We started by distilling the study’s findings into compelling information points that would resonate with both their advisors and investors. We crafted both the overall positioning and the associated “Someday is Now” theme, as well as the high-level messaging.
We then developed the advisor and client brochures structured around the theme, creating practical tools that assisted advisors in having conversations that more fully reveal the unique set of hopes, dreams, and ambitions held by their clients. We focused on taking them through the entire retirement conversation— from initiation through the planning and implementation stages. This approach helped advisors realize that their role is to make sure that “when someday comes,” their clients can afford to live it the way they always imagined it.