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Project News | March 11, 2022

New Launch: Managing Complexity at ZacksIM.com

As wealth grows, so does its complexity. That’s a common brand theme among financial services brands, but it can be just as easily said of those firms themselves.

As Zacks Investment Management grew over the course of about three decades, they developed several robust divisions, representation across the US, and a diverse offering for financial professionals, private investors and institutional clients. Their brand was becoming complex and disconnected, and they needed another level of expertise to manage it.

For many months, we’ve been working with this subsidiary of Zacks Investment Research to execute an in-depth brand overhaul, from logo to product literature, with a new centralized website at its core.

Now live at ZacksIM.com, the newly launched website merged what were previously their wholesale and private client sites. There were a lot of bases to cover without overwhelming the user, so other multifaceted firms would do well to keep in mind these areas of focus, which helped us keep development on track:

The Center of a Network

From the beginning we had the understanding that ZacksIM.com was the center of a network of websites pertaining to the Zacks suite of services and products.

Not only would it be the home for three crucial pillars (private client, wholesale and institutional), but it would also have offshoot sites in areas like mutual funds and custom asset management, which we will roll out in the coming weeks. Our task was to devote adequate attention to each of the main sections, while maintaining a concise, rational flow of content. To that end, we developed a clear navigation and sitemap, and put in place various tools to ensure users are directed to relevant content throughout the site.

As for thematic considerations, we established common-ground themes that could tie the site’s main pages together with the more targeted messaging throughout the financial professional, private client and institutional sections.

Platforms for Content Creation

The other implication of the legacy and complexity of the firm was the sheer quantity of content. With product reporting, educational resources and a popular blog, Zacks Investment Management has a deep library of valuable content that was already being leveraged as a marketing funnel.

So we outlined a plan for this content that would include an upgrade to the overall look and feel, as well as calls to action and tools to keep their prospecting cycle moving. In addition to two dedicated blog feeds, we developed a resources section and gated component to capture lead contact info for anyone seeking information on broad financial topics and specific Zacks products.

In our experience, Zacks is like any other growing firm—they reached the point where they had to level up. The piecemeal approach to brand management was starting to show cracks, so they needed one that was robust and flexible enough to accommodate the complexity of what they had built.

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