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E*Trade launches new OptionsLink site, plans event marketing drive

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Menlo Park, Calif.--E*Trade Group has launched an overhauled version of OptionsLink, its Web site aimed at administrators of and participants in company stock option plans. E*Trade launched the refurbished site, which includes new investment education offerings and personalization tools, in large part to cater to the boom in Internet companies offering their employees stock option plans, said Jon Leonard, senior manager of product marketing. The Net brokerage giant earlier this week kicked off an event marketing campaign with OptionsLink-related booths at the National Association of Stock Plan Professionals conference in Washington, D.C. E*Trade will attend five to 10 similar industry conferences to tout OptionsLink in the coming year, Mr. Leonard said. The online brokerage will also start a direct marketing effort aimed at company stock plan administrators and participants. E*Trade was recently ranked the top Web brokerage by Gomez Advisors, a Lincoln, Mass.-based e-commerce consulting firm.
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