NASCAR champion Brad Keselowski started a company on the cutting edge of a new technology, and Mower helped him win national media attention for the initiative.
Keselowski Advanced Manufacturing (KAM) will use advanced technology that had previously been considered too complex and too expensive. The breakthroughs will help several industries, such as aerospace, automotive, defense, energy, oil and gas, and tool and die.
Mower, one of the largest independent marketing, advertising and public relations agencies in the U.S., helped plan the news conference announcing the company, craft the press kit with key background information, and schedule and prepare for media interviews.
Initial news coverage landed in outlets ranging from Forbes and Inc. to ESPN and NBC Sports to several of the key trade pubs covering industries KAM will serve. Reporters shared that within 24 hours, their stories earned hundreds of thousands of clicks, and the buzz quickly built on social media.
“This is one of the most interesting stories I’ve ever covered,” a CBS reporter in Charlotte tweeted.
“Winning that type of praise and interest is crucial for KAM as it works to establish itself as a leader in advanced manufacturing,” said KAM’s director of marketing Kim Kean.
“The KAM team has been working towards the launch for a number of months and Mower has been an integral part of the process,” Kean said, “Their expertise in helping us formulate our messaging and their efforts engaging the media were a large part of why the launch was such a success.”
This marks the latest example of Mower’s PR & PA Group helping companies develop key messages and land them with target audiences. The agency works with a variety of business-to-business and consumer clients that cut across a range of categories, including manufacturing, energy and sustainability, travel and tourism, and building and construction.
“Brad Keselowski is working to make KAM a vital part of a new American industrial revolution,” said Rick Lyke, executive vice president, managing director, Mower PR & PA Group. “It’s challenging to get attention for a startup company and gain understanding for visionary leadership. KAM is the kind of assignment our team loves to get involved with and the initial results have been very strong.”