Schwab Advisor Services is planning to roll out its "RIA Stands For You" campaign on a national basis to educate investors about the advantages of working with an independent registered investment advisor. The plan, utilizing digital advertising, was announced at last week's annual Schwab IMPACT conference in Chicago by Bernie Clark, executive vice president and head of advisor services.
The campaign was initiated in September 2011 and has already been used by hundreds of RIAs who have downloaded aspects of it and incorporated it into their own marketing programs. Schwab plans to run the campaign on Web sites frequented by high-net-worth investors, including,,,, and
According to Michele Draper, senior vice president of marketing, more advisors are also using the campaign on Facebook and elsewhere on social media. Schwab is "trying to define this industry for investors," she said.
In addition to new national advertising, the program features resources to enable advisors to build their brands in local markets with more outreach to consumers, investor videos and a message from Schwab founder Chuck Schwab articulating the value of independent advice. Draper said the custodian is developing the final component of the program, which entails creating a directory or listing of RIAs in local markets. The "details are still being worked out," she said.