Intro: Purpose Investments Inc. (Purpose) is a Canadian investment management company offering a range of products for beginner to advanced investors. Founded in 2013, investment industry veteran Som Seif’s vision for the company is to level the playing field for all investors by creating investment products at reasonable fees.
The brief: Purpose retained Kaiser Lachance Communications Inc. to develop a two-pronged strategy designed to generate awareness and educate investors on Purpose’s new products and its unique corporate class structure.
The outcome: KLC engaged in a top-down, bottom-up approach to reach a broad investor base. Mr. Seif’s reputation and credibility as a pioneer in the investment industry opened the door to developing strong stakeholder and media relationships. KLC conducted a cross-country advisor education roadshow, as well as targeted communications for investors in plain, accessible language, appealing to average Canadians. Brand awareness for Purpose increased as result of the campaign, positioning Purpose as a new credible player among the investor community. Coverage appearing in national, regional, online, and broadcast publications and helped grow the company’s assets under management.