Tag: investing

Star Awards: Investor Winners Speak!

Star Awards: Investor Winners Speak!

For over 20 years the IMEA Star Awards have honored the best of the best communications in the investment managing industry. The Star Awards were presented last month in 30 separate categories across three major classes of communications: investor, advisor and retirement.

We spoke with three winners in the investor category for an inside look at what goes into an investor campaign to make it special and bright enough to catch a Star.

As a longtime sponsor of the IMEA Star Awards, Imprint congratulates all of the talented, hard-working winners.

“I’ve seen so many fantastic examples of investor communications over the years—meaningful campaigns, thoughtful insights—and the winners really focus on their customers and what those customers need,” said Imprint Managing Partner Andy Seibert in the run-up to the awards celebration. “This year, when there’s so many things going on in the world and here at home, marketers have really stepped it up and sharpened their skills.”

“There’s one aspect of the Stars which I really love, and that’s that the judges are your peers,” Seibert added. “So when you win a Star Award it’s getting the applause of your contemporaries, which is really special.”

Here’s what three winners in the investor category had to say:

CRISIS COMMUNICATIONS WINNER:

M&T Bank — COVID-19 Webinars Communications Support

Project goal: Our goal was to arm M&T’s clients across all our business lines with information to help them navigate business and life decisions during such a mutable time.

Biggest challenge, and how it was solved: We have multiple audiences with complex needs across a range of businesses—and we had a very compressed timeline. But part of the solution was internal; We began working in command centers so we could address issues from a central location. And part of the solution was external; We worked with partners like Imprint who innovated their processes, developing an enhanced service model to create and deploy original content in a radically reduced timeframe.

Winning ingredient: I like to think our clients will be the judge of our winning ingredients, but our commitment through this entire pandemic has been to remain focused on our core mission as a community bank. Hopefully the agility we showed in providing essential, relevant information when timing was key demonstrated that commitment to our customers, who are always our most important audience.

Check out the work: https://library.mtb.com/

NEWSLETTER WINNER:

T. Rowe Price — Investor Magazine

Project goal: Highlighting the innovators reshaping the world in ever-changing times and telling the stories of leaders across the life cycle of entrepreneurship. From a teenager who developed his own clothing line, to a group sending wine into space to help study the impacts of climate change, to a basketball app developer that found itself serving a greater need when the pandemic struck, our Innovation Journeys celebrate those who move us forward every day and prove that, as with Invesco QQQ, it’s best to always be on the side of innovation.

Biggest challenge, and how it was solved: How can we properly document an ever-changing world, as it’s changing even throughout our ideation and production process? Finding intriguing stories to tell was no problem, but making sure we were telling stories with an eye on what the world would be like in the near future was a constant challenge. We tackled the challenge by trying to project current news into future scenarios as much as possible, and focus on stories that that were fresh and yet had staying power.

Winning ingredient: The innovators! From a storytelling standpoint, they made our jobs ridiculously easy, because these are people making a real impact in our world at a time when it was/is critically needed. The source material we got to work with was just so rich, and we’re proud we got to bring these stories forward to a wider audience.

Check out the work: https://www.invesco.com/us/qqq-etf/stories

So, what’s next?

We’d love to hear from you! Did you face similar challenges in 2020? What strategies did your team develop to tackle them? What lessons from 2020 are you keeping front of mind in 2021? Email us at imprint@imprintcontent.com, mention us on Twitter @imprintcontent or ping us on LinkedIn.

To read Part II: Advisor Star Awards Winners Speak! , click here.

To read Part III: Retirement Star Awards Winners Speak! , click here.

COVID-19 Content Best Practices: Investing

COVID-19 Content Best Practices: Investing

Professional and individual investors are coping with historic volatility in the financial markets—and a lot of uncertainty about what the investment landscape will look like a few months or even a few years down the road. This means they need the best information they can get to make good decisions for the money they’re managing—whether that’s for their firms, their clients, or themselves. As a result, many investment houses’ content emphasizes market forecasts, in-depth analysis and actionable advice geared to the current environment.

We pored over market volatility-related communications precipitated by the current coronavirus pandemic. Our friends at Corporate Insight track communications, products and the overall customer experience offered by leading companies in a variety of industries. The Imprint team has leveraged their research, along with our own, to evaluate investment-industry COVID-19 communications against these four criteria:

  • Client-centricity: Are brands putting their audiences’ needs at the center of their content—or talking about themselves?
  • Tone: How are brands speaking to their audiences?
  • Formats: How are they packaging their content? Video, long form, visual storytelling?
  • Differentiation: Do brands’ communications stand out from competitors’?

Here’s what stood out to us this week. Click HERE for last week’s roundup of the banking industry. 

Giving clients what they need

Every investment firm offers market-related commentary. State Street’s content stands out from the pack with its communications detailing the ways the firm is keeping its own lights on around the world and, in turn, supporting its clients that need the company firing on all cylinders.

  • Video messages from State Street execs and white papers offer detailed takes on the firm’s operational response to COVID-19. Their takeaways: State Street won’t let its clients down.
  • CEO Ron O’Hanley weighs in with thought-provoking pieces on what governments and corporations need to do to get through this crisis—and avoid future disasters.

Your COVID-19 Resource Center

MFS’ Market Uncertainty Resource Center takes care to tailor content to different client segments.

  • Smart navigation neatly delineates content about MFS’ corporate COVID-19 response, provides commentary on market developments and delivers updates on its investment and portfolio teams’ tactical shifts.
  • The market and investment commentaries stand out. The content is insightful and engaging, and draws readers in with snappy, provocative headlines.
  • MFS also provides advisors with practice management resources on market volatility as part of their robust MFS Advisor Edge offering.

Market Uncertainty Resource Center (MFS)

Sharp thinking in a tough market

This historic time in the financial markets presents investors with both big challenges and big opportunities. Nuveen doesn’t sugarcoat the former and dives deep on the latter, offering particularly crisp, forward-thinking thought leadership and strategic advice for institutional investors.

  • Chief Equity Strategist Bob Doll’s weekly commentaries offer incisive observations. He recently issued a pragmatic warning to investors to prepare for a recession that’s uniquely deep but also short-lived.
  • Nuveen isn’t afraid to get granular, offering nuanced and detailed takes on topics such as bond market dislocation and the coronavirus’ disruption on the global supply chain.

Coronavirus: navigating the global economic impact (Nuveen)

UBS stands out for its smartly organized and always-fresh content.

  • Pieces related to COVID-19 are integrated smoothly into UBS’ regular menu of content offerings, from market updates to global risk analyses.
  • Regularly updated features include House View, a collection of daily, weekly and monthly publications providing UBS’ assessment of the global economy and financial markets and how they shape the firm’s investment allocations.

(UBS is an Imprint client.)

Market Insights (UBS)

 Keeping it simple…

Avoiding technical, jargon-heavy language should be a pillar of any investment firm’s content strategy. Franklin Templeton does a fine job keeping its language simple while taking a refreshingly human approach to communicating with financial advisors.

  • A message from CEO Jenny Johnson highlights the impact of the current crisis on advisors’ professional and personal lives.
  • Content is segmented and easy to find, whether you’re looking for take-home resources to calm anxious clients or detailed perspectives on Fed easing from Franklin Templeton’s CIO, Sonal Desai.

2020 Volatility Center (Franklin Templeton)

A multi-media approach

T. Rowe Price offers plenty of written material on the current crisis including white papers and articles. But it also stretches beyond print to deliver videos, infographics, e-books and other formats, particularly for institutional investors and advisors. And across those channels and formats T. Rowe Price is going deep on market analysis—well beyond volatility, into multi-asset investing, portfolio construction and asset classes.

  • An interactive e-book combines punchy text and engaging graphics to convey T. Rowe Price’s detailed take on China’s economic recovery.
  • Content is leveraged across business channels but tailored to the audience. Example: A broad menu of advisor-centric content aimed at uncovering investment opportunities—and avoiding pitfalls—in the current environment.

 (T. Rowe Price is an Imprint client.)

Video Insights: China’s Road to Recovery (T. Rowe Price)

Columbia Threadneedle’s practice management resources for financial advisors stand apart in terms of their accessibility and actionable nature

  • Smart headers make it easy for advisors to see which pieces of content can be shared directly with clients and which are intended to help advisors manage their practices.
  • Advisors can access a number of concrete ideas for managing their practice (for example, how to effectively connect with house-bound clients) and guiding investors through this highly volatile period (tips to help calm anxious clients).

Latest Insights (Columbia Threadneedle)

Let us know what you think, and please share pieces that you think apply best practices. You can email us at imprint@imprintcontent.com.

Here are links to the coronavirus microsites or information pages for each company featured above:

 

Nuveen

Columbia Threadneedle

State Street

MFS

Franklin Templeton

T. Rowe Price

UBS

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