CITISOFT: POSITIONING AS A RECOGNISED THOUGHT LEADER IN THE UK
- Citisoft’s brand awareness was concentrated in the US market, leaving the UK branch lagging behind
- We leveraged key industry trends for client commentary, producing a variety of content formats which went on to secure impressive global coverage
- Our digital work quadrupled Citisoft’s Twitter followers
About the client: Citisoft
Citisoft is an established buy-side operations consultancy with offices in Boston, Toronto and London. With a deep understanding of every aspect of the investment management process, its clients benefit from Citisoft’s ability to identify industry trends and accurately assess their effects.
Through its advisory and delivery services, the firm offers a full array of consulting capabilities, ranging from strategy formation through guiding and implementing successful business change.
Citisoft is a wholly-owned subsidiary of Tech Mahindra, a leading business services group with a global presence of 83,000 employees in over 49 countries.
The challenge
Despite being a major player in the U.S. market, Citisoft’s European presence was lacking in terms of brand awareness. Portfolio recognised that the London team had unfulfilled potential in the area of thought leadership, and was often losing out to its higher profile competitors who were regularly making insightful commentary on key industry and regulatory matters. We were hired to address this issue of brand awareness.
Our approach
Our main focus was on creating insightful thought leadership for the UK media. We began by running a series of Story Development Workshops to determine the operational themes which would benefit Citisoft the most, in terms of driving sales and attracting new customers.
We wrote new content and used this as part of a PR campaign involving blogs, opinion pieces, features, press releases and white papers. We established an exclusive, regular technology blog for Citisoft on FTSE Global Markets – and our digital work alone quadrupled Citisoft’s twitter followers. As part of the bigger picture, we contributed to strategy, including the preparation of go-to-market plans for new offerings related to regulation of Tech Mahindra.
What we achieved
The content we produced secured coverage across a broad range of prolific media publications, including the Financial Times, Funds Europe and the FTSE Global Markets channels. We also secured an appearance in the Funds Europe webinar for Citisoft.
What the client said
Steve Young, former Managing Partner at Citisoft shared his thoughts on his experience of working with us on this thought leadership project:
“I have worked with Russ on several projects and would thoroughly recommend his work. He combines his strong marketing skills with enthusiasm and strong domain understanding,and constantly exceeds expectations.Russ also processes excellent interpersonal skills and fits into any project environment seamlessly.”