Client: Ultimaker, a global leader in 3D printing hardware, software and accessories, based in the Netherlands.
Ask: To introduce the brand to U.S. press and conduct an ongoing PR campaign for the company, its products and senior team.
Strategy/Tactics:
- Generate earned media coverage via a “news bureau,” an ongoing stream of news about the brand’s innovation, new product launches, real-life case studies, trend stories, round-ups and profiles.
- Coordinate press interviews and product demos at key industry events like the Consumer Electronics Show (CES), The 3D Print Show, Maker Faire, etc.
- Implement a seeding campaign for product reviews and features
- Leverage current news to generate media coverage; “newsjacking”
Elevate its senior leadership team through speaking opportunities and award submissions.
