developing an ir plan
TRANSCRIPT
Developing an IR PlanNIRI Introduction to Investor Relations Case Study
Keith MabeeVice Chairman, Dix & EatonFairmont Copley Plaza Hotel, Boston
September 23, 2009
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Agenda
Introduction• The role of IR in value creation
Developing an IR plan• Assessment• Plan• Action• Measurement
Case study (small group breakout)
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What is Investor Relations?
Investor relations is a strategic management responsibility that integrates finance, communication, marketing and securities law compliance to enable the most effective two-way communication between a company, the financial community, and other constituencies, which ultimately contributes to a company's securities achieving fair valuation.
(Source: National Investor Relations Institute)
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The Goal of IR
Create Fair Market Value
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What is Fair Market Value?
• When a current stock price accurately reflects the full value of the company– Based on the absolute value of the
company (on paper) and the perceived value of the company in the future
– Driven by perceptions; intangibles play a key role
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How Fair Market Value is Created
Solid Execution
Compelling Corporate Strategy
Revenue Growth
Steady Earnings Growth
Fair Market Value
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Role of IR in Value Creation – Market awareness and feedback to management– Credibility and consistent communication– Number of long-term investors; optimize
shareholder mix– Analyst following– Access to capital– Share liquidity– P/E ratio– Share value– Corporate governance
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BUY-SIDE ANALYST
SELL-SIDE
ANALYST
INSTITUTIONAL SALES FORCE
RETAIL BROKER
PORTFOLIO MANAGER INDIVIDUAL INVESTOR
INDUSTRY ANALYSTSMEDIA
REGULATORS
Outside Factors Affecting Fair Value
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The IR Equation
PerceptionStock Price = Performance +
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Performance-Related Variables
• Revenue growth• Sector attractiveness• Earnings growth• Return on invested capital• Cash flow• Balance sheet strength• Dividend yield• Beta• Share float• Liquidity
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Perception-related Variables
Intangibles
• An intangible asset is an identifiable non-monetary asset without physical substance held for use in the production or supply of goods or services, for rental to others, or for administrative purposes.
Source: Cap Gemini Ernst & Young
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Intangibles Are Growing in Importance• Non-financial performance accounts for 35% - 50% of
institutional investors’ valuation • The more sell-side analysts rely on non-financial
performance, the more accurate are their earnings forecasts• Consistent set of non-financial drivers that analysts rely on:
Strategy Execution
ManagementCredibility
Quality of Strategy
Innovativeness
Ability to AttractTalented People
Market Position
Management Experience
Quality of Executive Compensation
Quality of Major Processes
Research Leadership
Source: Cap Gemini Ernst & Young
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Perception-related Variables
Other intangibles– Management credibility and integrity– Customer loyalty– Employee commitment– Corporate reputation– Business ethics– Unique corporate culture– Intellectual know-how– Brand image
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Developing an IR Plan – Assessment
• Begin with assessment of your company, its current business/strategic plans and competitive set– SWOT Analysis
• Strengths• Weaknesses• Opportunities• Threats
• Include an analysis that factors in the impact on valuation of the economy, business sector, company performance or other issues
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Developing an IR Plan – Assessment
• Analyze historic changes in the ownership profile– Growth – GARP
– Value – Hedge Funds– Income – Momentum Players– Index – Insiders– Retail
• What’s been the company’s guidance track record?
• What are analyst expectations about performance and how it gets communicated?
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Developing an IR Plan– Setting Program Objectives
Typical IR Program Objectives– To focus investors on your business, financial results and
long-term prospects for creating value– To provide meaningful and relevant public disclosure tied to
business dynamics– To establish timely and consistent communications and
appropriate transparency with existing and potential investors
– To attract the optimal shareholder mix – To educate management and employees about how their
efforts can impact share price– To provide management and the Board with timely
competitive feedback, corporate governance and market analysis
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Developing an IR Plan– Setting Program Objectives
Benefits• Reduced volatility• Expanded liquidity • More optimal and diversified shareholder
base• Lowered cost of capital• Enhanced shareholder value creation• Higher multiple relative to
peers/company-specific benchmarks
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Developing an IR Plan– Identifying and Prioritizing Target Audiences
• SEC• Stock exchange• Rating agencies• Sell-side analysts• Buy-side institutional analysts and investors in the
U.S. and international markets• Individual investors• Financial media• Governance rating firms• Management and board of directors• Other employees• Customers
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Developing an IR Plan – Components of a Program
• Quarterly disclosure • Release, Conference Call, Timing• Approvals: Disclosure, Audit Committees
• Management presentations at industry conferences• On-site visits with investors (groups of buy/sell side)• Quarterly road shows• Analyst days; analyst-hosted conferences• Targeted one-on-ones• Annual report to shareholders• IR/corporate governance sections of web site• Targeted financial media placements
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Tactics: Broaden Institutional Base
Retail
Pension
Employee/Insiders
Institutions
40%
18%
5%37%
Current
25%
10%
5%
60%
Pension
Retail
Employee/Insiders
Institutions
25%
10%
5%
60%
Goal
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Tactics: Attracting the Best Shareholders
Institutional targeting program• A comprehensive quantitative and qualitative
determination of the best institutional prospects, as well as an assessment of what shareholders may be close to selling
• Prioritization of targets, key meetings, one-on-ones with senior management
• Secure and leverage sell-side coverage comparable to peers
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Targeting Criteria
• Interest in the sector
• Investment philosophy, alignment with your company’s performance and outlook
• Meaningful purchasing power
• Long-term investment orientation
• Sizeable equities under management
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Program MeasurementEvaluation is critical for all IR Programs• Must set measurable goals• Should set management expectations• Use benchmark investor perception research
periodically• Provide both quantitative and qualitative
views• Short-term share price and analysts ratings
should not drive IR strategy and goals
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Program MeasurementInternal• Management’s view of IR
– It’s not just communicating, but also participating in strategy formulation; marketing the ‘investible story’
– Management always has good intelligence about investors’ perceptions of strategic issues and concerns
– The market doesn’t over-react to good or bad news; built-in ‘credibility quotient’
– IRO is an integral part of the management team
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Program MeasurementExternal• Perception Study
– Interviews• Buy Side · Key Media• Sell Side · Industry Analysts• Portfolio Managers · Recent Sellers
– Measures perception of company’s strategies and management team
– Identifies gaps between what management is communicating and how it is being received
• Analyze and report out ongoing dialogue and feedback
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Program MeasurementObjective Measures• Number/quality of analysts following the company• Number/quality of meetings held with investors• Number/quality of conference presentations made• Long-term share price relative to performance• Long-term share price volatility• Successful conversion of targeted investors• Achieving optimal shareholder base• Keeping management and BOD informed; minimize ‘market
surprises’• Managing within budget; delivering ROI on company’s IR
objectives
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Program Measurement
Subjective Measures• Is the message being understood?• Are analysts and investors not surprised?• Are analysts and investors enthusiastic?• Is IR effective in a crisis? In capital raising?• Are management/Board well informed?• Does the IRO have credibility? Who do
management and investors turn to first?• Is the IRO an effective corporate governance
sentinel?
CASE STUDY
TRIFECTA CORPORATION