The client, an investment trust listed on the FTSE 250, wanted to undertake a comprehensive review and repositioning exercise as part of an ambition to become a ‘go-to’ investment trust in the UK market, aimed primarily at the UK retail investor.

JPES conducted in-depth competitor research into other similar investment trusts, producing a full report of analysis and findings on how the client compared to its identified peer group. We undertook a detailed perception audit of key audiences, including institutional, wealth management and wholesale to identify current views, familiarity and attitudes.

The research fed into a broader review of the brand messaging with recommendations on enhancing the articulation of USPs and ensuring this was incorporated into key marketing collateral. This was used across the new website, as well as marketing and advertising materials.