Optimum West

Challenge

• Steadyhand Investment Funds, a new mutual fund company founded by Globe and Mail finance columnist Tom Bradley, sought media coverage to help raise awareness of the company’s launch and its unique offering to investors.

Solution

• Optimum developed and implemented a media relations campaign timed around a series of Steadyhand investor seminars in Vancouver, Calgary, Winnipeg, and Toronto.
• Leveraging Tom Bradley’s reputation as a trusted finance columnist, Optimum pitched local and national media on the opportunity to interview Tom to discuss his views on mutual fund investing and his reasons for launching Steadyhand.
• Where possible, media interviews were scheduled in advance of investor seminars to increase local interest and to help drive attendance.

Results

• Significant media coverage in all target markets including:
  • CBC Radio BC Almanac - Live 30-minute call-in show interview aired across B.C.
  • The Business Network with Chuck Regehr - Feature interview on CBC Radio’s national business news show
  • CityTV Breakfast Television Winnipeg - Live in-studio interview
  • BNN Market Morning - Live 10-minute interview aired nationally
  • Coverage also secured in the Winnipeg Free Press, CBC Radio Winnipeg, and Sing Tao Vancouver.
• Immediately following media coverage, Steadyhand experienced increased traffic to the company website. Total media impressions exceeded 1.2 million, resulting in a cost-per-contact of $0.007

Tom Bradley, President and Founder of Steadyhand Investment Funds appears on CityTV Winnipeg’s Breakfast Television to share his views on mutual funds and discuss the launch of his new company.