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A Case study: Fifth street marketing & brand development
- 1. Marketing & Brand Development for Fifth Street Jim Velgot Managing Partner Case Study
- 2. A Brand 2 More than marketing communications – it reflects a company’s core, its values, and what differentiates it from its competition. Ultimately, a brand is reflected in the day-to-day behaviors of a company’s employees.
- 4. Discovery Process & Development of Brand Guidelines IMPLEMENT the STRATEGY DEFINE the Future DETERMINE the GAP REVIEW & REVISE COMMUNICATE progress UNDERSTAND the current PLAN the APPROACH MEASURE & TRACK 1. 17
- 5. Creation/Management/Support for various business units including: Corporate, Sales & Business Development 5 Jim Velgot Human Resources FSC/FSFR IR FSOF Hedge Fund CLOs/SMAs Middle Market Originators FSAM IR
- 6. Integrated Marketing Touch Points 6 Targeted Audience Print Direct Mail Email Marketing & Social Media Advertising Website Video Events & Sponsorships Thought Leadership Public Relations Surveys
- 8. Direct Mail 8 Origination Updates & Important Announcements
- 9. Social Media & Email Marketing 9 540+ Followers Targeting press: Forbes, Bloomberg Reuters, etc.. 7,060 Followers Targeting professional network & recruitment Note: Twitter/LinkedIn Data as of 7/6/15 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% % Clicks % Opens Email Marketing Open Rates & Click Rates
- 10. Advertising: Digital & Print 10
- 11. Different Audience Websites with Relevant Messaging: Institutional, RIA, Individual Investor, Private Equity Sponsors 11 Unique Visits to Website Sample Period: 8/19/14 – 9/18/14 FSAM S-1 Publicly Filed (Most unique site visits in history) 0 100 200 300 400 500 600 700 800 8/19/2014 8/21/2014 8/23/2014 8/25/2014 8/27/2014 8/29/2014 8/31/2014 9/2/2014 9/4/2014 9/6/2014 9/8/2014 9/10/2014 9/12/2014 9/14/2014 9/16/2014 9/18/2014
- 12. Brand Awareness/Educational & Investment Product Videos/Animations 12 Targeted Corporate Video Audiences: - Financial Advisors - Individual Investors - Institutional Investors - Private Equity Firms Animations: - What is a BDC? - How a Deal Gets Done Event Specific Videos: - Fifth Street Documentary - Platform growth for NASDAQ Ceremony
- 14. Thought Leadership, White Papers & Bylines 14 Read by audience of 10,000+ Read by audience of 61,000+ HR 31 / 1800 White Paper Resulted in Alex Frank Testifying in Congress on the Issue Q4 ‘14 Capital Markets Outlook Hedge Fund Quarterly LetterQ1 ‘15 Capital Markets Outlook
- 15. Public Relations: Broadcast & Media Len has appeared on: • CNBC’s “Power Lunch” • CNBC’s “Squawk Box” • Bloomberg “Market Makers” • Bloomberg “Street Smart” • Bloomberg “Taking Stock” • Fox Business “Risk & Reward” • Fox Business “After the Bell” 15 Press Relationships:
- 16. Internal Branding 16 The Bridge & Annual Town Halls Anniversary Party At Gotham Hall, NYC Ribbon Cutting for New CT Headquarters JP Morgan Corporate Challenge
- 17. Surveys 1) Surveyed PE sponsors; all had varying levels of knowledge and perceptions of Fifth Street 2) Survey to PE sponsor partners after deals close, asking questions such as: 17 “Fifth Street did a great job of responding quickly to our requests and working to structure a lending facility that worked for the company.” “We would definitely be open to partnering with them. We are actually working with them on an opportunity now and they have demonstrated what we look for in partner, they are responsive and can give quick reads. We would be open to and are interested in doing business with them.”
- 18. Thank You!