Citizens Funds of Portsmouth, N.H. hopes to garner more attention for its socially-responsible family of no-load mutual funds. So it has stepped up its multimedia advertising efforts and hired a national sales manager to reach out to financial advisors and retirement plans.
Citizens Asset Management manages six socially-responsible mutual funds with a combined $1.7 billion in assets under management. The fund group recently introduced the second phase of a bicoastal advertising initiative. In February, it launched a regional print and radio ad campaign in the New York area. Print ads were scheduled to run locally in The Wall Street Journal, The New York Times' Sunday magazine section and 18 other New York-based publications over the next several months. The East Coast campaign follows the fund group's launch last fall of a similar advertising campaign in San Francisco area publications including the West Coast edition of The Wall Street Journal.