Overview of Marketing Services
The Rabjohns Financial Group / New England Financial Marketing Department provides
a wide range of services to enhance the firm’s identity and to help Representatives
market themselves and their talents to prospective and existing clients.
? We help new Representatives identify markets and develop plans to reach those
? We support the target marketing goals of the firm by conducting research,
disseminating information, and providing marketing tools and consultation to
target market team members.
? We have access to a great deal of information about various companies,
consumers and industries to help Representatives build their knowledge of
markets and their members.
? We serve as a resource for obtaining qualified leads – utilizing mailings, New
England Financial sources, campaigns, databases, and marketing events – to
help Representatives build their client base.
? We help build a positive image for Representatives and the company by getting
Representatives’ names and faces, as well as the Rabjohns name, into the
Mission Statement Our mission is to continue the development of our firm, so that it is recognized by our
clients, our peers in the industry, related professional advisors and product-providing
partners as a consummate professional group, highly successful in sales and an efficient, ethical provider of caring service to our clients.
Research Representatives benefit from a significant amount of information obtained through
marketing research. We have databases to help Representatives obtain information
about companies and individuals, based on industries, names, and geographic location.
For example, we can generate a list of all printers, with sales greater than $5 million,
located in Palatine. We can access information about a particular company such as its
number of employees, officers’ names, and sales numbers. We can also provide lists of
individuals or businesses located within a certain radius of a client or prospect’s home,
so Representatives can ask for referrals while on an appointment.
We can access New England’s corporate library for additional information on industries
and markets, including market profiles, association lists, industry articles, etc.
The Marketing Department assists Representatives in researching target markets for
prospecting, obtaining contacts, learning about trade shows and seminars — all of which
may help a Representative ―get his or her foot in the door‖ with a new prospect.
The Marketing Department helps Representatives build their image along with that of the
firm by providing Representatives with the following tools:
? Firm brochures are informative marketing pieces that many Representatives
give to their clients or prospects.
? Personalized Profiles are one-page Representative biographies that provide
information about Rabjohns Financial Group and the Representative, including
education, professional experience, awards, etc.
? Business Quarterly and Financial Advisor Newsletters are quarterly
publications produced by New England Financial that provide useful financial
information to a Representative’s business and individual clients. Each issue is
personalized with a picture of the Representative and his or her contact
? Bylined Articles are ghost-written articles available to Representatives for use in
publications. The articles are pre-written and their subjects range from
retirement and estate planning to college funding to business strategies.
All new Representatives meet with a Managing Associate and the Marketing Department
to create their personal marketing plan. The Representative’s natural markets are
identified and methods to reach those markets are analyzed. Natural markets may
include associates from past jobs, social or civic organizations, and alumni clubs.
Once the natural markets are identified, the Marketing Department provides assistance
with formalizing a strategic action plan for the Representative.
Target marketing plays a large role in the business philosophy of Rabjohns Financial
Group. We define a target market as an industry that has individuals with common
needs that we can serve, common characteristics that we can identify, and common
communication vehicles that we can use to reach them. Target markets we focus on are
Manufacturing, Construction and Landscaping. Representatives are assigned to a team
of associates working to penetrate each of these markets.
Support is provided Representatives in researching the markets, targeting specific
business owners, supporting industry trade groups, identifying networking opportunities,
generating mailings, participating in trade shows, and developing seminars.
The Marketing Department can be a great resource to Representatives in the area of
? New England’s National Annual Marketing campaigns are designed to generate
leads for Representatives and Rabjohns Financial Group participates in several
campaigns each year.
? Unassigned Policy Holders are clients who already have accounts with our firm
but whose Representatives are deceased or retired. The Marketing Department
assigns these clients to new Representatives so they can contact the clients and
service their accounts, as well as take advantage of new sales opportunities.
? Wave mailings and other forms of direct mail are utilized to help Representatives
acquire leads. The Marketing Department assists with developing databases,
writing letters, and managing the mailing process.
? Seminars and networking events are also important ways to generate leads.
Prospective clients are invited to learn about our products and services in a
personal, individualized manner. The Marketing Department has access to the
Emerald Seminar Series, a tool used for conducting seminars that provides
instructions and handouts for Representatives to use and distribute.
Sales training occurs on an ongoing basis, through group training at firm meetings, computer-based training, and one-on-one training conducted by the Marketing staff. A wide range of informational material is made available through a monthly employee newsletter, memos and handouts, and various MetLife and New England Financial resources.
The Marketing Department manages the writing and distribution of press releases to promote Representatives and publicize note-worthy events such as hirings, promotions, and designations earned. Other public relations opportunities and special events are evaluated as opportunities arise.
Rabjohns Financial Group is a strong, highly trusted financial planning firm, with a commitment to excellence and attention to detail. Our logo is the symbol of that identity. The Marketing Department oversees the maintenance of our image and assures proper use of the RFG logo, as well as the New England Financial and MetLife logos, in all media.
The Rabjohns Financial Group website positions the firm as a leader in the financial services field and provides educational and useful information to clients and prospects. It also features a photo and biography of each Representative.
Through our affiliation with various community organizations and trade groups, Rabjohns Financial Group Representatives participate in various trade shows and other programs. To support these efforts, the Marketing Department works with Representatives to maximize exposure and results. We have an easy-to-transport and easy-to-assemble trade show booth and can provide a variety of collateral materials.
A Resource Center is stocked with a supply of current sales literature and prospectuses for use by Representatives.
The Marketing Department is always available as a resource for strategic planning; the development of customized ads, flyers, or direct mail; assistance with guiding items through the compliance-approval process; or individualized training.