Redwheel

Building brand and demand with content

Stephen previously worked at Redwheel (formerly RWC Partners) - a respected investment boutique (~$18bn AUM), specialising in high conviction active strategies in emerging and frontier markets, value investing, and sustainable and transition sectors. Being a boutique brings with it a fairly typical brand challenge: how to compete for attention and interest with bigger firms and other specialists?

Addressing this challenge involved taking action to upgrade the firm’s content strategy in the following ways:

• Improved governance through a comprehensive content audit, process mapping, and amending marketing compliance guidelines and processes

• Delivered new tactical campaigns and full content packages supporting focus strategies

• Planned and executed launch campaigns for 10 strategies (thematic/sustainability) including first VC strategy (CleanTech), plus multi-channel comms around acquisitions and partnerships.

• Improved quality and distribution of firm, investment insights, and product content – which drove ~25% productivity improvement.

• Drove innovation by commissioning new data visualisation animations with with industry data influencer, James Eagle.

• Developed a new Marketing Measurement Framework including regular reporting.

The results showed material improvements in key areas:

• 2 funds became top 4 sellers in their categories.

• 25%+ uplift in organic LinkedIn engagement

• 29% increase in organic search website traffic

• 250% increase in new prospect acquisition

• 94% lift in client engagement with content

• 20% increase in sales opportunities created

• 60% increase in won opportunities (y-o-y).