In 2021, Germany-based laser communications start-up Mynaric selected Slide Nine as its North American agency of record ahead of its U.S. IPO. Tasked with building a brand presence in this country, particularly among financial and aerospace industry media, the Slide Nine team developed a robust PR strategy and led all B2B media relations and executive thought leadership for the brand.
Objectives for the program included:
Slide Nine also partnered with Nasdaq to understand the support services and PR moments provided when a company lists. Some of these items included executive and investor engagement at the listing event; video and photography capture at the event and billboard signage at Nasdaq’s office in Times Square.
To understand the significance of a Nasdaq listing and how to communicate the details of the funds raised, Slide Nine conducted primary research on other companies from the aerospace industry which had completed an IPO. In addition to reviewing the earned media coverage, we also examined how these announcements were shared internally and received by the workforce.
Our approach was to have as much legwork completed before the day of the listing to allow for real-time updates to key audiences through earned media, social media and internal communications. We did this through:
Slide Nine had a collaborative team both on-the-ground at Nasdaq headquarters and at our home office monitoring the earned media and social media activities throughout the day to maximize and amplify the messages. We worked directly with the Mynaric executives on-site to provide preparation, coaching and feedback on the media interviews. Our team relied on the real-time reporting from Talkwalker to track the online conversations and overall success of the program.
Mynaric made waves around the world with news of its IPO, generating 372 media results globally and 115 in the United States resulting in:
Key placements included CNBC, Bloomberg and Via Satellite. Worldwide, the United States was edged out only by Mynaric’s home in Germany, marking continued media momentum in the U.S., including:
The online conversation globally spread with 53% occurring in the U.S. and 32% in Germany.