How we shape Defined Contribution Investment Only (DCIO) marketing strategies

A global asset manager needed an articulation strategy for their DCIO offering

The client required enhanced messaging for their DCIO business offering, aimed at intermediary and institutional audiences in North America.

This messaging would comprise part of a long-term marketing strategy for the client's go-to-market DCIO business, and would require the production of internal talking points to ensure consistent messaging from internal teams.

We identified unexplored areas in the DCIO messaging of competitors, and homed in on those that resonated with our client's brand

We first conducted extensive internal interviews to pinpoint the key tenets of the client's current DCIO offering and messaging, while also conducting a peer review of 10 global asset management firms to determine relevant messaging opportunities.

Following this, we created a recommended wireframe for a DCIO landing page, designed to optimise user experience and engagement. This formed part of a purposeful, integrated marketing strategy that spanned a new messaging framework, ongoing content utilisation, and long-term go-to-market planning.

The result was strong, authentic DCIO messaging, attuned to the client's business offering and values

The landing page we crafted was tailored to the needs of an intermediary audience and their investors, and our overarching marketing strategy encompassed internal and external talking points, digital optimization, content development and promotion, and tactical recommendations to elevate the DCIO brand.

We were also able to establish a holistic role for ourselves, as a consultancy firm, in the context of the rapidly expanding DCIO industry.