Launching a new service proposition
Oi’s client Hawksford engaged our support to help communicate their Family Office proposition as part of a new business strategy for their Private Client service line.
With an established client base, a recently bolstered team with market-leading experience and international scope, Hawksford had everything in place to grow this area of the business. A further reason to believe they are the best place to offer this service was a nomination for “Family office of the year” by Citywealth Magic Circle Awards alongside two further Trust nominations.
The brief was to build and execute a bold and effective campaign to increase awareness and distinctiveness of Hawksford’s Family Office proposition.
The target audience for this service are ultra-high-net-worth individuals (UHNWI). Identifying the key target audience highlighted the need for visual communications and messaging to be sophisticated and confident. Our research identified that there are currently 212,000 people in the world classed as UHNWI, which means they are worth in the region of £250 million upwards. We discovered that they are predominantly male, aged 40+ and over 60% are self-made.
Experience, flexibility and international reach were some of the key out-takes for the campaign whilst highlighting that Hawksford can take away the burden of wealth management administration and simplifying the complexities around being a UHNWI.
Competitor research showed many companies were saying the same thing. There wasn’t a brand on the market that had taken ownership of the service and positioned themselves as the experts. With their substantial expertise in this field and the bold nature of the brand, we knew there was a real opportunity to gain stand-out for this client.
The overarching campaign message ‘The Home of Family Office’ was developed by Oi in line with the brief. Identifying and presenting the following attributes to the messaging ensured we received client buy-in: a boldness of thinking, simple, natural language, ownable by Hawksford, emotional connection, friendly and clearly communicates the service line.
Hawksford’s Global Head of BD & Marketing, Cherith Fothergill, made the following comment;
“The home of family office – Oi did a fantastic job developing a very fitting positioning statement and supporting collateral to communicate the ease and comfort that we want our HNW clients to feel when they work with our Family Office professionals ”.
Further development of sub-headlines and body copy ensured we had a consistent message across all collateral. Print and digital adverts were developed and placed in key publications and online for a streamlined but targeted approach to increasing awareness of the service.
The work produced by Oi included a video emphasising the key benefits of working with Hawksford, their award nominations and wins, all wrapped up in their strong service line messaging.