Behind every successful launch is a powerful creative concept
Carpenter Group helped Standard & Poor’s maximize its marketing budget and awareness for its new online platform.
Situation
How can you best reach a geographically diverse customer base?
In May 2009, Standard & Poor’s launched MarketScope Advisor, the firm’s online platform for market intelligence and market data. The company viewed the new platform as a vehicle for distributing its award-winning research to a broader audience, including independent wealth managers and money managers. To raise awareness of the new platform and increase subscriptions, however, the firm needed an integrated campaign that could efficiently reach a geographically diverse customer base.
Solution
Powerful positioning and multi-media approach help maximize budget and audience reach.
Following a review of the competitive landscape, Carpenter Group discovered that the breadth of coverage and depth of high-quality content set MarketScope Advisor apart from other platforms. To help communicate this unique value proposition, Carpenter Group developed an awareness campaign built around the concept of “Know It All. Now.” This concept was brought to life through the use of bold headlines and sharply focused portraits of financial professionals. A combination of print ads placed in select trade publications, participation at key industry conferences and online advertising helped S&P maximize its advertising budget and extend the reach of the campaign. To further gain exposure, Carpenter Group recommended that S&P leverage relationships with the major stock exchanges and sponsor high profile events such as the ringing of the opening and closing bells.
