Effective communication supports impressive growth

Client: Marlborough Fund Managers

Independently-owned fund house Marlborough has some of the UK’s top-performing funds. Competing against the huge resources of the investment industry giants, the challenge was to get their message across using carefully targeted PR.

Aim

To encourage investment in Marlborough’s funds by increasing awareness about their strong performance records and communicating clearly how the fund managers achieved this.

Process

Bulletin worked with Marlborough’s fund managers to raise their profiles in the press through interviews, comment and contributed articles. We also designed and wrote brochures and other marketing material.

Result

A carefully targeted PR strategy has helped support Marlborough’s impressive growth trajectory. The Marlborough Special Situations Fund was £150m in September 2009 and is over £1bn today. Overall, the Marlborough group now has more than £6bn of assets under management.

Working closely with Marlborough’s marketing and sales teams we have focused our PR work primarily on reaching financial professionals such as independent financial advisers and wealth managers, who select funds on their clients’ behalf. We’ve supported this by also identifying national media opportunities to highlight the performance of the funds to a wider audience.

The process began with Bulletin taking time to learn about Marlborough’s funds, the business’s objectives and their priority target audiences.

We identified key messages about how the funds are managed to establish what differentiated them in the marketplace. We then implemented a long-term media strategy focusing on key publications, involving interviews with journalists, providing comment for the news pages and contributing features and thought leadership articles.

Fund managers have many demands on their time and our journalistic background helps us to use it efficiently. We help to ensure that what they produce – from thought leadership articles to pithy, relevant quotes for news stories – is what the journalists need, and delivered when they need it.

We have also organised and hosted events designed to allow fund managers and journalists to meet in an informal setting to help build long-term relationships.

In addition we have helped Marlborough maximise the impact of positive coverage using email marketing.

We have also designed and written brochures and other marketing material to help communicate Marlborough’s proposition clearly and effectively.

Designed and written marketing materials helped to communicate Marlborough’s proposition clearly and effectively with their target audience.

As with any effective PR strategy, we constantly review priorities to ensure they reflect Marlborough’s objectives and we make sure we are using the most suitable communication channels to reach their target audiences.

“Bulletin have helped Marlborough grow by working with us to design and implement a clear and effective media strategy, which has been revisited and refined as our business has developed. They’ve done all this with energy, creativity and an inside knowledge of how the media works and what journalists need.”

Nathan Glynn, Marlborough’s Associate Director – Marketing

Research underlines the value to businesses of investing in PR to engage effectively with the media. This report in the Huffington Post shows that despite the proliferation of information available through social media and company websites, articles by credible journalists still have the greatest impact on consumers’ purchasing decisions.

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