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Scottrade’s FocusShares launches marketing campaign for Focus Morningstar ETFs


FocusShares LLC, an affiliate of online investing firm Scottrade Inc, has launched a multi-pronged marketing campaign to promote its 15 low-cost Focus Morningstar exchange-traded funds (ETFs).

The campaign, which began rolling out earlier this year, will include new print and online advertising and national cable television sponsorships targeted at investment advisors. It will emphasise the low costs of the funds, the use of Morningstar Indexes as benchmarks, and Scottrade’s strong commitment to FocusShares and its products.

As part of the campaign, FocusShares later this year will launch a new version of the website to include a new design, more fund data, and more downloadable information for each ETF. A comprehensive ETF education section for investors and advisors will soon be added to the existing site, and expanded further on the upgraded version.

“We have seen steady adoption of Focus Morningstar ETFs since their launch in March 2011, especially among clients of Scottrade and advisors who use Scottrade Advisor Services as their custodian,” says Erik Liik, president and CEO of FocusShares. “We believe now is the time to take the next step to expand awareness and adoption of Focus Morningstar ETFs among advisors and individual investors.

“Investors should consider the advantages of ETFs in general, and Focus Morningstar ETFs specifically, as a more flexible, low-cost and tax-efficient alternative.”


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