Virtual Internship Program (VIP) – Project
Create a “Blitz” Marketing Campaign for Private Wealth Management Company
A Collaboration Between
WealthBridge Financial is small business that aims to help CPAs, Real Estate Professionals, and Medical Professionals with their wealth management and retirement strategy. If you’re interested in the world of finance, this opportunity is for you! Throughout this program, you’ll be working directly with Peter Lichtenberg, a private wealth manager with over 30 years of experience. His hope is to leverage you and your team to build out a “blitz-style” marketing campaign to aid with brand recognition and customer adoption. After learning about the businesses core offerings, Peter expects that you’ll be able to assemble a strategic marketing plan, including target audience profiles and a marketing strategy so you can begin to test out the best ways for WealthBridge to acquire new customers.
Project Topics
Marketing
Reporting, Financial Planning & Analysis
Research & Development
Sales & Business Development
Company Information
| Company | WealthBridge Financial Group |
| HQ | New York, NY |
| Revenue | N/A |
| Employees | 5-10 |
| Stage | Small Business |
| Hiring Potential | Formal Internship, Entry Level Full-Time |
| Website | https://www.linkedin.com/company/wealthbridge-financial-group/about/ |
Company Overview
Helping CPAs help their business / Professional clients Reduce Taxes while saving for Retirement.
Experiential Learning Program Details
| School | CapSource |
| Engagement Format | Virtual Internship Program (VIP) - Customized, Facilitated Virtual Internship Program |
| Course | Wealthbridge Fall Internship |
| Level |
|
| Students Enrolled | 3 Students |
| Meeting Day & Time | TBD |
| Student Time Commitment | 4-7 Hours Per Week |
| Company Time Commitment | 2 Hours |
| Duration | 5.86 Weeks |
Program Timeline
Key Project Milestones
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October 19, 2021 - Deep Dive into WealthBridge: Products and Services
- What is Peter Lichtenberg’s business model?
- What are the mission, goals, vision and other key brand standards?
- What products or services are the focus of the marketing strategy? What challenges or problems does the product or service solve for clients?
- How would you compare the Peter Lichtenberg’s products with the rest of the providers in the industry? Pay close attention to how other companies are marketing their products and positioning the brands.
- What are Peter Lichtenberg’s goals and objectives for this Go-to-Market strategy? What would success look like?
Suggested Deliverable:
2-pager overview of the company
-
October 26, 2021 - Develop a Better Understanding of the Target Audience/Clients and Their Needs
- Who represents the ideal client base?
- Who faces the problem(s) or challenge(s) that the product solves?
- What are the types or categories of clients who have the problem(s) the product or service solves? How does the product solve their problem(s)?
- For each type/category, develop client personas; what are the typical demographic and psychographic characteristics, behaviors, pain points, communication channels, etc. that define it?
- What other variables should define the target market and client segments?
- For each client persona, how does the product solve their pain-point? What messages effectively communicate the product or service value proposition for each persona?
Suggested Deliverable:
Value Matrix demonstrating the value delivered to stakeholders; Actionable Client Personas
-
November 9, 2021 - Define the Sales & Product Demand Strategy
- Considering the Value Matrix & Client Personas, what strategy/ies should the sales team use to guide potential customers through the sales process?
- What factors should be considered when determining the best strategy/ies? Examples include product price point, complexity, preferred communication channels, etc.
- How should the Company generate awareness, interest and demand? Should they focus their attention on existing clients, for instance, and/or focus on prospective clients who have not yet expressed an interest in the company and/or product?
- Considering the Value Matrix & Client Personas, what kind of content should be created to target each client segment?
Suggested Deliverable:
Slideshow Presentation
-
November 22, 2021 - Make Recommendations for Deployment & Assessment
- What communication channels should be used to engage the target audience?
- What other communication strategies or tactics should be considered (e.g. search engine optimization)?
- What key performance indicators (KPIs) (e.g. conversation rate, sales volume, time) are useful for assessing the effectiveness of the GTM strategy/ies?
- What data are available, and how can the Company and sales team use the data to assess effectiveness and make improvements?
Suggested Deliverable:
Marketing Playbook
Academic Mentors
Assigned Students
There are currently no students assigned.