Jeffrey Briskin - Briskin Consulting

Jeffrey Briskin
Marketing Portfolio
Jeffrey Briskin
55 Park Avenue
Natick, MA 01760
508-655-6618
[email protected]
www.jeffbriskin.net
Opportunity Analysis & Sales Optimization
Institutional investing
Jeff Briskin re-engineered the
sales process for Bank of
America's incubatory
institutional investment
businesses. He conducted
opportunity and marketdemand analysis, and created a
highly customized, holisticadvisory approach to sales
based on up-front due diligence
on each prospect's investment,
donor cultivation, fiduciary and
organizational opportunities
and challenges. This approach
helped the bank win $4 billion
in new assets in three years.
Primary Research
High Net Worth Client Research
Jeff Briskin served as Bank of
America project lead for the
creation, publication and media
rollout of the trailblazing 2008
Bank of America Study of High
Net Worth Philanthropy, the
largest survey of charitable
behavior and attitudes of wealthy
individuals and families. More
than 10,000 people have
attended Survey-related events
and media coverage has
appeared in more than 70
national and global media
outlets.
Targeted Sales Campaigns
U.S. Trust Private
Philanthropy Campaign
Jeff Briskin conceived and
executed a campaign aimed at
delivering $60 billion in potential
private philanthropic and
foundation assets from U.S. Trust
clients. In this project he
conducted demographic analysis
of existing philanthropic clients to
determine common
characteristics to use for lead
analysis; created and distributed
targeted regional lead lists;
trained financial advisors on
philanthropic prospecting; and
produced sales tools, seminars
and marketing materials to
support this effort.
AUM growth opportunity among foundations with assets between $10mm-$250mm
in Private Bank regions
$50,000,000,000
$46,050,479,662
$45,000,000,000
$40,000,000,000
$35,000,000,000
$30,000,000,000
$25,000,000,000
$20,000,000,000
$17,802,076,217
$16,978,964,206
$15,000,000,000
$16,821,667,789
$14,396,377,812
$12,157,890,330
$616,985,330
$10,599,708,905
$10,599,708,905
$10,000,000,000
$5,000,000,000
$2,380,585,891
$1,388,981,448
$3,410,946,877
$1,645,646,209
$1,990,483,014
$1,767,345,896
$1,872,423,066
$0
Northeast
Greater Tri State
Mid Atlantic
Southeast
PB FOUNDATION CLIENTS W/O PHM RELATIONSHIPS
Central
South
Southwest
Northwest
ALL $10MM-$250MM FOUNDATIONS IN MARKET
Branding
Financial branding
At Emplanet, a provider of online
401(k) recordkeeping services. Jeff
led a comprehensive rebranding
effort., developing new value
propositions and positioning
statements, brand attributes, and
competitive pillars. He then created
new online and collateral marketing
materials, to incorporate this
branding. When Emplanet
partnered with AllianceCapital to
sell its services under Alliance‟s
private label, the Emplanet
messaging was incorporated into
Alliance‟s marketing efforts.
 At Bank of America, Jeff provided
leadership in rebranding and
repositioning the bank‟s incubatory
retirement plan and institutional
investment businesses. After
conducting client research and
market and competitive analysis,
Jeff provided strategic and creative
support in developing value
propositions, brand attributes,
positioning statements, and new
design and marketing collateral
standards.
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Retirement Plan Marketing
Small-plan marketing
Jeff has extensive experience
developing traditional and
online marketing programs to
support the sale of 401(k)
plans for small businesses.
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At Fidelity Investments, he
produced an integrated
online advertisingprospecting site program for
its micro-plan business that
delivered 50% of its leads.
At Emplanet he developed
collateral materials, direct
mail programs for its directsold plans and online
marketing sites for its
private label services sold
by advisors at Alliance
Capital.
Web-Based Product Marketing
Fidelity Investments
Term Life Insurance Site
Jeff served as content
manager and site architect
for the first generation of
Fidelity‟s Term Life Insurance
site.* He conceived this site
as emulation of a typical
sales process, beginning with
education, moving through
assessing coverage needs
and costs, and fulfilling with
an online application that
would result in a follow-up
sales call. When initially
launched, this site brought in
80 applications a week.
*Visual illustrates current site, which still
follows Gen 1 site architecture.
Advisor/Investor Communities
Pioneer Investments
AdvisorMatch
Jeff Briskin served as
product manager and
marketing lead in the
development of
AdvisorMatch, a cuttingedge online community
connecting investors and
investment professionals.
The turnkey WebBuilder
application allowed advisors
to build and publish a
prospecting web site in an
hour or less, and allow it
turn up in searches by
investors who came to the
AdvisorMatch site to find
an advisor.
Email Direct Response
Retirement Plan Education
Jeff Briskin served as creative
lead for Fidelity‟s “National Pay
Yourself Day,” a turnkey email
campaign that used an
embedded retirement
calculator, distributed
electronically to more than
250,000 Fidelity 401(k) plan
participants to immediately
demonstrate how increasing
contributions could result in a
significantly larger „nest egg‟
down the road.
Online Cross-Selling
Fidelity Right Time Marketing
Campaign
Jeff Briskin served as creative
director and provided strategic
support for Fidelity‟s Right Time
Marketing campaign. This multichannel (web, email, automated
phone) campaign used
automated data-mining of client‟s
account levels, trading activity,
and demographic information to
„push‟ selected cross-selling
messages to clients. In this
example, an increase in trading
activity triggered an email
message and a web-based
promotional message for
Fidelity‟s Powerstreet Pro trading
platform for active traders.
Financial Planning Tools
Retirement and Advisor
Tools and Calculators
Jeff Briskin provided content
development and interface
design support for retirement
planning tools created by
Fidelity Investments and
Merrill Lynch.
As an independent
consultant, he created a
proprietary calculator to help
401(k) plan sponsors
calculate catch-up
contributions for eligible plan
participants. He also created
an analytical tool to help
financial advisors assess
eligibility and allocation of
alternative investments for
eligible institutional clients.
Artificial Intelligence
Pioneer Investments
CyberGuides
Jeff Briskin served as product
manager and marketing lead in
the development and rollout of
Pioneer Investments‟
CyberGuides, the financial
industry's first interactive 'bots'
that could converse with users
in plain English on over 5,000
topics and could lead investors
through topics such as
retirement and college
planning, evaluating mutual
funds, and working with an
investment professional.
Online Advertising
Online Advertising
At Fidelity Investments, Jeff
Briskin established the
company‟s online advertising
branding standards and
produced more than 400
online ads for its brokerage,
mutual fund, 401(k), smallbusiness retirement
businesses and for its
corporate career site. He
produced the industry‟s first
fully interactive Flash-based
ads and its first “pop up” ads
for Yahoo. The investor ads
generated an estimated
30,000 new accounts and
$100mm in assets.
Web-Based Prospecting
Prospecting Sites
Jeff Briskin has more than 12
years of experience developing
interactive marketing strategies
and producing and overseeing
site architecture and content
development for more than 40
internet and intranet sites.
Clients have included Fidelity's
institutional brokerage and
401(k) plan businesses, banks,
and hospitality companies.
Client Communications
Thought Leadership
At Bank of America, Jeff
Briskin conceived of and
developed Focus on
Fiduciary, the financial
industry‟s first quarterly
publication and seminar
series devoted to providing
thought leadership and
guidance on issues of to
those serving in a fiduciary
capacity for retirement
plans and endowments.
Topics included evaluating
investment policies,
locating lost participants,
and meeting the provisions
of PPA 2006 and other
regulations.
Collateral Support for Online Products
Internal/External
Marketing
Jeff wrote and produced a
variety of traditional
marketing materials in
support of Fidelity‟s online
applications. These included
editing and writing the
installation manual for
Fidelity‟s first softwarebased trading program,
producing a cross-sell
promotional disk for
America Online, and
creating an internal poster
promoting the rollout of
Fidelity‟s automated
telephone trading system.
Social Media & Web 2.0
Blogs & Forums
Jeff is an active social
networker and disseminator
of ideas and research.
His two blogs, Institutional
Insights and B Insightful,
leverage his experience to
provide fiduciary education
and best practices for
retirement plan sponsors
and not-for-profit
organizations.
Jeff is also active on
LinkedIn and other
community sites, and serves
as moderator for several
Yahoo! special interest
groups.
Jeff Briskin’s Background & Accomplishments
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More than 15 years of revenue-and-sales-generating strategic marketing experience
encompassing branding, advertising, corporate communications, ecommerce,
broadcast and corporate video, public relations, and planning tools for some of
America‟s leading financial services companies
Redefined institutional investment sales and marketing processes, resulting in $4
billion in new assets and dramatic improvements in win rates
Developed and disseminated the financial industry‟s largest research initiative into
the philanthropic attitudes and behavior of wealthy Americans
Created innovative client segmentation strategies and lead generation initiatives
resulting in increased mutual fund, brokerage and retirement account sales among
not-for-profit, retirement, mass affluent and high-net worth investors
Envisioned and executed trailblazing thought leadership initiatives, including the
financial industry‟s first publication solely devoted to educating those serving as
fiduciaries for retirement plans, endowments and foundations
Leadership in the evolution of successful, cutting-edge, online marketing and
ecommerce strategies producing measurable revenue results
Experience managing internal resources and outside technical and creative providers