Case Study: Allegis

Creative Director | March 2015-Present

Problems Identified:

  1. No brand strategy, consistency, or ownership

  2. No recruiting strategy or material

  3. Minimal web presence with lack of relative, helpful content

  4. No email marketing

  5. No video marketing

Problem 1

No brand strategy, consistency, or ownership

Upon my arrival at Allegis, there was no stakeholder to manage the brand, website, or marketing endeavors. Most pieces to advisors were made in Word or Excel, using multiple low-resolution versions of the logo with different colors.

Solution

After interviews with company leadership I developed a brand strategy that both accurately reflected the values and personality of the company and prepared the brand to be fleshed out for any future marketing and branding materials.

I produced a brand guide, complete with logo redesign, fresh color and texture palettes, writing voice, and photography styles.

A coherent, effective brand guide gave Allegis the voice and image it needed to attract top talent. These efforts were rewarded when Allegis was acquired by a large conglomerate in 2022, with the brand, recruiting process, and digital properties being an essential value in acquisition.

Problem 2

No recruiting strategy or material.

All recruiting was done through email and face-to-face conversations. There wasn’t a solidified recruiting strategy or branded marketing pieces – a wasted opportunity for leaving a lasting impression.

Solution

I outlined, composed, and executed all recruiting materials production.

With the identity in place, I created a strategy and marketing materials that channel heads would use for recruiting new independent financial agents and advisors.

Written material included the origin story of Allegis, its product specialities, leadership, charity efforts, and more.

Recruiting “packet” was produced in both print and digital formats to best fit recruiting needs.

Problem 3

No web ownership, lack of centralized resources for advisors, and no marketing landing pages or web analytics.

Solution

I planned and executed 2 distinct sites – a public-facing site used mainly for recruiting, and another for registered “contracted” agents to access exclusive resources (such as video training, case status, performance point totals, and more).

Building this “internal” site was a complex process, working with Rails developers, tying multiple SSOs and APIs together to provide a smooth and useful experience for our clients.

Implementing analytics also gave insight into user behavior and where the “hangups” were.

Problem 4

Sporadic email sends, inconsistent branding, and a lack of segmentation was proving to be a wasted opportunity in building and maintaining a loyal, informed audience.

Solution

Established an email marketing program:

  • Cleaned up existing email database and established a sending strategy around education, recruiting, and retention.

  • Created segments based on product channels, allowing customers to specify from which departments they wanted to hear, thus eliminating the “all or none” email sends that were previously being sent (resulting in higher unsubscribe rates).

  • Established a strategy around writing clear call-to-actions and building landing pages (when needed).

  • Email marketing became the most effective method for communication with recruits and contracted agents. Every metric for engagement and conversion increased drastically.

Problem 5

The lack of video content was a missed opportunity for showing off the brand and marketing the strengths and benefits of the company.

Solution

Produced (from concept to execution) numerous branding/marketing videos, including:

  • Overall brand/culture video for use in recruiting

  • Incentive videos showing upcoming Park City, UT trainings or international retreats

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