Bryn Mawr Trust, a leader in wealth management, was once an unenergized brand with limited marketing opportunities.  When BMT brought in a new CEO, Patti Owens was asked to head sales and marketing for the trust department.  Patti noticed that BMT wasn’t marketing to their target market: elderly women with substantial wealth accumulation.  With  mini-branches already stationed in high-end retirement communities, Patti saw an opportunity to target their market in bulk. She met with an activities coordinator and arranged to come over once a month, always on the same day and time, and present a program for the residents sponsored by BMT.  Patti secured BMT’s biggest client on the first visit, and in the process, introduced BMT to a new revenue stream. They reoriented their distribution strategy to capture a much broader audience with no additional investment on their end.