Case Studies

Undiscovered Funds

SunStar Strategic specializes in bringing undiscovered products, such as four and five star mutual funds, to the world’s attention. Frequently excellent money managers who manage money only for sophisticated institutions and the wealthy will have a small, outstanding mutual fund that no one has ever heard of, even though it is available to the public. 

In 2001 we started working with five such firms. The mutual funds at all of the companies had very few assets – generally well below $100 million. SunStar analyzed each fund to learn what was extraordinary about it.  Why had these financial products delivered so much to their shareholders while their larger, more well-known peers had underperformed? 

At SunStar, we helped to launch new companies and new products with smart marketing and a blitz of news media. We took these extraordinary stories and worked with the managers to shape the story in a way that individual investors and journalists could understand the superior characteristics. We helped the fund firm deploy these messages throughout marketing materials, on Web sites, in presentation materials, and in discussions with journalists, advisors and shareholders. 

SunStar facilitated meetings between the managers and the financial press who in turn wrote about these investments. All of the managers became recognized faces on the financial news networks – and are now recognized as they walk around New York City. 

Each of these five funds increased the assets of their small funds to more than $1 billion. One fund has now grown to a family of funds with more than $30 billion in assets. All five fund families are highly profitable firms boasting great success. SunStar is proud to be a part of these companies’ entrepreneurial energy and achievements.

Leading Mutual Fund Firm - overlooked investment category

A firm who was a leader in an overlooked investment category asked SunStar Strategic for help putting his firm and the category on the map. The firm was looking to increase the investor base, primarily through registered representatives and RIAs. The firm had a national sales team, but they were struggling to tell their story and make the sale because few advisors ever heard of this type of product.

SunStar helped the firm develop their message, including the key competitive differentiators. SunStar also coached the spokespeople. They role-played ice telling that story and were asked a wide range of questions to see how they articulate the answers. Over a several year period, SunStar worked diligently to persuade reporters that the firm had good stories to tell and set up one-on-one meetings. It took some time even for reporters to get their hands around this unique type of product. Wwhen they got it, they really got it.

The firm's president became a regular on CNBC talking about the benefits of his asset class. The product was featured in newspapers and magazines throughout America including the Wall Street Journal, Forbes and Institutional Investor. These articles provided support materials for their team of wholesalers. The firm grew from $400 million to $6 billion while we worked with them.

Large Financial Firm

SunStar Strategic works with larger financial enterprises as well as smaller, undiscovered fund companies. Many of these large companies have multiple divisions serving various categories of investors. Although they may represent well-known brands, typically the investment management divisions do not enjoy the same recognition in the marketplace.

SunStar was engaged with one of these large firms. Although one of the strongest brands in the financial services industry, visibility for its own investment products and mutual funds was limited. A team of seasoned PR practitioners at SunStar began working with the investment management division to gain visibility for its products, investment approach and overall expertise. Similar to the work we conduct for all our clients, our team developed and implemented a strategic public relations program.

We worked with the portfolio managers, public relations team and internal marketing partners to shape the story in a way that registered investment advisors, individual investors and journalists would find compelling. SunStar facilitated meetings between the managers and the financial press who in turn wrote about these investments. 

Recently, SunStar was responsible for the PR component of an integrated major product launch for this company that included many layers of strategic planning and coordination with a number of internal departments and external advertising and marketing agencies. As part of this initiative, we planned and executed two major PR events: a media luncheon attended by more than 55 reporters and a bell ringing ceremony at the NYSE. Dozens of additional interviews for executives were also arranged and SunStar recommended strategies for reuse of the press coverage.

These programs were integrated into the key initiatives of the firm’s overall marketing and business plans. Our efforts enhanced internal and external visibility and growth of the investment management division.

Overall, working with large enterprises requires the ability to manage complex strategies and hierarchical roadblocks with tenacity and resolve to accomplish extraordinary goals.  

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