Nicholas-Applegate Mutual Funds – A Major New Product Brand & Launch

The Opportunity: Penetrating the lucrative and highly competitive 401K marketplace was a major strategic undertaking. Correctly positioning and supporting Nicholas-Applegate products in the minds of major wirehouse brokers, banks, and other financial advisors as well as 401K Plan Sponsors and consumers was a vital marketing initiative. An unusual, breakthrough approach was the only way to position the smaller-sized NA in the face of competitors such as Fidelity Investments, Invesco and others.

The DGW Solutions: Drawing upon existing research, we brand-named the program “Bridging The Retirement Gap” to highlight the critical need for wise investment choices. Then with distinctive design style we branded a wide range of collateral and direct mail systems custom-tailored to the various audiences. Reports, updates and newsletters, CD’s, audiotapes, and how-to-tools were developed to focus on each Nicholas-Applegate Fund.

The Result: A launch into multiple market segments with high-visibility and “chatter creating” collateral led to successful new revenue channel production.

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