Charging up for a merger announcement

Client Objective.

Chicago-based Palladium Energy, the largest lithium battery pack manufacturer in North America and Europe, enlisted AR|PR to help position its merger with rechargeable power system manufacturer, ICCNexergy. The newly combined company promised to create one of the world’s largest portable power supply providers. With just three weeks to prepare for the announcement, AR|PR went straight to work.

AR|PR’s Approach.

AR|PR worked closely with Palladium’s marketing team to quickly develop media FAQs, social media content, blog content and internal communications. The agency even created a morale-boosting video to be shown at the combined company’s employee assembly. In addition, AR|PR drafted a press release, and created a pitch bank that corresponded to the brand’s target vertical markets. To ensure the news was well received, AR|PR pre-briefed several key reporters before the announcement, and launched a robust media blitz the day the news broke.

The Results.

crains_merger_articleIn the two weeks following the announcement, AR|PR secured 11 media placements, totaling nearly 30 million impressions. The announcement was featured in Crain’s Chicago Business, Reuters’ PEHub, Bloomberg Business, FORTUNE, Battery Power, Electronics Purchasing Strategies and more. The new company’s CEO even had interviews with the Wall Street Journal and was named “Manufacturing Leader of the Week” by IndustryWeek. On the day of the announcement, website traffic peaked to the highest it had been all year, and the press release was the biggest referrer of new visitors. Social media also spiked with engagements coming from news outlets, customers and partners alike.