Sandler O’Neill, the company that financial institutions turn to for financial solutions, worked with Doremus in 2006 to launch a new brand identity to reposition Sandler in the marketplace. Called “The Power of Plus,” the campaign is a path for bringing Sandler’s knowledge and insight to clients. The new leg of the campaign takes that mission further.
Based on the Sandler brand promise: that doing business with Sandler O’Neill is about achieving your business potential, not just doing a deal, the campaign demonstrates the “+” (Plus) factor that Sandler offers through its people, their integrity, intellectual capital and superior work.
The new extension to the campaign will create a total touch point experience for the highly defined target audience (CEOs and CFOs at community or regional banks, other financial institutions, as well as buy side investors).
By differentiating Sandler O’Neill as the centralized source of knowledge and insight for financial institutions, the redesigned web site will provide easy access to unique information. It will also include valuable insights shared from speeches and discussions at Sandler’s three annual “invitation only” conferences in San Francisco, New York and Naples, Florida.
Additional elements of the new campaign expansion are print, collateral pieces, inserts, targeted cover wraps on Golf magazine, banner ads on the Bloomberg home page, the Bloomberg terminal, and branded golf tees and golf balls … all designed to drive traffic to the new Sandler website.
Many of the brand materials offer contact names and phone numbers of senior Sandler executives, a further demonstration that Sandler’s people back up their commitment to their clients.
Ads will appear in Community Banker, Independent Banker, Buy Side, Bloomberg Markets and on the Bloomberg Terminal. Innovative media and creative units were designed to magnify budgets.
Michael Lacovara, Co-Chief Operating Officer of Sandler O’Neill said, “The strength of Sandler O’Neill comes from the long term relationships our people have built with clients. We differentiate ourselves through our people …their wisdom and expertise. This brand campaign perfectly expresses their unique understanding of a highly specialized discipline.”
Howard Sherman, Managing Director of Doremus, said, “We’re very proud to work with Sandler O’Neill in creating an interpretation of their brand promise that clearly reflects the power of their people. In ensuring that the Sandler website, their ‘store front’ so to speak, is in sync, Sandler’s clients will receive the full value of the promise.”
Chief Creative Officer: Michael Prieve
Copywriter: Howard Van Lenten
Art Director: Vito Zarrillo
Photographer: Misha Gravenor
About Sandler O'Neill + Partners, L.P.
Founded in 1988, Sandler O'Neill is a full-service investment banking firm dedicated to providing comprehensive, innovative advisory and transaction execution services to the financial industry. The firm specializes in strategic business planning, mergers and acquisitions, capital markets, mutual-to-stock conversions, investment portfolio and interest rate risk management, fixed income securities transactions and mortgage finance restructurings. Sandler O'Neill also is a market maker in hundreds of financial stocks and publishes equity and fixed income research focused on selected banks, thrifts and insurance companies, credit card companies, investment banks, asset managers, specialty finance companies, e-finance companies and transaction execution companies.
Doremus is a communications problem solver, working with clients from complex industries to develop compelling communications solutions to help them build their brands and businesses. This is done by leveraging proprietary insights into the industries and audiences our clients wish to reach, and identifying the best communications channels to magnify budgets. With offices in the major business centers of the world, Doremus is constantly evolving to meet the marketing communications needs of business.
Doremus is a part of Omnicom Group Inc. Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.