Nexus inv marketing plan

1. Institutional Business Development

2. • Develop business development plan to use as a guide in
developing and managing asset management business
• Maintain overall focus on specific role as consulting business
development
Market firm’s product capabilities
Manage time efficiently- targeting all efforts towards
activities leading to revenue generation
Develop collaborative relationships with Portfolio
Management teams and Client Servicing
• Communicate marketing plan across the organization as
universal ideology
Objectives

3. • Create sales call sheets for all targeted plans
• Focus on top 75 Prospect List nationally
• Develop plan sponsor profiles for Top Prospects
• Ensure all consultant staff and consultant relations are familiar with products
• Direct Calling effort to schedule meetings
• Manage sales and travel expenses
Attempt to schedule meetings in an efficient manner
• Prepare thoroughly for scheduled meetings
Sales Process
Confirm with prospect the specific areas of interest to tailor presentation
Research background and level of sophistication of plan sponsor participants
Anticipate specific questions based on current challenges at the firm
Determine if a product specialist or portfolio manager is needed
Find out how long presentation should be and if possible competitors

4. • Distinguish firm as a viable candidate with outstanding returns and
client servicing, always mindful of the end pensioners
• Have practical knowledge of the prospect’s business environment
Current plan “hot issues”, funded status, challenges,
investment interest, industry trends
• Stay abreast of economic environment and capital markets
• Use “Union Bug” business cards especially for Union and Public Plans
• Understand the competitive landscape for the firm’s product
offerings
• Collaborate with other marketing professionals for valuable
information
• Ensure that firm has footprints in MWBE arena
Sales Tactics

5. • Focus all efforts on generating sales revenue
• Focus sales calling on top 75 prospects
• Target 20 sales calls per month
• Meet with plan sponsors decision-makers in both formal and informal settings
• Attend conferences to gain visibility and access to key decision makers
• Conduct meetings or have on-site dinners with clients and prospects
• Check plan sponsor websites weekly for meeting notes and market intelligence
• Ensure RFP’s are filled out accurately and timely putting the firm’s best foot
forward
• Liaison with other industry marketers to co-host dinners or events
• Develop relationships with industry publications for placement and reporting of
rankings.
May want to place an ad in P & I with #1 ranking
• Target Cities and State with MWBE initiatives and legislation
Market Penetration

6. Market Channels - Characteristics
• Operate under guidance of ERISA
• Larger plans with staff less consultant – driven for manager
selection
• Asset class heads and staff conduct analysis making
recommendations to CIO
• Typically more sophisticated than public or union plan sponsors
• Pension income or expense is critical component of corporate
earnings
Corporate Pension Plans
• Typically longer sales process with larger mandates
• Relies upon consultant
• Political influences and agendas may lead to a more complicated
process
• Close – knit community of pension professionals
• Plan sponsors turn over is high
Public Pension Plans

7. Market Channels- Characteristics
• More of an absolute return focus vs benchmark focus
• Larger percentage of assets in Alternative asset classes
• Professionals paid higher versus public pension fund professionals
• Dominated by Cambridge Associates Consulting firm
Endowments
• Plans tend to be smaller with smaller allocations
• Tend to invest in more conservative products
• Turn over is very low extremely loyal
• Very tight knit community, but if they like you open up more doors
• Politics play a huge role in decisions; must know their agendas
Taft-Hartley/ Union

8. • Boeing
• AllState
• Exelon
• McDonalds
• Southern Companies
• Coca Cola
• Home Depot
• General Electric
• General Motors
• Ernst & Young
Top 10 Corporate Relationships

9. • Boeing
• AllState
• Exelon
• McDonalds
• Southern Companies
• Coca Cola
• Home Depot
• General Electric
• General Motors
• Ernst & Young
Top 10 Corporate Relationships

10. • All Illinois and Chicago Public Funds
• City of Atlanta General Employees and Atlanta Fire
• State of New Mexico Retirement System
• City of Philadelphia General
• DC Retirement Board
• City of Birmingham Police and Fire
• New York State Common
• City of Dallas ERS
• Los Angeles Employees Retirement System
• City of New Haven ERS
Top 10 Public Fund Relationships

11. • SEIU
• Chicago Transit Authority
• UAW
• Philadelphia Laborers’ District Council
• City Employees Union Local 237 International Brotherhood
of Teamsters
Top 5 Taft-Hartley Union Relationships