Title

A COMMUNICATION PLAN AND IMPLEMENTATION FOR JENTNER WEALTH MANAGEMENT

Date of Award

Winter 2015

Degree Type

Essay

Degree Name

Master of Arts (MA)

First Advisor

Dr. Alan Stephensen

Abstract

The purpose of this project was to develop a new communication and marketing plan for Jentner Wealth Management that would increase engagement with and education of existing clients and also attract new qualified prospective clients. Market research was conducted regarding the marketing activities of the firm’s competitors and the effectiveness of those activities. Academic literature was reviewed for best practices and additional direction. Two communication plans, one targeting existing clients and one for prospective clients, were developed and executed, which required the creation of new marketing materials, press outreach, and sales processes. After 18 months of marketing activities as directed by the new plan, Jentner’s rate of adding new clients increased significantly. This was due to an increase in the number and quality of referrals from existing clients and centers of influence as well as new clients gained through marketing and networking activities.

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