The Web Marketing Association has honored Mairs & Power’s website with its 2020 Best Mutual Fund Website Award. The award was presented on September 10 to SunStar Strategic, the marketing firm that redesigned the site, which launched in late 2019.
The site, www.mairsandpower.com, was one of hundreds of entries in the association’s annual Web Awards competition. According to Web Marketing Association President William Rice, this year’s competitors included entries from around the world demonstrating impressive creativity and functionality.
The Web Marketing Association selected winners in numerous categories from websites introduced in 2019 or early 2020. A panel of independent Internet experts judged the entries on design, innovation, content, technology, interactivity, copywriting and ease of use/navigation.
"We are honored to be recognized," says Mairs & Power Chairman and CEO Mark Henneman. "Recently, we embarked on an initiative we called ‘One Voice’ to refresh our presence with clients and the community. It was important to everyone at the firm that we retain our strong legacy as a trustworthy investment counsel with a conservative invstment process, while also showing that we are robust participants in today’s investment world and ready for our next 100 years.” The One Voice project incorporated updating the website and all collateral material to ensure compelling content and a consistent message.
Mairs & Power chose SunStar Strategic, a Washington, D.C., area public relations and marketing firm that specializes in the financial industry, as its partner on One Voice. SunStar provided copywriting, design, programming and hosting in addition to overall project management. It worked under the direction of Rob Mairs, Mairs & Power’s President, CCO and General Counsel, and Annette Lance, the firm’s Assistant Manager, Investor Relations. Minnesota-based Andy Richter produced the photography and videography.
The redesigned site reflects Mairs & Power’s longstanding commitment to investing in Minnesota and the upper Midwest. Videos featuring the management team and custom photography of the staff give current clients and potential investors an up-close look at the firm’s people and their disciplined investment process. The site is updated regularly with insightful articles and commentaries by the firm's portfolio managers of interest to both financial advisors and investors.
One of the Web Marketing Association judges commented that the Mairs & Power site balances the appearance of a conservative and responsible corporate entity with the warmth of a local or regional consultancy. Another judge praised the redesigned website for being clear and well-segmented, with strong and simple visual assets.
“Our intent in redesigning the site was to ensure the strong emphasis the firm has on its disciplined investment process, collaboration and commitment to our clients was communicated – and that all our colleagues spoke with one voice,” Rob Mairs says. “Accomplishing that is the true real hallmark of our success.”