Building national awareness for Florida’s largest RIA firm.

The Challenge

Independent Financial Partners (IFP), a Tampa-based Registered Investment Advisor, expanded nationally beyond the Southeastern U.S. and was rapidly approaching over 500 financial advisors in its network. At the time of our initial engagement, IFP did not have consistent internal or external communications and branding plans in place. Company executives aspired to spur advisor recruitment and communicate via public relations to become widely known on a national stage. The core challenge was to transform the brand from a well-known regional firm to a recruiting force on a national level with a consistent message and an external communications plan to help shape its story.

“KCD PR has played an integral role in the overall growth and success of IFP. They are more than a PR firm and we’re happy to have them as a partner.” — William Hamm, Chief Executive Officer at Independent Financial Partners (IFP)

The Solution

The KCD PR team addressed the firm’s core PR and marketing needs by creating an identity package, a messaging platform, a PR and marketing plan, press kit materials, and a new website tailored for the advisor and client audiences.

These external and internal communication tools each contributed to the creation of a consistent and targeted message for IFP’s audiences. In managing the evolution of the IFP brand, KCD PR provided the foundation needed to elevate the IFP brand as a national recruiting force in the independent space.

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With this foundation in place, KCD PR and IFP were easily able to introduce and launch new business initiatives such as the new IFP Insurance Group, while further driving growth and attracting advisors nationwide.

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The Results

KCD PR’s structured approach to developing a communications platform and brand consistency helped propel IFP to become Florida’s largest Registered Investment Advisory (RIA) firm as ranked by InvestmentNews. KCD PR continues to successfully secure prominent media coverage in the financial advisory, national business, and local media, support IFP marketing and communications at events, develop content for internal communications, and launch and promote affiliate expansion. The firm’s growth statistics have been used to secure key feature placements in media, and reporters expect quarterly updates on recruiting trends and financials from the firm. IFP now enjoys national recognition as a top RIA firm and is sought for comment on recruiting trends and practice management issues for financial advisors.

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