Fidelity Investments

For
Fidelity Investments
Type
Collateral, Mail
Description

How do you convince self-directed investors to trust someone else with their investment decisions? Coined “Trust Department Services For New Money," Fidelity was the first direct marketer to offer discretionary, ongoing management using a "fund of funds” portfolio approach. Self-directed investors who already trusted Fidelity with individual mutual fund investments, now had a way to enable professional managers to build and manage a portfolio of investments based on individual goals, investment styles and tolerance for risk.

Over a period of two years, I worked with product development, marketing and the sales organization to name the product, outline the sales process and identify at each stage of the process the needed communications. My creative team and I then developed the brand identity, all the collateral materials, phone scripts and presentation materials to acquire clients.

Portfolio Advisory Services (earlier called Personal Advisory Services) was copied by every competitor and became the fasted growing part of Fidelity’s client portfolio.