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Case Study: Mairs & Power Rebrands with Help of SunStar Strategic

In early 2019, Mairs & Power engaged SunStar Strategic as its marketing partner to help refresh its image and communications. The project was named “One Voice.” A new website and collateral materials, including management videos, launched at the end of the third quarter.

 

View the Mairs & Power Website

Read the Press Release

 

Introduction

Mairs & Power has served the Minneapolis-St. Paul area as investment counsel for nearly 100 years. They offer individually managed accounts to individuals and institutions as well as a family of three mutual funds. The firm is Minnesota’s oldest investment firm under continuous ownership and management. It remains independent and is 100% employee owned with approximately 45 employees and $9.6B AUM as of 9/30/2019.  

 

Problem

Mairs & Power sought a marketing partner to help refresh its image as well as review and revise its marketing communication messaging across all external channels. The project was named “One Voice.” The website and materials were developed five years earlier and the firm wished to refresh its brand in a way that honored the past while looking to the future. They wanted to ensure consistency of the firm’s story and enhance a user’s experience.

 

Solution

Early in 2019, we began working with Mairs & Power on a project that lasted nine months. The scope of work included brand recommendations, new website and new collateral materials.

In the initial months, we conducted on site interviews with management, surveys of all employees and phone interviews with clients and Financial Advisors. We probed for what qualities an investment firm needed as well as current and desired attributes of Mairs & Power. This created the framework for the deliverables.

For the website, we provided all project management, copywriting, design, programming and hosting. The site includes all custom photography and two management videos developed with SunStar’s direction. In addition, we developed custom programming to allow all data to be updated by uploading spreadsheets or feeds from the Administrator.

The message for the firm “long-term investing” stayed fundamentally in place however the tone and approach was amended to reflect a more personable, approachable firm with people who were 100% committed to ensuring everything they do is in the best interest of clients and shareholders. We also facilitated a more balanced presentation of individually managed accounts to counterweight the mutual fund business to support the firm’s desire to reach institutional and high net worth business. Calls to action and initial SEO was added to help with more engagement.

As the program progressed, SunStar designed and edited existing copy for a host of materials including fund fact sheets, the corporate brochure, an advisory brochure, specialized presentation on the merits of investing regionally and more.

 

Accomplishments
The new branding was well-received. All deadlines were met and the program was delivered within budget.

Mairs & Power Website

Read 133 times Last modified on Thursday, 14 November 2019 17:43
Thursday, 14 November 2019 17:25

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