Giving a new fund a clearer story and a more focused route to investors
Asset management — Fund positioning
A specialist infrastructure investor was preparing to raise a major new fund. With a small team and a crowded market, it needed a sharper investment narrative and a more disciplined way to build visibility and engagement with institutional investors.
The challenge.
The firm needed a compelling narrative for the new fund, but it also needed to focus limited sales and marketing resources on the audiences and activities most likely to create meaningful investor engagement.
The objective was to strengthen visibility with professional investors, drive participation in webinars and events, and create a more systematic approach to identifying and developing relevant investor contacts.
What we did.
We researched relevant storylines and interviewed members of the fund team to identify the strongest elements of the investment case and shape them into a coherent narrative. We produced a magazine-style white paper and presentation to bring that story to life for institutional audiences.
We then built a targeted media and event plan combining paid and organic social activity, third-party insights and in-house news, with each activity linked to specific investor-engagement objectives.
We also worked with the team to define six-, twelve- and twenty-four-month outcomes and turn those into a practical roadmap for content, events, social media and investor outreach.
What changed.
The launch achieved strong webinar attendance and generated a better-quality pool of investor contacts through improved registration, qualification and contact verification.
The team also gained a clearer framework for how to sustain investor engagement beyond the initial launch, together with a roadmap and toolkit for social media, content planning and event outreach.
That made the marketing set-up more focused and more self-sufficient, while giving the investment team a stronger basis for maintaining visibility and developing relationships with relevant institutional investors over time.
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