Developing a marketing strategy and plan for a fixed income broker-dealer fintech organization
Developing a marketing strategy and plan for a fixed income broker-dealer fintech organizationEquiBrand2023-10-20T13:31:07-07:00
Project Description
A fintech services organization was looking to transform how fixed income securities and market-linked products are accessed, evaluated, and traded. The company had a strong technology platform, though lacked market understanding.
A marketing effectiveness audit identified ways to better align messaging and media spending with buyer values and the customer decision journey.
The marketing strategy and plan were created, including a shift in spending from traditional marketing to highly-targeted digital marketing efforts.
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, and competitive/best practice review
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, 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.)
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