How do you Successfully Promote 860 Individual Businesses under one Brand? Susan Beatty MBC Final Project Presentation December 15, 2005

Individual financial advisors at Piper Jaffray market themselves like this.

Piper Jaffray is required to market the financial advisors like this.

Private Client Services Business at Piper Jaffray Piper Jaffrays Private Client Services business has 860 financial advisors and 316 investment assistants. The Private Client Services business manages $51 billion in assets. Piper Jaffray has 90 Private Client Service branches in 18 states. Piper Jaffray has 10 marketing and public relations specialists.

Do financial advisors at Piper Jaffray find the current marketing and public relations materials useful in promoting business and gaining new clients? Research Question

Methods An invitation to participate including a link to an online SurveyMonkey survey was distributed to 860 financial advisors and 316 investment assistants at Piper Jaffray. 27 total questions 418 financial advisors and investment assistants completed the survey. 35.5% response rate

Are the Current Marketing Materials at Piper Jaffray Effective in Helping to Build Your Business?** 44% found marketing materials effective 26% did not find marketing materials effective 30% were not sure ** Marketing materials = brochures, direct mail, postcards, flyers, communication, print advertisements, seminars, etc.

Are the Current Public Relations Materials at Piper Jaffray Effective in Helping to Build Your Business?** 15% found public relations materials effective 48% did not find public relations materials effective 37% were not sure ** Public Relations Materials = press releases, feature stories, radio interviews, TV interviews, event coverage, etc.

Rank of Current Piper Jaffray Marketing Materials in Terms of Their Effectiveness in Marketing to Clients and Prospects 1. In-person meetings 2. Business networking/professional associations 3. Social events/club memberships 4. Brochures 5. Stories about you and/or the firm in the press 6. communication 7. Seminars 8. Print advertisements 9. Flyers 10. Direct mail 11. Personal Web-sites 12. Postcards

Rank of Current Public Relations Materials in Terms of Their Effectiveness in Reaching Clients and Prospects 1. Positive mentions in publications 2. Feature stories 3. Speaking engagements 4. TV interviews 5. Event coverage 6. Radio interviews 7. Press releases

How Many Times in the Past 12 Months have you Used Pre-Approved Marketing Materials from the Intranet Site? 13% never used pre-approved materials 28% used pre-approved materials 1-3 times 18% used pre-approved materials 4-5 times 12% used pre-approved materials 6-10 times 29% used pre-approved materials more than 10 times

How Many Times in the Past 12 Months have you Consulted with the Piper Jaffray Marketing Team? 27% never consulted with their marketing representative 40% consulted with their marketing representative 1-3 times 16% consulted with their marketing representative 4-5 times 8% consulted with their marketing representative 6-10 times 9% consulted with their marketing representative more than 10 times

Do financial advisors at Piper Jaffray find the current marketing and public relations materials useful in promoting business and gaining new clients? No

Recommendations for Piper Jaffray Sell public relations and marketing services Focus on marketing and public relations materials that support individual financial advisors Reduce focus on pre-approved marketing materials Strengthen relationships between marketing and public relations and the individual financial advisors

Final Thoughts The marketing and public relations team at Piper Jaffray has a great opportunity to help build the Private Client Services business by focusing on promoting the individual financial advisors.