« Prev | Next Case Study »

Case Study 6: Institutional Fixed Income Marketing Strategy

CLIENT:

$100 billion manager with $3 billion institutional fixed income product

CLIENT SITUATION:

• Wanted to enhance its marketing success in the U.S. institutional fixed income market
• Needed to overcome the market’'s perception as a retail equity provider
• Faced internal organizational tension between investments and distribution professionals

CASEY QUIRK APPROACH:

• Provided an assessment of the institutional fixed income market, including key competitors
• Interviewed key investments and marketing professionals to understand the capability
• Refined the institutional "pitch"
• Developed a marketing strategy and game plan for the institutional market

PROJECT OUTCOME:

• New "pitch" presentation was put in place and used in consultant and plan sponsor presentations
• Marketing strategy was implemented
• Finals presentation "win ratio" materially increased
• Better communication between investments and distribution teams