We suggested repositioning framed stock as an unusual gift or a collectible. Customers could personalize shares by selecting a custom frame and including a witty, engraved plaque (one customer added "If you don't like this gift, I think I know just the place to get rid of it" to their share of eBay). Giving a framed share in America's leading companies is now a novel way of marking a special occasion.

Our team crafted a multi-faceted proactive media outreach strategy aimed at various media segments-from men's magazines to newspaper gift guides. We grouped the shares into fun packages to maximize interest (the "Planes, Trains and Automobiles" package was aimed at Men's magazines and included stocks like Boeing, Ford and Harley Davidson). We pushed the strategy forward by mat release partnerships with other holiday gifts and gift websites. Our writers provided OneShare with a range of witty headlines like "See, you can still get Tiffany's on your paper anniversary" (Tiffany's) and "For the person with holes in their portfolio" (Krispy Kreme). And we took full advantage of feverish media interest surrounding disappearing, soon-to-be collectible stocks like Toys-R-Us, Tommy Hillfiger, and Pixar (which is merging with Disney).

We created a buzz about OneShare as a seller of unique, creative gifts for a variety of occasions through placements in major national media outlets-from Modern Bride and Maxim to All About Kids and Forbes. In six months we generated 270 stories. The mat releases alone generated 70 stories, including several holiday gift guides, ideal for driving sales over Christmas.

ROI: approximately 27 million impressions. Most importantly, OneShare reported a 15% increase in overall sales that could be directly attributable to the PR program, and, in a survey of Q4 2006 OneShare customers, 26% reported that they had heard of OneShare as a result of PR efforts.