increase in retail investors
increase in website page views
In just one year, individual retail investors increased 19%, to 120,000 from 101,000. The effort to reach retail investors through use of electronic communication is reflected in a 164% increase in website visits and a 330% increase in page views during the eight-month period following the launch of the new website. In addition, RPM’s stock price and market cap were also gauged during the campaign. While much of their performance was directly correlated to the company’s financial results, the communications initiatives did have some impact. At the campaign’s beginning, RPM’s stock closed at $33.13 and its market cap was $4.4 billion. At the campaign’s conclusion, the stock price had increased $9.29 or 28% to $42.42 and the market cap rose 30% to $5.7 billion.