Case Studies

Goals

• The predecessor company to American Electric Technologies, Inc. (AETI), M&I Electric – manufacturer of custom-designed power distribution and control systems – prepared to become a publicly traded company and announce a name change resulting from a reverse-merger initial public offering (IPO).
  
  
• With the new launch of AETI, the company sought to move its small-scale “mom and pop” marketing to the 21st century by incorporating public relations into the mix to further penetrate the energy sector.

Strategy

• Realizing the low news value of a name change announcement, the agency recommended announcing the name change during the first day of the Offshore Technology Conference (OTC) and following up with a press briefing at OTC, where the majority of their target audience would be present, to discuss the efficiencies their technologies bring to the industry and to position the company as an industry leader.

Results

• Prior to launching its new name and presence at OTC, the agency conducted several interviews of the company’s technology experts to determine the most newsworthy angle for the press briefing and to develop press kit materials and launch releases. Additionally, the agency began conducting background calls with the media to gauge media interest in AETI’s technology and determine trends related to the power distribution industry. Prior to the briefing, WardCC prepped AETI’s panelists on potential questions and educated them on interview techniques. The event was attended by several key energy trade media.
  
  
• Prior to OTC, the agency was immediately successful in garnering personnel announcement coverage in the Houston Business Journal, Houston Chronicle and several trade publications.
  
  
• As a result of the OTC media event, AETI received numerous business and trade article placements, including two features and two articles secured and ghostwritten by Ward Creative.
  
  
• Media coverage of AETI didn’t stop with OTC.  Targeted follow up and pitches to media on key business news resulted in the company being regularly covered in the earnings round up of the Houston Chronicle and coverage of the company’s news by the Associated Press.
  
  
• In a nine-month period from the first WCC-distributed press release, the agency garnered more than 50 article placements for AETI, a 400 percent increase over 2006 news coverage.

Winner of PRSA Silver Excalibur, AETI Breezes Into Wind Energy Market, Media Relations - Media Launch