Case Study: JP Morgan Asset Management
Building trust to drive B2B investment
Services: Brand Content
The Challenge
J.P. Morgan Asset Management is the financial services giant's asset and wealth management arm. In order to engage and build trust with a key B2B target audience and, in turn, achieve its overall goal of increased investment, the marketing team had its sights set on developing a branded print product. First, however, it needed help figuring out what would most resonate with the intended audience and building out a strategy and prototype.
The Solution
I was brought in to lead the project as the primary strategist.* We designed a three-phase approach consisting of research, strategy, and production:
Audience Research
Through primary audience research, we sought to better understand the needs of a critical growth segment of the client’s B2B audience. We designed and conducted both quantitative and qualitative research that included a survey and more than 20 in-depth interviews with members of the target audience. This research revealed a key insight to drive the content strategy.
Content Strategy
Next, we developed a simple strategy for an editorially-driven print magazine consisting of editorial positioning, editorial architecture, story lineup, contributor recruitment, packaging, and more.
Content Production
With the strategy in place, we moved into production, working closely with a financial subject matter expert to develop insightful content and collaborating with Redbird’s art and design team to establish the look and feel of the magazine.
*This project was produced in partnership with Redbird.
The Result
With a working prototype that brought the unique print concept to life, we helped position the J.P. Morgan Asset Management marketing team for success in selling it to leadership and securing the budget it needed to move forward.