Jay Sella Marketing + Communications Intern

SPC Financial®

A local investment advisory firm based in the Washington, D.C. Metro area with nearly $1 billion in assets under advisement + management.

Highlights:

  • Redesigned and rebuilt the firm's corporate website, handling 15,000 pageviews/month
  • Launched electronic invoicing and payment processing system via Stripe, saving $1,000 in annual operating costs and faster turn-around
  • Rolled out online appointment scheduling, handling 450 appointments in the first 6 months
  • Implemented live chat with the firm's advisors, handling 100+ communications in the first year

Website:

Redesign + Development

Problem

For years, SPC had contracted with a third-party company to design, develop, and maintain their corporate website. I became involved to do XXXXXX. However, whenever my team and I approached the contractor about new site functionality, they often failed to deliver.

Ultimately, their reluctance to innovate became too much of a roadblock; it was time to design and build a new site, from scratch.

This was the time to see our visions through → it was time to design + build a new site, from scratch.

Solution

With a clean slate, I set out to modernize the content, design, and feature set.

This project posed a unique challenge: how could we modernize the site to appeal to younger, more tech-savvy audiences while providing a familiar experience for older clients?

The new design doubles down on SPC’s human-centric approach. I worked with the team to refresh all website copy to incorporate this new focus. I paid special attention when adding while also optimizing ease of navigation. New features and functionality were added without to avoid cluttering the page and overloading users.

SPC's colors, blue and gold, remain prominent across the design to keep a cohesive appearance both across the site and across the firm’s print materials, apparel, and accessories. Finally, I ensured the continued operation of old links to minimize disruption to existing clients.

In the end, I spearheaded the implementation of:

  • Advisor Live Chat
  • Online Appointment Scheduling
  • Electronic Invoicing + Payment Processing
  • Integrated Job Postings + Applications
  • Centralized Content Management

Tech Stack

The site is built on Gatsby, styled with Sass, stored in Bitbucket, connected to Contentful, and hosted by Netlify, along with custom Stripe integrations thanks to Netlify's AWS Lambda Functions abilities.

Compliance + SEC Regulations

Compliance, privacy, and security are key considerations in the marketing process for a financial service firm.

Throughout this project, I was in constant communication with the firm's Chief Compliance Officer, VP of Marketing & Communications, and various teams in the broker-dealer's corporate office including Advertising, Compliance, Risk Assessment, Social Media, and Third-Party Vendors.

This involvement included drafting disclaimers and disclosures, submitting third-party vendor security assessments for review, managing multiple site versions in parallel, and also keeping and reviewing audit logs for each change.

Marketing:

Presentations, Stationery, Advertisements

Upon completing stylistic changes on SPC’s website, I embarked on a mission to update other branch materials in partnership with SPC’s marketing team. We created new marketing collateral including presentation templates, logos, stationery,and business cards. We also chose to extend the new tone and aesthetic to the firm’s advertising campaigns.

Logo + Tagline

Not long into the redesign process, it was decided it was time for a re-centering of the company. To match their now-modernized aesthetic, I crafted a new logo and assisted in the creation of a new tagline. That tagline, Finance on a Human Level® is now a registered trademark with the United States Patent and Trademark Office.

Designs:

 

Designed + coded from scratch in the Washington, D.C. area.
Some icons made by various contributors via www.flaticon.com.

© 2020 Jay Sella. All Rights Reserved.