National Association of Registered Social Security Analysts
Launching a New Financial Certification
A new financial service needed to assess its market, establish itself as a trusted brand, and attract both financial analysts and consumers. We analyzed their business challenges and developed their strategy, brand, marketing materials, and website for a national launch.
Services
- Market Viability
- Marketing Strategy
- Brand Strategy
- Messaging
- Visual Identity & Brand Guidelines
- Printed Materials for Analysts
- Consumer Brochures
- Customizable Print-On-Demand Materials
- Sales Presentations
- Consumer Video Series
- “Did You Know“ Video Series
- Integrated Website Strategy
- Website Copy, Design & Development for Consumer & Analyst Sites
A New Service for Seniors
Many people do not realize that they have options when collecting social security. Factors such as age, marital status, disability, and self-employment, among others, can affect the amount of money received. Registered Social Security Analyst (RSSA) created a certification program to train professionals to guide people in optimizing their benefits.
An Untapped Market for Financial Professionals
With 10,000 Baby Boomers retiring every day, the market for advice about social security benefits is huge. RSSA provides a new professional certification to tap into that market. Financial professionals can enhance their practice, and someone seeking an encore career could start a business.
From Concept to a Thriving Business
Who would become an RSSA? How much would people pay for this service? Would people welcome entering this new profession? We conducted focus groups and research to ascertain the viability of this new financial service and how to attract professionals and clients. We helped RSSA define and launch the business model.
Developing the Value Propositions
Potential analysts need to know about the training and the value of adding this certification to their services. We developed the value proposition that guided the marketing to recruit analysts and attract soon-to-be-retirees to the service.
Crafting the Brand
RSSA needed a recognizable logo that would have the same respect as “CPA” or other financial certifications. Branded as a personalized service to optimize your Social Security benefits, we designed a logomark that could be used on everything, from business cards to marketing materials to stationery by professionals across the country.
Developing a Unified Web Strategy for Analysts & Consumers
Professionals need a website for training, customizing and printing their marketing materials, finding leads, and keeping up to date on changes. Their website is a one-stop shop, with links to training modules and the certification exam.
When they become analysts, they have access to marketing materials, from business cards to social media posts as well as continuing education. They can add their name to the list of qualified analysts so potential customers will find them easily.
Consumers need a website that explains the value of RSSA and helps them find an analyst near them. Although the material presented here is different from that on the analysts’ site, the two are seamlessly integrated at the back end so clients and analysts can find each other and communicate seamlessly.
Recruiting RSSAs
We identified the types of people who make good RSSAs and developed marketing outreach materials, including a sales kit, to attract them.
Creating a Turnkey Business Operation
Reaching the market of soon-to-be-retired people required both print and online materials as well as a marketing strategy that includes emails, postcards, social media, and a consumer-facing website. With just one login, an analyst can set up a profile, create marketing materials, invoice clients, do bookkeeping, and get support.
Attracting Consumers
To attract consumers, we crafted the value proposition, marketing materials, including print, digital, and videos, and the lead-generation system to drive leads to RSSAs.
Creating Customizable Marketing Materials
The new analyst can open a business immediately because the NRSSA website has everything that they need to promote their practice:
- A customizable web page that helps consumers find them
- Marketing brochures
- Pring-on-demand, customizable stationery, and business cards
- PowerPoint presentations
- Videos that can be posted on social media
- Monthly newsletter
- Coaching and continuing education
Success
The National Association of Registered Social Security Analysts is now a respected source of financial information, frequently quoted in publications such as Financial Advisor Magazine, MarketWatch, Accounting Today, and TheStreet. It has a partnership with the National Association of Enrolled Agents so tax planning can include social security benefits. The organization has attracted RSSAs who are providing valuable expertise to help people maximize their Social Security benefits.
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