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Case Study 4: FoHF Assessment & Marketing Strategy Development

CLIENT:

$2 billion Fund-of-Hedge Fund

CLIENT SITUATION:

• Wanted to enhance their marketing success in the U.S. institutional market
• Needed to understand how their capability compared to target investors' demands

CASEY QUIRK APPROACH:

• Interviewed key market participants including leading FoHFs, pension consultants, and marketers to enhance and customize our market perspective
• Assessed investment organization/process strengths and weaknesses relative to market leaders
• Recommended organizational and investment process improvements
• Refined the institutional "pitch"
• Developed a marketing strategy and game plan for the institutional market

PROJECT OUTCOME:

• Identified six concrete product and process improvements which were accepted and implemented by the client
• New "pitch" presentation was put in place and used in marketing
• Marketing strategy was implemented and plan has shown strong initial success