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.)

Learn more

See other case studies or contact EquiBrand to learn more.