Your release crossed the wire this morning. By tomorrow it'll be buried under a few hundred others. A post-wire campaign gives it a longer life. Here's how to run your first one without creating headaches for your legal team.
1. Start with something already public
Pick a disclosure that has gone out through your normal channel: quarterly results, a project update, a refreshed investor deck, or a recorded webcast. If it isn't public yet, it isn't ready for a campaign.
2. Check your exchange rules before you sign anything
TSX Venture Exchange Policy 3.4 treats paid promotion, including targeted social campaigns, as investor relations activity. That generally means a written agreement, fee-for-service pay, public disclosure of the arrangement, and ongoing supervision. The CSE has its own requirements, and U.S. issuers should think about Section 17(b) disclosure. Have counsel look at the agreement first.
3. Set up review
Decide who approves ad copy and how quickly. One named approver with a 24 to 48 hour turnaround keeps things moving. Every ad should trace back to a sentence in the disclosure.
4. Get your IR page ready
Make sure the release, deck, and contact details are easy to find on a phone, and add analytics so you can see what visitors do.
5. Pick two platforms, not six
Go where your sector's audience already spends time. A mining story might start on Meta and YouTube. A software company might lean on LinkedIn and Google Search.
6. Write factual creative
Lead with the news, link to the source, and show the real asset. Include your company name, ticker, and who paid for the ad. Make three to five versions so you can see what works.
7. Give it time
Platforms need a while to find the right people. Run for at least a couple of weeks before judging, then shift budget toward what's working.
8. Measure and archive
Track IR page visits, time on page, deck downloads, and webcast views. Keep a copy of every ad that ran, with dates. If anyone ever asks, you'll have the full record.
What a first campaign costs
It depends on the platforms, the length of the campaign, and how much creative you need. We price per campaign rather than on a monthly retainer, and we'll give you a number after a short call.