The Private Securities Litigation Reform Act (PSLRA) made it crucial for securities class action law firms to gain institutional investors as clients, since they typically are awarded the lead plaintiff position in class action cases Cauley Geller represented no institutional investors, and was not known in that market Their competitors were all attempting to woo institutional targets The firm had a full pipeline of cases that would provide work for approximately two years. The work load would then fall off precipitously unless it attracted institutional investors as clients Build the Cauley Geller brand among institutional targets and those who influence them Distinguish Cauley Geller from its competitors Establish Cauley Geller in the media as thought leaders and experts in securities fraud class action cases Creation of a distinctive brand and consistent messaging Award-winning integrated marketing communications collateral (Recipient of PRSA Bronze Anvil Award for best corporate brochure) Creation of a client acquisition website Publicity in top media: The New York Times, CBS Morning News, FOX News, National Law Journal