Axcelis Technologies
Company Launch and Awareness

PUBLIC RELATIONS :: EVENT COORDINATION
opportunity
Axcelis Technologies was born at the unlikeliest of times, spinning out of Eaton Corporation just as the semiconductor industry was entering a downturn. Having worked with Eaton for a year prior to the formation of Axcelis, we were enlisted to guide the new company through its naming process and introduce Axcelis to the public.

idea
In determining the most effective way to launch Axcelis, we first had to understand the company’s core strengths. After just a few meetings, it became abundantly clear that Axcelis’ greatest advantage was the vision and leadership provided by its upper management team, along with the company’s strong technology and commitment to product development.

execution
With that knowledge in mind, we kicked off a concerted public relations campaign designed to accomplish several feats:

  • Establish Axcelis’ management team as thought leaders in the ion implantation market
  • Introduce Axcelis’ new products in a way that underscored their innovative nature
  • Leverage the opening of the company’s Advanced Technology Center (ATC) to position Axcelis as a technology leader
results
Even in a downturn we have accomplished our goals, successfully launching numerous products and evolving our relationship into a true partnership that has helped Axcelis grow when most companies were shrinking.

Using the opening of the ATC as a springboard, we were able to establish Axcelis as a technology leader and its executives as thought leaders in the ion implantation market. The opening itself was a local sensation and received significant media coverage including radio mentions, prime time television spots and multiple clips in the Boston Globe.

Part of the reason for the excitement was that we were able to secure former Labor Secretary Robert Reich as a guest speaker for the event, which also featured Axcelis CEO Mary Puma. Such a national name helped us secure coverage beyond Boston, including mentions on CNBC, CNET, Yahoo! Finance, Solid State Technology, Wafer News, New England Cable News, Boston Business Journal, and Semiconductor Online.

The good news didn't stop there. Following the ATC opening, we worked to get Ms. Puma invited to participate in the New England Future Forward panel of technology leaders, a forum hosted by Senator John Kerry. Based on that appearance, Ms. Puma was invited to the White House for the unveiling of the Treasury Secretary's economic plan, cementing her position as an industry leader.

Of course, the ATC opening wasn't Axcelis' only PR victory. We have also worked to highlight Axcelis' success in China, resulting in an interview with BusinessWeek and feature articles in Electronic Business News, Semiconductor International, Solid State Technology and The Boston Business Journal. Overall, we generated nearly 40 news items on Axcelis' international success, a critical achievement in an industry that grows more global every day.