Client:
McGee Financial Strategies, Inc., is a leading Pacific Northwest provider of investment and financial advisory services. The CEO, Chairperson, and co-founder, Judith McGee, is the 15th highest-ranked female financial advisor nationwide and the number one advisor in the Pacific Northwest.* Through their SEC and Raymond James Financial brokerage relationships, McGee Financial advises on some $400 million in client assets.
 
Challenge:
With its impressive standing in the financial services marketplace, McGee Financial needed a brand and a stronger website that would reflect their leadership. A key objective was to develop the McGee Financial identity beyond Judith McGee, prominently positioning President D. Linette Dobbins and Vice President Jennifer Currin Gutridge—long part of the McGee Financial legacy. Additionally, McGee Financial needed to reinforce that the team consults nationally and internationally, and promote its philanthropic philosophy and planned-giving expertise.

Solution:
To meet McGee Financial’s objectives and revenue goals, the Overland Agency first developed brand elements (mission/vision/values, slogan and tagline, look and feel) that spoke to the firm’s humanistic approach to financial planning. Cohesively, these elements differentiate McGee Financial from firms chiefly concerned with making the sale. The new interactive website engagingly introduces the executive team. Content is now easily accessible to a wide range of site visitors, who can assess their needs and view McGee Financial’s solutions. Visitors can also access a wealth of resources: case studies, calculators, a glossary, and hundreds of articles—including those written by Judith McGee.

Results:
The new mcgeenet.com is already delivering customer conversions for McGee Financial. Site visitors can easily glean the team’s unique qualifications and see that McGee is a caring, trustworthy choice.

This project won:

• 2007 Interactive Media Awards: Outstanding Achievement for Financial Information * Barron’s, 6/12/06