Nuveen Investments
Marketing financial products to financial marketers [ + expand for details ] [ - collapse details ]

To market their closed-end funds (CEFs), Nuveen needed to educate advisors on the benefits CEFs can offer income investor clients, establish itself as an established leader in the field, and measure marketing effectiveness with benchmark research and lead capture. Our positioning work focused on the key value of CEFs—adding balance to investment portfolios—with a theme of Finding the Right Balance. The integrated direct response campaign began with an introduction to CEFs via the “Nuveen closed-end fund investment kit,” followed by fund-specific messaging delivered in multi-touch postal direct mail, print advertising, email marketing, online banner ads, paid search and trade show initiatives. The compiled conversion rate for direct mail, email, online banners, print advertising and search marketing was 13%, a significant increase over previous efforts.

CEF investment planning kit

Direct mail

Email

Event banners

Print advertising

Nuveen Investments print advertising

Dimensional direct mail