As a London-listed investment trust operating in a highly regulated sector, Finsbury Growth & Income Trust PLC (FGT) needed to explore creative ways of marketing the company to new audiences outside of its pre-existing traditional communications channels.
We created a responsive website with a sophisticated design, which is enriched with up-to-date factsheets, company information, videos and regulatory content (share price and RNS announcements).
The use of social media to facilitate FGT’s market capitalisation growth proved pioneering in a sector that has been historically slow to embrace new technologies and trends. FGT also benefited indirectly from the social media campaign, reinforcing the trust’s investment manager’s progressive, tech-conscious investment strategy and helping to position the trust as a forward-thinking, progressive company.
We were able to provide quantitative evaluation of the campaign’s effectiveness and to show how social media has improved the client’s media profile. A heavy focus on direct engagement with key market commentators enabled FGT to reach a much wider professional and retail investor audience base, evident in the heightened number of impressions, interactions and mentions.
FGT’s own move to employ new technologies to develop the company further mirrors the current trend seen among many of the companies in the underlying portfolio and helps to promote a clear multi-lateral message. FGT was shortlisted for the social media award at the Investment Marketing and Innovations Awards 2014.