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•ESOP Campaign

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ESOP Campaign

The goal of this internal campaign was to convince employees to collectively transfer enough of their retirement savings into a combination employee stock option plan (ESOP) and 401(k) to purchase the company. But, to meet SEC mandates, the campaign could not use the words "buy, invest, acquire, purchase, benefit, or opportunity", and information regarding the transaction was strictly limited prior to the SEC's declaration of effectiveness. Additionally, all written information had to be reviewed by the 33 lawyers involved.

The message "The Power of Ownership — Plan your future" drove the three-month campaign. We built an intranet site and newsletter to disseminate information. We designed the three separate final offering packages which were then personalized and match mailed to each employee. We ensured that the final prospectus was printed, stuffed, and delivered via overnight service to each employee's home less than 72 hours after the SEC approved it.

Ultimately, the campaign was successful, with 80.46 percent of the employees returning their forms and contributing $25,633,589 - enough money to buy out the company.