Influence the Right Target
with the Right Content

Fidelity Investments discovers what customers want

Client Objectives

• • Identify customers’ information needs
• • Create an appropriate publication segmentation strategy to meet the needs of a diverse customer base

Execution

• • Conducted comprehensive qualitative focus group research across multiple customer groups in diverse geographic regions
• • Redeveloped entire program and creative strategy based on the research results
• • Added new publications — in print and online — to deliver on the research findings and a revamped strategy

Results

• • New magazine extends the brand and furthers the connection between Fidelity and its customers
• • 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