APFIPP was established at the end of 2003 following the expansion of the activities represented by APFIN — the Portuguese Association of Asset and Investment Fund Management Companies — to include Pension Fund Management Companies. The aim was to bring the institutional representation of these four sectors together under a single organisation.
This approach sought to leverage synergies and ensure a more effective representation of the Asset Management and Pension Fund Management industries, while always taking into account the specific characteristics of each of the sectors represented by APFIPP.
APFIPP was a BloomCast client in 2021 on a project basis, with the aim of strengthening its digital presence, particularly on LinkedIn, through consistent and coherent communication supported by impactful key messages.
To build APFIPP’s digital presence in Portugal among capital market, financial and real estate stakeholders, as well as the general public, through a dedicated LinkedIn communication strategy. The goal was to raise awareness, engage with its various target audiences in Portugal and promote the work carried out by its associated Asset Management and Pension Fund Management Companies.
Against this backdrop, the challenge was to strengthen APFIPP’s visibility on social media by establishing a presence on LinkedIn and ensuring a regular and consistent communication rhythm.
To achieve this, four key communication pillars were defined: inform, educate, entertain and inspire, providing a framework for communicating APFIPP’s main topics, initiatives and activities.
Once the objectives had been established, a competitor analysis was carried out to gain a better understanding of the types of industry-related content generating the highest levels of engagement.
A styleguide was then developed to shape and ensure consistency across all of APFIPP’s LinkedIn communications. This was complemented by a content strategy aligned with the Association’s business objectives.
· LinkedIn Page Creation;
· Social Media Strategy;
· Social Media Stylebook;
· Monthly Content Plan;
· Development and Implementation of Written and Visual Content;
· Project Performance Report.
As a firststep, the approach focused on defining the KPIs to be measured and the content categories to be published, both aligned with APFIPP’s strategic priorities.
Following this stage, a visual identity was developed for the LinkedIn page’s content, based on APFIPP’s logo and brand guidelines. This visual identity was refined in close collaboration with the client until the desired outcome was achieved.
Finally ,before implementing the proposed visual assets, a mock-up of the new page wascreated to provide a clear preview of the final result.
· Industry News
· Infographics
· Glossary
· Facts & Insights
· Training
· Events
· Studies
· Recruitment
The work carried out by BloomCast resulted in the publication of a wide range of original content and generated 2,600 post impressions on a newly created page in less than two months.
During this period of page management, and based on the KPIs established and the subsequent analysis of results, it was possible to confirm that strong foundations had been laid for APFIPP’s long-term digital presence.
“APFIPP’s first steps into social media marked an important milestone for both the Association and the industries we represent. Together with BloomCast, we developed an excellent collaborative approach that enabled us to present ourselves with an image aligned with the services we provide and to define a strategy that allows us to maintain an active presence on LinkedIn. Today, LinkedIn is one of our main communication channels for engaging with thevarious audiences that follow our initiatives with interest.” - APFIPP
