Capital Prudential

As a relatively new asset manager (established in 2019) Capital Prudential was looking to build their brand and reputation with retirees and high net worth individuals. A review of existing sales and marketing materials revealed a strong value proposition, however, to get cut through in the market it needed to be expressed more clearing and communicated consistently.

The Brief

Capital Prudential engaged me to build a compelling value proposition and apply it across all collateral and communications. The collaborative and practical process involved:

1. Reviewing and analysing existing messaging and collateral.

2. Conducting an initial workshop with Managing Director Sam Moore and Sales and Distribution Director Michael Fazzini to understand their clients and the way they went about delivering strong investment outcomes for investors.

3. Based on the initial workshop outcomes, I drafted short and long version value propositions as well as 3 tag-line options to anchor the new value proposition.

4. Refining and agreeing the final value proposition and tagline in a follow-up workshop with Sam and Michael.

5. Updating collateral and providing copy templates for key communications e.g. invitations and portfolio updates.

The outcomes

Value Proposition Short Description - At Capital Prudential we generate attractive, predictable and regular income for our clients from real estate developments.  Our investment focus and discipline mean investors trust us to deliver on our promise.

Value Proposition Long (350-word) Description – Including examples and proof points to demonstrate how Capital Prudential is delivering on its value proposition.

Tagline - Attractive predictable regular income. Disciplined real estate investing. 

Templates - that can be easily used by the business to produce communications (incl. social media) that reinforces the value proposition e.g. property/portfolio updates, new hire announcements and market insights. 

Testimonial - Distribution Director Michael Fazzini

The value proposition review that Peter conducted for Capital Prudential was both practical and highly effective. He took the time to listen and comprehensively understand our business and clients. His deep knowledge of asset management and communications expertise meant that his outputs were both compelling and technically sound, something we could not achieved without his input. We now have a set of practical tools to consistently create compelling communications to our clients and prospects.

Get in touch if you want to discuss a practical and effective way I can help uncover and articulate your unique value proposition and develop a plan to take it to market.