Plan-it Marketing

Challenge: To ensure Fidelity's magazines remain relevant long-term, and ultimately add value to the Fidelity relationship.

Objective: Understand the overall value of Fidelity’s magazines and, ultimately, their impact on customer relationships with the brand.

Method: Plan-it worked with Fidelity and The Pohly Company (Fidelity's custom publishing partner) to evaluate each publication by segment. Publication segments included high net worth investors and three other demographic segments (20's-30's, Boomers, Retirees).

Results: Both content and design recommendations were made for Fidelity Magazine (for mass affluent) and Fidelity+ Magazine (for high net worth investors) to better grab readers' attention and encourage more interaction with the magazine, thereby enhancing its overall value and readership.

Suggestions were also made for better leveraging sections of the magazines to act as conduits for driving readers to the web site. As a result, the magazines' designs and content were updated to make them more compelling to target audiences.