The Business Strategy
Glenmede Investment Management (GIM), a wholly owned affiliate of The Glenmede Trust Company, N.A., was moving to significantly expand its business with institutional investors. While performance and the consistency of the firm’s investment processes were winning positive reviews, awareness of GIM’s institutional capabilities was still overshadowed by Glenmede’s better known wealth management side.
Marketing Communications Support
To effectively support its business strategy, GIM had to successfully position itself as a major, committed player in the institutional investment space. With limited sales resources, marketing communications would have to take a leading role.
Silver knew that GIM’s marketing communications would have to convey its commitment to the institutional investment community, and emphasize the discipline, consistency and independence that distinguished its investment processes. We created a consistent visual personality for all GIM communications, within the framework of a Glenmede’s overall brand identity system, to signal GIM’s commitment and enhance cumulative impact. We also developed a series of coordinated support communications for GIM’s sales and public relations teams, emphasizing the firm’s distinctive investment processes as the foundations for performance. Marketing communications included proprietary visualizations of GIM’s investment process, which conveyed the disciplined, multi-factor modeling and analysis at the core of its investment approach.