Mutual Fund Advertising Strategy & Campaign Development
Creating Mutual Fund Brand Awareness and B2B Lead Generation

Challenge

In 2024, our longstanding client Howard Capital Management approached the team at MBC Strategic for support in creating, designing and managing a multi-channel advertising strategy to support its growing mutual fund family. Howard Capital Mutual Funds range from dynamic income to equity growth, each with an active tactical overlay to manage investor risk.

The goals of the mutual fund advertising campaign were to boost the visibility of the HCM Funds within the financial advisory community, drive engagement, increase web traffic and move advisors through an awareness funnel covering the benefits of tactical risk management.

Strategy

After detailed analysis and research, the messaging and design of the campaign was crafted to focus on each fund’s non-traditional features and unique value drivers while emphasizing the balance between human expertise and machine-driven tactical protection. The expansive program included execution on Morningstar’s website, sponsored LinkedIn ads targeting focus firm advisors and a search component to reach both advisors and investors looking for a new way to invest and manage risk.

MBC Strategic partnered with Howard to create a range of creative assets for both brand supportive and fund-specific ads across these channels. In addition, the campaign also included landing pages and content marketing to support lead generation, as well as the digital components to complement a television media buy.

results

With a combination of paid and organic efforts across advertising, content marketing and search engine optimization, the campaign has driven significant results. Year-to-date traffic has increased considerably, with both active and new user traffic up over 350%. Overall website engagement has also increased, as total events have jumped over 150% year-to-date. Social engagement on LinkedIn has also increased over 4X during the campaign as did search-based traffic and keyword visibility across key brand and fund search target terms.