Fremont Funds, the scion of Bechtel, is moving beyond its corporate institutional roots to the advisor channel. The firm is intent on building a more visible brand awareness with advisors and is building an institutional Web site to achieve that goal.

Spurred by feedback from advisors, the San Francisco-based fund firm designed the website to provide deep information on the types of information that advisors require to fit funds to clients, according to Allyn Hughes, vice president of marketing and media relations.

"Advisors can get information about this, that, and the other thing at sites like Morningstar," said Hughes. "What an advisor can't get is good information about how a manager manages money and exactly what they do."

How will Fremont make its move? Promotion at conferences, direct mail, internet links, targeted emails, and a press release that will be issued next week.

Although the site went live much earlier this year, the marketing strategy was only decided a couple of weeks ago.  

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