An Offering Memorandum (OM) exemption is a great alternative to raising capital in Canada. Although such regulatory filings have enabled companies to collect investments from a greater pool of retail investors, reaching these millions of potential investors has proven to be nearly impossible without an effective Offering Memorandum Marketing strategy. Moreover, with all marketing materials required to be referenced in the OM to ensure uniform liability and disclosure standards, navigating marketing this exemption on a national scale can also be challenging. Public Yield Capital is an investor marketing firm that helps companies leverage the full potential of an Offering Memorandum campaign.
How to Market Your Offering Memorandum
Similar to Regulation A+ marketing, marketing an Offering Memorandum exemption calls for an in-depth understanding of target investors, along with an extensive outreach plan. Leveraging a powerful digital marketing strategy not only supports the promotion of your investment opportunity, but also helps reach an untapped target market of retail investors. Having a heavy online presence is crucial to building credibility and spreading the word about your company. During this process, it is also important to keep in mind the regulations pertaining to marketing an Offering Memorandum, as each province is subjected to different rules under the exemption. To those new to investor marketing, raising capital through the OM exemption can be overwhelmingly challenging. Implementing a diverse range of investor marketing strategies, Public Yield Capital helps promote and amplify your message to attract, engage and convert prospective investors.
Introduction to Offering Memorandum
Raising capital across North America has never been easier using the offering memorandum (OM) exemption in Canada and Regulation A+ in the U.S.
The Offering Memorandum exemption is one of the most significant Canadian regulatory developments of the past few years because it opens up investments from a wider range of investors. The OM is a legal document that outlines a great deal of a company’s executive summary, business affairs, investor suitability form, and many other legal and marketing materials.
This exemption allows companies at any stage of development to raise capital from retail investors using an offering memorandum instead of a prospectus. Not only is it more cost-effective compared to filing a prospectus, but the annual filing requirements and disclosure standards are also less comprehensive.
A Multi-Dimensional Approach to Regulation A+ Marketing
The success of an Offering Memorandum offering capital raise is largely determined by its marketing and promotion strategy, often requiring investor marketing specialty. Public Yield Capital takes a multi-dimensional approach to OM marketing with several touchpoints across various funnels, to provide consistent communication and nurture investors. This process involves a combination of identifying a targeted group of retail investors, an effective investment positioning strategy, developing content magnets, and conducting investor outreach and nurturing through various channels. Through delivering content, resources and investment-related collateral, the overall objective serves to reach, educate, nurture, and convert prospective investors. With a diverse range of initiatives from corporate positioning and retail investor outreach to media buy and one-on-one calls with an investor relations representative, PYC aims to strengthen and expand your shareholder base.
Positioning your Reg A+ Offering as an Attractive Investment for Retail Investors
No Offering Memorandum campaign can be successful without an effective brand messaging strategy. Being the most fundamental process for all clients, Public Yield Capital takes pride in our ability to develop a comprehensive understanding of client offerings, inside and out. This involves conducting a thorough analysis of the market landscape, current challenges in the competitive industry, business model, unique value propositions and investor personas. Consequently, we are able to craft a relevant, yet one-of-a-kind brand story to create an emotional and rational connection with target investors. Refining brand messaging will allow for a successful company positioning, alongside stronger brand equity and increased perception of value among investors. The corporate communication plan will serve as an overarching guide throughout the Offering Memorandum Marketing process to effectively articulate the investment opportunity—in an easily digestible, yet impactful manner.
Building a Promising Crowd of High-Priority, Target Investors
Generally, an investor is most likely to invest in a company that aligns with their interests, values and many other investment criterias. For example, some investors may prefer investments in Small-Cap, early-stage, high-growth stocks, while others may be more risk-averse and prefer investing in promising, Large-Cap stocks. Thus, it is crucial to understand such investing parameters to identify a promising crowd of high-priority, target investors. Public Yield Capital takes a focused approach in building the right investor personas to accurately select investor profiles and predict investing behaviours, objectives, among other characteristics. This will allow for a more targeted marketing approach, being able to identify what type of content, message, and channels must be leveraged to capture the attention of these prospective investors. Ultimately, this will support our investor outreach strategy and result in higher conversion and engagement rates, while maximizing efficiency and resources by avoiding pursuing “wrong fit” investors.
Producing Relevant Content Assets to Educate Investors About your Investment Offering
In this stage, Public Yield Capital produces various company and industry-relevant content for clients. This is broken down into identity assets, which primarily educate investors, and creative assets, content that will be used during investor outreach and lead generation efforts. Such assets not only provide investors information, but also both boost organic and paid traffic to capture the attention of prospective investors and raise company profiles.
Leveraging all identity, creative assets, and Public Yield Capital proprietary databases and marketing technology, we take a proactive approach in reaching these target investors and building awareness regarding the investment opportunity. The lead generation process involves executing various organic, paid media, and investor outreach campaigns. Followed by a targeted investor nurturing series, we are able to maintain consistent and reliable engagement with investors. This not only stimulates interest from investors, but also helps convert leads—all tracked through various KPIs including landing page impressions, website traffic, investor deck downloads, scheduled calls with our IR calling desk representatives, and many other metrics. Ultimately resulting in a raised company profile, expanded shareholder base, and increased capital.
Instantly Communicate with Prospective Investors
PYC’s marketing automation technology enables instant communication with a large group of target investors, through an automated direct message delivered on various social channels. This strategy involves a multivariate approach; through crafting a variation of messages to test engagement performances, track metrics, and implementing the highest scoring solution for distribution. With a CTA included, this process serves to educate, engage, and convert investors.