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BACKGROUND
New Earth Solutions is a private UK company which uses an advanced composting technology to process household waste, thereby offering local authorities a green alternative to landfill. To fund its expansion plans, the company launched a second infrastructure fund for institutional investors – which joined its existing fund focused on individual investors – and continued to seek financing at headco. It required a media and investor relations campaign to maintain its profile in trade press and to raise its profile among utilities, institutional and sophisticated investors, and policymakers to drive fundraising efforts and support the business development strategy.
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CAMPAIGN OVERVIEW
In the initial phase of the project a research exercise was undertaken to establish the company’s ‘story’. This entailed interviewing senior management, researching its competitor and investor universes and evaluating previous media coverage. This analysis formed the basis of an integrated media and investor relations programme.
Content (press releases, profiles, features, opinion pieces etc) was strategically placed across key national and trade media over the course of the campaign to take advantage of relevant policy announcements and topical industry issues, and to develop the media profile of the company spokesperson. To drive and support fundraising activity, the investment propositions were reviewed and revised. Two LEIF conferences were structured to showcase the offerings to a targeted institutional and IFA audience.
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KEY RESULTS
- Campaign supported headco fund-raising of £15 million
- Infrastructure fund for individual investors received inflows of £17.5 million during first 12 months
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