CORPORATE CHALLENGEAMERICAN PORTFOLIOS HOLDINGS, INC

SUBMITTED BY TEAM # 10 – KATIKALA SAI ANANTH SHASHANK, UMMEHANI SADARWALA, MANASI BHIDE5/9/2016 TEAM # 10 1

BUSINESS CHALLENGESCORPORATE MARKETING CAMPAIGNS

• How do we promote our business through different mediums?

CORPORATE BRANDING • How do we create brand awareness & enhance visibility in the market?

INCREASING SALES REVENUE• How do we grow our Financial Advisor base?

The challenges faced by American Portfolio have been categorized as follows:

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OPPORTUNITIESBased on the Challenges, the following opportunities have been identified.

INCREASING SALES REVENUE• Acquiring new financial advisors• Retaining existing financial advisors • Using services of Fintech firms

CORPORATE BRANDING • Building Digital Assets• Social Media Presence

CORPORATE MARKETING CAMPAIGNS• Paid Digital Advertising• Local Visibility

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INCREASING SALES REVENUE

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ACQUIRING NEW FINANCIAL ADVISORS• Using Database Marketing as key to identify, connect & recruit new financial advisors• We identified a CRM software named “Discovery Data” which can help you identify & target specific advisors

RECRUITING

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A QUICK LOOK INTO DISCOVERY DATA

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KEY FEATURES & PRICING

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Annual Subscription costs $ 15000 to be renewed on yearly basis

FINTECH SERVICES XYPLANNING NETWORK Offers Virtual Financial Advisory services Generation – Based Client categorization (Baby Boomers, Gen X & Gen Y) Categorization based on Fee Structure (Flat Fee or AUM)

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FINTECH SERVICES -WEALTHFRONT, LLC Software based investment account for small investors First $10,000 managed for free Tax- Aware Asset Allocation

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RETAINING EXISTING FINANCIAL ADVISORSSales tools

Interactive Sales Video

Ayantek, LLC has expertise in designing sales tool for financial industry

Training

Webinars

Continuing Education

EventsNetworking / Social Prospecting

Healthy referral alliances

RecognitionFelicitate “Best Financial Advisors of the year”

Incentivize on achieving sales target

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CORPORATE BRANDING STRATEGIES

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BUILDING DIGITAL ASSETS

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• Product Videos • Press / Corporate Releases

Building Interactive Website

• Finance Apps• Podcasts

Mobile Marketing • Blogs• Discussion Forum

Content Marketing

SOCIAL MEDIA PRESENCECurrent Scenario• Not much digital presence• 143 Followers on Twitter & 152 page likes on Facebook v/s 800 current financial advisors• No YouTube Presence

Challenges• Regulatory Constraints• Compliance and Archiving of Data• Brand Protection• Lack of familiarity with the social media

Suggestions• Designing Social Media Guidebook• Outsource Social Media Compliance• Introduce In-house social networking platform for training• Publish Videos of Top Management or News Release

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Other Market Players are Erado; Arkovi (BMRW) and Message Watcher LLC (Joint venture); Socialite by Actiance

SOCIALWARE TECHNOLOGY FOR COMPLIANCE ON SOCIAL MEDIA

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Approx. monthly cost is $60 per social media website/ user(retail cost)

CORPORATE MARKETING CAMPAIGNS5/9/2016 TEAM # 10 15

SERP ANALYSIS of TOP COMPETITORSCompanies Ranking Monthly Clicks Total Cost in $ / month Search Results/ month Social Domains CPC/ month

Fidelity 71 159000 3210 69.5M WordPress, Facebook, Twitter, YouTube, LinkedIn 0.02019Charles Schwab 70 39000 913 6.44M WordPress, Facebook, Twitter, YouTube, LinkedIn 0.02341Commonwealth Financial Advisors 56 519 99.19 7.85M WordPress, Facebook, Twitter, YouTube, LinkedIn 0.19112

LPL Financial 53 2350 2640 431000 WordPress, Facebook, Twitter, YouTube, LinkedIn 1.12340Cambridge Investment Research 42 394 240 5.09M Facebook, YouTube, LinkedIn 0.60914American Portfolio 42 14.8 43.47 13.1M Twitter 2.93716

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ORGANIC KEYWORDS & PAID ADWORDSCompanies OrganicKeywords Organic Clicks Top Organic Keywords Paid AdwordsFidelity 42641 85% Fidelity Investment, Online Investment Company, Investment ETF Funds, Buy Stock, Stock BrokerageCharles Schwab 27467 83% Broker Online, Charles Schwab, Investment service, online investing company

Brokerage Accounts, IRA Accounts, 401K Accounts,

Commonwealth Financial Advisors822 93% Independent Financial Advisor Network, Equity Services, Common Wealth, Finance Network,

Broker Dealers, Financial Investment, Financial Advisor jobs, Financial AdvisoryLPL Financial 1000 100% LPL Financial, LPL, Linsco Private Ledger, Financial Advisor NA

Cambridge Investment Research92 32% Investment research Company, Cambridge investment research inc, independent financial research, Cambridge financial

Independent broker dealer, brokerage companies, cheapest share broker, broker companies

American Portfolio 31 100% Portfolios, financial services Inc, financial American, financial services NY, 401K Accounts, IndependentBroker, ETF Funds, IRA Accounts, Investments

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LINKEDIN ADVERTISINGWHY?• Social Networking Site for Professionals• Delivers business focused content for its network

WHAT?• Most accurate targeting of any ad platform • Audience Sizing• Self Service tool

HOW?• Allows to create Banner Ads• Min. CPC and CPM is $2.00• Daily Minimum per campaign is $10.00

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LOCAL VISIBILITYLocal Business Listing

• Yelp.com• Angieslist.com

Local Events• Meetup.com• Associate with Community Service to promote financial literacy

Local Publications• Personalized web-site for Financial Advisor• RegisteredRep.com

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FUTURE LANDSCAPE

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HOT BUTTONS FOR MILLENNIAL GENERATION

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Behavior Requirements Offerings

Not inclined towards purchasing stocks Risk Averse Asset Allocation

Not enough assets to manage Does not want to pay Asset Management fee Monthly retainer plan

Seeks transparency in dealing with advisors Tool Convergence Financial / Investment Apps,Investor CommunicationsLow advisory fee Cost reduction on advisory fee Robo -Advisors

WHAT ABOUT BABY BOOMERS?

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OFFERINGSOPPORTUNITIES

401K Investments

IRA Savings

OFFERINGS

Asset Allocation

Low Advisory Fee

REGULATORY ENVIRONMENT Fiduciary Standards Legislation for IRA accounts proposed by DoL can impact the commission structures of financial advisors IRS to be involved in monitoring & enforcement of this rule. Podcast or educational audios & videos would help advisors

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References• www.americanportfolios.com• www.ayantek.com• www.wealthfront.com• www.xyplanningnetwork.com• www.socialware.com• www.spyfu.com• www.linkedin.com/ad/start

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THANK YOU

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