Connecting Communication With Customers
Financial Services industry.  Client sells proprietary mutual funds through retail/consumer, wholesale, and institutional channels. It competes in a highly competitive environment.
Research indicated it had very low brand awareness. Advertising spending was about 1% of the spending of the top 5 mutual fund advertisers.
Constrained by budget and media mix, Lyn developed a plan that refined the target audience from demographic to product users and expanded brand's visibility from regional to national.  Aggressive cost negotiation and added-value produced significant price discounts, premium positions at no charge, cross-media packages, direct mail, research, and speakers at events extended the value and visibility of the brand.
Refined target audience to product users

Shifted advertising from regional to national

Lowered magazine space rates up to 50% saving $400,000

Developed no-charge marketing and cross-media packages worth $200,000