Allia is a charitable investment intermediary that creates investment vehicles to raise finance for organisations delivering social impact. Formerly known as Citylife, Allia has been issuing fixed term bonds for many years. The Future for Children Bond was a step into new territory. It was the first public opportunity for retail investors to invest in an outcomes-based model commonly referred to as a ‘social impact bond’.
The main objective was to raise awareness of and drive applications for the Future for Children Bond. In addition, the product launch was an excellent opportunity to increase Allia’s share of voice in the social investment market.
What we did for Allia
- led a workshop to inform the strategy and used it to scope out audiences, objectives, goals and tactics
- devised a strategic marketing plan, making maximum use of Allia’s budget
- handled communications with Allia’s partners
- designed a microsite and worked with Allia to develop informative and optimised content
- developed a strong story package for media, positioning the Bond as a ‘first’
- established a platform for Allia to access the financial advisor community, by participating in a webinar on social impact investment, alongside independent advisors; this was accompanied by a third party mailing, to drive registrations for the webinar
- produced a ‘skinny’ video introducing the Bond and how it works
- commissioned a corporate video introducing Allia, to reinforce the organisation’s track record
- created a State of Social Investment in the UK infographic, charting progress in social investment, to help create a buzz in the blogosphere
- encouraged leading bloggers to blog about the Bond and its implications for the market
The launch campaign achieved the following:
- Positive coverage in a wide range of media including Independent on Sunday, Sunday Times, The Economist, FT, Evening Standard, Civil Society, Money Week and Investment Week
- The infographic was tweeted 75 times by 60 people in the week following launch, reaching 100,000 accounts
- Allia achieved a 70% share of voice in all social media mentions of Impact Investment during the week the Bond launched
- An independently commissioned report concluded that the campaign “helped to improve the financial adviser market’s knowledge of social investment, and above all has created valuable lessons for the sector as a whole”
- The launch was the catalyst for a wide range of conversations with stakeholders
The buzz in the media and blogosphere triggered applications and enquiries from investors and advisors. However, Allia decided not to issue the bond as the level of subscriptions was below the amount needed for cost effective management of the bond.
In the midst of an intensely busy project, working with The Foundry House has given a great sense of reassurance that the marketing campaign was in safe hands. They took responsibility for our objectives, delivered excellent results, and have been an absolute pleasure to work with.
Phil Caroe, Chief Operating Officer