Case Study: National Media Campaign Marks Historic 50-Year Stock Performance

THE CHALLENGE

RPM International Inc. (NYSE: RPM), a $7.3-billion multinational company with subsidiaries that are world leaders in specialty coatings, sealants and building materials, achieved a remarkable milestone—its 50th consecutive annual cash dividend increase. This placed RPM among an elite group of just 41 publicly traded U.S. companies to achieve such a consistent track record of shareholder returns.

While RPM’s market-leading brands like Rust-Oleum, DAP and Zinsser are well-known among consumers and professionals alike, the company sought to amplify its long-term stock performance to a broader investor audience. The goal was to leverage this milestone to attract new institutional and individual investors by highlighting the company’s consistent returns and financial stability. To achieve this, RPM turned to Roopco—its longstanding communications agency of record—to develop and execute a comprehensive media relations campaign that would elevate the company’s visibility in targeted national business and financial media outlets.

THE SOLUTION

Roopco began with extensive research and data analysis to establish the significance of RPM’s shareholder returns relative to market benchmarks. By leveraging data from FactSet and Bloomberg Finance L.P., a compelling insight was uncovered: over the past 50 years, RPM’s total shareholder return with dividends reinvested had achieved a compound annual growth rate of more than 15%.

To put this in perspective, a $1,000 investment in RPM stock on August 31, 1973, with dividends reinvested, would have grown to more than $1.1 million by August 31, 2023 (excluding taxes). In contrast, $1,000 invested in the S&P 500 over the same period would have yielded only $200,000—a striking comparison that highlighted RPM’s superior long-term value proposition for investors.

With these data points in mind, Roopco developed a strategic media relations campaign aimed at:

• Building greater awareness for RPM’s historic stock performance
• Attracting more individual and institutional investors to consider investing in RPM stock
• Publicizing the milestone of achieving 50 consecutive years of cash dividend increases

Roopco crafted a messaging strategy that emphasized RPM’s diversified business model, its strong track record of shareholder returns, successful execution of the MAP to Growth operational improvement plan, and commitment to sustainable business practices. Our team also highlighted how RPM was strategically positioned to capitalize on current industry trends, such as U.S. reshoring, energy-efficient building construction and increased global infrastructure spending.

Tailored media pitches were then developed for national business outlets, trade publications and local media, focusing on these unique aspects of RPM’s long-term success. By aligning the company’s performance with broader economic trends and timely industry challenges, Roopco ensured that RPM’s story would resonate with a diverse range of media audiences.

THE RESULTS

This media relations campaign delivered outstanding results, significantly elevating RPM’s profile in national business and financial media. It secured numerous high-impact media placements, including:

• An exclusive CNBC interview with RPM Chairman and CEO Frank Sullivan, offering a platform to discuss the company’s financial achievements and future outlook;
• Two feature articles in Barron’s (This Stock is the Dividend Aristocrat’s Aristocrat and Buy This Little-Known Stock), both of which positioned RPM as a standout investment opportunity in the market; and
• Additional media coverage from several targeted trade publications within the paint and coatings industry, further reinforcing RPM’s leadership within its core markets.

Just over a week after the announcement of its 50th consecutive annual cash dividend increase on October 3, 2023, RPM’s stock price rose 7.3%, climbing from $92.80 to $99.61 by October 11, 2023. The momentum continued in the months that followed, with RPM stock hitting an all-time closing high of $122.83 on July 31, 2024—an impressive 32.4% increase from the date of the initial announcement.

This sustained growth demonstrated that RPM’s visibility in the market had not only increased but translated into tangible investor confidence and engagement. By leveraging RPM’s historic financial performance and aligning it with current economic trends, Roopco successfully positioned RPM as a top-performing, dividend-paying stock, reinforcing its appeal to both new and current investors.