Case Studies: Investor Relations

 

 

Situation: Creating a Strategic Investor Relations Program

As part of a broad turnaround effort, we developed a strategic investor relations program for a Fortune-500 retail company. After several years of negative and unpredictable business results, this one-time Wall Street darling was trading at an all-time low. Only a single sell-side analyst continued to follow the stock, and high-turn traders were creating significant share price volatility. Initial perception research showed that management lacked credibility and investors were not confident in the new team’s turnaround plan.
 

Our Strategic Approach →

Working closely with the CEO and his team, and with a leading investor analytics partner, we created a program to attract and obtain the mix of shareholders that could drive the highest sustainable valuation by:
  • Positioning the company as a long-term growth and return story
  • Broadening and diversifying institutional ownership
  • Analyzing financial metrics that drove best-of-breed valuations and the levers the company could pull to impact those metrics
  • Using quantitative and qualitative analysis to determine the desired shareholder mix
  • Targeting potential shareholders who fit the company’s profile and were most likely to be interested in the story
To implement the strategy, we:
  • Designed a plan to heighten management credibility via direct, personal outreach to targeted shareholders.
  • Developed a full suite of communication tools including strategic message platforms, presentations, an investor website and social media tools.
  • Provided senior management with presentation training and coaching on how to appropriately answer difficult questions, and education on the workings of Wall Street.
  • Developed disciplined processes and systems to track activities, manage disclosure and measure and report results and market activities.
 

Results

  • Shareholders fitting the volatility profile decreased 18 percent, while long-term holders were up 25 percent in year one.
  • Annual investor perception studies showed marked improvement in just the first year of the program.
  • The company’s most preferred target became its largest shareholder, a position they held for more than three years.
  • Sell-side analyst coverage increased 500 percent
  • The company enjoyed a 1,000 percent increase in the value of its stock by the fourth year of the program.