Business Overview
In this chapter, we will research high-level details of the firm.
Firm education
To be able to create an effective digital marketing strategy, it's important that you and your team understand the firm you work for. You should all receive training that covers the main characteristics of the business — even if it's just a refesher. Ask human resources (HR) if there are training courses available, or you can run through some corporate marketing materials with the team.
We will be researching specific aspects of the firm in more detail, so it's fine to keep this training as a high-level overview. The more detailed research, covered in later chapters, will influence how the digital marketing strategy is implemented.
At this early stage, any training material will ideally cover two key areas:
- The range of investment strategies offered (which could cover multiple asset classes, a single asset class, or a single strategy).
- An investment philosophy and/or process.
Other details that might be covered include a firm history, any growth plans, office locations, information about the firm's employees, and breakdowns of the firm's assets under management (AUM) by strategy, country or region, and client type.
Business overview for Lewisham Asset Management
Lewisham Asset Management (our fictional investment management firm) offer a range of equity and fixed income investment strategies to investors, all managed with a single investment philosophy:
Generally, this philosophy means the firm's portfolio managers will:
- Actively manage portfolios. Investments are selected from the relevant benchmark index that are believed to have the best long term prospects, rather than simply including all of them.
- Construct concentrated portfolios. A small number of investments are selected from the relevant benchmark index for portfolio holdings.
- Use a value investing approach. Investments are selected that are believed to be underpriced when compared to some intrinsic or book value.
Founded in 1982 in London, the firm has offices in the United Kingdom (London) and the United States (New York City), has 100+ employees, and manages around $40 billion for investors around the world.
Investment education
You or your colleagues might consider completing the Investment Foundations Certificate (offered by the CFA Institute) to help build an understanding of the investment management industry.