Standing out from the ocean of ASX small companies is usually difficult.

At Monsoon Communications we make sure our small companies get attention. Our strength is financial pr for small companies and we do the jostling for you while ensuring professionalism always prevails.

Most Monsoon clients stick with us for many years – we are the opposite of the churn model practiced by too many other pr companies.

Fluorotechnics – most successful float of 2008

Client
Fluorotechnics Limited is the global leader in fluorescence and protein measurement technologies used in commercial and other research laboratories

Brief
To use precise strategy to generate high profile media and investor interest in Fluorotechnics’ IPO.

Communications Approach
Monsoon has a very specific IPO communications strategy template. Timing and targeting during an IPO is crucial and this has been perfected by Monsoon after having managed many floats.
Media strategy includes four news releases and media briefings throughout the IPO period.
Monsoon also arranged large broker/investor lunch briefings in Melbourne and Sydney. Monsoon uses its proprietary databases of investors and client advisors (over 600 in each of Melbourne and Sydney). These lunches boost profile and draw investment.
Media interest was also spurred by events such as roadshows and a listing ceremony to welcome Fluorotechnics to the ASX.

The campaign also highlighted Monsoon’s commitment to its clients by getting friends and associates to invest in FLS to help it get the necessary 400 shareholders spread.

Results
The float was the most successful ASX float in 2008 and the most successful life sciences IPO in the world in 2008 according to Nature Biotechnology.  Fluorotechnics received TV coverage on SKY Business News and ABC’s Lateline Business program with substantial exposure in all major print media including Australian Financial Review, Herald Sun, The Age and The Australian.   The company was also comprehensively covered by online media and business wire news services. It was an unambiguous success.

Proto’s IPO – boosting investor interest and subscriptions

Client
Proto Resources & Investments Limited (ASX:PRW) is a nickel/gold exploration company based in Sydney.

Brief
To generate media and investor interest around Proto’s October 2006 Initial Public Offering (IPO) and its commercial potential. At the time Proto was virtually unknown.

Communication Approach
The strategic focus was to plan and implement an outcomes-focused program in support of Proto’s impending listing as well as a momentum campaign to sustain investor and media interest.

The communication tasks involved pre-lodgement preparations that included developing Proto’s positioning statement, reviewing prospectus and other company communication materials, drafting the lodgement news release and media/timing/targeting strategy.

A media briefing was organised with front-line resources journalists combined with the distribution of the lodgement media release to Monsoon’s media and financial markets databases.

Monsoon also arranged a brokers’ lunch briefing with solid subscription interest resulting directly from the lunch.

Results

• Proto closed oversubscribed raising $3.5 million+
• Spectacular coverage was achieved with more than 30 media articles in AAP, Business Spectator, Herald Sun, Daily Telegraph (397,054 circulation), Sydney Morning Herald (214,299 circulation), The Adelaide Advertiser (196,849 circulation), The Australian (133,434 circulation), Australian Financial Review (86,493 circulation), Canberra Times (36,273 circulation), Bendigo Advertiser (14,499 circulation), Barrier Miner, Barrier Daily Truth, Gold Mining Journal, Illawarra Mercury, Launceston Examiner, Northern Territory News, Mining Chronicle and so on.

Monsoon has in the past been contacted by companies advanced in their IPOs that had received not one item of media coverage. Proto was sub $10m market cap at issue price.

Monsoon continues to generate feature stories and investor forums for Proto.

Clinuvel – recovery and company building

Client
Clinuvel Pharmaceuticals Limited (ASX:CUV) is developing a photo-protective drug to prevent UV-related skin disorders including skin cancer.

A side effect of the drug implant is a two month complete and safe tan.

History
Monsoon started working with the company in 2001. The company had just listed on the ASX. Its IPO issue price was 20c per share and had fallen to 6c when Monsoon was asked to help.

Brief
To generate media interest and market interest in Clinuvel as an investment. Since 2001 Clinuvel’s share price over this time has averaged closer to $1.

Recent project example

February 2008 – to highlight interest in Clinuvel winning European orphan drug status.

Monsoon advised the client in advance that this news justified a media briefing. Monsoon assisted with drafting the announcement and arranged tentative media briefing time, date, venue and info materials.

This date was deferred. However, the client called Monsoon a week after the scheduled event and Monsoon arranged a 1½ hour media briefing at lunchtime that day.

Monsoon used well-formed relationships with trusted business/finance and health/medical journalists. Materials were prepared, running sheet, venue, hosting etc.

This was combined with comprehensive distribution of the announcement to business and finance media, medical/health media, specialist publications and over 400 international life sciences publications/journalists.

Results

• Seven journalists and one analyst attended the media briefing at short notice
• Prominent feature articles and news mentions by notable print and electronic media including The Age (207,000 circulation), Sydney Morning Herald (212,700 circulation), Herald Sun (535,000 circulation), AAP, Business Spectator, BioTechnologyNews, BioSpace, NineMSN Money, ClinicaSpace, Bioshares, Checkbiotech, Pharmalicensing and so on
• Shares in Clinuvel closed up 7.6 per cent on the news at $0.355