Communication and Branding Solutions for the Alternative Investment Industry
Solutions That Deliver Winning Results Hedge Fund PR focuses on strategic media relations and brand marketing for alternative investment firms, private and institutional investors, and service providers. With unparalleled expertise and connections to global media and key influencers, we help firms reach their goals through: Media Relations Acting as your spokespeople, we manage press requests, and help raise or minimize your visibility through a comprehensive understanding of print, online, broadcast and social media. Reputation Management Utilize communications strategies to positively influence search results, enhance your online reputation, and help you capitalize on social networks and blogs. Brand Marketing Strengthen your brand communications and deliver messages that resonate with your audience through effective presentations, marketing collateral, client letters, and corporate identity. Crisis Communications Gain immediate access to counsel and tactics that can help you manage communications with investors, the media, and other influential audiences, during challenging times. Database Reporting Save time by outsourcing hedge fund database reporting to Hedge Fund PR, which can increase visibility with qualified investors, and access to new capital. Executive Coaching Confidently interact with the media through proven coaching techniques that inspire success for hedge fund managers, institutional investors, and other senior hedge fund professionals. Web Site Planning Create a winning web strategy and maximize ROI through insightful analysis and compliant messaging designed to support your business objectives. 1
METHODOLOGY Our Methodology The Hedge Fund PR methodology for success is based on three tenets. 1. Every firm operates in a changing marketplace. 2. Every firm has a unique culture. 3. Every firm has a specific set of needs and objectives. These principles establish the basis for creating a customized public relations and communications program for each client. This requires a solid understanding of the firm, its needs and objectives, and the marketplace in which it operates. Define, Design and Communicate The Hedge Fund PR process begins with information gathering that is comprised of: Interviews with firm leadership Review of all marketing collateral, press releases and firm communications Analysis of primary competition and respective strengths and weaknesses Initial Meeting Understand culture/key people Determine 3, 6 & 12 month objectives Research Interview firm leaders Research primary competition Set priorities Prepare Formal media training Create activity timeline with benchmarks Once the initial information gathering process is completed, objectives are set. At this time, a 3-, 6-, and 12-month activity schedule is designed (See Appendix Sample Deliverables). This schedule is a fluid, work in process document that is adjusted and updated as needed during the engagement. To ensure that the firm is prepared for forthcoming press interviews, Hedge Fund PR provides in-depth media training to designated firm spokespeople. The training includes a primer on press interviews, how to respond to difficult questions, how to control and deliver your message, as well as a customized Q&A document that can be used as a reference during interviews. 2
METHODOLOGY The Hedge Fund PR Roadmap to Success With an understanding of the firm, Hedge Fund PR reviews and/or develops key messaging points that articulate the firm s differentiating characteristics. These differentiators comprise the unique value proposition (UVP) and are the building blocks for all brand communication: verbal, written and visual. Unique Value Proposition (UVP) Press Releases, Interviews, Promotional Opportunities Presentation, Brochure, Web Site Through a combination of traditional and new media channels, Hedge Fund PR delivers the UVP and key messages to the marketplace. Depending on the objectives, a variety of activities are deployed. Below is an example of the process to deploy a newsworthy press release. Newsworthy Topic Interview firm and personnel Draft press release Incorporate comments/edits Final approval by client Press Release Distribute to HFPR Proprietary Network Distribute over Business Wire, RSS feed Post to client web site, online communities Pitch Follow up via phone and email Schedule press interviews Blog post and Twitter Awareness Quoted as expert Interviews on TV, print Article submissions Continue blog posts We also raise visibility by leveraging blog postings and online communities. Using a variety of tools and resources, we can achieve a high level of target audience awareness in a relatively short period of time. 3
ABOUT HEDGE FUND PR The Hedge Fund PR Difference Founded in 2005, Hedge Fund PR is a boutique PR firm dedicated to tangible results and quality of service. While other PR firms may boast a lengthy client roster, we purposely work with very select clientele, all within the hedge fund and alternative investment community. Our efforts have produced outstanding results for hedge fund managers, service providers, political and economic leaders, charitable organizations and local, national and international hedge fund groups. Every client is important at Hedge Fund PR, and we do not entrust writing or pitching to junior staff. At Hedge Fund PR, you will always deal directly with a senior level professional. Others Hedge Fund PR The Hedge Fund PR contact network includes virtually every national and international news editor, reporter, producer and key influencer that has used the term hedge fund. We have generated thousands of successes, including awards, news articles, cover stories, speaking engagements, broadcast interviews, events, alliances, and product placements on TV and in books, blogs and movies. 4
CLIENT LIST Founder, CEO and Industry Spokesman Hedge Fund PR is a boutique agency with a focus on quality not quantity, in terms of our clients and staff. For maximum flexibility in fees and scale, we maintain a trusted network of PR professionals, writers and designers and engage their services on an as needed basis. This is seamless to the client, as Hedge Fund PR principals manage every project and are responsible for all client communication. Mitch Ackles is CEO of Hedge Fund PR. With over 20 years of experience, Mitch has an unparalleled global track record for PR excellence. Over his career, he has provided insightful counsel and executed winning campaigns for emerging and established hedge fund managers, political and economic leaders, technology providers, financial luminaries, conference organizers, charitable organizations and local, national and international hedge fund groups. When the goal has been to raise visibility, his efforts have resulted in thousands of successes, including product and company awards, news articles, cover stories, speaking engagements, broadcast interviews, events, alliances, and product placements on TV and in books, blogs and movies. His contact network is coveted, and includes virtually every news editor, reporter, producer, blogger, lawmaker and key influencer that has used the term hedge fund. In times when a low profile is preferred, Mitch has insulated clients from the press, influenced search engines, and provided guidance on communicating with media, investors, employees and counterparties. Previously, Mitch was Marketing Director for vfinance, VP of Hedge Fund Incubation and Capital Introduction for Global Partners Group and Worldwide Marketing Manager for Dow Jones TradeStation. He holds a BA in Public Relations and Communications, is fluent in English and Spanish and has been mentored by some of the brightest minds on Wall Street. Mitch is an expert in marketing and PR for hedge funds. He is creative, and uniquely adept at working rapidly and accurately to meet client requirements in the often fast-paced and highly demanding hedge fund environment. - Michael Roessler CFA, Roessler Corporation 5
CLIENT LIST Partial Client List AmericaVest Capital Artemis Capital Partners Asperion Group Backstop Solutions Brilla Group Caledonian Fund Services Cinneas Foreign Exchange Cornerstone Capital EGM Capital Chairman Fund Market Solutions GAIM USA Gordon Asset Management GRC Assurance Hedge Fund Association Hedge Funds Care HedgeCo Networks HedgeOp Compliance Horton Point Hudson Fairfax Group IBIS Alternatives InfoHedge Technologies JCAL Capital Landmark Capital LucidQ Capital Olympian Capital Oval Oak Capital PDP Capital Rock Crest Capital Sailfish Capital Searock Capital Systematic Alpha TraderWeb VantagePoint VFinance 6
CONTACT US Headquarters Hedge Fund PR serves clients worldwide from locations in New York and Coral Gables Florida. Our senior team is also available to travel to client offices. Hedge Fund PR 407 Alcazar Avenue Coral Gables, FL 33134 ph: 305.444.9868 Email: info@hedgefundpr.net For additional information, please visit our website: www.hedgefundpr.net 7