Challenge:

• Against the back drop of some of the worst months for global banking, and many asset managers facing combined challenges of managing their own futures and the performance of their investments, J.P. Morgan Asset Management wanted to stand out as a confident voice in the melee.
• Given that the IFA market is a key driver of business referrals for J.P. Morgan Asset Management, the company was keen to forge a long standing reciprocal benefit with the IFA community without appearing too self serving.

Solution:

• The company wanted to be positioned as a key strategic partner with the IFA sector by devising a programme that promoted a series of guides and white papers that were written specifically for them - appreciating the intrinsic link between the survival of IFAs and the sale of J.P. Morgan Asset Management investments.
• These guides provided practical advice as well as real insight into issues facing IFAs.

Implementation:

• Working with the in-house team, Lansons was tasked with promoting a series of marketing initiatives that had been developed to offer IFAs a practical overview of the market alongside help and advice.
• Via a pure media relations campaign we were able to position J.P. Morgan Asset Management as truly understanding the IFA and working in partnership with them. From this trusted position we then raised awareness of the initiatives and drove direct engagement via a ‘news you can use’ campaign that specifically drove downloads from the J.P. Morgan Asset Management website, of a white paper and practical guides.
  

Outcome:

• This success was maintained and reinforced though endorsement from key stakeholders via a targeted press contact programme.
• As a result the marketing literature produced effectively built long term relationships with IFAs that fulfilled a genuine business need.
• Blanket coverage was achieved in all the key trade press and the white paper and three guides were downloaded over 22,000 times.