Armed with a robust brand identity system and actionable core values, Greenspring was poised to invest heavily into activating the brand for growth by capitalizing on its success and developing significantly more brand equity and awareness.
Foundationally, they were solid. Our focus then set on their digital presence and turning a good-looking website into a great one that would function as the hub of customer traffic and business growth.
Committed to our user-centered design focus, we began using empathy mapping to understand better their customers’ pains, gains, influences, and needs. We devised a visual system or language and color to differentiate content and sections of the website—later expanded for other assets and collateral, to help easily differentiate their three primary business divisions: private wealth, corporate retirement, and endowments and foundations.
Each division would feature a “home page” under the core brand umbrella, so their teams could send customers and prospects directly to content and information most relevant to their needs. Our customer segmentation approach improves the experience of organic traffic visitors, who quickly identify the right path to follow, which limits confusion and optimizes their time exploring if Greenspring Advisors is right for them.
Within four months of launching the new website, Greenspring closed a $2.4 million deal with a new customer who found the site organically, was impressed by the website, and was inspired by the content and messaging, so when she contacted them, she was ready to buy.
The site attracts the right prospects and has driven over $12 million in new business since its launch. Greensprings associates are having more conversations with the right folks. Their marketing team is empowered and self-sufficient with an easy-to-manage website, brand templates, workflow punch lists, and extensive visual and editorial brand guidelines and assets that keep them consistent and performing at a high level.
Brand refresh, messaging, and all-new corporate website for Maryland’s leading fiduciary wealth management and corporate retirement firm.
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