The power of flexible content marketing
The brief
Conducted original research to enhance the content offering and attract leads
Our success with Fidelity since 2022
Content-rich strategy that builds credibility across chosen products
A flexible strategy able to pivot in line with markets
Brand awareness and engagement – a visible, frequent voice
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Successfully repurposed existing Fidelity content to sell the narrative around global equities
Put a fresh spin on the sustainability concept by focusing on the post-COP26 challenge
Gave the topic a sense of urgency and timeliness by focusing on the need for change in the marketplace
160+
5,800+
(Currently in promotion)
leads
page views
Expert knowledge from a team of former business journalists
High quality content and design
Guaranteed brand awareness and engagement
Helping unlock your potential
Real-time reporting on campaign performance
Incisive Works content strategists work with you to create assets that meet your marketing needs, attract and retain your target client. We offer:
Flexible content assets for 2023
Content on hub
Page views
Ad promoting hub/content
Email newsletter promotion
Paid social campaign
Unlocking value for Fidelity
Experience the disruptive power of working with us at scale and allow us to carry the Fidelity brand and funds to market visibly, permanently
Content asset research, writing and design
All programmatic advertising and marketing
Guaranteed engagement
One package price that includes:
*Figures above refer to minimum # of on-target promotion of The Fidelity Hub; interactive video (1); LIVE! Podcast (1), infographic (1) and research lite (1)
Powerful marketing campaigns: Guaranteed results
Incisive Media’s first party data will be utilised across the campaign to deliver targeted results.
Incorporating online display, solus/newsletter emails and paid social promotion as standard, we guarantee engagement at every level.
Articles
Newsletters
Advertising
Paid-social
Analysis
Click icons for details
Use of first party data to laser target your audience set using unique identifiers
Digital display advertising, designed by Incisive Works and delivered programmatically, with your branding
and subject focus in mind
Use of solus and editorial newsletters to support promotional campaign and encourage content engagement
‘Teaser’ editorial articles promoting content on Investment Week with full links to hero assets (hub, video, infographics, research) and/or the assets embedded within Fidelity’s own site
Real-time, transparent reporting – live dashboards for individual content assets to keep track of performance and engagement
Content asset investment
Option 1
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The Fidelity Hub: Three-month content showcase
Digital infographic experience x 1
2 x Interactive video and/or x LIVE! Podcast
Added-value creative package (16 in total)*
Option 2
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Digital infographic experience x 2
2 x Interactive video or 2 x LIVE! Podcast
Research Lite – sentiment survey x 1
Added-value creatives (15 in total)*
Package cost: £105,000
15-20 articles
6,000
75,000
12
Unlimited
The Fidelity Hub: Agile, reactive content
Overview
A multi-touch content platform, showcasing existing Fidelity articles and videos alongside new and original content from our team of writers and editors.
A minimum of five new content pieces uploaded monthly – allowing for easy pivot between topics/themes as market opportunities/product strengths present themselves.
Content published from September to December.
What is it:
Position Fidelity as pre-eminent thought leader across Fixed Income, Multi Asset & Sustainable Global Equities. Stand out from the crowd through high quality design and your own dedicated landing page.
Full marketing promotion across Investment Week and social channels.
What it offers:
The Fidelity Hub: Agile, reactive content
Infographic digital experience
Interactive video
Fidelity LIVE! - video podcast
Research-lite – investor sentiment
Close X
Design example
Deliverables (minimum guarantees)
Close X
Infographic digital experience
Visually engaging experience, telling a story about a particular asset class or topic, with a focus on data, graphics and images.
What is it:
Cut price multi-asset: 5 benefits of a passive approach.
Example synopsis:
Infographic views
Ad promoting content
Email newsletter promotion
Paid social campaign
1,200
15,000
2
Unlimited
Overview
Design example
Deliverables (minimum guarantees)
Fully embeddable on Fidelity’s website to enhance own content collateral and offer long-term value.
What it offers:
Shareable AND ideal for social media, infographics are able to communicate Fidelity’s key messages in an accessible way.
Close X
Interactive video
A video with ‘touchpoints’ that the viewer can engage with to uncover deeper information.
What is it:
Ability to embed CTAs/whitepapers/fund factsheets on screen for longer and enhanced viewer engagement.
Ideal for brand awareness and building voice credibility via educational videos that engage audiences with quizzes or polls and informative hotspots.
What it offers:
Can we avoid sustainable greenwashing?
Example synopsis 1:
Video views
Native article (x3) page views
Ad promoting content
Email newsletter promotion
Paid social campaign
300
600
15,000
2
Unlimited
Overview
Design example
Deliverables (minimum guarantees)
A video tackling various challenges of investing sustainably, with interactive segments talking about:
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What is greenwashing?
The rules and regulations to help combat it
Wealth manager/investor views – do they care?
The Fidelity approach
< 1 / 2 >
Short-dated and sweet: The corporate bond story of 2023
An education video exploring the forward outlook for short-dated corporate bond funds in 2023, and why they could be beneficial as investors look to combat rate volatility versus riskier segments of the market.
< 2 / 2 >
Example synopsis 2:
Close X
Fidelity LIVE! - video podcast
Short-form interviews, thematic round-ups and learning journeys in an informal video of 30 minutes. Monthly episodes from Sep-Dec encourage viewer retention and can be reactive to market environments.
What is it:
Cut through investor noise by interviewing fund experts alongside non-financial experts on topics such as sustainability – format allows Fidelity to challenge sector disparity whilst retaining an element of fund promotion/
manager authority via elevator pitches.
What it offers (cont):
Live sign ups
Post live video views
Native article (3) views
Ad promoting content
Email newsletter promotion
Paid social campaign
90
300
600
15,000
2
Unlimited
Overview
Design example
Deliverables (minimum guarantees)
Live sign-ups to podcast serve as lead generation. Post-live video edit promoted for further brand engagement.
Capitalise on fund manager personas and their knowledge via short films that are edited together in a podcast style. Innovative format allows viewers to sign-up to watch live, or play back on-demand.
What it offers:
Close X
Research-lite – investor sentiment
A hero asset based on “sentiment indicators” across a range of asset classes or themes. Research findings lead to more in-depth analysis from Fidelity experts.
What is it:
By collating simple sentiment findings across a wide range of areas, we can quickly pivot our analysis to topics as market conditions change. The addition of market commentary through interviews with Fidelity experts will give us the weight of content needed to generate client leads.
What it offers:
Short-dated corporate bonds: Are investors positively positioned towards short-duration? If so, content will make a case for investing in this opportunity. If investors are negative, content to explore why and offer arguments to reconsider.
Example synopsis:
Research digital experience views
Ad promoting content
Email newsletter promotion
Paid social campaign
1,200
25,000
6
Unlimited
Overview
Design example
Deliverables (minimum guarantees)
Click images to view projects
Capital Group
Year 1: Capital group hub focused on core fund themes such as technology
Click images to view hubs
LGIM
A dynamic infographic experience telling an engaging story about LGIM's cyber security capabilities
Click images to view project
LGIM
Attention-grabbing research on the issues that matter to investors today
Click images to view project
ETF advertising – Stories of the Week
Q4 sponsorship cost: £16,950 + VAT
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Solo sponsorship of ‘Stories of the Week’, produced on and for Investment Week
Adverts ‘bookend’ the video, with adverts running at the beginning and the end of stories of the Week
In association with’ displayed at the beginning and end of ‘Stories of the Week’ title page
Video to be included in email newsletters at least six times over quarter
Quarterly sponsorship – a minimum of 9 videos to be created over any quarterly period
Fast-paced 60 second video summary highlighting the key investment industry news that week.
Interactive video – viewers can use touchpoints to click directly through to the stories via the screen, and through to Fidelity’s website.
Sponsorship includes:
Digital Advertising: straight forward traffic driver products
Digital display advertisement campaign across Investment Week to promote Fidelity brand and funds, including ETFs, Fixed Income and Sustainable Global Equities
Investmentweek.co.uk
72,000 Portrait ad impressions
(18,000 per month) @ £135CPM
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ETFs: (Sept – Dec)
IW EPTOs (email bulletin + on-site)
5 x entry point takeovers
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Maximum brand takeover (website, email bulletin, social media)
2 x Full brand takeover
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Investmentweek.co.uk
Fixed Income: (Sept – Dec)
Blended HPU Billboard Sidebar ROS + contextually targeted to Fixed income @ £110CPM
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Investmentweek.co.uk
Sustainable Global Equities: (Sept – Dec)
Blended HPU Billboard Sidebar ROS + contextually targeted to Sustainable Global Equities Fixed income @ £110CPM
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80,000 Video In-Read (20,000 per month) @ £153CPM
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Blended HPU Billboard Sidebar ROS + contextually targeted to ETF @ £110CPM
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110,000+
Advert impressions
25+
Newsletters
10,000
Content impressions/views
100 days
of prospect attention
LGIM LIVE!
Focused on groups climate-change ETFs, with a studio Q&A, ‘fund elevator pitches’, and thematic roundup.
Equans
Filmed offsite, this interactive video explores a variety of stories in one short film.
Adapt.
Influence.
Amplify.
Click for options for more details and engagement/ad deliverables
Year 2: A pivot to topical news including inflation for 2022
Covering Sep-mid-Dec inclusive
Achieved 238 interactive engagements from less than 170 views.
Achieved 130+ sign-ups in two-week promotional campaign.
(Individual asset total cost: £134,500)
Package cost: £85,000
(Individual asset total cost: £110,000)
*Added Value includes design and re-purposing of social cards/assets for Fidelity to use on own channels.
Package cost: £104,528 + VAT
(Ratecard cost: £130,660)
