Fundraising Made Simple
It’s time to take the pain out of fund marketing, communications, and distribution. After we build your fundraising “engine” and flip the switch, always-on functionality allows you to deliver a personalized experience through every stage of the investor journey. Achieve your AUM goals while you sleep. Now that’s painless.
IR/PR
Investor relations and public relations to keep your investors and interested parties up to date. You can rest easy knowing we take care of both the content and its distribution.
Social Alpha
Not currently fundraising but need to establish your digital presence? Welcome to white glove social media management. Persona-based strategies and tactics deployed by domain experts.
Fundraising Alpha
Compete in the digital age with our end-to-end solution for small to mid-sized managers. Want more? Beef up your package with selected add-ons.
Package Features
Contents
Monthly Performance Tear Sheets
Tear sheets are most commonly a one-page summary of a fund's investment thesis, most recent performance (with industry metrics), current holdings, and anticipated market opportunities. They are usually produced for current and prospective LPs and are not made available to the general public.
Newsletter
A communication tool used to help prospects and existing LP’s understand current strategies, market conditions, and anticipated returns. LP and prospect newsletters are generally an “opt in” tool designed to showcase a fund managers view of performance, market trends, and/or investment opportunities.
Market Update
Highlighting or forecasting changes to the investment climate, as it pertains to the fund or manager’s investment strategy.
Video From the Team
Think of this as a video version of a tear sheet.
Performance Recognition (new investments)
Recent exits, acquisition highlights, or new investments.
Portfolio Milestones & Benchmarks
Updates on current portfolio holdings.
New Team Members
Keeping LP’s apprised of staff additions and departures.
Fund Closings
Results of planned (and documented) fund closings.
Industry Recognition & Accolades
Celebrating industry rewards, recognition, and accolades.
Market Updates
Highlighting or forecasting changes to the investment climate, as it pertains to the fund or manager’s investment strategy.
1 post per week plus variable press release content
1 post per week plus variable press release content
1 post per week plus variable press release content
1 post per week plus variable press release content
Options
What's Included
Price
Keywords
To drive information or product-seeking traffic to a landing page or website, a manager must first understand the search intent of their prospects. By recognizing the needs they have, the challenges they face, the questions they need answered, and the tools they are seeking require an understanding of the words they will use in their search, as well as the type of content which words they use and what type of content would fit their intent best. In short, you need a keyword strategy.
20 target keywords/phrases
$200 per tranche
Data Sources
Consolidating data sources into one repository provides a sharable, 360° view of the client throughout the investor journey.
Consolidation of data
$500 per source
Investor Personas
"Ideal Investor" personas provide insights into the decision-making behaviors of a targeted audience, as well as help identify off-the-radar prospects through the use of "look-alike" data.
Complete persona with marketing strategies & tactics
$1,350 per persona
Company Social Page
Creating firm/fund profiles in social media is an art unto itself. These profiles are yet another way for asset managers to establish brand and create awareness (LinkedIn, Twitter, Instagram, Facebook).
1 fully optimized company page
$450 per page
Personal LinkedIn Profile
LinkedIn has become a “must have” for manager success in the digital age. However, building them properly is mission critical in building online networks.
1 fully optimized personal profile
$450 per profile
Written Content
To get the most value out of content, it must be written specifically for the targeted stage of the journey and optimized for search when investors and allocators are looking for solutions.
Optimized with target keywords
$150 per piece of content
Ebook
Ebooks are a less formal form of content and provide an opportunity to explain a managers strategy or competitive edge in a less-objective manner. We use ebooks mainly as a conversion tool in the journey of the investor.
Fully written, optimized, and designed
$2,000 per ebook
White Paper
A white paper is an authoritative yet objective, in-depth, problem/solution report focused on helping a targeted audience navigate challenges they may or may not be aware of. Used properly, white papers address relevant issues along with an objective view of available solutions. White papers are informational, as opposed to sales driven .
Fully written, optimized, and designed
$1,500 per white paper
Press Release
While press releases can grab the immediate attention of a targeted audience, when properly archived, they represent a quick way to understand the history of a manager or a firm.
Fully written with backlinks
$300 per press release
Blog Post
Blog posts can be article summaries, news pieces, or informational resources for a targeted audience. They typically cover a specific topic or query, are informal yet educational in nature, and generally range from 600 to 2,000+ words. Using graphics, blogs can contain other media types such as images, videos, infographics, and interactive charts.
Fully written and optimized w/ backlinks included
$500 per blog post
Newsletter
Used to help prospects and existing LP’s understand current strategies, market conditions, and anticipated returns. LP and prospect newsletters are generally an “opt in” communication tool designed to showcase a fund managers view of performance, market trends, and/or investment opportunities.
Monthly newsletter fully written and automated
$600 per month
Persona-Specific Email Copy
Persona-specific messaging is a reference to stage specific (awareness, research, conversion, advocacy) copy written specifically to connect with the attributes of the reader. Scripting content and messaging to reflect a deeper understanding of the recipient is critical to earning the trust of the prospect.
Fully scripted email campaign w/ persona-specific copy
$750 per campaign
Industry-Specific Articles w/ Backlinks
Third party, or curated content, is content created by industry media, competitors, or industry influencers. This content can be shared on a manager’s social media channels or website/blog. This type of content is an effective way of establishing credibility and “social proof” in the minds of targeted investors.
Article with backlinks
$150 per article
Meet the Manager Video
Scripted videos showcasing the key attributes of a manager via video. Videos have quickly become a “must have” resource for prospective investors trying to learn more about a manager and their style.
Filmed, edited, and fully delivered
$3,500 per fully produced video
Conversations with Portfolio Managers
Recorded conversations between PM’s and industry peers, thought leaders, or other influencers. These videos are a great way of spreading awareness and building credibility.
Recorded, edited, and fully delivered
$750 per video
Social Media Post Templates
Accessing ready to use templates for social media posts allows managers to showcase content and insights in multiple forms and formats, keeping them fresh in the eyes of their prospects each and every time they post.
Template library featuring 6 different content types
$1,500 for full access
One-Page Infographic
Infographics are a visual representation of information or data used to influence targeted prospects. Infographics can visually showcase complex information in a way that in can be rapidly consumed and easily understood. We believe the best use infographics is to showcase statistical complexities, market trends, industry highlights, and comparable data sets.
Full-page, branded, and beautifully designed infographics
$450 per infographic
Direct Mail Campaign
Philosophically, we still believe there is something special about receiving hand-written thanks you’s, congratulatory recognition, and unexpected gifts. When combined with digital strategies, they can positively influence campaign results.
1 campaign (cost of mail piece and postage not included)
$7,500 per complete campaign (up to 200 recipients)
Social Media Posts
4 additional posts per month
$400 per pack of posts
YouTube (video)
Second only to google in website traffic with more than one billion monthly users watching more than a billion hours of videos each day. YouTube has become increasingly popular among investors conducting research and diligence on investment strategies and managers.
Edited and fully delivered
$200 per minute of completed video length
Medium
Medium is a long form content platform best described as where social media intersects with journalism.
1 post
$150 per post
Email Campaign
Automated campaigns with if/then decision logic that allow managers to help guide prospects throughout their investor journey. Each campaign has preset communications with stage-specific copy tailored to each persona.
Fully automated campaign with if/then decision logic
$2,500 per advanced campaign (> 4 emails)
Pay-Per-Click Campaign
Paid search or social media campaigns that boost traffic to your site/content.
Set up, activation, and management
$3,000 per campaign (> 6 campaign assets)
Investor Leads
50 qualified investor leads
$1,500 per tranche
Custom Fundraising Materials
Tear sheets, teasers, pitch decks, and image pieces.
Beautifully designed white label collateral for fundraising support
$2,000 per piece of collateral (up to 15 pages)
Landing Page
Customized, search optimized landing pages to help simplify navigation throughout an investor journey.
Optimized and fully responsive across devices
$1,000 per landing page (depending on complexity)
Lead Capture Form
Equipped with follow-up messaging to help highlight engagements and opportunities with targeted investors.
Custom form with data flow to CRM
$300 per form
Website Design & Development
Effective website design and creation encompasses the right site performance tools, data analysis, dynamic content, and tools to drive exploration and engagement. Solid design will improve site performance, drive more traffic, increase conversions, and grow revenue. The final piece of design is keyword and phrase optimization of website content, critical to drive prospects searching for solutions to investment challenges they face.
Complete web design and development from domain set up all the way to site launch
$9,000 (11-20 pages)
$14,000 (20+ pages)
Package Contents
An analytical understanding of website and search engine traffic, providing unique insights into competitive offerings, opportunities for differentiation, and most viable investors.
SEO/SEM Report
A report that analyzes the online presence (site traffic, ranking, authority, keywords) of your top competitors. This report reveals your firm’s strengths, areas for improvement, and untapped areas of opportunity.
Competitive Analysis
From an integration and use perspective, an understanding of what technology is currently in place, how that technology is used, and how that technology fits with future needs is mission critical before considering the adoption of new tools and technology.
Full Digital Audit
“Ideal Investor” personas are created to provide insights into the decision-making behaviors of a targeted audience, as well as help identify off-the-radar prospects through the use of “look-alike” data.
2 Proprietary Investor Personas
Creating firm/fund profiles on social media is an art unto itself. These profiles are yet another way for asset managers to establish brand and create awareness (LinkedIn, Twitter, Instagram, Facebook).
2 Company Social Pages
LinkedIn has become a “must have” for manager success in the digital age. However, building them properly is mission critical in building online networks.
3 Personal LinkedIn Profiles
To get the most value out of content, it must be written specifically for the targeted stage of the journey and optimized for search when investors and allocators are looking for solutions.
3 Pieces of Written Content
Used natively within LinkedIn to help prospects and existing LP’s understand current strategies, market conditions, and anticipated returns. These are generally an “opt in” communication tool designed to showcase a fund managers view of performance, market trends, and/or investment opportunities.
Monthly LinkedIn Newsletter
6 Different Social Media Post Types
Infographics are a visual representation of information or data used to influence targeted prospects. Infographics can visually showcase complex information in a way that in can be rapidly consumed and easily understood. We believe the best use infographics is to showcase statistical complexities, market trends, industry highlights, and comparable data sets.
Monthly One-Page Infographics
LinkedIn – 12 posts/month
Instagram – 12 posts/month
Twitter – 12 posts/month
Facebook – 12 posts/month
Creating customized, search optimized landing pages to help simplify navigation throughout an investor journey.
1 Responsive Landing Page
Package Contents
A snapshot of institutional fund flows, current market conditions, and investment sentiments among fund investors (LP’s) provide foundational insights into strategy and manager positioning.
Market Analysis
Analyzing previous and current offerings provide valuable insights into why allocators have invested in a strategy, what their return expectations are, and who the market leaders are among GP’s with similar offerings.
Strategy Research
An analytical understanding of website and search engine traffic, providing unique insights into competitive offerings, opportunities for differentiation, and most viable investors.
SEO/SEM Report
A report that analyzes the online presence (site traffic, ranking, authority, keywords) of your top competitors. This report reveals your firm’s strengths, areas for improvement, and untapped areas of opportunity.
Competitive Analysis
From an integration and use perspective, an understanding of what technology is currently in place, how that technology is used, and how that technology fits with future needs is mission critical before considering the adoption of new tools and technology.
Full Digital Audit
With research in place, this story development/onboarding session establishes the foundation for marketing strategy by establishing the target audience and ideal investor personas for the campaign. This session also allows 5150 to lay out onboarding needs and timing plan for the “go to market” strategy.
Story Development/Onboarding
Consolidating data sources into one repository provides a sharable, 360° view of the client throughout the investor journey.
Data Consolidation
“Ideal Investor” personas are created to provide insights into the decision-making behaviors of a targeted audience, as well as help identify off-the-radar prospects through the use of “look-alike” data.
Persona Creation
Understanding the needs, motivations, styles, and prerequisites of targeted investors allows campaigns to be sequenced in a way that builds momentum throughout the process (who are the anchors/early-innovators, the early adopters, early and late majority investors, and laggards).
Persona Sequencing
Building a visual representation helps managers see and understand the strategy from beginning to end. Adding tracking technology to the canvas allows stakeholders to see, in real time, what is and isn’t working.
Investor Journey Design
Creating firm/fund profiles on social media is an art unto itself. These profiles are yet another way for asset managers to establish brand and create awareness (LinkedIn, Twitter, Instagram, Facebook).
2 Company Social Pages
LinkedIn has become a “must have” for manager success in the digital age. However, building them properly is mission critical in building online networks.
3 Personal LinkedIn Profiles
To get the most value out of content, it must be written specifically for the targeted stage of the journey and optimized for search when investors and allocators are looking for solutions.
3 Pieces of Written Content
Ebooks are a less formal form of content and provide an opportunity to explain a managers strategy or competitive edge in a less-objective manner. We use ebooks mainly as a conversion tool in the journey of the investor.
1 Ebook
A white paper is an authoritative yet objective, in-depth, problem/solution report focused on helping a targeted audience navigate challenges they may or may not be aware of. Used properly, white papers address relevant issues along with an objective view of available solutions. White papers are informational, as opposed to sales driven .
2 White Papers Per Year
While press releases can grab the immediate attention of a targeted audience, when properly archived, they represent a quick way to understand the history of a manager or a firm.
1 Press Release Per Month
Blog posts can be article summaries, news pieces, or informational resources for a targeted audience. They typically cover a specific topic or query, are informal yet educational in nature, and generally range from 600 to 2,000+ words. Using graphics, blogs can contain other media types such as images, videos, infographics, and interactive charts.
1 Blog Post Per Month
Used to help prospects and existing LP’s understand current strategies, market conditions, and anticipated returns. LP and prospect newsletters are generally an “opt in” communication tool designed to showcase a fund managers view of performance, market trends, and/or investment opportunities.
Monthly Newsletter
Persona-specific messaging is a reference to stage specific (awareness, research, conversion, advocacy) copy written specifically to connect with the attributes of the reader. Scripting content and messaging to reflect a deeper understanding of the recipient is critical to earning the trust of the prospect.
Persona-Specific Email Copy
Third party, or curated content, is content created by industry media, competitors, or industry influencers. This content can be shared on a manager’s social media channels or website/blog. This type of content is an effective way of establishing credibility and “social proof” in the minds of targeted investors. Backlinks included.
2 Industry Specific Articles Per Month
Scripted videos showcasing the key attributes of a manager via video. Videos have quickly become a “must have” resource for prospective investors trying to learn more about a manager and their style.
Meet the Manager Video
Recorded conversations between PM’s and industry peers, thought leaders, or other influencers. These videos are a great way of spreading awareness and building credibility.
Conversations with PM’s (1/quarter)
Social Media Posts
Infographics are a visual representation of information or data used to influence targeted prospects. Infographics can visually showcase complex information in a way that in can be rapidly consumed and easily understood. We believe the best use infographics is to showcase statistical complexities, market trends, industry highlights, and comparable data sets.
Monthly One-Page Infographics
Philosophically, we still believe there is something special about receiving hand-written thanks you’s, congratulatory recognition, and unexpected gifts. When combined with digital strategies, they can positively influence campaign results.
1 Direct Mail Campaign
LinkedIn – 12 posts/month
Instagram – 12 posts/month
Twitter – 12 posts/month
Facebook – 12 posts/month
Second only to google in website traffic with more than one billion monthly users watching more than a billion hours of videos each day. YouTube has become increasingly popular among investors conducting research and diligence on investment strategies and managers.
YouTube – 1 video per month
Medium is a long form content platform best described as where social media intersects with journalism.
Medium – 1 post per month
We build automated campaigns with if/then decision logic that allow managers to help guide prospects throughout their investor journey. Each campaign has preset communications with stage-specific copy tailored to each persona.
Email – 1 campaign/persona per quarter
Paid search or social media campaigns that boost traffic to your site/content.
Pay-Per-Click Campaign – 5/year
Once investor personas are selected, we lay their attributes over our proprietary database to build targeted investor audiences.
250 Qualified Investor Leads
As part of our service, we create tear sheets, teasers, pitch decks, and image pieces.
Custom Fundraising Materials
Creating customized, search optimized landing pages to help simplify navigation throughout an investor journey.
Responsive Landing Pages
Lead capture forms equipped with follow-up messaging help highlight engagements and opportunities with targeted investors.
Custom Lead Capture Forms
Customized portal for GPs to instill collaboration and joint campaign oversight.
GP Portal
Recognizing who a manager knows will often aid in creating a path to prospects a manager doesn’t know. Recognizing and detailing relationships help managers navigate the best way possible to engage a prospect.
Relationship Mapping
Understanding the needs, motivations, styles, and prerequisites of targeted investors allows campaigns to be sequenced in a way that builds momentum throughout the process (who are the anchors/early-innovators, the early adopters, early and late majority investors, and laggards).
Prospect Sequencing
Helping managers understand conversational priorities leads to better rapport, rapport allows a manager to establish credibility, credibility allows a manager to earn trust. In the absence of trust, allocators and investors do not make in investments.
Conversation Scripting
24/7 real-time tracking allows managers to see immediate results to understanding what is and isn’t working.
Real-Time Funnel Tracking
Omni-channel marketing allows prospects to gain insights when they want, where they want, and how they want to receive it.
Always-On Functionality
Once a campaign has been designed, tactics can be tested with a smaller audience to determine what is most effective, what needs to be tweaked, and where the best results are being generated.
Campaign Oversight
Package Features
Tear sheets are most commonly a one-page summary of a fund’s investment thesis, most recent performance (with industry metrics), current holdings, and anticipated market opportunities. They are usually produced for current and prospective LPs and are not made available to the general public.
Monthly Performance Tear Sheets
A communication tool used to help prospects and existing LP’s understand current strategies, market conditions, and anticipated returns. LP and prospect newsletters are generally an “opt in” tool designed to showcase a fund managers view of performance, market trends, and/or investment opportunities.
Newsletter
Highlighting or forecasting changes to the investment climate, as it pertains to the fund or manager’s investment strategy.
Market Update
Think of this as a video version of a tear sheet.
Video From the Team
Recent exits, acquisition highlights, or new investments.
Performance Recognition
Updates on current portfolio holdings.
Portfolio Milestones & Benchmarks
Keeping LP’s apprised of staff additions and departures.
New Team Members
Results of planned (and documented) fund closings.
Fund Closings
Celebrating industry rewards, recognition, and accolades.
Industry Recognition & Accolades
Highlighting or forecasting changes to the investment climate, as it pertains to the fund or manager’s investment strategy.
Market Updates
LinkedIn – 1 post per week
Instagram – 1 post per week
Twitter – 1 post per week
Facebook – 1 post per week
Options
To drive information or product-seeking traffic to a landing page or website, a manager must first understand the search intent of their prospects. By recognizing the needs they have, the challenges they face, the questions they need answered, and the tools they are seeking require an understanding of the words they will use in their search, as well as the type of content which words they use and what type of content would fit their intent best. In short, you need a keyword strategy.
20 Target Keywords/Phrases
$200 per tranche
Consolidating data sources into one repository provides a sharable, 360° view of the client throughout the investor journey.
Data Sources for Consolidation
$500 per source
“Ideal Investor” personas provide insights into the decision-making behaviors of a targeted audience, as well as help identify off-the-radar prospects through the use of “look-alike” data.
Proprietary Investor Personas
$1,350 per persona
Creating firm/fund profiles on social media is an art unto itself. These profiles are yet another way for asset managers to establish brand and create awareness (LinkedIn, Twitter, Instagram, Facebook).
Company Social Page
$450 per page
LinkedIn has become a “must have” for manager success in the digital age. However, building them properly is mission critical in building online networks.
Personal LinkedIn Profile
$450 per profile
To get the most value out of content, it must be written specifically for the targeted stage of the journey and optimized for search when investors and allocators are looking for solutions.
Existing Written Content
$150 per piece of content
Ebooks are a less formal form of content and provide an opportunity to explain a managers strategy or competitive edge in a less-objective manner. We use ebooks mainly as a conversion tool in the journey of the investor.
Ebook
$2,000 per ebook
A white paper is an authoritative yet objective, in-depth, problem/solution report focused on helping a targeted audience navigate challenges they may or may not be aware of. Used properly, white papers address relevant issues along with an objective view of available solutions. White papers are informational, as opposed to sales driven .
White Paper
$1,500 per white paper
While press releases can grab the immediate attention of a targeted audience, when properly archived, they represent a quick way to understand the history of a manager or a firm.
Press Releases
$300 per press release
Blog posts can be article summaries, news pieces, or informational resources for a targeted audience. They typically cover a specific topic or query, are informal yet educational in nature, and generally range from 600 to 2,000+ words. Using graphics, blogs can contain other media types such as images, videos, infographics, and interactive charts.
Blog Posts
$500 per blog post
Used to help prospects and existing LP’s understand current strategies, market conditions, and anticipated returns. LP and prospect newsletters are generally an “opt in” communication tool designed to showcase a fund managers view of performance, market trends, and/or investment opportunities.
Newsletter
$600 per month
Persona-specific messaging is a reference to stage specific (awareness, research, conversion, advocacy) copy written specifically to connect with the attributes of the reader. Scripting content and messaging to reflect a deeper understanding of the recipient is critical to earning the trust of the prospect.
Persona-Specific Email Copy
$750 per campaign
Third party, or curated content, is content created by industry media, competitors, or industry influencers. This content can be shared on a manager’s social media channels or website/blog. This type of content is an effective way of establishing credibility and “social proof” in the minds of targeted investors.
Industry-Specific Articles w/ Backlinks
$150 per article
Scripted videos showcasing the key attributes of a manager via video. Videos have quickly become a “must have” resource for prospective investors trying to learn more about a manager and their style.
Meet the Manager Video
$3,500 per fully produced video
Recorded conversations between PM’s and industry peers, thought leaders, or other influencers. These videos are a great way of spreading awareness and building credibility.
Conversations w/ Portfolio Managers
$750 per video
Accessing ready to use templates for social media posts allows managers to showcase content and insights in multiple forms and formats, keeping them fresh in the eyes of their prospects each and every time they post.
Social Media Post Templates
$1,500 for full access to template library featuring 6 different content types
Infographics are a visual representation of information or data used to influence targeted prospects. Infographics can visually showcase complex information in a way that in can be rapidly consumed and easily understood. We believe the best use infographics is to showcase statistical complexities, market trends, industry highlights, and comparable data sets.
One-Page Infographic
$450 per infographic
Philosophically, we still believe there is something special about receiving hand-written thanks you’s, congratulatory recognition, and unexpected gifts. When combined with digital strategies, they can positively influence campaign results.
Direct Mail Campaign
$7,500 (up to 200 recipients)
Additional Weekly Social Media Posts
$400 per pack of 4 posts
Package Options
Social Alpha
Fundraising Alpha
Market Analysis
A snapshot of institutional fund flows, current market conditions, and investment sentiments among fund investors (LP’s) provide foundational insights into strategy and manager positioning.
Strategy Research
Analyzing previous and current offerings provide valuable insights into why allocators have invested in a strategy, what their return expectations are, and who the market leaders are among GP’s with similar offerings.
SEO/SEM Report
An analytical understanding of website and search engine traffic, providing unique insights into competitive offerings, opportunities for differentiation, and most viable investors.
Competitive Analysis
A report that analyzes the online presence (site traffic, ranking, authority, keywords) of your top competitors. This report reveals your firm’s strengths, areas for improvement, and untapped areas of opportunity.
Full Digital Audit
From an integration and use perspective, an understanding of what technology is currently in place, how that technology is used, and how that technology fits with future needs is mission critical before considering the adoption of new tools and technology.
Story Development / Onboarding
With research in place, this story development/onboarding session establishes the foundation for marketing strategy by establishing the target audience and ideal investor personas for the campaign. This session also allows 5150 to lay out onboarding needs and timing plan for the "go to market" strategy.
Up to 3 sources
Data Consolidation
Consolidating data sources into one repository provides a sharable, 360° view of the client throughout the investor journey.
Up to 3 sources
Persona Creation
"Ideal Investor" personas are created to provide insights into the decision-making behaviors of a targeted audience, as well as help identify off-the-radar prospects through the use of "look-alike" data.
2 personas
Persona Sequencing
Understanding the needs, motivations, styles, and prerequisites of targeted investors allows campaigns to be sequenced in a way that builds momentum throughout the process (who are the anchors/early-innovators, the early adopters, early and late majority investors, and laggards).
Investor Journey Campaign Design
Building a visual representation helps managers see and understand the strategy from beginning to end. Adding tracking technology to the canvas allows stakeholders to see, in real time, what is and isn't working.
Company Social Pages
Creating firm/fund profiles on social media is an art unto itself. These profiles are yet another way for asset managers to establish brand and create awareness (LinkedIn, Twitter, Instagram, Facebook).
2
2
Personal LinkedIn Profiles
LinkedIn has become a “must have” for manager success in the digital age. However, building them properly is mission critical in building online networks.
3
3
Existing Written Content
To get the most value out of content, it must be written specifically for the targeted stage of the journey and optimized for search when investors and allocators are looking for solutions.
3
3
Content Tactics
The pieces of content that are put in front of your target audience of investors. This is what they will see, read, click, interact with, share, etc. during the journey.
Select 3
Ebook
Ebooks are a less formal form of content and provide an opportunity to explain a managers strategy or competitive edge in a less-objective manner. We use ebooks mainly as a conversion tool in the journey of the investor.
1
White Papers
A white paper is an authoritative yet objective, in-depth, problem/solution report focused on helping a targeted audience navigate challenges they may or may not be aware of. Used properly, white papers address relevant issues along with an objective view of available solutions. White papers are informational, as opposed to sales driven .
2 per year
Press Releases
While press releases can grab the immediate attention of a targeted audience, when properly archived, they represent a quick way to understand the history of a manager or a firm.
1 per month
Blog Posts
Blog posts can be article summaries, news pieces, or informational resources for a targeted audience. They typically cover a specific topic or query, are informal yet educational in nature, and generally range from 600 to 2,000+ words. Using graphics, blogs can contain other media types such as images, videos, infographics, and interactive charts.
1 per month
Newsletters
Used to help prospects and existing LP’s understand current strategies, market conditions, and anticipated returns. LP and prospect newsletters are generally an “opt in” communication tool designed to showcase a fund managers view of performance, market trends, and/or investment opportunities.
Monthly LinkedIn newsletter
Monthly newsletter
Persona-Specific Email Copy
Persona-specific messaging is a reference to stage specific (awareness, research, conversion, advocacy) copy written specifically to connect with the attributes of the reader. Scripting content and messaging to reflect a deeper understanding of the recipient is critical to earning the trust of the prospect.
1 fully scripted email campaign per persona per quarter
Industry Specific Articles w/ Backlinks
Third party, or curated content, is content created by industry media, competitors, or industry influencers. This content can be shared on a manager’s social media channels or website/blog. This type of content is an effective way of establishing credibility and “social proof” in the minds of targeted investors.
2 per month
Meet the Manager Video
Scripted videos showcasing the key attributes of a manager via video. Videos have quickly become a “must have” resource for prospective investors trying to learn more about a manager and their style.
1
Conversations with Portfolio Managers
Recorded conversations between PM’s and industry peers, thought leaders, or other influencers. These videos are a great way of spreading awareness and building credibility.
1 per quarter
Social Media Posts
6 different content types
One-Page Infographics
Infographics are a visual representation of information or data used to influence targeted prospects. Infographics can visually showcase complex information in a way that in can be rapidly consumed and easily understood. We believe the best use infographics is to showcase statistical complexities, market trends, industry highlights, and comparable data sets.
1 per month
Direct Mail
Philosophically, we still believe there is something special about receiving hand-written thanks you’s, congratulatory recognition, and unexpected gifts. When combined with digital strategies, they can positively influence campaign results.
1 direct mail campaign (cost of mail piece and postage not included)
Channel Selection
Methods of distribution for the content tactics. It is critical to distribute content in the proper channels to reach your target investors where they most frequent.
Select 3
Select 3
LinkedIn
12 posts per month
Instagram
12 posts per month
Twitter
12 posts per month
Facebook
12 posts per month
YouTube
Second only to google in website traffic with more than one billion monthly users watching more than a billion hours of videos each day. YouTube has become increasingly popular among investors conducting research and diligence on investment strategies and managers.
N/A
1 video per month OR 1 ad campaign bi monthly (can switch between)
Medium
Medium is a long form content platform best described as where social media intersects with journalism.
N/A
1 post per month
Email
We build automated campaigns with if/then decision logic that allow managers to help guide prospects throughout their investor journey. Each campaign has preset communications with stage-specific copy tailored to each persona.
N/A
1 campaign/persona per quarter
Pay-Per-Click Campaign
Paid search or social media campaigns that boost traffic to your site/content.
N/A
Set up, activation, and management of 5 campaigns per year
Investor Database Creation
Once investor personas are selected, we lay their attributes over our proprietary database to build targeted investor audiences.
250 qualified investor leads split between personas
Custom Fundraising Materials
As part of our service, we create tear sheets, teasers, pitch decks, and image pieces.
Reference deck and teaser
Responsive, Optimized Landing Pages
Creating customized, search optimized landing pages to help simplify navigation throughout an investor journey.
1 included
Custom Lead Capture Forms
Lead capture forms equipped with follow-up messaging help highlight engagements and opportunities with targeted investors.
1 included
GP Portal
Customized portal for GPs to instill collaboration and joint campaign oversight.
Relationship Mapping
Recognizing who a manager knows will often aid in creating a path to prospects a manager doesn’t know. Recognizing and detailing relationships help managers navigate the best way possible to engage a prospect.
Prospect Sequencing
Understanding the needs, motivations, styles, and prerequisites of targeted investors allows campaigns to be sequenced in a way that builds momentum throughout the process (who are the anchors/early-innovators, the early adopters, early and late majority investors, and laggards).
Conversation Scripting
Helping managers understand conversational priorities leads to better rapport, rapport allows a manager to establish credibility, credibility allows a manager to earn trust. In the absence of trust, allocators and investors do not make in investments.
Real-Time Funnel Tracking
24/7 real-time tracking allows managers to see immediate results to understanding what is and isn't working.
Always-On Campaign Functionality
Omni-channel marketing allows prospects to gain insights when they want, where they want, and how they want to receive it.
Campaign Oversight
Once a campaign has been designed, tactics can be tested with a smaller audience to determine what is most effective, what needs to be tweaked, and where the best results are being generated.