PROTRADER STRATEGIES PROFESSIONAL

The active trader sector and related financial markets were also thoroughly researched. Conducted fact findings/audit team meetings with ProTrader’s executive management and closely studied their nearest competitors to determine the client’s competitive differentiators. Performed extensive research into the past and current perceptions of the day trading industry among all of the client’s target audiences, and determined the level of awareness of ProTrader among those audiences and what reputation it currently had (if any).

Reluctance of Austin-based media to cover the client (headquarters were in Austin).

Relatively unknown status of the client among its target customer base and the financial services, investment, business and applicable regional media.

PROTRADER STRATEGIES PROFESSIONAL

Client’s desire to distance itself from the negatively perceived day trading sector and re-position the firm as a professional direct-access trading firm (a previously unknown/unused term).A steady stream of harmful press coverage on the unethical practices of some day trading firms some of their traders.The widespread negative perception and mistrust of the day trading sector within the financial services and investment community, and related journalists.Several challenges had to be overcome from the onset of the program.

Paraphrasing the client CEO – Kodora played a significant role in helping to establish ProTrader as a leader within its industry, which led to the firm’s acquisition by Instinet (world’s largest electronic agency securities broker) in October 2001– thus achieving ProTrader’s two primary objectives for its overall business at the onset of 2001. We worked closely with the client to overcome several business, perception and reputation challenges, and establish the firm as a leading force and recognized market expert in the direct-access securities trading industry. Kodora Communications successfully developed and implemented a strategic media relations program in support of this client’s overall business objectives, focusing primarily upon trade and specialty publications, and including some national, regional and local business outlets.

Protrader strategies