May 25, 2006. As an Investor Relations firm, the main task of The Aurelius Consulting Group is to increase Demand for and the trading
Price of registered stock issued by its clients, which are small- and micro-cap companies that compete in a variety of business categories. Most trade OTC or on NASDAQ. Aurelius is not a broker and does not sell stock.
Demand for any stock is somewhat proportional to knowledge. The more people who are aware of a company, its fundamentals and recent sales, revenues, R&D and other activity, the more likely some number of people will take a short or long term position in the company's stock. Aurelius currently promulgates
pertinent information on its clientele using email alerts, direct mail, investor conferences, and "shoe leather" phone calls.
In late 2005, Aurelius acquired the RedChip brand, which over the past 13 years has developed a solid reputation as a trusted source of in-depth information - The Red Chip Research Reports - on viable emerging companies. For example, Red
Chip issued the first BUY recommendation on Starbucks.
Today, the Red Chip Home Page (now under reconstruction) offers free breaking news and in-depth analysis of 20-30 companies who were subjects of Red Chip Research in the recent past, and have hired Aurelius to promulgate
that information worldwide. The site also offers 30 or so independent RC Reports per year on emerging companies with which Aurelius has no financial relationship. These reports are offered to investors on a paid subscription basis.
The primary purpose of the advertising is to make www.redchip.com the preferred source of free and paid information on high quality emerging companies.
The broad Target Audience is P25+.
The subset Qualitative Audience includes Investors (fund managers, buy & hold individuals, speculators...) and Third Party Influencers (brokers, financial analysts, financial planners, financial writers, etc.)
In some cases, the QA may also include potential customers for RC clientele.
The Qualitative Audience is geographically dispersed. A pension fund manager who has taken a position in, say, mining stocks or the IPV6 industry might reside anywhere. However, a majority of HPH do originate from nine key markets: NYC, CHI, LA, DC, BOS, MIA, DAL, DEN, & SF.
We will produce and air :60 and :30 commercials featuring one or more RC clients. (Sample MP3) All commercials will use the same Call To Action: "Discover tomorrow's blue chips today on Red Chip dot Com."
The home page at will feature headlines, press releases, and brief overviews on RC clients including streaming video interviews with RC client CEOs. Interested parties can access complete information on any given Red Chip Client Company via an index page within the site. (Sample.)
Effectiveness will be measured in "cost" per Incremental Inquiry.
The Aurelius staff will measure incremental clicks to the home page, and subsequent click paths to various PR stories, client index pages, and requests for further information. Deep Data Search on individual companies will normally require visitor registration (i.e. name & email address.)
The basic metric is G: "000's of QA Gross Impressions" per action. As frequency builds awareness, we'd expect Home Page G to decrease steadily. Clicks to specific client index pages will depend on inherent investor interest in a single company or in an entire category.
If only one investor discovers an RC client on www.redchip.com and takes a major position in that company, our mission for that client is accomplished.
The media buy will combine Network and Spot Market buys in business programming.
The general plan is to reach the QA early in the week and early in the day with "breaking news" messages that induce early morning clicks to the home page.
Investors and brokers habitually read the Wall Street Journal before 9am. We want them to visit redchip.com before the phone starts to ring.
A typical 5-day blitz will will feature one to five RC clients.
It will start in weekend investment-related syndicated or network programming (e.g. ABC "Money Talk" with Bob Brinker), and then follow up with 10-15 spots on, for example, the Dow Jones "Business Radio Network" on Monday, Tuesday, and Wednesday.
Where appropriate, we will also heavy up on ABC/BRN spot stations in the key markets. Preferred spot market dayparts are 5a-6a and 6a-10a (given a high expectation of placement before 9a). Other useful spot vehicles include investor-related programming, regularly scheduled business
reports, streaming radio business programming, etc.
If successful, RedChip radio should, in a year, become a weekly staple in US radio, featuring 4-5 clients a week in a national/spot buy that generates 1.5MM to 6.0MM TA GIMPS and 100,000 to 125,000 HPH a week.
