2026/2027 MARKETING STRATEGY
AND MARKETING PLANS

(PRIORITY ACTION LIST)

MARKETING STRATEGY

Morella & Morella’s marketing strategy for Year 2 centers on strengthening visibility, refining business development systems, and supporting scalable long-term growth across both the tax and wealth management divisions of the firm. With the firm’s rebrand, website infrastructure, and positioning now established, the focus shifts toward increasing digital visibility, improving client communication systems, expanding referral opportunities, and continuing to position Morella as a modern, relationship-driven advisory and tax firm.

The strategy is built around three primary pillars.

First, sustained digital visibility. Through ongoing SEO, AEO, website optimization, and strategic content development, Morella will continue expanding visibility across traditional search engines and AI-driven discovery platforms. The objective is to increase visibility among individuals searching for tax, retirement, financial planning, and wealth management guidance while reinforcing credibility through consistent educational content and thought leadership.

Second, relationship-driven growth. Morella’s growth continues to be driven primarily through trust, referrals, and long-standing relationships. Year 2 focuses on strengthening those systems through newsletters, social media visibility, COI outreach campaigns, referral activation strategies, and more consistent communication touchpoints with both clients and prospects. The objective is to reinforce familiarity, strengthen top-of-mind awareness, and support continued organic growth across the firm.

Third, sales strategy and business optimization. In addition to marketing execution, Year 2 includes a stronger focus on refining internal growth systems, including prospect conversations, onboarding experience, client segmentation, referral positioning, consolidation conversations, follow-up processes, and overall business development strategy. Strategic consulting sessions will support the continued evolution of Morella’s wealth management growth strategy while helping align marketing, sales, and client experience into a more scalable and cohesive model.

Supporting all of this is an ongoing focus on humanizing the brand through video, social media, advisor visibility, newsletters, and authentic team-driven content. The objective is not simply to market the firm more aggressively, but to continue building a highly visible, modern firm that combines deep expertise with long-term trust, accessibility, and strategic guidance.

MARKETING PLAN

Website Maintenance and Optimization

SAI to implement ongoing website updates as needed, including content edits, page adjustments, and new additions

SAI to optimize key pages for clarity, engagement, and conversion over time

SAI to review website performance and recommend enhancements to improve the prospect experience

Organic SEO and AEO Strategy

Track organic position on strategic keywords related to HNW audience search patterns and geographical markers, focusing on local search traffic and expanding reach over time

Implement on page optimization, metadata, and internal linking across the site

Create 30 articles every quarter to support visibility on search engines and AI software

10 articles per month

Continue optimizing visibility around tax-focused search behavior while expanding visibility around wealth management, retirement, financial planning, and consolidation-related searches

Collateral & Visual Identity Refresh

Two additional pieces of marketing collateral to be rebranded or created per quarter

Potential collateral may include:

• Updated advisor bios

• Client onboarding documents

• Prospect leave-behind materials

• Financial planning questionnaires

• Wealth management overview documents

• Tax and wealth integration handouts

• COI-facing one-pagers

• Referral relationship materials

• Client review meeting materials

• Event collateral

• Educational handouts

• Presentation decks

• Downloadable guides or PDFs

SAI to continue refining client-facing and prospect-facing materials to align with Morella’s updated positioning, visual identity, and long-term growth strategy

Newsletter Strategy

Maintain a branded newsletter template in Constant Contact or Squarespace aligned with Morella’s tone and visual identity

SAI to manage the content calendar and draft one newsletter every 8 weeks

Newsletter content may include:

• Market perspective and timely updates

• Tax and planning insights

• Recent thought leadership content

• Firm updates and milestones

• Client communication regarding volatility or major market events, if applicable

• SAI to incorporate soft referral language into 2 to 3 newsletters per year

• SAI to prepare each newsletter for distribution and hand off to the Morella team for final review and scheduling

• Social Media Strategy, Content Engine and Execution

Build and activate a high-performing social media strategy that increases brand visibility, humanizes the team, boosts COI engagement, and establishes Morella as a forward-thinking, advisor-led firm. This initiative supports digital footprint growth, recruiting brand strength, and content pipeline consistency across all platforms.

Actively manage content across social media, with the goal of 4+ professionally written and designed posts per month

The content will be based on responses to SAI's monthly content form from Morella for human-centered, scroll-stopping posts

Content may include:

Community involvement

Team milestones and updates

Advisor insights and perspectives

Client experience and service philosophy

Thought leadership and educational content

Firm growth and business updates

SAI to continue refining posting cadence and content direction based on engagement trends and feedback

Video Strategy

Create a foundational video library to humanize Morella and communicate their differentiation and value proposition to prospects and COIs

Aim to create approximately 20 YouTube Shorts (<60 seconds duration) on Morella’s YouTube channel

Video ideas:

Bio/introduction videos for each advisor to be included on the team page or individual bio pages

Top FAQs (ex. “What makes Morella different?”)

Firm history and story-driven brand videos

Educational clips and evergreen planning topics

Use on social, in email drips, and on the new website

SAI to provide strategic guidance regarding video direction, interview prompts, repurposing opportunities, and content utilization across platforms

Non SEO-Focused Thought Leadership Content Creation for HNW Needs

These high-authority, value-driven articles are designed to deepen credibility with high-net-worth audiences, enhance client and COI engagement, and provide premium content for newsletters, nurture sequences, and in-meeting use.

This content is not written for keyword ranking, but for resonance, positioning Morella as a firm of uncommon clarity, insight, and trust.

SAI will write 2 thought leadership articles per month tailored to the HNW audiences Morella serves

Topics to be provided by the Morella team or developed by SAI and approved by Morella

Content may also support conversations around wealth consolidation, retirement transitions, tax strategy, business owners, and long-term planning

COI Outreach Campaign

Build a list of 100 local family law attorneys, estate planning attorneys, 401(k) plan specialists or any other professional niche you’d like to develop more relationships with

Connect with these professionals on LinkedIn on Stephen’s behalf as the first touchpoint

Create professional niche-based campaigns with 3 email drips to communicate Morella’s value proposition to their business and their clients

Include CTAs to connect with Morella team over the phone and in person to build the professional relationship

Support ongoing development of referral positioning, relationship-building strategy, and follow-up communication structure

Google Reviews Strategy

To build visible credibility and local relevance through a consistent and structured review generation approach

SAI to add and configure a Google Review widget on the Morella website

SAI to integrate review requests into existing client communication flow, including recommending key client moments to trigger review outreach

Momentum Sessions

To maintain alignment, clarity, and forward progress through consistent strategic check-ins

SAI to lead monthly Momentum Sessions (30 minutes each)

SAI to guide discussion around:

Items in motion or pending

Near-term priorities

Strategic alignment

Marketing performance and visibility trends

Business development initiatives

Sales process refinement and referral opportunities

Client experience and onboarding discussions

SAI to identify and recommend adjustments based on trends, growth opportunities, and observations across similar firms

Sales Strategy and Business Optimization Consulting

To support scalable firm growth through improved sales processes, referral systems, client segmentation, prospect positioning, and business development strategy

SAI to conduct monthly sales strategy and business optimization sessions during the first 4 months of Year 2

Sessions to transition to bi-monthly thereafter

Discussion topics may include:

Prospect conversion strategy

Client consolidation conversations

Referral generation systems

Service positioning and packaging

Client segmentation and ideal client alignment

Onboarding and client experience optimization

Follow-up process refinement

Business development strategy

Wealth management growth initiatives

Advisor communication and positioning

2026/2027 INVESTMENT

$4,975 per month