Robinson Group of Companies now has a brand identity representative of the heritage and credibility that they’ve built for over 30 years. The new websites have enabled them to shorten the sales cycle by automating information gathering and communication as well as attracting the right type of new business.
Nothing beats being proud of your firm, being a leader in your space and being confident in your brand.
We continue working with the Robinson Group of Companies on their digital exposure and providing counsel on enhancing their competitive profile in the market.
For over 30 years, W.A. Robinson Asset Management Ltd. provided financial services from its base in Sharbot Lake, Ontario. The firm has been managing mortgage-based investments since 1984 through Frontenac Mortgage Investment Corp. and has provided independent financial counsel since 1985 through Pillar Financial Services Inc.
Why we were hired.
Robinson Group of Companies, W.A. Robinson, Frontenac and Pillar, were looking to translate the commitment, credibility and care that they provide clients into digital space. The management team was looking to modernize already established brands and a united voice to them all, yet ensure that they could be positioned independently.
Marketing and Communications Manager was looking to partner with a firm that understood and appreciated the industry and its regulatory requirements, yet was able to offer a fresh perspective on the perception of the financial industry. The team was looking for a successful outcome, fast.
- Identity refresh of each property, Robinson Group, Frontenac and Pillar
- Logo refresh and brand guidelines
- Website strategy, design, development and ongoing maintenance
- Search engine optimization
- Maintain SEO built over the years plus keyword optimization of the new websites
- Content strategy
- Newsletter design and development
- Digital reporting, analysis, ongoing marketing support
The Big Idea.
Small town values, Bay Street expertise.
Prior to beginning our engagement with the team, Robinson’s websites had been hacked and all the security issues had to be addressed first to protect the website and server.
The reputation of the three brands - W.A. Robinson, Pillar and Frontenac, rested on the goodwill of word of mouth referrals. The firm’s leadership position and success, however, wasn’t communicated online which diverted business to competitors.
Hyphen developed and curated a story for the Robinson Group of Companies, based on the fact that they were steeped in small town values, and powered by Bay Street expertise.
We recommended that the marketing strategy focused on communicating the big idea, demonstrating consistency of visual identity and message.By identifying the ideal audience for each brand, we ensured they connected to the digital properties by feeling understood and appreciated through appropriate imagery and visuals. Carefully placed and easily noticeable call to actions and content also helps visitors to accomplish their day-to-day activities quicker and hassle free.