1. Chris Edwards, Garrett McCulloch, Callie Louis
“One of the most
underestimated
events in modern
financial history”
- CNBC
Chris Edwards, Garrett McCulloch, Callie Louis
Set up story:
Market downturn is shifting – people are fearful and unsure.
They pull out all their money.
People don’t have enough time to do the proper research for their own asset management.
People have lost confidence and we need to restore that.

2. Closed Channel – now what?
Investor attrition
Reduced revenues
Endangered division
Introduce how we came up with the personas/why.
Plant a question: Who are your existing direct channel clients?
Evoke a special emotion: The clients are recent college graduates starting their careers, they are newly wed men and women, they are mothers, fathers, grandmothers and grandfathers.
Answer the question: 42% are between the ages of and 43% are between Only 6% of clients are between the ages of That existing 6% is equally important, as they will be investing more money as they grow older.
Move the story forward: Due to the varying age of the clients, a persona breakdown will be most effective in determining how to go about 1. keeping existing clients, 2. reducing costs, and 3. increasing revenues. Therefore, we developed 3.

3. These are your clients Michael and Jennifer David and Lisa
Age: 18-30
Salary: $40,000 - $60,000
Marital Status: Single
Tenure: < 7 years
David and Lisa
Age: 30-50
Salary: $50,000 - $75,000
Marital Status: Single/Married
Tenure: 7-14 years
Charles and Barbara
Age: 50+
Salary: $75,000 +/Retired
Marital Status: Married
Tenure: 13+ years

4. Recommendations Option #1: Website Interaction Option #2:
Digital Subscription
Option #3:
Social Networking

5. Option #1:
Website Interaction
Webinars
Instant Messaging

6. Option #2:
Digital Subscription
Newsletter
RSS
Podcasts

7. Option #3:
Social Networking
Facebook
Twitter

8. Where do we go from here? X Better manage relationships with customers
Give clients a sense of security
Restore clients trust
Michael
&
Jennifer
David
Lisa
Charles
Barbara
Option #1 X
Option #2
Option #3

9. Janus will improve revenues and retain customers
Michael and Jennifer
Won’t be discouraged investing early and look to Janus for future investing needs.
David and Lisa
Will start college funds for their children and look to their retirement.
Charles and Barbara
Will have the confidence to start funds for their grandchildren and head to the country club with a sense of security.