Implementation of Digital Marketing Strategy for Established Asset Manager
Crawford Investment Counsel
Founded in 1980, Crawford Investment Counsel is a $7 billion asset management firm offering private client services, separate accounts and mutual funds to individuals, institutions and financial advisors.
While Crawford was a well-established asset manager with a long legacy of investment and client service excellence, they struggled with executing on content marketing and client communication.
Crawford stands out as one of Goodwood's best producers of consistent and value-added content, but when we first engaged with them very few people were able to access it. Similar to many large organizations, there were too many systems doing too many things poorly and a general lack of integrated systems and processes.
The Solution
Goodwood completely overhauled Crawford's website, which grew into 3 distinct user journeys, and multiple blogs to host their content. Goodwood also implemented a robust and highly effective digital marketing strategy that has resulted in a 50% increase in website visitors and a 75% increase in organic inbound lead generation in the 2 years we've been working with them.
“Goodwood has been a wonderful partner. The Goodwood team completely rebuilt and redesigned our website, both incorporating our thoughts/ideas and sharing their own throughout the process. Along with that, Goodwood has supported our firm as we've built up a library of thought leadership/podcasts. They also guided us through process of hosting webinars and handled all of the tech details. They have been very helpful as it relates to managing contact lists/distribution and monitoring clicks/uptake of distributed content. The team at Goodwood is very flexible, extremely easy to work with, and they always make themselves available to answer any questions we have. I couldn't recommend working with Goodwood enough!”
