SUCCESS STORY
Exciting New Brand Experience and Marketing Strategy Development
COMPREHENSIVE REVENUE GROWTH ROADMAP AND BRAND UPDATE
Client: Commonwealth Trust Company
Project Timeline: 2020
Services Provided: Brand Experience Design + High ROI Marketing System
The Challenge
Commonwealth Trust Company is a Delaware-based trust company that provides administrative directed trustee services for high-net worth clients. With over $11.6 billion in assets under administration, Commonwealth works in a B2B2C model, partnering closely with a client’s team of existing lawyers, wealth managers, and other advisers who, in turn, protect their clients’ legacies. Commonwealth has a rich history of serving the Delaware community, with over 80 years in operation, but CEO Caroline Dickerson looked to The Moving Company to bring the brand into the 21st century. Our team worked with the Commonwealth leadership team to breathe new life into a respected trust company.
Additionally, since many of Commonwealth’s sales efforts previously revolved around industry events and networking at conferences, we worked on a plan to dramatically increase sales opportunities among a shifting industry (and worldwide) landscape.
“Working with Jen made our experience frictionless. She always kept us in the loop with anything we needed to know, and she always communicated where we were in the timeline of the project. Our management team has all enjoyed the experience and is excited to see where we can go from here.”
CAROLINE DICKERSON, CEO - COMMONWEALTH TRUST COMPANY
The Process
To start off, the team took the internal core values that Commonwealth had developed and turned them into a full brand positioning exercise to develop messaging for both internal and external audiences. Informed by in-depth key stakeholder interviews, the team was able to capture in writing how the leadership thinks about the company’s mission and vision. Next, the creative team took the brand positioning and used it to inform a new visual direction for the logo and branding, creating the foundation for new sales and marketing materials and designing a new website.
Lastly, the team created a robust 10-month marketing roadmap based on Commonwealth’s customer lifecycle, seasonality of their business and ROI of each relationship. This marketing roadmap included strategies such as increasing website performance through organic and paid efforts, executing account-based marketing campaigns to key referral sources, and mining new referral sources through outbound lead generation that would drive new leads for Commonwealth and support the business development team effort.
“M+Co worked with us to create a powerful, memorable brand that will generate loyalty among both referrals and clients. The strategic and creative work they accomplished brought a picture perfect vision to what our company does.”
CAROLINE DICKERSON, CEO - COMMONWEALTH TRUST COMPANY
Problem Solved
By translating the core values of the company into marketing-ready brand pillars, summary pitches, and a new visual direction, the Commonwealth Trust Company brand has gotten a long awaited makeover. Our efforts translated into key deliverables like brand guidelines and design system, overhauled website UX, and a strategic marketing roadmap.
Our work to transform the Commonwealth brand into something timeless, modern, and sophisticated has ensured that Commonwealth will stand out among competitors by clearly illustrating what it’s known for: putting the client above all else.
