Chapman Capital Management
is taking to the airwaves to get the word out on its DEM Equity Investor mutual fund (DEMEX
). The campaign will be national in scope.
The firm will be broadcasting on Radio One stations. These stations target African American an urban listeners. There are Radio One stations in Washington, D.C., Baltimore, Atlanta, Philadelphia, and Detroit.
But Chapman's campaign is a subtle one. The ads are not being used to garner more retail sales for the fund. The ads are designed to increase awareness of the fund so that plan sponsors would be more likely to include it in a 401(k) plan.
"As investors and plan sponsors become familiar with the concept of the Domestic Emerging Markets strategy, we believe that we will see an increase in the defined contribution plan assets allocated to this product," stated Nathan A. Chapman, Jr., president and ceo of Chapman Capital Management. "Many plan participants are requesting that their employers offer funds that are recognized in the retail marketplace."
The fund invests for long-term growth in companies controlled by African Americans, Asian Americans, Hispanic Americans, and women.
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