From
Sam Iles
Global Head of Alpha Agency · Senior Partner
Prepared for
CIM Group
10 April 2026
Thank you for the opportunity to present this engagement proposal. CIM Group's Opportunity Zone platform represents one of the most compelling value propositions in alternative real assets today — and we believe the moment to capture market leadership is now.
Alpha Agency is uniquely positioned to serve as your end-to-end marketing partner for this initiative. Our team brings deep investment management marketing expertise, institutional-grade creative capability, and sophisticated digital execution experience across the channels that matter most to your target audiences — wealth advisors, RIA platforms, wirehouses, accountants, and attorneys navigating the Opportunity Zone landscape on behalf of UHNW clients.
This proposal outlines a comprehensive three-workstream engagement: building the foundational strategy and roadmap, developing the creative content and collateral ecosystem, and building and executing the digital marketing infrastructure required to reach, engage, and convert your target audiences at scale. We will work hand-in-hand with your marketing, distribution, and investment teams — coordinating your media, PR, and technology partners — to establish CIM as the pre-eminent institution in Opportunity Zone investing.
We have structured the engagement to begin in April 2026 with a minimum six-month horizon, with flexible extension as the campaign matures. Our phased approach ensures that strategy informs execution at every stage, with built-in governance, review cycles, and optimization loops to maximize impact.
We look forward to the partnership ahead.
Sam Iles
Global Head of Alpha Agency · Senior Partner
Alpha Financial Markets Consulting Inc.
Engagement Overview
Establishing CIM as the Pre-eminent Opportunity Zone Brand
Alpha Agency will deliver an integrated, end-to-end marketing program combining strategy, campaign architecture, creative activation, digital marketing, and third-party partner coordination — designed to capture CIM's right-to-win in a rapidly evolving market.
Fixed Phase Fees
$467K
Across 4 fixed phases, excl. monthly execution & paid media
Monthly Execution
$50–65K
Per month · minimum 6 months
Workstreams
5
Proposition · Launch · Creative · Testing · Digital
Launch
Apr '26
Kick-off and proposition phase begins
Phase 1 · Wk 1–8
Proposition & Launch Strategy
$102,500 on completion
Phase 2 · Wk 9–12
Creative & Testing
$115,000 on completion
Phase 3 · Wk 13–16
Digital Foundations
$250,000 on completion
Phase 4 · Month 4+
Campaign Activation
$50–65K / month execution
Audience-Led Strategy
Deep persona development and journey mapping across UHNW advisors, wirehouses, platforms, accountants, and attorneys — ensuring every channel and touchpoint is purpose-built for your audience.
Integrated Execution
Alpha Agency coordinates your media buyer, PR agency, and technology vendors — acting as the single point of accountability for end-to-end program delivery and performance.
AI-Powered Intelligence
Identity resolution pipelines into Databricks, AI-driven content personalization, ABM targeting, and dynamic creative optimization — bringing institutional-grade marketing science to Opportunity Zone distribution.
Scope of Work
Five Workstreams, Sequenced for Maximum Impact
Activities are outlined as a strategic guide, validated during Phase 1 alignment with CIM. Weekly governance checkpoints will determine specific activities and any required adjustments throughout the engagement. The monthly campaign execution phase follows strategic foundation approval.
01
Proposition Articulation & Positioning
Weeks 1–8 · Fixed fee: $45,000
Audit & Competitive Research
- Opportunity Zones landscape scan, audit, and competitor playbook review
- Inventory of existing content with recommendations for enhancement
- Gap analysis vs. platform requirements and educational toolkit needs
Campaign Positioning
- Work with product and distribution stakeholders to centre audience needs, market insight, and product distinction in campaign messaging
- Build messaging framework and establish distinctive campaign hook for the Ozone campaign
- Identification of CIM's "right to win" and proof points for Opportunity Zones
- Write creative brief with single-minded messaging and powerful market insight
02
Launch Strategy & Campaign Architecture
Weeks 1–8 · Fixed fee: $57,500 · Combined with WS1: $102,500 milestone
Audience Segmentation & Journeys
- Establish clear audience segmentation including needs, influences, and challenges
- Distribution partnership mapping (RIAs, aggregators, channel cooperatives)
- Data audit (Discovery, Salesforce, HubSpot) and identity-resolution template
- Target persona definition and journey mapping (UHNW advisors, wirehouses, platforms, accountants, attorneys)
- Evaluate channel mix (digital, events, partnerships, content, PR) for effectiveness across each audience
All-Party & Stakeholder Alignment
- Initial workshop with all relevant stakeholders to align on vision for the Opportunity Zone campaign
- Define KPIs and success factors aligned to go-to-market activation
- Ongoing governance and engagement with CIM teams throughout
- Brief and manage third-party agencies for a holistic and seamless launch
Campaign Architecture
- Present an integrated go-to-market strategy following a RACE model for targeted reach and activation
- Formalise budget and define full channel strategy for paid media and programmatic (LinkedIn, Google, display, retargeting)
- Define complementary event and sponsorship program to drive visibility with target audiences
- Phased roadmap (Phase 1: education and nurturing / Phase 2: conversion and commitment) with milestones and governance
- Define distribution partner gaps and opportunities to position Ozone through content and campaign packages
- Measurement framework (KPIs, attribution logic, data flows into Databricks)
03
Creative Strategy & Platform
Weeks 9–12 · Fixed fee: $60,000
- Immersion in existing guidelines, visual language, and corporate brand positioning
- Leverage proposition messaging and project insights to develop an overarching, campaignable idea and creative platform for the Ozone campaign
- Exploration and presentation of three campaign concepts within the brand design system, demonstrating activation across channels
- Develop one preferred creative route alongside the in-house creative team, showing activation across three environments (e.g. homepage, print ad, social post)
- Alignment and extension to wider digital engagement, ensuring digital design supports the web project delivery
- Refinement and presentation of final concept with basic guidelines, including a briefing session to the incumbent activation agency Loop
Wk 12
Creative Platform Milestone
$115,000 invoice triggered on completion of WS3 + WS4 (creative platform and proposition testing), subject to CIM sign-off.
04
Proposition Testing & Refinement
Weeks 9–12 · Fixed fee: $55,000 (incl. ~$25,000 Censuswide research costs)
- Refine research stimulus, audiences, and sample sizes for testing creative concepts and alternative messaging
- Collaborative design of a short online survey (15 questions) to test reactions to campaign creative and supporting messaging
- Estimated cost via research partner Censuswide of $25,000 for audience recruitment and survey distribution
- Collation of feedback from online surveys to surface key findings and actionable insight across each target market
- Presentation of findings to stakeholders (max. 2 sessions)
- Based on research findings, attune and tailor the messaging platform for maximum resonance with each audience, ensuring client journeys reflect the insight
05
Structural Digital Foundations
Weeks 13–16 · Fixed fee: $250,000
Technical & Data Foundations
- Platform audit and integration plan for HubSpot, Salesforce, Red Oak, and Workfront
- Build identity-resolution and data integration pipelines into Databricks for scoring model, leveraging AI as relevant
CRM & Automation
- Lead-scoring models and MQL→SQL hand-off in Salesforce and HubSpot with associated data integrations
- Email nurture workflows, dynamic list segmentation, and A/B test plans
Web Integration
- Optimization of digital real estate to support digital campaigns and capture engagement and sales signals
Dashboard Development
- Set up and management of campaign dashboard surfacing analytics and KPI reviews
Launch Readiness
- QA of tracking pixels, UTM parameters, and conversion events
- Pre-launch dry run and go/no-go checklist with IT and Analytics
Wk 16
Digital Foundations Milestone
$250,000 invoice triggered on completion of digital foundation build, subject to CIM sign-off.
↻
Campaign Monthly Execution
Month 4 onwards · $50,000–$65,000/month · minimum 6 months · + ad production
Content Runway & Production
- Long-form articles, whitepapers, and reports for PR and owned website
- Core collateral: thought leadership, digital marketing content, sales collateral, pitchbooks
- Educational explainer videos and webinars with storyboards, scripts, and edit rounds
- Infographics and one-pagers for advisor toolkits and client-facing use
- Distribution partner playbooks and co-branded slide templates aligned to Seismic and AI tools
- Ongoing nurturing content including newsletters, email sequences in HubSpot, and social micro-copy
- Digital collateral: landing-page designs (desktop/mobile) with wireframes and copy decks
Creative Assets Production & Supply
- Hero campaign video and supporting cutdowns
- Static and animated digital ads and banners
- Social content suite (organic and paid)
- Social-first content (short-form video, carousels, LinkedIn posts)
- AI-driven creative and content personalization as relevant
- Creative asset tagging and trafficking
Campaign Optimization & Management
- Ongoing monitoring dashboards for spend, engagement, and CPL
- Bi-weekly performance reviews and tactical optimization (creative refresh, bid adjustments)
- Ongoing AI personalization and dynamic creative updates
- Compliance and legal review cycles with asset ingestion into content platforms
- Ownership of weekly project status meetings and stakeholder updates
Commercial Model
Phased Fixed Fees + Monthly Execution
The engagement is structured across four milestone-based fixed-fee phases, followed by a monthly campaign execution fee. Ad production is billed separately at defined rates per asset type.
Ad Production Rate Card
Invoicing Milestones
April 2026 — October 2026+
April 2026
Project Kick-Off
Stakeholder alignment workshop; exact timings agreed at kick-off with CIM teams.
Week 8
Phase 1 Invoice · $102,500
Proposition articulation and launch strategy delivered; first milestone invoice triggered.
Week 12
Phase 2 Invoice · $115,000
Creative platform and proposition testing complete; second milestone invoice triggered.
Week 16
Phase 3 Invoice · $250,000
Digital foundations build complete; third milestone invoice triggered.
Month 4+
Execution Commences · $50–65K/mo
Monthly campaign execution fee invoiced for minimum 6 months. Ad production billed separately.
October 2026+
Extension Review
Program extensible monthly by mutual agreement between CIM and Alpha Agency.
Commercial Assumptions
- MSA dated February 13, 2026 between CIM Group and Alpha Financial Markets Consulting Inc.
- Fees are exclusive of all applicable sales taxes, VAT, and similar charges
- Payment due within 21 days of invoice date per the MSA
- Paid media spend, third-party vendor costs (incl. Censuswide ~$25K), and production expenses are excluded unless stated
- All travel expenses require prior written client approval; no mark-up applied
- Key areas of execution ownership to be defined between CIM in-house team and Alpha Agency
- Alpha is not responsible for procuring software or technology services required to execute the program
Change Control
Either party may request changes to the SOW at any time per MSA terms. All changes affecting cost, timing, or scope require written approval before implementation. Alpha will produce a change request describing impact on personnel and fees.
Project Team
Senior Talent, Dedicated to CIM
Alpha Agency will assign all resources required to fulfill CIM's requirements. The team below reflects the anticipated core leadership structure. Any changes must be communicated to and approved by CIM before implementation.
Program Approach & Strategic Expertise
Sam Iles
Global Head of Alpha Agency · Senior Partner
End-to-end program leadership and subject matter expertise across investment management marketing, distribution technology, and AI-enabled marketing transformation. Sam oversees the full engagement and has led programs for PGIM, KKR, Apollo, T. Rowe Price, and Northern Trust Asset Management.
Program Approach, Strategic Expertise & Proposition Testing
Twink Field
Senior Lead · Alpha Agency
Co-leads program strategy and proposition development alongside Sam, and takes ownership of proposition testing — including research design, market testing coordination with Censuswide, and insight synthesis to inform the final campaign messaging platform.
Proposition Development
Sam Iles & Twink Field
Senior Partner & Senior Lead · Alpha Agency
Jointly responsible for establishing the positioning and narrative for the Opportunity Zone proposition and the principal campaign messaging architecture — working closely with CIM's product and distribution stakeholders to ensure market distinction and audience resonance.
Creative Director
Al Baird & Creative Team
Creative Director · Alpha Agency
Responsible for building the creative platform that visually represents the Opportunity Zone proposition and drives impact across client touchpoints and channels — from concept development and brand immersion through to final creative refinement and handover to Loop.
Digital Marketing Lead
Lana Brkic
Digital Marketing Lead · Alpha Agency
Leads CIM's digital marketing strategy and structural digital foundations build — including HubSpot, Salesforce, Databricks integrations, identity resolution pipelines, CRM automation, and campaign dashboard development.
Campaign Management
TBD
Campaign & Execution Lead · Alpha Agency
Responsible for developing and managing CIM's end-to-end campaign execution strategy — coordinating creative production, media partner relationships, and campaign activation across all defined channels, personas, and the monthly campaign execution phase.
Content, Creative Production & Third-Party Coordination
Content & Creative Production (TBD)
Senior creative resource responsible for developing CIM's content and creative assets to support the defined strategy and campaign — including thought leadership, campaign content, advisor-facing collateral, and social-first assets.
Alpha Agency Broader Team
Alpha Agency's global team of 40+ professionals across strategy, design, copywriting, video, and data provides additional resource as required. Works in concert with CIM's in-house team throughout the engagement.
Third-Party Coordination
Alpha Agency will oversee, manage, and coordinate CIM's chosen media buyer, PR agency, and the incumbent activation agency Loop — ensuring a unified, accountable delivery model across the full program.
Why Alpha Agency
The Investment Management Marketing Specialists
Alpha Agency is the marketing services division of Alpha FMC — the leading management consultancy to the global investment management industry. Our team combines institutional investment knowledge with world-class marketing execution capability.
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01Deep Alternatives Expertise Alpha Agency's team understands the regulatory complexity, investor psychology, and distribution nuance of alternative investment marketing — including Opportunity Zones, private real estate, and structured products. We speak the language of your distribution partners and their clients.
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02End-to-End Accountability From strategy through to paid media oversight and CRM automation, Alpha Agency is the single point of accountability for your program. We coordinate all third parties — eliminating the gaps that fragment most marketing efforts.
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03AI-Native Marketing Capability Our team brings proprietary AI frameworks developed through engagements with leading asset managers, including identity resolution, AI-driven content personalization, ABM intelligence, and dynamic creative optimization — all applied specifically to investment management distribution.
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04Proven Track Record Across our client engagements we have delivered 80% improvements in RFP response rates, 45% data quality improvements, and 35% reductions in campaign cycle times — translating directly to faster, more effective distribution activation for investment managers.
80%
RFP response improvement
Across Alpha Agency client engagements using AI-enabled content workflows
45%
Data quality improvement
Through CRM and identity resolution programs with leading asset managers
35%
Campaign time reduction
Cutting creative and campaign cycle times through integrated workflows
40+
Dedicated professionals
Alpha Agency's global team spanning strategy, creative, digital, and data
Our Client Community
Cohen & Steers
UBS Real Estate
HarbourVest
Apollo
KKR
PGIM
T. Rowe Price
Northern Trust AM
Federated Hermes
Lazard
Diamond Hill