Straight To The Point

Joint Investment Forum

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Task

We were appointed by four of the UK’s leading investment banks, namely Schroders, M&G, Gartmore, and BNY Mellon, to promote and drive registrations for the 2011 Joint Investment Forum (JIF) – a nationwide financial roadshow which enables the four groups to connect with their core customer base of independent financial advisors.

At the point of creating the campaign, the UK was in the grip of a recession.

Insight

In such uncertain times our audience of time-poor independent financial advisors were being bombarded with messages ranging from conflicting theories to downright gossip. So how could they expect to advise their own clients in such a climate?

Solution

We positioned JIF as the investment forum that cuts through the clutter to deliver real insights.

Our message of `straight to the point’ offered a quick and palatable solution to discovering real and credible investment insights – an opportunity to understand what the future may hold from some of the world’s leading fund managers.

The work included a multi-phased email campaign to tease, promote, and then drive registrations through to a themed micro-site, with credibility and awareness boosted through print advertising, and online banners on the major IFA portals. We also carried the theme through to bespoke videos and speaker stings which we created for the forums, as well as the stage set designs and all of the supporting literature.

Results

All 11 of the JIF venues across England, Ireland and Wales were fully booked, and overall attendance increased by 22% compared to the previous year.

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