Goal: Jump-start media relations in order to achieve market dominance.
Stephenson Group was asked to ncrease wholesale revenues by creating market awareness of Kinetics, a boutique asset management firm specializing in new technologies, and its successful mutual funds.
Tactics:
Implementation of a two-phase media leadership program to revitalize flagging coverage of Kinetics and the superior performance of its mutual funds. Stephenson Group’s (SG) PR initiative targeted the full spectrum of critical media sectors, including general business dailies and financial magazines, trade publications, and online venues for fund and investment marketing, as well as the dominant broadcast programs and networks.
Results:
Within four months of launching the media leadership program, SG achieved the following consistent, ongoing top tier results for the firm and its portfolio managers:
- Barrons (3x)
- Bloomberg TV (2x)
- Bloomberg Wire (6x)
- Bottom Line Personal Finance
- BusinessWeek
- BusinessWeek Online
- CBS Marketwatch (8x)
- Chicago Tribune
- CNBC (2x)
- CNBC on MSN Money Central
- CNBC Power Lunch
- CNNMoney.com (7x)
- CNNfn (9x; 2x co-host)
- Copley News Service
- Denver Post
- Dow Jones Newswire (4x)
- Forbes
- Fortune (2x)
- FOX News
- Fund Action
- Investment Management Weekly
- Investment News
- Investor’s Business Daily
- Morningstar
- Mutual Funds Magazine
- Newark Star Ledger (2x)
- Nightly Business Report
- On Wall Street
- Oncology Times
- Reuters (2x)
- Sacramento Bee
- Ticker (byliner)
- USA Today
- Wall Street Journal (4x)
- Wall Street Journal Online
- Your Money Report (2x)
Kinetics reported a 45% increase in requests for prospectuses and a 119% increase in web site traffic.