With an excellent long-term track record as an investment advisor, our client had recently broadended its offerings by launching a socially responsible mutual fund. The firm had been actively marketing the fund for some time with little increase in assets under management. The client wanted to continue to promote the fund, more strategically and with greater levels of success. In order to define what we needed to know about how to effectively distribute this product to its target audience, we completed a comprehensive assessment. The assessment evaluated investor (and non-investor) affinities, the competitive environment, and the firm's business development constraints and options.
The assessment uncovered specific biases in the investor and prospect populations that needed to be incorporated into the sales, marketing, and client service approach.
Based on the results of the assessment, we developed and implemented a complete promotional strategy for the fund including a referral marketing program, intermediary materials, advertising (creative and media placement), and all fund literature.
Assets have continued to grow since the strategy was implemented. The firm has since launched two additional "sister" funds - basing the distribution approach for these new funds on our work.
