Direxion Funds

PR Objectives

Direxion Funds, a provider of leveraged mutual funds and ETFs, seeks to expand its marketshare and is also challenged with a significant educational effort to ensure that information about its products is accurately disseminated.

Strategy

JCPR created a comprehensive communications campaign, consisting of extensive strategic counsel, media relations, messaging and educational outreach, to establish Direxion as an innovative leader in providing unique and sophisticated investment tools for today’s markets.

Results

• Positioned Direxion as a premier provider of alternative strategies and tactical investment tools for sophisticated investors.
• Successful launch of the Direxion Shares brand and the first 3x leveraged ETFs,consisting of 22 funds over 8-month period, for which JCPR managed all media relations, communications and promotions.
• Successful launch of alternative strategy mutual funds that grew to over $400 million in less than a year.
• Significantly raised the profile of Direxion’s key executives and established them as recognized thought leaders.
• Consistent, positive and educational media coverage in leading outlets including the Wall Street Journal, Barron’s, Financial Times, Financial Planning, Institutional Investor, Investor’s Business Daily, InvestmentNews, Bloomberg, Reuters, ETF Trends, Research, ETF Guide, etc.
• “Most Innovative New ETF in 2008” Award, by Capital Link.
• AUM in ETFs grew to $5.1b from $940m in first-half of 2009.
• Total AUM grew to $6.5b from $2.3b in first-half of 2009.