Global Innovation Center Groundbreaking

Challenge/Approach

Axalta Coating Systems (NYSE: AXTA), a leading global supplier of liquid and powder coatings, was preparing to announce that its new Global Innovation Center will be located at The Navy Yard in Philadelphia. The 175,000 square foot facility will be home to Axalta’s global research, product development, and technology initiatives and partner with its other technology centers in the Americas, Europe and Asia-Pacific.

Slice Communications was tasked with developing the announcement event, generating publicity in the Greater Philadelphia media market and driving traffic to Axalta’s social community platforms (Facebook and Twitter).  

Tactics

Slice took the lead coordinating with all parties involved, including Axalta, PIDC, Liberty Property, and city and state officials. To ensure deadlines were met and everything was executed according to plan, Slice developed an internal run-of-show document that included every detail, from evite distribution, follow-up and day-of event tasks, to press kit development and distribution of media materials.

Slice developed an integrated one-week posting plan that reflected the announcement and was to be executed after Axalta communicated its plan to the public. The posting plan was coordinated with all participating partners’ social channels, along with designating the hashtag #AxaltaAtTheYard to be used by all parties involved during the event when live Tweeting. This tactic played an important role when looking to measure impressions and traffic to Axalta’s social channels before, during and after the event.

In addition to its public relations and social media efforts, Slice recommended that Axalta partner with a local science, technology, engineering and mathematics (STEM) school to demonstrate Axalta’s commitment to STEM education. Slice introduced Axalta to The Science Leadership Academy – a highly-regarded high school that is a partnership between The School District of Philadelphia and The Franklin Institute – resulting in a long-term partnership agreement.

Results

Slice’s public relations efforts resulted in feature articles in:

Additionally, the articles were syndicated to other noteworthy media outlets including:

Overall, the announcement was featured in 40+ publications with a potential audience of 118+ million.

Slice’s social media efforts resulted in:

  • 278 mentions in the five days during and after the announcement reaching 980,805 people with a spread of 402,299, yielding over 1.4 million impressions