Project Description

Financial Services #2 – Marketing Consulting Case

Developing a marketing strategy and plan for a fixed income broker-dealer

Challenge

  • Diverse set of clients and business partners, including broker-dealers, institutional investors, financial advisors and issuers
  • Strong historical growth tied to underwriting and distributing fixed income securities and structured notes
  • Recent slow-down in growth, tied to changes in monetary policy, resulting in decision to balance product portfolio across equities, annuities, etc.
  • Desire to assess marketing strategy, plans and spending levels in marketing communication, branding and sponsorship across variety of channels, programs and media

Action

  • Inventoried current-state marketing strategies, plans and tactics across all touchpoints (cable TV, print, website, collateral, sponsorships, etc.), including creative materials, media plans and spending levels
  • Confirmed issues, hypotheses, challenges and opportunities to address in future-state marketing strategy and planning, based on stakeholder interviews, competitive/best practice review and EquiBrand’s expertise
  • Assessed marketing effectiveness and potential improvements on multiple dimensions: brand migration, marketing strategy alignment, brand positioning, touchpoints aligment
  • Prepared action-based recommendations, including changes to marketing and communication strategy, including realigned messages and marketing spend

Result

  • Final marketing communication assessment, including action-oriented recommendations to improve marketing efficiency and effectiveness across six key areas: market-driven mindset, marketing strategy and planning, customer framework and prioritization, strategic alignment of media and integrated digital marketing
  • Significant realignment of marketing communication spending, away from outbound marketing (events, sponsorship, etc.) to inbound marketing (white papers, newsletter, SEO, pay-per-click advertising, etc.)

Learn more

Contact EquiBrand to speak with one of our brand consultants about our brand management consulting work.