Mike McPhee 

National Bank Financial

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Mike McPhee - Branding & Marketing Strategy


Mike McPhee contracted the services of Studio 11 to examine his current brand and strategize on how to expand and improve it to make him stand out in the Nova Scotia marketplace. We wanted to attract new prospects, turn his current prospect list into clients and increase two-way communication with his clients.


We delivered a strategy that started with detailed research on his current clients and services and created a target market. We also had in-depth client/agency meetings to discuss Mike’s current 

business with National Bank Financial, his experience, style, values, objectives and goals.  We started with an elevator speech setting the stage for all his messaging to clients and prospects. The strategy also included a new visual identity and brand that leveraged Mike’s successful pro hockey career to show how success in sport can transfer to success in financial management. We also refreshed his web site to include a blog, new look and new home page that could be updated regularly. We began an advertising campaign as well as developed a client/prospect communications plan that included a client “Playbook” and regular e-newsletters. To date, results have been very positive . We have received great feedback from both clients and prospects and Mike has been able to increase his financial management activity with clients as well as converting several large prospects into clients while increasing his overall profile in the marketplace.


Studio 11 developed the full strategy and continue to assist Mike’s team In executing the strategy. We did the new website design and development, created the design and copy for a series of ads, his 

signature sales piece called the Mike McPhee Playbook as well as designed and edited the e-newsletter. We continue to work with Mike on his marketing strategy, ensuring it is executed in his day-to-day 

operations to ensure he is reaching his objectives and targets.