Think Again Media
Creative + Digital
T. Rowe Price: Muni Bonds
EVERY BOND HAS A STORY TO TELL – T. Rowe Price Retail Marketing Group
T. Rowe Price uses storytelling as a conerstone in creating awareness of its bond funds.
The Challenge
T. Rowe Price has a strong reputation among high net worth individual investors as a stock-picker, but these same individuals do not think about the firm for bond investing.
The Fixed Income product management team wanted to underscore the importance of independent bond research with investors who have a higher awareness of its equity offerings. The firm wanted to let investors know about the same type of expertise it brings to bond funds.
The Approach
Think Again Media interviewed analysts and portfolio managers on the Municipal Bonds team to uncover compelling research stories that demonstrated how the firm’s approach benefits investors.
- Three videos were created that form the centerpiece of a campaign to increase awareness of T. Rowe Price municipal bond funds. These videos were the foundation of the web site section and promoted via web banners, keyword search and print ads with smartphone barcodes that point to the web site.
- Elicited story details and analyst perspectives through studio interviews.
- “Re-enacted” stories in the field by filming analysts on-site at their investment locations in Kentucky, Maryland, and Colorado.
The Result
- Three videos that form the centerpiece of a retail marketing campaign promoting the municipal bonds area of the T. Rowe website via web banners, keyword search, and print ads with smartphone barcodes that point to the website.
- Behind-the-scenes look at the work involved in assessing risk and return on bonds, and why individual investors should consider an active management approach when investing in bonds.
