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CYMER

Headquartered in San Diego, Cymer (NASDAQ: CYMI) is the world's leading supplier of excimer light sources that image semiconductor circuits. For the past 25 years, Cymer’s technology has enabled the manufacture of some of today’s most advanced consumer electronic devices. However, outside the semiconductor industry, little is known about the company. Cymer hired Formula to roll out a full-scale national public relations campaign in order to raise Cymer’s profile across all stakeholders.

Challenges:

  • Limited brand awareness
  • Complicated technology offering and minimal understanding of the value of excimer light sources among key stakeholders
  • No existing relationships with national business and financial media
  • Limited media recognition of Cymer executives as knowledgeable spokespeople and experts on the semiconductor industry

Strategy:

  • Develop and communicate a brand identity that resonates with all stakeholders
  • Establish relationships with all media (business, trade, local, etc.) and industry analysts to grow Cymer’s brand awareness among key stakeholders
  • Use the business media as a vehicle to simplify and communicate the value of excimer light source technology to all stakeholders
  • Position Cymer executives as qualified industry experts

Results:

  • Increased brand awareness through media coverage totaling 537,933,934 in gross impressions and an estimated ad value of approximately $170,000
  • Secured more than 100 national business articles, including a full-page article in Investor’s Business Daily featuring Cymer and explaining the company’s excimer laser technology as it relates to the consumer electronics industry
  • Positioned Cymer’s CEO as an industry expert, booking interviews with national business media (Bloomberg), local media (KOGO’s “Money in the Morning) as well San Diego print publications such as North County Times, The San Diego Union-Tribune, San Diego Daily Transcript, and The San Diego Business Journal
  • Expanded Cymer’s presence in the trade community through consistent coverage in industry publications such as Solid State Technology, MICRO, and Semiconductor Fab Tech

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 Cymer

Cymer