As a new entrant to the ETF space, TrueShares wanted to make a splash with its new line of thematic, actively managed ETFs: LRNZ, focused on deep learning and artificial and intelligence, ECOZ, focused on ESG investing, and DIVZ, focused on low volatility and attractive dividends. They also have a series of Structured Outcome ETFs.
Arro conducted a deep-dive into TrueShares’ core value propositions, producing a messaging and PR plan that informed the launch of LRNZ and ECOZ. Arro also put together TrueShares’ ETF website and drafted press releases for the launch, tailored to the distinct target audiences of LRNZ and ECOZ.
Arro’s media plan and PR rollout resulted in multiple mentions of the launch in ETF trade publications including FA Magazine, ETF Trends, and ETFdb.com. Ongoing PR efforts paid off with subsequent features in U.S. News and World Report and the Wall Street Journal. As of 3/23/22, the TrueShares fund suite has garnered approximately $200 million in AUM.