Enhancing the Brand in a Segmented Market

Fidelity Investments reaches each customer in the right way

Client Objectives

• • Deepen and solidify customer relationships
• • Cross-sell existing customers into additional Fidelity products and services
• • Provide education and supporting resources to the Fidelity consumer

Execution

• • Conducted comprehensive customer focus groups to explore content needs
• • Recreated the entire suite of publications based on versioning to smaller customer segments
• • Enhanced and upgraded editorial content and design to improve credibility and the customer’s experience with the publication

Results

• • Fidelity expanded its custom publishing program by adding three new titles
• • A 2006 post-redesign study of Fidelity and Fidelity+ found that customers have a better understanding of Fidelity’s range of products and services, and some took action as a result