Welcome to Select Advisors Institute!

Our Outsourced CMO package is designed to oversee, manage and optimize Armstrong Advisory Group's (AAG) existing marketing initiatives, from educational guides, newsletters and prospect communications to seminar marketing, advertising campaigns, social media and digital content.

Our objective is to build upon AAG's established marketing foundation, strengthen its brand positioning and digital presence, improve the effectiveness of its existing campaigns, and introduce new opportunities for client acquisition and organic AUM growth.

We begin every engagement with a discovery phase to understand your firm's needs, existing marketing programs and growth objectives. From there, we develop a customized Priority Action List (PAL) of 20 priorities to execute over 12 months.

Our team serves as your outsourced marketing department, providing strategic leadership, specialized expertise and ongoing execution while working alongside AAG's leadership and existing team.

What You Receive

1. Discovery and Audit

We begin with an in-depth review of AAG's current marketing initiatives, including educational guides, newsletters, prospect communications, seminars, advertising campaigns, website performance, social media, video marketing and business development activities.

This includes evaluating the effectiveness of AAG's established radio-driven marketing model, its approximately 50,000-person prospect database, current advertising initiatives, and planned expansion to 12 annual seminars.

We will also review opportunities to improve website traffic and search visibility, strengthen advisor thought leadership, expand AAG's YouTube and social media presence, and improve the conversion of marketing-generated inquiries into prospective client appointments.

This phase helps us identify opportunities, determine where existing programs can be optimized, and establish priorities for the year ahead.

Discovery and audit are included and do not count toward your 20 PALs.

2. Your Priority Action List (PAL)

Following discovery, we develop a customized 20-item PAL that serves as your marketing plan, roadmap and scope of work for the next 12 months.

Each initiative is assigned a PAL allocation based on its complexity. For example, a comprehensive marketing campaign or video content initiative may require multiple PALs, while smaller initiatives, such as website updates or specific marketing materials, may require only one.

The PAL structure allows us to allocate resources across marketing, sales training and practice management based on AAG's priorities, existing capabilities and growth objectives.

3. Marketing Initiatives Your PAL May Include

Your customized PAL can include, but is not limited to, the following services.

Final scope is determined together during discovery.

Marketing Strategy, Leadership & Operations

• Comprehensive review of AAG's existing marketing initiatives, processes and performance

• Coordinated annual marketing calendar incorporating educational guides, newsletters, seminars, advertising, social media and prospect communications

• Marketing strategy and prioritization aligned with AAG's business development and organic growth objectives

• Oversight of marketing projects from initial concept through design, compliance review, approval and distribution

• Coordination with AAG's compliance department to streamline content approvals

• Quarterly marketing updates to AAG's leadership and board of directors

• New marketing ideas and initiatives to complement and improve existing programs

• Marketing workflows, project management and campaign coordination

Educational Guides, Newsletters & Client Communications

• Design and formatting of AAG's advisor- and attorney-written educational guides into polished, branded publications, typically 10 to 20 pages

• Educational materials for digital distribution, prospect campaigns and client communications

• Financial planning, investing and legal newsletters

• Design and development of client announcements, updates and educational communications

• Prospect email campaigns for distribution through AAG's existing Pardot marketing platform

• Email campaign design, content development and compliance coordination

• Repurposing of educational guides and newsletters into social media posts, short-form videos and other marketing materials

• Branded templates and communication materials to maintain consistency across AAG's marketing channels

Seminar & Event Marketing

• Marketing support for AAG's planned expansion to 12 annual seminars, featuring three educational topics repeated four times throughout the year

• Seminar presentation design, formatting and branded materials

• Email invitations, postcards and direct mail campaigns

• Geographic targeting and direct mail strategies to attract prospective attendees

• Social media posts, promotional reels and digital content supporting seminar registration

• Google Ads and other paid advertising campaigns to reach prospective attendees beyond AAG's existing database

• Evaluation of third-party lead sources to increase seminar attendance

• Seminar marketing, event design, registration promotion and coordination of marketing-related logistics

• Post-event follow-up communications and prospect nurturing campaigns

• Strategies to improve seminar attendance, appointment generation and prospective client conversion

Advertising & Prospect Acquisition

• Review and optimization of AAG's existing billboard, train car and station platform advertising campaigns

• Advertising messaging, creative design and geographic targeting

• Traditional and digital advertising campaign development

• Retirement-focused advertising campaigns designed to reach individuals approaching or considering retirement

• Coordinated social media and digital campaigns supporting AAG's existing advertising initiatives

• Targeted email campaigns leveraging AAG's approximately 50,000-person prospect database

• Prospect nurturing campaigns designed to generate inquiries, seminar registrations and appointments

• Direct mail campaigns and other targeted prospect acquisition initiatives

• Campaign performance tracking, lead generation reporting and conversion analysis

• Recommendations for future advertising investments based on campaign performance and growth objectives

Website Design, SEO & AI Search Optimization

• Ongoing management and optimization of AAG's recently launched website, AAG.com

• Website updates, maintenance and content enhancements

• Website traffic analysis, visitor behavior reporting and conversion tracking

• Search engine optimization (SEO) focused on retirement planning, financial planning and wealth management

• Artificial intelligence search optimization (AEO) to improve AAG's visibility across platforms such as ChatGPT

• Optimization of website content, page structure, keywords and search visibility

• Online reputation management and strategies to distinguish AAG from similarly named financial firms

• Website video content, including adaptation of AAG's existing commercial

• Advisor videos, firm introductions and educational content

• Website navigation, calls to action and landing pages designed to convert visitors into prospective clients

• Ongoing analytics, performance reporting and recommendations

LinkedIn, Social Media & Video Marketing

• Management of AAG's existing Facebook and Instagram presence

• LinkedIn strategy and optimization for AAG's company page and advisors, subject to compliance approval

• Social media content, branded graphics and recurring posts

• Content featuring retirement planning, educational insights, firm updates, team recognitions and advisor perspectives

• Social media scheduling and publishing through Hootsuite

• YouTube channel development, management and optimization

• YouTube video uploads, descriptions, thumbnails, keywords and content organization

• Short-form videos, topical reels, editing and post-production using existing footage and advisor-provided materials

• Repurposing of educational guides, newsletters and seminar presentations into social media and video content

• Social media campaigns supporting seminars, advertising initiatives and client acquisition

• Social media engagement monitoring and performance reporting

Thought Leadership & Content Marketing

• Thought leadership strategy featuring AAG's advisors and their expertise in retirement planning and wealth management

• Advisor-authored articles, educational commentary and financial planning insights

• Executive and advisor profiles, biographies and professional positioning

• Educational video topics, scripts and interview content

• LinkedIn thought leadership and advisor personal branding

• Content highlighting AAG's expertise in helping individuals prepare for and transition into retirement

• Repurposing of existing educational materials into articles, videos, social media content and digital campaigns

• Opportunities to increase AAG's visibility through educational content, industry commentary and other thought leadership initiatives

Sales Training & Advisor Business Development

• Sales training and coaching for advisors and internal prospect outreach teams

• Appointment-setting strategies and prospect engagement techniques

• Review and refinement of follow-up processes for individuals requesting educational guides

• Seminar attendee follow-up and appointment conversion strategies

• Prospect outreach templates, email sequences and communication scripts

• Strategies to improve the transition from marketing-generated inquiry to advisor meeting

• Advisor referral generation, networking and business development strategies

• Client discovery and prospect conversation coaching

• Marketing and sales alignment to improve lead conversion and organic AUM growth

Client Experience & Retention

• Review and refinement of client communications and engagement strategies

• Client newsletters, educational updates and ongoing communications

• Client welcome materials and onboarding communications

• Client appreciation and engagement initiatives

• Referral generation strategies and client advocacy programs

• Educational campaigns for existing clients and their families

• Communication strategies designed to strengthen relationships and encourage long-term retention

Analytics & Performance Monitoring

• Google Analytics and website performance monitoring

• Website traffic, SEO rankings and AI search visibility reporting

• Social media engagement and video performance tracking

• Advertising campaign performance and lead generation reporting

• Seminar registration, attendance and appointment conversion analysis

• Prospect email campaign engagement and performance reporting

• Marketing-generated inquiry and appointment tracking, where data is available

• Quarterly performance reviews and recommendations for ongoing optimization

Why Select Advisors Institute?

Select Advisors Institute brings together financial industry expertise, strategic marketing leadership and hands-on execution. Unlike traditional marketing agencies, we understand financial services from the inside out, with experience across wealth management, investment management, credit unions, trust companies and other financial institutions.

Our experience includes working with firms serving a wide range of investors, from mass-affluent households to high-net-worth and ultra-high-net-worth clients. We understand the importance of tailoring marketing strategies to each firm's specific client base, business model and growth objectives.

Our Experience

• $300+ Billion in AUM Served: Experience advising financial services firms representing more than $300 billion in assets under management.

• 14+ Years in Business: More than a decade of specialized consulting focused on the financial services industry.

• 25+ Years of Financial Industry Experience: Our founder's background includes Goldman Sachs, PIMCO, Citigroup and Bear Stearns.

• Institutional and Independent Expertise: Experience with major financial institutions, independent RIAs, credit unions, trust companies and asset managers.

• Strategic Leadership and Execution: The expertise of an outsourced Chief Marketing Officer, backed by a dedicated team of designers, writers, digital marketers and marketing professionals.

• More Than Marketing: Capabilities that extend into sales training, business development, compensation consulting and practice management.

• Integrated Marketing Approach: From marketing strategy and educational content to seminars, advertising, LinkedIn, SEO, video and digital campaigns, all coordinated under one strategic direction.

• Collaborative Partnership: We work alongside your leadership and existing team, providing strategic direction, marketing oversight and specialized execution resources.

• Personalized Engagements: We intentionally limit our engagements to 30 clients at a time to provide direct access to senior leadership and a highly personalized approach.

More Than a Marketing Agency

Our clients engage Select Advisors Institute because they need more than marketing materials, advertising campaigns or social media posts. They need a strategic partner who understands how advisory firms operate, how investors make financial decisions, and what it takes to turn marketing activity into meaningful business growth.

For Armstrong Advisory Group, this means bringing its established educational content, prospect database, seminar program, advertising initiatives, digital presence and advisor expertise together into one coordinated marketing strategy.

Rather than starting over, our goal is to build upon what AAG has already established, improve the performance of existing initiatives, introduce new opportunities for client acquisition, and provide the strategic leadership and execution resources to support the firm's next phase of growth.