American Capital Marketing

Challenge

As of 2012, American Capital did not present a solid outward image. Marketing was run ad hoc by each of the public funds and private funds, or the company’s 15+ investment teams. Branding was inconsistent and graphics were painfully outdated or pixelated. As a top 50 firm worldwide, ranked by capital raised, American Capital needed to start presenting a unified, updated appearance.

Solution

• Update marketing management plan

• Value proposition strengthening

• Build out brand management plan

• Update marketing collateral

• Develop new responsive corporate website

• Improve intra-office team communications for marketing purposes