Investment Management Firm Uses Competitive Analysis to Ensure Success of a Major Marketing Campaign

Situation:

A leading investment management firm was preparing to roll out a multi-year, advisor-focused marketing campaign centered on three major themes. Before it launched the campaign, the company wanted to understand a) if any of their competitors position themselves as industry leaders in regards to these three topics and b) what other firms have done to support and promote similar multi-year marketing campaigns.

Approach:

I led a team of analysts who reviewed internal research documents from the prior 12 months to uncover any examples of competitor mutual fund companies promoting themselves in regards to the topics at the center of our client's campaign. We then identified any relevant multi-year campaigns, providing our client with an analysis of all related content including website content, blogs, microsites, mobile applications, print campaigns and social media promotions.