Starting from Square One
While this fund manager was well-regarded in the industry, this was his first offering to outside investors. So we really had to build his marketing from the ground up—first, by developing a strong marketing story, and then by creating a pitch book and brief website to communicate it.
Positioning the Fund Strategy
To help position the manager, we first made the case that—contrary to common thought—fundamental and technical analyses are complementary and synergistic to one another rather than antithetical. And we showed how they can work in concert to produce superior real-world results.
Educating the Audience (Subtly!)
We felt that many of the fund’s target prospects would not be familiar with technical analysis, so we included a brief, informative view of some key technical indicators—just enough to make the uninitiated comfortable with the concept without insulting the intelligence of more experienced investors.