City Road Communications

How We Work

Our work exists to support your lead to client process. We develop content and coverage strategies for a range of clients who require investors and money minded consumers to view them in a credible, intelligent light. Whether this be for a select group of high net-worth individuals or a critical mass of retail investors, we ensure every strand of intellectual property published has a tangible link to the conversion of your hard earned leads. We use the investment habits, online consumption behaviours and trust trends from thousands of money minded consumers to form the detail of our execution. The strategy that underpins our work is explained here:

79% of marketing leads don’t convert. Ring any bells?

Your leads have come a long way to get here. They’ve clicked through your emails, spotted your ad on the commute and had a quick browse through your website, but they haven’t converted. That’s because their journey doesn’t end there. To build trust in your brand and convert your leads into clients, you need to nurture them with regular, relevant and reputable content.

How We Work How We Work How We Work

Case Studies

Crowdfinders - Brand Re-appraisal

We implemented a complete overhaul of the Crowdfinders’ brand, reflecting the vibrancy of their events and the scale of their industry know-how and contacts. We developed a new website that extended well beyond a commercial offer to one of insight, expert opinion and multi-media content.

IW Capital - Brand Re-appraisal Partnered with Heightened Investor Engagement

We completed a 360º brand overhaul, including a new website populated with leadership profiles, in-depth reports and regular news stories hosted on a newly developed knowledge portal. This was supported with a directed PR strategy, regular engagement with prospective clients, and an integrated social media outreach.

Strawberry Star - Launch to Market

To showcase Strawberry Star’s proposition of people over property, we put the consumer at the centre of all of the brand’s leading IP. We launched to market with a solely consumer- driven research report, which underpinned the most significant grievances against estate agents. This positioned Strawberry Star as the solution to the estate agent stereotype.

U-Start - International Launch to Market

Previously, U-Start had no brand-authored content, research
reports or topical news engagement. To ensure the brand
continued a conversation with both tech and investment
audiences in the lead up to conference iterations, we developed
and furnished the U-Start Knowledge Centre – a hub for regular
blog posts, guest Q&As with leading investors, in-depth research
reports and digestible infographics to appeal to numerous
international audiences.

Davenport LaRoche - Content to Cement Credibility

To support a targeted brand launch, we created a content rich hub of weekly reports, daily blog posts, infographics and trend/stats led insights. Serving as a 360º “one-stop shop” for the alternative investment markets, the site delivers retrospective data and expert forecasts in multiple formats.

Avacade - Re-branding Strategy

Avacade’s re-branding included a new website which delivered
a knowledge portal and resource bank of digestible information
dedicated to retirement Britain. This new content platform
featured quant-backed research, infographics, leadership
profiling and topical news commentary.

The Power of Research

Every strand of content we create is mapped out in line with the thoughts and actions of your prospect pipeline. Not one word of our industry reports, HTML mailers, blog roll or social output is idle marketing spiel. Instead, by understanding your prospects in line with their financial decisions, we develop editorial content that hits home in the headline. These very insights give your brand a direct attachment to every individual you are communicating with, paying off in the form of a conversion rate that is fast and sustained. We keep your research simple, perceptive and personal, the three qualities that ensure your messages are welcomed as opposed to deleted in a bin of “invest now” jargon.

  • The Taxpayer Sentiment Report

    The Taxpayer Sentiment Report

    A nationally representative survey examining the sentiments of the UK taxpayer towards tax-efficient investments, such as the Enterprise Investment Scheme (EIS), and their intentions for the 2016/17 financial year.

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  • Sectors that Scale

    Sectors that Scale

    An online, interactive infographic, profiling the most promising SME sectors in the UK that are fuelling our regional economies.

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  • The High-Growth 16

    The High-Growth 16

    A visual report championing the top 16 high-growth industries to watch in 2016 and the companies at the forefront of their respective sectors.

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  • The International Crowdfunding Index

    The International Crowdfunding Index

    An in-depth international study of seven unique crowdfunding markets, the platforms and regulations that define them, and the record-breaking funds raised around the world.

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  • EIS in 2016 – Legislative Changes

    EIS in 2016 – Legislative Changes

    A series of reports to inform high-net-worth individuals of political or regulatory changes that could impact the Enterprise Investment Scheme (EIS).

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  • The Estate Agent Evalutaions

    The Estate Agent Evalutaions

    Consumer omnibus research to underpin the UK’s pet peeves towards estate agents. By sampling over 2,500 consumers, we were able to identify a nation disenfranchised home-buyers who had been let down by their estate agent.

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  • Crowdfinders' High-Growth 16

    Crowdfinders' High-Growth 16

    An infographic showcasing the 16 most promising companies to watch in the year ahead that are set to take their industries by storm.

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  • The EU Referendum: What Could it Mean for British Businesses?

    The EU Referendum: What Could it Mean for British Businesses?

    An impartial report and factsheet, summarising both sides of the EU Referendum debate from a business and investment perspective.

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  • Pension Intentions - Post Reforms

    Pension Intentions - Post Reforms

    An analysis of retirement financial intentions to give a clear understanding of the motivations of post-reform Pension Britain in April 2015.

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  • SME Heatmap

    SME Heatmap

    An infographic that plots prospective business birth-rates and revenue growth in the next five years, and the industries accelerating SME progression nationwide.

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  • Commodities Index

    Commodities Index

    The Commodities Index tracked the opinions of self-investors towards the performance and projections of alternative investment products, ranging from shipping containers to land, metals and gems.

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  • IW Capital's SME Heatmap 2015

    IW Capital's SME Heatmap 2015

    A report and accompanying infographic delivering a five year forecast of regional SME progression, in relation to business birth-rates and projected revenue.

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say that press coverage is the most influential factor behind an investment decision


of investors with £100k in investable assets are more influenced by tailored research reports


of high value investors would leave a provider based on poor communication around the performance of an investment