Problem

Multi-award winning fund manager Hyperion Asset Management wanted to expand its product offering into global equities and the direct investor audience; two niches it had not focused on previously and which required a different approach.

Although the elements were there – a well-proven investment philosophy, deep expertise and a strong investment team - Hyperion Asset Management’s challenge was to speak to a new customer base in accessible, engaging language that would clearly demonstrate its expertise, create high levels of trust and digitally drive new funds under management.

Solution

To expand recognition of the brand’s Australian equities expertise into global equities expertise and to build awareness in a new market, BlueChip worked with Hyperion to:

• Build several direct investor customer personae
• Articulate value proposition and key messages to HNW investors
• Redevelop the corporate website with the customer experience and digital buyer journey firmly in mind
• Design a PR program that helped move their positioning into an Australian AND global equities specialist
• Mapped a program of communication tactics to attract, nurture and convert new clients

Results

• In 44 days, Hyperion received over a A$1 million inflow from a new market, retail investors and into a new product
• Excellent replay of desired messaging in the media, including features in the Australian Financial Review, The Australian, Livewire, Morningstar and trade publications such as Money Management, Adviser Voice and Financial Standard
• A tried, tested and trusted integrated content and promotion marketing plan that’s fully repeatable and scalable