Direxion Funds and Sametz Blackstone launch new branding / identity program

Complete, integrated, re-branding program positions this Boston firm for success in highly-competitive and rapidly-growing leveraged index fund marketplace.

Boston, MA, 11 May, 2006—Sametz Blackstone Associates, a brand-focused Boston communications practice, has launched a comprehensive brand and communications program for Direxion Funds, an alternative-class mutual fund provider specializing in leveraged index funds.

The new integrated program aims to help increase awareness of Direxion Funds and differentiate it from its two closest rivals so it can increase market share and take a leadership position in its space. The program also seeks to increase comprehension of the often misunderstood and overlooked leveraged index funds category—a small but rapidly growing segment of the much larger mutual fund universe.

Developed collaboratively with Direxion Funds, the brand communication system comprises a new name, logo and logotype, tagline, positioning, messaging system, integrated print and digital communications materials ranging from business papers and fund documents to a new Web site (with a complete "Pro" section), educational materials, MS Word templates, tradeshow displays, and much more.

"Direxion Funds is capitalizing on a significant opportunity," says Sametz Blackstone president Roger Sametz. "With a revitalized name and communications system more in line with the expectations and needs of the space in which they operate-and more compelling than the competition's—the firm is poised to increase business from its current base and to add business by attracting investors and advisors who are new to leveraged funds. Their more compelling offerings and emphasis on education and service will also draw business from the competition. Direxion Funds may soon come to signify the entire category."

"A key component of the new Direxion Funds brand platform is the idea of placing the end-user, the investor / advisor, at the center of the story," says Sametz Blackstone strategist Brandon Walsh. "The other companies in this space are very product-focused; they look inward. The financial advisors and investors who actually use the products, benefit from them, and need to understand how best to use them, are not being brought into the conversation. Through advisor-focused messaging and educational initiatives, Direxion Funds provides a simplified way for investors to approach leveraged index funds. New communications eschew the insider jargon and backwards-focused communications that have historically made leveraged funds mysterious, if not scary."

Direxion Funds (originally named Potomac Funds) debuted to great interest at the 2006 National Association of Active Investment Managers (NAAIM) Conference. Subsequent multi-media campaigns that cross direct mail, print advertising, e-mail, and online video keep momentum going while promoting new services, online tools, and funds.

"Re-branding succeeds," according to Sametz, "when four vectors converge: a compelling vision, creative offerings that fulfill unmet needs, strong leadership, and communications that can start and nurture dialogues between an organization and its constituents. All this is coming together, with incredible energy and enthusiasm, at the new Direxion Funds."

About Sametz Blackstone Associates

Sametz Blackstone Associates provides strategic communications counsel to leading financial, corporate, academic, research, healthcare, and cultural organizations. A twenty-eight year-old global practice located in Boston's historic South End, Sametz Blackstone integrates brand-focused strategy, message development, design, and technology to develop and produce compelling communication programs that help evolving organizations to better navigate change. Clients include centenarians and start-ups: Scudder Investments / Deutsche Bank, Cabot Research, MIT Sloan School of Management, Boston Symphony Orchestra, Boston Ballet, Mass Audubon, McGovern Institute for Brain Research, Schepens Eye Research Institute, Raytheon, Goodwin Procter, Harvard University, Yale University, and the Whitehead Institute for Biomedical Research. For additional information and project images:www.sametz.com.

About Direxion Funds

Direxion Funds is committed to delivering innovative investment products and services that help forward-thinking advisors execute active investment strategies in all market conditions. In support of this commitment, Direxion Funds seeks to provide magnified performance, liquidity, and multi-directional funds for all market conditions, as well as best-in-class service and a suite of exclusive tools. Founded in 1997, many of the company's funds were industry firsts, including its latest innovation, the first 2.5x leveraged fund.

Further information is available at http://www.direxionfunds.com

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