Case Study: Channel Capital Research

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Channel Capital Research wanted to use the media to increase awareness of its investment strategies and products.  Founder and Chief Investment Strategist Doug Roberts also wanted to be the face of his company in the media.

What We Did:

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  • Comprehensive media coaching with Doug, who had no prior on-air experience
  • Worked with client to develop branding and messaging to help position him and his products in the media
  • Created websites to highlight both Channel Capital Research’s products and Doug as an expert in his field
  • Arranged for Doug to contribute content to major websites like AOL Finance and BloggingStocks.com
  • Created an email outreach strategy and template to keep in touch with existing subscribers as well as soliciting new ones
  • Worked with a top Public Relations agency to create a media presence for Doug
  • Helped client monitor results of our efforts and tweak messaging as needed
  • Negotiated for Doug to write a book, “Follow the Fed to Investment Success,” which was published by John Wiley & Sons


Result:

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  • Doug Roberts became a familiar face on financial television programs and networks including The Nightly Business Report on PBS, Fox Business Channel and CNBC
  • He also became a go-to person for interviews and quotes with print and online financial outlets like the Wall Street Journal, TheStreet.com, and MarketWatch.com
  • Traffic to his websites increased dramatically, as did his mailing list
  • Increase in new subscriptions warranted development of additional products  and services