Content and collateral
Underpinning communications with research
Objective
JPES was appointed to support a fast-growing fiduciary manager through the development of a communications strategy that would resonate with its target audience, the UK pensions market.
Approach
In need of content and thought leadership collateral, JPES conceptualised and implemented a dedicated research programme to conduct a biannual study of the UK defined benefit pensions market. Via a combination of online surveys and detailed, qualitative interviews, we have authored a series of whitepapers identifying the views, plans and challenges faced by senior stakeholders in the UK pensions market.
Result
The success of this research and its many uses – press engagement, social media, and wider marketing – has positioned the firm as a leader in the UK pensions market and, now in its seventh iteration, resulted in the firm looking to apply the research model to additional distribution channels.
