform Content Management System (CMS) B2B WEBSITE MAP Internet Marketing Constant Contact Buy list of Independent Financial Advisors Develop Email Campaign Build landing pages for campaign Unique Phone # http://public.ifbyphone.com/ Unique URL Manage Prospect Database DIRECT RESPONSE Direct Mail Develop Direct Mail Campaign Support Email Campaign Build landing pages for campaign Manage Prospect Database Branding Sales Collateral Create brand image and essence Sales leave behind Re-enforce key differentiators B2C STRATEGY CREATIVE DIRECTION Consumers mistrust large financial institutions since the recession of 2007. According to FT Advisor, “Financial institutions will face a backlash from consumers unless they radically change the way they operate”. This creates an immediate opportunity for Genesis Advisors to meet the needs of disenchanted consumers with their transparent and tailored approach. RETIRED PERSONS • $1M in accumulated retirement saving and other investments • Dual-income professional family • $200k+ gross income • $100k+ to invest • Kids past college phase • Focused on retirement • Minimal debt • Dual-income professional family • $200k+ gross income • $100k+ to invest • Kids past college phase • Focused on retirement • Minimal debt UPPER MIDDLE INCOME FIRST STAGE AFFLUENT Consumer needs and desires can be understood and even anticipated based on their life stages, but the financial strategies and tactics available to them vary according to their affluence level. Acxiom has identified 12 consumer segments which reflect this interco

1. GENESIS CAPITAL ADVISORS, INC.
INTEGRATED BRAND STRATEGY | CREATIVE DIRECTION

2. B2B STRATEGY
CREATIVE DIRECTION
COPYRIGHT © 2011 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION . GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 2

3. BUSINESS OPPORTUNITY
Recent changes in legal and regulatory requirements
are making it difficult for small financial planning
firms and sole proprietors to compete in today’s
marketplace especially since the regulations as well
as the auditors increasingly favor larger firms.
COPYRIGHT © 2011 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 3

4. BUSINESS GOAL
Genesis Advisors wants to grow its firm by attracting
independent financial advisors helping them make
more money. The goal is to add 5 new employees/
independent contractors per year for the next
decade. Genesis will offer top performers equity
positions like a law firm; Associates, Junior Partners
and Senior Partners.
COPYRIGHT © 2011 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 4

5. B2B TARGET AUDIENCE
• Financial Planners
• 5 years experience
• $20 – $30 million under management
• $200 - $300k annual revenue
• $50k in regulatory expenses
• 1 employee
• Renting office space
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6. TARGET GEOGRAPHIC REGIONS
• New England
• Massachusetts
• Rhode Island
• New Hampshire
• Southern Maine
• Florida
• Naples
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7. GENESIS AFFILIATE SUPPORT
• Client Service
• Fast Fund Survey/Financial DNA
• Client Portal https://www.grendelonline.com/
• Portfolio Management
• Genesis Branded Funds
• Legaland Regulatory
• Marketing
• Brand Recognition
• Professional Website
• Internet Marketing
• Marketing Collateral
• Drip Marketing
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8. B2B INTERACTIVE
• Wordpress Platform • Plugins
• Content Management System (CMS) • Font Uploader
• Superfish Menu
• Contact Form 7
• Captcha
• Google Directions
• Ultimate SEO
• Google Analytics
• Backup Buddy
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9. B2B WEBSITE MAP
Template Key Linked In
Client Login
Facebook
Homepage
Twitter Home Clients Financial
Section Page Advisors
Affiliate
Interior Page Why Genesis Program Employment Partnership Contact Us
Blog Benefits Benefits Benefits Massachusetts Florida
Contact Form Contact Form
Forms Google Google
Guidelines Guidelines Guidelines Directions Directions
FAQ FAQ FAQ
Important Privacy Terms
Disclosure of Use Site Map
Statement
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10. INTERNET MARKETING
• Constant Contact
• Buy list of Independent Financial Advisors
• Develop Email Campaign
• Build landing pages for campaign
• Unique Phone # http://public.ifbyphone.com/
• Unique URL
• Manage Prospect Database
COPYRIGHT © 2011 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 10

11. DIRECT RESPONSE
• Direct Mail
• Develop Direct Mail Campaign
• Support Email Campaign
• Build landing pages for campaign
• Manage Prospect Database
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12. BRANDING
• Sales Collateral
• Create brand image and essence
• Sales leave behind
• Re-enforce key differentiators
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13. B2C STRATEGY
CREATIVE DIRECTION
COPYRIGHT © 2011 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION . GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 13

14. BUSINESS OPPORTUNITY
Consumers mistrust large financial institutions since
the recession of 2007. According to FT Advisor,
“Financial institutions will face a backlash from
consumers unless they radically change the way
they operate”. This creates an immediate
opportunity for Genesis Advisors to meet the needs
of disenchanted consumers
with their transparent
and tailored approach.
COPYRIGHT © 2011 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 14

15. TARGET AUDIENCE PROFILES
RETIRED PERSONS UPPER MIDDLE INCOME FIRST STAGE AFFLUENT
• $1M in accumulated retirement • Dual-income professional family • Dual-income professional family
saving and other investments +
• $200k gross income
+
• $200k gross income
+ +
• $100k to invest • $100k to invest
• Kids past college phase • Kids past college phase
• Focused on retirement • Focused on retirement
• Minimal debt • Minimal debt
LIFE STAGE EXAMPLES
SOURCE: ACXIOM
RETAIL BANKING
CONSUMER DYNAMICS
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16. AFFLUENCE SUMMARIES
Consumer needs and desires can
be understood and even
anticipated based on their life
stages, but the financial
strategies and tactics available to
them vary according to their
affluence level.
Acxiom has identified 12
consumer segments which reflect
this interconnected impact of
both life stage and affluence on
SOURCE: FORRESTER’S CONSUMER TECHNOGRAPHICS® BENCHMARK SURVEY WAS A SOURCE OF DESCRIPTIVE INFORMATION USED TO VALIDATE ACXIOM’S RETAIL
consumer financial behavior. BANKING CUSTOMER SEGMENTS.
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17. BRANDING
• Unique Selling Proposition
• Trust
• Respect
• Does not talk up or down to customers
• Commitment
• Not fly-by-night
• Founded 1994
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18. BRANDING
• Differentiation
• Customer Transparency
• Genesis Funds have lower fees than the Big Guys
• Fast Fund Survey/Financial DNA
• Custom Plans/Funds based on risk tolerance
• Financial Planners matched by personality profile
• Presentations in preferred communication style
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19. BRANDING
• Identity
• Logotype
• Stay away from traditional icons (pyramids, trees etc.)
• Need progressive, yet stable and solid symbol
• Color
• Current colors deep purple and dark blue
• Purple may have equity with current customers
• Need colors to support brand image
• Colors need to translate well in print and online
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20. BRAND IDENTITY
• Print
• Stationery System
• Letterhead
• #10 Envelope
• Business Cards
• Mailing Labels
• 10 x12 Envelopes
• Folder
• Custom Financial Planner brochure
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21. BRAND IDENTITY
• Electronic
• Email Signature
• Letterhead
• PowerPoint Template
• Social Media Avatars
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22. B2C INTERACTIVE
• Wordpress Platform • Plugins
• Content Management System (CMS) • Financial Planner
Zip Code Locator
• Grendel Links
• Font Uploader
• https://www.grendelonline.com
• Superfish Menu
• Client Portal
• Contact Form 7
• Fast Fund Survey/Financial DNA
• Captcha
• Google Directions
• Ultimate SEO
• Google Analytics
• Backup Buddy
COPYRIGHT © 2011 BERGERON CREATIVE STUDIOS, INC. THE IDEAS CONTAINED IN THIS PRESENTATION CANNOT BE USED WITHOUT WRITTEN PERMISSION. GENESIS CAPITAL ADVISORS, INC. | CREATIVE DIRECTION | 22

23. B2C WEBSITE MAP
Template Key Linked In
Client Login
Facebook
Homepage
Twitter Home Home Financial
Section Page Advisors
Investment Business
Firm Profile Wealth Planning Financial DNA Blog Contact Us
Interior Page Advising Consulting
Investment Continuation Massachusetts Florida
Tailored to Fit Personal College Savings
Blog Objective Plans Contact Form Contact Form
Investment Structured Google Google
Forms Transparency Education Guidelines Buy-Sell Estate Planning Directions Directions
Agreements
Inter- Find an Advisor Find an Advisor
Leadership Asset/Style Financial (Zip Code (Zip Code
Team Estate Allocation Generational Planning
Transfers Locator) Locator)
Tax-Aware Advisor Advisor
Testimonials Tax Investments Pensions Investing Page Page
Advisor Advisor
Manage Stock Page Page
Retirement Options Profit-Sharing Legislation
Advisor Advisor
Page Page
Select
Elder Care Investment 401 (k) Markets
Manager Consulting Advisor Advisor
Page Page
Performance Executive
Monitoring Tax Planning Advisor Advisor
Compensation Page Page
Progress Advisor Advisor
Reporting Integrated Plans Uncategorized Page Page
Important Privacy Terms
Disclosure of Use Site Map
Statement
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24. SOCIAL MEDIA
• Blog/PR Plan
Blog
• Collaborative contributions
Networked
Linked In Blogs
• Weekly Posts
Home • Linked In, Facebook, Twitter & Networked Blogs
Facebook
• Individual LinkedIn pages
• Initial purpose to garner organic search ranking
Twitter
• Build loyal base of fans and followers
• Provide relevant content
• Make referrals easy
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25. INTERNET MARKETING
• Google Adwords
PPC (Pay per click)
• Target select geographic regions in New England
• Target select geographic regions in Florida
• Competitive Review and Analysis
• Develop keyword strategy
• Build landing pages for campaigns
• Benchmark Relevancy Score
• Monthly tracking and reporting
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26. INTERNET MARKETING
• Organic SEO
(Search Engine Optimization)
• Organic — SEO (Search Engine Optimization)
• Keyword Research and Analysis
• Search Engine Placement Positioning
• Content Analysis and SEO Copywriting for all pages
• Link Analysis & Link Building
• Meta Tag Analysis & Implementation
• Image Tag Analysis & Implementation
• Text Link Analysis & Implementation
• Directory Analysis & Free Submissions
• Site Map Analysis & Implementation
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27. COMPETITIVE BRAND LANDSCAPE
CURRENT SIZE FIRMS FUTURE SIZE FIRMS BRAND NAME FIRMS
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28. A WEALTH OF POSSIBLITIES
CREATIVE DIRECTION
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29. WEALTH OF POSSIBILITIES | BRAND IDENTITY
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30. WEBSITE | FINANCIAL ADVISOR HOME | SLIDE A
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31. WEBSITE | FINANCIAL ADVISOR HOME | SLIDE B
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32. WEBSITE | FINANCIAL ADVISOR HOME | SLIDE C
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33. WEBSITE|CLIENTS| HOME | SLIDE A
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34. WEBSITE|CLIENTS| HOME | SLIDE B
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35. WEBSITE|CLIENTS| HOME | SLIDE C
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36. WEBSITE | CLIENTS | SECTION TEMPLATE
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37. WEALTH OF POSSIBILITIES | STATIONERY
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38. WEALTH OF POSSIBILITIES | COLLATERAL
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39. INVESTED IN YOUR FUTURE
CREATIVE DIRECTION
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40. INVESTED IN YOUR FUTURE | BRAND IDENTITY
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41. WEBSITE | FINANCIAL ADVISOR HOME
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42. WEBSITE | CLIENT | HOME | SLIDE A
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43. WEBSITE | CLIENT | HOME | SLIDE B
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44. WEBSITE | CLIENT | HOME | SLIDE C
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45. WEBSITE | CLIENTS | SECTION TEMPLATE
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46. INVESTED IN YOUR FUTURE | STATIONERY
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47. INVESTED IN YOUR FUTURE | COLLATERAL
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48. BRANDING 151 Worcester Street 888.764.6171
INTERACTIVE First Floor ideas@bergeroncreative.com
SOCIAL MEDIA North Grafton, Ma 01536 www.bergeroncreative.com