Standard Life MoneyPlus Light
04 Mar 2010
Category: News
Source:
Inspired by the impressive results generated by its quarterly customer magazine MoneyPlus, Standard Life is launching a second version of the publication, targeted at a younger, ambitious, increasingly affluent audience.
During 2009, the financial services brand undertook extensive customer profiling and segmentation, and in partnership with Forward, has developed a targeted content strategy to recognise and address different customer needs.
Fiona Perks, Planning Director at Forward, said, "We identified groups of customers who are increasingly affluent but whose busy lives make financial planning a low priority. The key is that they want to build their knowledge and confidence. MoneyPlus addresses those audiences who are extremely confident and opinionated about their money, and so would not deliver well against a group looking for education and guidance. In order to engage and motivate the audience, we needed an approach that built on the successes of MoneyPlus but positioned the content in a direct and accessible way."
Kath Ludlow, Editorial Director at Forward, said, "The beauty of being able to create segmented versions of a magazine is that you know you are really getting to grips with the subjects that matter most to your readers. The fact that Standard Life understands its customers so well has allowed us to develop a content strategy that meets the needs of two distinct audiences."
Both magazines bring together an engaging mix of financial writers, entrepreneurs and Standard Life experts, and are tasked with building brand favourability and sales.
Jayne Currie, Publishing Manager at Standard Life, said, "Forward proposed an innovative solution that will help us build closer relationships with our customers and maximise return on investment. The new version of MoneyPlus is a shorter format, and shares a proportion of its content with the original publication, but it is carefully repurposed to ensure relevance and appeal for the audience".
