We set out with five primary objectives: develop and implement a strategic marketing campaign that consistently presented the MPC system and its benefits to target users; leverage and elevate Janus brand equity among advisors; differentiate Janus as an innovator and thought leader; position Janus as a provider of value-added solutions; and create demand for MPC as a leading-edge portfolio construction tool.
In the strategic discovery phase, we identified challenges and opportunities, uncovered marketing insights, determined primary strategic advantages, and created the framework for how MPC should be taken to market.
Our unique messaging platform positioned Janus and their MPC system as an evolutionary, next-generation improvement over traditional methods of portfolio construction. This translated into a full messaging architecture, brand story, and a concise tagline that instantaneously communicated the program positioning.
The visual articulation of the MPC story began with an icon that showed how the various portfolio components fit together, and this icon became an identifier for all MPC communications. The new look and feel were integrated with existing brand materials. Our visual solution was applied to the full array of relevant tools.
We brought these strategies to life through a range of tactical communications, including an overview, white paper, ads, microsite, scripts, brochures, and an advisor workbook.