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hone cohesive content and
T. Rowe Price needed to develop the fund positioning, messaging and collateral for its UK wholesale and adviser sales operations
The client required the articulation of macro stories and product benefits for advisers, in order to craft cohesive positioning and messaging strategies for UK markets.
This new positioning would then be channeled into a suite of fund sales materials that targeted advisers and discretionary channels.
We honed clear and interlocking messaging and design frameworks, and crafted content aligned with them
We opened the process by seeking to understand the approach and purpose of each fund. This was accomplished through pairing investment team interviews with fund and competitor research. From there, we shaped macro stories and cultivated strategies that would best articulate the case for each fund to advisers and their clients.
This positioning was complemented by the creation of a parallel design framework for adviser communications. We then leveraged this integrated strategy to build impactful, client-centric adviser presentations, fund brochures and sales aids.
The result was cohesive, integrated and targeted positioning and marketing materials
T. Rowe Price funds were effectively introduced and promoted to advisers through a project that complemented the business' broader development of corporate messaging, as well as its ongoing production of investment commentary.
Client engagement at industry events significantly improved, reflected a renewed interest in the brand among advisers.
Fund sales aids
Matt Jenkins, Head of Advisory and Strategic Partners