Intended for institutional audiences only.© 2012 Charles Schwab & Co., Inc. (“Schwab”). All rights reserved. Member SIPC. Schwab Advisor Services™ includes the custody, trading, and supportservices of Schwab. (1212-7388)

Putting the RIA Stands for Youcampaign to work for your firm

February 1, 2013

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RIA Stands for You campaign has two objectives

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Generate investor understandingof RIA category

and potential benefits

Help advisorstell the story with

ready-made educational tools and content

INVESTORS ADVISORS

12/05/2012Marketing in the digital age: Putting the RIA Stands for You campaign to work for your firm

National digital advertising campaign

• Ads are running daily on thought-leadership, finance, and lifestyle sites that target the ultra affluent.

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National digital advertising campaign

• Ads feature videos and deeper educational content about the independent model and its benefits.

• And it’s all designed to be shared!

12/05/2012Marketing in the digital age: Putting the RIA Stands for You campaign to work for your firm

Story told by investors

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“Our finances got so complex, choosing an RIA was simple.”—Albert

“With three generations to invest for, I chose an RIA.”—Steve

“I subcontract my worrying to my RIA. It’s freeing.”—Susan

“With my advisor it’s always about me. Just me.”—Michelle

12/05/2012Marketing in the digital age: Putting the RIA Stands for You campaign to work for your firm

The RIA Stands for You website: riastandsforyou.com• A public resource for investors—and for you!

• Videos, plus more content to educate investors about their options.

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The RIA Stands for You website:riastandsforyou.com• Icons make it easy for investors (and you) to share the site.

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Advisor directory on riastandsforyou.com

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• In 2013, we’re adding an advisor directory to close the loop with advertising.

• Simple ZIP code–based search tool will generate a list of firms in the local area.

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Free professional marketing tools and content

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• Order or download these ready-made tools to help educate.

• Or use the content as “starter” for your own marketing communications.

Educational Brochures

RIA Benefits Mini Cards

Lapel Pins

Customizable PPTWSJ Article

12/05/2012Marketing in the digital age: Putting the RIA Stands for You campaign to work for your firm

How to get started: visit the Advisor Marketing Hub

• Go to schwabadvisorcenter.com> News & Resources, and then click the campaign logo.

• Logos and tools• Tips by marketing channel• Advisor case studies• Usage guidelines

• Have a conversation with your compliance officer and review the usage guidelines.

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Prior to using the RIA Stands for You marketing campaign, please review the guidelines presented on the Advisor Marketing Hub. We have developed these guidelines to help you understand how the RIA Stands for You campaign is intended to be used, however, Schwab cannot provide specific legal or compliance advice. You should evaluate the use of the campaign in light of your firm's own policies, as well as the guidance provided by your regulators.

12/05/2012Marketing in the digital age: Putting the RIA Stands for You campaign to work for your firm

Advisors are using the logo and URL in every marketing touchpoint

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Email signatures

Websites

Social media

Client referral letters

Newsletters and blogs

Presentations and client meetings

Brochures and white papers

Promotional items