Press Release

Release No. 0307-03
March 13, 2007

RAYMOND JAMES DEBUTS UNIFIED ADVERTISING
CAMPAIGN TO SUPPORT PRIVATE CLIENT GROUP RECRUITING

St. Petersburg, Florida – For the first time in the firm’s history, the five divisions of Raymond James’ Private Client Group are joining forces behind a unified advertising and marketing campaign to support their business development activities. “The Truth” campaign, debuting in the trade press this month, depicts financial advisors touting the “truth” about challenges facing advisors at other firms.

The new strategy is the product of extensive advisor and senior executive consultation in the Private Client Group’s five channels, significant market research and a variety of message testing.

Research identified the primary concerns of financial advisors who recently switched broker-dealers or who were considering a move. These were:

• Conflicts of interest (advisors resentment of “pushing” proprietary products)
• Lack of marketing support for their business
• Apprehension about potential mergers or acquisitions and the impact on the firm culture and their independence
• Lack of flexibility, support and choice of affiliation

The campaign, which runs from March through December, consists of four creative concepts addressing advisors’ concerns, each rendered in seven different ad sizes and types. They appear in the print and online editions of industry trade publications, e-newsletters, direct mail and printed collateral.

The Atlanta-based Morrison agency collaborated with Raymond James Marketing – the firm’s in-house agency – to create the ads. As part of the new campaign, the firm re-launched its network of recruitment Websites through AdvisorChoice.com.

Campaign results will be tracked using publication-specific, toll free numbers tied to the individual publications.

“This campaign represents a tremendous leap forward in the coordination of the firm’s recruiting activities” said Mike White, Director of Marketing at Raymond James. “By advertising all of the divisions represented by AdvisorChoice under one umbrella, we hope to eliminate message confusion and speak to the real concerns of the advisor community,”

In addition, Raymond James is concurrently launching a new consumer advertising campaign dubbed “Numbers.” This print campaign replaces the “Profiles” campaign and appears in consumer publications such as Forbes, Coastal Living, Newsweek, National Geographic and Food + Wine beginning in March.
In April, a pair of television commercials targeted to individual investors using the same creative theme as the Numbers print ads will debut on cable networks nationally.

About Raymond James Financial
Raymond James Financial (NYSE-RJF) is a Florida-based diversified holding company providing financial services to individuals, corporations and municipalities through its subsidiary companies. Its three principle wholly owned broker/dealers, Raymond James & Associates, Raymond James Financial Services and Raymond James Ltd. have more than 4,600 financial advisors serving 1.6 million accounts in 2,200 locations throughout the United States, Canada and overseas. In addition, total client assets are approximately $195 billion, of which approximately $34.6 billion are managed by the firm’s asset management subsidiaries.

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For copies of the ads or additional information, contact Anthea Penrose at 727-567-5283.
Please visit the Raymond James Press Center at raymondjames.com/media.