Problem: AOL was having tremendous success with its
marketing efforts — no problem there! But now the firm
needed a tremendous infusion of capital to fuel growth. The
new company wanted to dazzle investors — it was, after
all, a high-tech firm — but also promote an image of fiscal
responsibility.
Solution: Boscobel created a tasteful but attention-getting
prospectus that used an innovative printing technique. Then,
to deliver the good news to investors, Boscobel produced AOL’s
first annual report under the new company name. (Bet you wish
you’d bought a ton of AOL stock back then. So do we!)
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