Summary

The escalating popularity of 3D printing and CAD programs is allowing for increasingly intricate and complex manufacturing challenges, at the same time that manufacturing-on-demand has brought Amazon-like speed to an industry making a comeback in the U.S. Nuclear field engineer, systems architect/entrepreneur, and author Rhonda Dibachi saw an opportunity. She launched HeyScottie—an AI-enabled and cloud-based marketplace for anodizing, powder coating, and electroless nickel finishing services to help manufacturers accelerate design and production cycles.

Challenge

HeyScottie offers an industry-first solution that changes the way finishing services are accessed and presents a completely new approach that many manufacturers had no way of knowing even exists. Heeding the entrepreneur’s pragmatic mantra of innovate more, spend less, HeyScottie sought to secure key national and industry-focused media coverage designed to bring awareness and prospect engagement to the HeyScottie.com offering.

Strategy

Working with award-winning PRA Public Relations, HeyScottie launched four key strategies designed to maximize ROI from the company’s public relations program:

• Broad Sector Thought Leadership—building awareness, trust and relationships within a broader market of prospects, partners, and investors by being available to journalists seeking expert insight around CEO Dibachi’s broader areas of specialized knowledge: technology, manufacturing, artificial intelligence, executive leadership, STEM and entrepreneurial performance.

• Flexibility and Response—diligently meeting deadlines and providing insight or written commentary for fast-response opportunities – a strong competitive advantage when other CEOs need weeks or months to schedule an interview.

• Accessible Insights —ensuring that journalists and audiences are never “left behind” by dense technical jargon by explaining things in clear language, checking in often with the journalist, and using anecdotes to clarify points.

• Active Idea / Agency Partner—taking a proactive approach that included regular idea sessions, to keep the agency thoroughly current on the topics the CEO could address and providing energy and enthusiasm to the communications team–intangibles that can be critical for success.

Results

In an eight-month timeframe:

• Number of published media opportunities: 66

• Reader/viewer engagements: 3.47 million

• Revenue: 80x new business and revenue win over the HeyScottie digital ad campaign, with equal levels of spend

• Sampling of Tier One media publications secured:

  • Associated Press

  • Forbes (multiple)

  • Nasdaq

  • Daily Upside

Summary

In less than a year, the PR team was able to strategize, test, and deliver an effective company and solution launch and media outreach campaign that earned both industry and national awareness, permanent digital and SEO results, and increased industry visibility and prestige.