Generating maximum media exposure for a strategic business acquisition
Identity juggles multiple messages with numerous audiences to achieve a successful news announcement
For PRISM Plastics, the acquisition of Pennsylvania-based Tech Molded Plastics was an extraordinary business decision that would double the company’s current size.
However, the team at PRISM Plastics also knew that news of the acquisition would be met with varying degrees of optimism from target audiences, including current employees, clients, vendors and the plastics industry at large. Understanding the delicate balance needed as part of this campaign, Identity worked closely with PRISM to institute a multi-pronged communications strategy that would achieve maximum media exposure while also alleviating any concerns from all invested parties.
For Tech Molded Plastics employees, a personalized email from the company’s former CEO assured job security and future viability of the company. PRISM Plastics employees received a similar note focusing on the necessity for such a move for future growth. Clients of both companies were also notified with messaging around the opportunities this will create for improved manufacturing capabilities and enhanced customer satisfaction. An e-blast was also distributed to more than 300 company contacts.
To make a big splash more broadly within the plastics industry, Identity worked with Plastics News on an exclusive story. Communication with the reporter writing the story was key in the week leading up to publication to ensure employees and clients of the two companies were notified of the acquisition first before the article went live. Following publication, Identity released a pre-drafted press release to other plastics industry trade publications and local media in metro Detroit and Pennsylvania, securing coverage in Plastics Today, the Pittsburgh Post-Gazette, Crain’s Detroit Business, DBusiness and The Meadville Tribune—organically reaching a potential audience of nearly 1.6 million readers.
What We Did
Identity deployed the following strategies and tactics in order to achieve success:
Media Relations & Marketing
- Media Relations
- Key Message Development
- Internal Communications
- 2extensive articles with industry trade publications
- 4news stories on the acquisition
- 1.6M potential readers reached