The document describes Bill Good Marketing's coordinated letter and email campaign to build and sustain top of mind awareness for financial advisors. The campaign uses different types of letters sent throughout the year to build relationships, create goodwill, and establish a trusted identity. These include birthday letters, condolence letters, holiday letters, anniversary letters, and more. The goal is to increase referrals, educate clients, improve retention, and bring in new business through ongoing personalized client engagement.