CREATIVE STRATEGY
Developing a voice for a new diversity and inclusion program.
CREATING AN INCLUSIVE VOICE
LPL started an initiative to create a more concerted effort around recruiting and building community with diverse sets of advisors. My job was to give them a voice.
What inspired me.
During the discovery phase of this project, there were two things I discovered. One, there was an explicit ask to develop useful tools to better equip advisors to serve diverse communities of investors. Two, there was an untapped brand opportunity.
Much of what I discovered were compelling stories. Some about advisors themselves and the adversity they faced in their careers. Some about end-clients, like you and me, who are from traditionally underserved communities and the relationships that were built because an advisor cared enough to get to know them.
What was developed.
So what was pitched was a two-fold video campaign.
First, was creating a mini-series for each diverse population they wanted to highlight, and use a storytelling through an advisor’s and investor’s voice, to teach others about how to connect and serve with this population.
Second, was a series crafted to capture conversations and stories from an inclusive community of advisors, which would ultimately shed light on their perspectives and challenges, as well as help position LPL’s brand as an ally and leader for diverse advisors.
What we shared.
A series, called “Our Story”, with three-part vignettes that share about the relationship between an advisor and investor of a diverse community, how it came to be, and from both of their perspectives share advice on:
how to educate yourself about that community,
how to market to that community,
and how to create sustained outreach to that community.
A series, called “Around the Table”, with eight episodes in the first season highlighting conversation topics with a group of diverse advisors. A second season with seven episodes focused on the Black advisor experience and won an award for Diversity & Inclusion.
These series are used to educate current advisors on working with traditionally underserved populations, as well as attract diverse advisors to affiliate with LPL.
I wanted to let you know that the Around the Table series is still coming up as a meaningful factor as people conduct their due diligence on LPL. Almost a year later and this series is still yielding huge value for our team, and for the company. We appreciate all of the effort you both put into making it all come together!!
— Lauren Taylor, Vice President of Advisor Diversity & Inclusion
But wait, there’s more!
Content Development
Conceptualizing a strategy to develop serialized content as the cornerstone of the marketing strategy.
Executive Producing
Building a show including creative direction, operational model, and team assembly to execute the show.
Brand Development
Bringing a brand to life through digital and creative channels.
Creative Production
Crafting content and creative outputs for marketing campaigns.