PROTRADE FINANCIAL Creative Presentation for Brand and Website Strategy BRAND STRATEGY >> FIRM PROFILE Protrade is a direct access trading broker-dealer built upon the extensive experience of a full-service trading firm. Unlike traditional direct access trading firms, Protrade offers its customers a team of top traders with an impressive background in the financial markets, including a daily presence on the New York Stock Exchange. Protrade is committed to technology and innovation by developing and offering sophisticated trading platforms and algorithms designed to meet the needs of active investors. Protrade strategic partnerships with financial educators will allow customers to attend informative online and live events to assist them in achieving their financial goals. BRAND STRATEGY >> GOALS & OBJECTIVES The immediate goal within the first 3 months is to capture as many past relationships to Protrade as possible. The goal is to convert between 200 and 300 customers. During this initial three-month phase, Protrade would like to introduce 50-75 new active retail customers to their new website. Active means customers that do 100+ trades per month. At the end of 6 months, Protrade would like to have 150-200 new retail relationships. And by the end of the first year, the goal is to have 500 relationships. These relationships would be split; 80% active retail and 20% institutional customers. However, it would desirable to have the customer mix more heavily tilted to the institutional side as those customers tend to be more self sufficient and more successful. BRAND Concept >> NO Bull >> Creative Brief The direct access trading category tends to make a lot of claims that emphasize technology-only solutions. Active investors can see right through these claims. The objective of this brand promise is to offer relevant insight and tools to these seasoned traders that they can’t get anywhere else. This promise is supported by the positioning statement that would always accompany the Protrade logotype, Informed Investors Win. This statement, combined with the strength of positive associations to the Bull symbol, reinforce to prospects and customers alike that Protrade will give them the competitive edge to make more money. In both off- and online advertising and promotions, the positioning statement will be extended into a memorable headline that reinforces the Protrade brand, Informed Investors Win. That’s No Bull. That’s Protrade. Imagery will depict the experienced Protrade team in action. The colors blue and gray give the firm a feel of stability, while the black adds a contemporary edge to the brand.

1. PROTRADE FINANCIAL
CREATIVE PRESENTATION FOR BRAND AND WEBSITE
STRATEGY

2. CONTENTS
Protrade Financial » Brand Strategy 19 Online Rectangle Ad Website Concept » Envy
2 Firm Profile 20 Sales Collateral
28 Home Page
3 Goals & Objectives 21 Print Ad
29 Institutions Home
4 Target Audiences Protrade Financial » Website strategy 30 Strategies & Platforms
5 SWOT Analysis 22 User Goals & Tasks 31 Protrade Standard Platform
Brand Concept » No Bull Website Concept » No Bull 32 Account Features
6 Creative Brief 23 Home Page Protrade Financial » Website Architecture
7 Identity 24 Institutions Home 33 Home Page
8 Stationery System 25 Strategies & Platforms 34 About Section
9 Online Banner Ad 26 Protrade Standard Platform 35 Help Section
10 Online Skyscraper Ad 27 Account Features
11 Online Rectangle Ad 36 Press Center Section
Brand Concept » Envy 37 Careers Section
12 Sales Collateral
13 Print Ad 14 Creative Brief 38 Institution Section
15 Identity 39 Individual Investors Section
Brand Concept » Envy
16 Stationery System 40 Financial Professionals Section
14 Creative Brief 17 Online Banner Ad
15 Identity 41 Strategies & Platforms Section
18 Online Skyscraper Ad
16 Stationery System 42 Disclosure Section
19 Online Rectangle Ad
17 Online Banner Ad 20 Sales Collateral
18 Online Skyscraper Ad 21 Print Ad
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 2
B E R G E R O N C R E A T I V IE D E A S

3. BRAND STRATEGY >>
FIRM PROFILE
Protrade is a direct access trading broker-dealer built upon the
extensive experience of a full-service trading firm. Unlike traditional
direct access trading firms, Protrade offers its customers a team of
top traders with an impressive background in the financial
markets, including a daily presence on the New York Stock
Exchange.
Protrade is committed to technology and innovation by developing
and offering sophisticated trading platforms and algorithms
designed to meet the needs of active investors.
Protrade strategic partnerships with financial educators will allow
customers to attend informative online and live events to assist
them in achieving their financial goals.
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 3
B E R G E R O N C R E A T I V IE D E A S

4. BRAND STRATEGY >> GOALS &
OBJECTIVES
The immediate goal within the first 3 months is to capture as many
past relationships to Protrade as possible. The goal is to convert
between
200 and 300 customers.
During this initial three-month phase, Protrade would like to
introduce
50-75 new active retail customers to their new website. Active
means customers that do 100+ trades per month.
At the end of 6 months, Protrade would like to have 150-200 new
retail relationships. And by the end of the first year, the goal is to
have 500 relationships. These relationships would be split; 80%
active retail and
20% institutional customers. However, it would desirable to have
the
customer mix more heavily tilted to the institutional side as those
customers tend to be more self sufficient and more successful.
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 4
B E R G E R O N C R E A T I V IE D E A S

5. BRAND STRATEGY >> TARGET
AUDIENCES
Institutions
• Hedge Funds
• Proprietary Trading Groups
• Brokers
Financial Professionals
• Registered Investment Advisors (RIA)
• Commodity Trading Advisors (CTA)
Financial Professionals
• High net-worth individuals
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 5
B E R G E R O N C R E A T I V IE D E A S

6. BRAND STRATEGY >> SWOT ANALY
Strengths Opportunities
• Only online trading firm with roots/presence • Online firms are going away from floor
on the floor presence
• Provide 3 levels of service to all online
• Aligned with educational firms (webinars, • Hedge funds are growing
seminars) • Active traders, retired high net-worth baby
• Software (Omni Pro) + developing exclusive boomers
algorithms • Awareness of electronic trading
• World events, better to have “floor”
Weaknesses knowledge in
times of crisis
• New to the game (Meridian)
• Regulatory changes
• Staffing/growing challenges
• Trend has been to go totally electronic/online,
eliminate human involvement
Threats
• Available 7am-7pm Monday-Friday; other sites • World events
are 24/7/365 • Stock market collapse
• No 3rd party ratings, e.g., Barron’s, Kiplinger’s, • Regulatory changes
C O P Y R Ietc. © 2 0 1 2
G H T
B E R G E R O N C R E A T I V EI
T
D
H
E A
E
S
• Commission rate war | 2012 BRAND & WEBSITE STRATEGY | 6
POTRADE FINANCIAL

7. BRAND CONCEPT >> NO BULL >>
CREATIVE BRIEF
The direct access trading category tends to make a lot of claims that
emphasize technology-only solutions. Active investors can see right
through these claims.
The objective of this brand promise is to offer relevant insight and tools
to these seasoned traders that they can’t get anywhere else.
This promise is supported by the positioning statement that would
always accompany the Protrade logotype, Informed Investors Win. This
statement,
combined with the strength of positive associations to the Bull
symbol, reinforce
to prospects and customers alike that Protrade will give them the
competitive edge to make more money.
In both off- and online advertising and promotions, the positioning
statement
will be extended into a memorable headline that reinforces the Protrade
brand, Informed Investors Win. That’s No Bull. That’s Protrade. Imagery
C O P Y R I G H T
B E R G E R O N
© 2 0 1 2
C R E A T I V IE
T
D
will depict the experienced Protrade team in action. The BRAND & WEBSITE STRATEGY | 7
H
E A
E
S
POTRADE FINANCIAL | 2012 colors blue and

8. BRAND CONCEPT >> NO BULL >>
IDENTITY
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 8
B E R G E R O N C R E A T I V IE D E A S

9. BRAND CONCEPT >> NO BULL >>
STATIONARY SYSTEM
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 9
B E R G E R O N C R E A T I V IE D E A S

10. BRAND CONCEPT >> NO BULL >>
ONLINE BANNER AD
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 10
B E R G E R O N C R E A T I V IE D E A S

11. BRAND CONCEPT >> NO BULL >> ONL
SKYSCRAPER AD
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 11
B E R G E R O N C R E A T I V IE D E A S

12. BRAND CONCEPT >> NO BULL >> ONL
RECTANGLE AD
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 12
B E R G E R O N C R E A T I V IE D E A S

13. BRAND CONCEPT >> NO BULL >>
SALES COLLATERAL
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 13
B E R G E R O N C R E A T I V IE D E A S

14. BRAND CONCEPT >> NO BULL >>
PRINT AD
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 14
B E R G E R O N C R E A T I V IE D E A S

15. BRAND CONCEPT >> ENVY >>
CREATIVE BRIEF
The direct access category has very much become a category. Many of
these direct access companies offer very similar tool sets to traders, which
negates strategic advantage and forces them to compete on commission
and transaction rates.
Active traders are more discerning and want the competitive edge. That’s
the
objective of this brand promise.
This promise is supported by the positioning statement that would always
accompany the Protrade logotype, Knowledge Creates Opportunity. This
statement, combined with the positive direction of the triangular shape,
reinforces to prospects and customers alike that Protrade will give them
the competitive edge to make more money.
In both off- and online advertising and promotions, the brand promise will
be emphasized with a memorable headline and graphic combination. The
headline, They’ll See green. You’ll Be in the Green, with the image of an
euphoric Protrade customer depicted literally in green with a gold glow,
C O P Y R I G H T
B E R G E R O N
© 2 0 1 2
C R E A T I V IE
T
D
clearly communicates they
H
E
E
A S
POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 15

16. BRAND CONCEPT >> ENVY >>
IDENTITY
C O P Y R I G H T © 2 0 1 1 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 16
B E R G E R O N C R E A T I V IE D E A S

17. BRAND CONCEPT >> ENVY >>
STATIONARY SYSTEM
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 17
B E R G E R O N C R E A T I V EI D E A S

18. BRAND CONCEPT >> ENVY >> ON
BANNER AD
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 18
B E R G E R O N C R E A T I V IE D E A S

19. BRAND CONCEPT >> ENVY >> ONL
SKYSCRAPER AD
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 19
B E R G E R O N C R E A T I V IE D E A S

20. BRAND CONCEPT >> ENVY >> ONLI
RECTANGLE AD
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 20
B E R G E R O N C R E A T I V IE D E A S

21. BRAND CONCEPT >> ENVY >> SALE
COLLATERAL
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 21
B E R G E R O N C R E A T I V IE D E A S

22. BRAND CONCEPT >> ENVY >> PRIN
AD
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 22
B E R G E R O N C R E A T I V IE D E A S

23. WEBSITE STRATEGY >> USER GO
& TASKS
Retail/Personal Trader Institutional – Hedge Funds Active Trader
Goal: Goal: Goal:
• Establish online account • Establish online account • Establish online account
• Learn more about trading and/or Tasks: Tasks:
online trading
• Demo software • Establish relationship with
Tasks: broker/trader
• Check rate schedule
• View costs for software license, • Check out Protrade organization • Demo software
commissions • Check rate schedule
• Inquiry
• Training – webinars • Check out Protrade organization
• Create account
• Newsletter – Info • Inquiry
• Download software
• Demo Software • Create account
• Download software
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 23
B E R G E R O N C R E A T I V IE D E A S

24. WEBSITE CONCEPT >> NO BULL >
HOME PAGE
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 24
B E R G E R O N C R E A T I V IE D E A S

25. WEBSITE CONCEPT >> NO BULL >
INSTITUTIONS HOME
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 25
B E R G E R O N C R E A T I V IE D E A S

26. WEBSITE CONCEPT >> NO BULL >>
STRATEGIES & PLATFORMS
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 26
B E R G E R O N C R E A T I V E
I D E A S

27. WEBSITE CONCEPT >> NO BULL >>
STANDARD PLATFORM
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 27
B E R G E R O N C R E A T I V EI D E A S

28. WEBSITE CONCEPT >> NO BULL >>
ACCOUNT FEATURES
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 28
B E R G E R O N C R E A T I V EI D E A S

29. WEBSITE CONCEPT >> ENVY>> HO
PAGE
» Institutions » Individuals » Financial Professionals
KNOWLEDGE CREATES OPPORTUNITY About Help Press Center Careers Contact
INSTITUTIONS INDIVIDUALS FINANCIAL PROFESSIONALS
Review our range of customized Discover a wealth of market insight Find the comprehensive product
products and services designed to and product information on funds, information, daily performance data
meet the needs of institutional managed accounts and alternativ e and market insight you need to
investors and their consultants. investments to facilitate your support your practice and your clients.
» Get Started investment decisions. » Get Started
» Get Started
Privacy Policy Disclosure Site Map Terms & Conditions Copyright
Protrade Financial | A Division of Meridian Equit y Partners
© Protrade Financial. All rights reserved | Integrated Marketing Solutions by Emaginex, Inc.
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 29
B E R G E R O N C R E A T I V EI D E A S

30. WEBSITE CONCEPT >> ENVY>>
INSTITUTIONS HOME
» Institutions » Individuals » Financial Professionals
KNOWLEDGE CREATES OPPORTUNITY About Help Press Center Careers Contact
GET STARTED
STRATEGIES & PLATFORMS
OPEN ACCOUNT
ACCOUNT FEATURES
» Commissions » On-line events » Live events
Protrade offers a Protrade offers a Protrade offers a
flexible flexible flexible
commission commission commission
structure. Choose structure. Choose structure. Choose
between per trade or per share between per trade or per share between per trade or per share
plans. We customize our plans. We customize our plans. We customize our
commission structure to save commission structure to save commission structure to save
you the most money. you the most money. you the most money.
Privacy Policy Disclosure Site Map Terms & Conditions Copyright
Protrade Financial | A Division of Meridian Equit y Partners
© Protrade Financial. All rights reserved | Integrated Marketing Solutions by Emaginex, Inc.
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 30
B E R G E R O N C R E A T I V IE D E A S

31. WEBSITE CONCEPT >> ENVY >>
STRATEGIES & PLATFORMS
» Institutions » Individuals » Financial Professionals
KNOWLEDGE CREATES OPPORTUNITY About Help Press Center Careers Contact
GET STARTED VIEW DEMO DOWNLOAD
Protrade offers a variety of Protrade offers a variety of Protrade offers a variety of
ABOUT PROTRADE different software to fit your different software to fit your different software to fit your
needs. Click through the needs. Click through the needs. Click through the
STRATEGIES & PLATFORMS
screenshots to see what each screenshots to see what ea ch screenshots to see what ea ch
» Strategies package offers. Then package offers. Then package offers. Then
» Protrade View download and demo the download and demo the download and demo the
software that is right for you. software that is right for you. software that is right for you.
» Protrade Standard
» Protrade Platinum
» Algorithms
OPEN ACCOUNT PROTRADE VIEW
CONTACT US
ACCOUNT FEATURES
PROTRADE STANDARD
Privacy Policy Disclosure Site Map Terms & Conditions Copyright
Protrade Financial | A Division of Meridian Equit y Partners
© Protrade Financial. All rights reserved | Integrated Marketing Solutions by Emaginex, Inc.
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 31
B E R G E R O N C R E A T I V EI D E A S

32. WEBSITE CONCEPT >> ENVY >>
STANDARD PLATFORM
» Institutions » Individuals » Financial Professionals
KNOWLEDGE CREATES OPPORTUNITY About Help Press Center Careers Contact
GET STARTED DOWNLOAD REGISTRATION
Please register to download the softw are you wish to try out.
ABOUT PROTRADE
STRATEGIES & PLATFORMS
» Strategies
» Protrade View
» Protrade Standard
» Protrade Platinum
» Algorithms PROTRADE STANDARD
Google+
OPEN ACCOUNT
CONTACT US
ACCOUNT FEATURES
Privacy Policy Disclosure Site Map Terms & Conditions Copyright
Protrade Financial | A Division of Meridian Equit y Partners
© Protrade Financial. All rights reserved | Integrated Marketing Solutions by Emaginex, Inc.
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 32
B E R G E R O N C R E A T I V EI D E A S

33. WEBSITE CONCEPT >> ENVY >>
ACCOUNT FEATURES
» Institutions » Individuals » Financial Professionals
KNOWLEDGE CREATES OPPORTUNITY About Help Press Center Careers Contact
GET STARTED CHOOSE YOUR PREFERRED COMMISSION PLAN
Protrade offers a flexible commission structure. Choose between per trade or per
STRATEGIES & PLATFORMS share plans. We customize our commission structure to sa ve you the most money.
OPEN ACCOUNT
ACCOUNT FEATURES
» Commissions
» On-line events
» Live events
Privacy Policy Disclosure Site Map Terms & Conditions Copyright
Protrade Financial | A Division of Meridian Equit y Partners
© Protrade Financial. All rights reserved | Integrated Marketing Solutions by Emaginex, Inc.
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 33
B E R G E R O N C R E A T I V IE D E A S

34. WEBSITE ARCHITECTURE >> HOME P
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 34
B E R G E R O N C R E A T I V IE D E A S

35. WEBSITE ARCHITECTURE >> ABOUT
SECTION
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 35
B E R G E R O N C R E A T I V IE D E A S

36. WEBSITE ARCHITECTURE >> HELP
SECTION
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 36
B E R G E R O N C R E A T I V EI D E A S

37. WEBSITE ARCHITECTURE >> PRES
CENTER SECTION
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 37
B E R G E R O N C R E A T I V EI D E A S

38. WEBSITE ARCHITECTURE >>
CAREERS SECTION
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 38
B E R G E R O N C R E A T I V EI D E A S

39. WEBSITE ARCHITECTURE >> INSTITU
SECTION
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 39
B E R G E R O N C R E A T I V EI D E A S

40. WEBSITE ARCHITECTURE >> INDIVIDU
INVESTORS SECTION
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 40
B E R G E R O N C R E A T I V EI D E A S

41. WEBSITE ARCHITECTURE >> FINANCI
PROFESSIONALS SECTION
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 41
B E R G E R O N C R E A T I V EI D E A S

42. WEBSITE ARCHITECTURE >> STATEG
& PLATFORMS SECTION
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 42
B E R G E R O N C R E A T I V EI D E A S

43. WEBSITE ARCHITECTURE >>
DISCLOSURE SECTION
C O P Y R I G H T © 2 0 1 2 T H E POTRADE FINANCIAL | 2012 BRAND & WEBSITE STRATEGY | 43
B E R G E R O N C R E A T I V EI D E A S

44. B R A N D I N G 1 5 1 W o r c e s t e r8 8 8 r e e t . 6 1 7 1
S t . 7 6 4
I N T E R A C T I V E F i r s t F l o o r i d e a s @ b e r g e r o n c r e a
S O C I A L M E D I A N o r t h G r a f t o n , w wa . b e r g5 e3 r 6 o n c r e a t i
w M 0 1