{"id":18284,"date":"2022-02-08T10:35:41","date_gmt":"2022-02-08T15:35:41","guid":{"rendered":"https:\/\/pancom.wpenginepowered.com\/?post_type=case_study&#038;p=18284"},"modified":"2024-04-24T23:03:06","modified_gmt":"2024-04-25T04:03:06","slug":"weave","status":"publish","type":"case_study","link":"https:\/\/www.pancommunications.com\/work\/case-studies\/weave\/","title":{"rendered":"IPO amidst competitive public offering landscape"},"content":{"rendered":"<div class=\"gb-container gb-container-42fddb2f o-standard-wrapper alignfull\">\n<div class=\"gb-container gb-container-b2f8fd6e\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-d434e5ef c-counter-grid\">\n<div class=\"gb-grid-column gb-grid-column-1fbe42f2\"><div class=\"gb-container gb-container-1fbe42f2\">\n\n<div class=\"wp-block-stackable-count-up stk-block-count-up stk-block stk-047d1e4 is-style-u-outline-font-teal u-counter-large\" data-block-id=\"047d1e4\"><style>.stk-047d1e4{margin-bottom:0px !important}<\/style><div class=\"stk-block-count-up__text\">46<\/div><\/div>\n\n\n\n<p class=\"gb-headline gb-headline-84847020 gb-headline-text is-style-default\">IPO Unique Articles<\/p>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-86989885\"><div class=\"gb-container gb-container-86989885\">\n\n<div class=\"wp-block-stackable-count-up stk-block-count-up stk-block stk-6add382 is-style-u-outline-font-teal u-counter-large\" data-block-id=\"6add382\"><style>.stk-6add382{margin-bottom:0px !important}<\/style><div class=\"stk-block-count-up__text\">700M<\/div><\/div>\n\n\n\n<p class=\"gb-headline gb-headline-8f401907 gb-headline-text is-style-default\">impressions<\/p>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-10692789\"><div class=\"gb-container gb-container-10692789\">\n\n<div class=\"wp-block-stackable-count-up stk-block-count-up stk-block stk-26e6134 is-style-u-outline-font-teal u-counter-large\" data-block-id=\"26e6134\"><style>.stk-26e6134{margin-bottom:0px !important}<\/style><div class=\"stk-block-count-up__text\">8<\/div><\/div>\n\n\n\n<p class=\"gb-headline gb-headline-553ebdb6 gb-headline-text is-style-default\">IPO media interviews<\/p>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-7ae99a35\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-4250da91\">\n<div class=\"gb-grid-column gb-grid-column-cbcf65f7\"><div class=\"gb-container gb-container-cbcf65f7\">\n\n<h2 class=\"gb-headline gb-headline-3e14d1c8 gb-headline-text is-style-u-eyebrow-heading\">Solution<\/h2>\n\n\n\n<h3 class=\"gb-headline gb-headline-1724fed3 gb-headline-text\">Brand differentiation in a crowded market<\/h3>\n\n\n\n<p>Our overarching program strategy was to elevate and amplify Weave\u2019s position as the leading communications platform across all channels including earned media coverage, original content (press announcements, bylines), and executive thought leadership. Our campaigns were designed to help Weave reach its core audiences in refreshing ways, as well as expand to a broader SMB audience.<\/p>\n\n\n\n<h4 class=\"gb-headline gb-headline-e214f058 gb-headline-text is-style-u-bold-paragraph-style\">Strategic Media Relations<\/h4>\n\n\n\n<p>Building momentum heading into Weave\u2019s IPO in the fall, the company issued a strong pipeline of announcements signaling its success, growth, and market momentum&nbsp;<\/p>\n\n\n\n<h4 class=\"gb-headline gb-headline-e971f2e6 gb-headline-text is-style-u-bold-paragraph-style\">Executive Thought Leadership<\/h4>\n\n\n\n<p>Upon his appointment as Weave\u2019s CEO in 2020, Roy Banks became the only Black CEO of a Utah-based tech unicorn and now, one of the only Black CEOs to take a company public in 2021. As a proud Veteran of the United States Navy, the significance of Roy taking Weave public on Veteran\u2019s Day was not lost on him. Both angles became an important part of our outreach strategy as we aligned business success with Roy\u2019s personal passions. We did so by highlighting Roy\u2019s commitment to diversity and veterans through media interviews, bylines and Q&amp;As leading up to, during and after the IPO.&nbsp;<\/p>\n\n\n\n<h4 class=\"gb-headline gb-headline-2c8a1885 gb-headline-text is-style-u-bold-paragraph-style\">IPO Announcement Strategy<\/h4>\n\n\n\n<p>Leading up to Weave\u2019s IPO, PAN worked with Weave to craft overall messaging in support of a master FAQ and formulate a media outreach plan targeting national, financial, local, and technology and small business trade press. We focused outreach on both the immediate news surrounding the IPO, as well as the longer-term positive outcomes that Weave brings for small and local businesses: strengthening the connection between small businesses and the people they serve by unifying, modernizing, and personalizing all customer interactions.<\/p>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-ad8a8ba6\"><div class=\"gb-container gb-container-ad8a8ba6\">\n\n<h2 class=\"gb-headline gb-headline-a51ae2d9 gb-headline-text is-style-u-eyebrow-heading\">result<\/h2>\n\n\n\n<h3 class=\"gb-headline gb-headline-067ecbad gb-headline-text\">64 earned media articles\u2014and new financial media relationships<\/h3>\n\n\n\n<p>Despite the limited runway from beginning to working with Weave through listing day, PAN built a steady cadence of earned media coverage in key business, broadcast and vertical outlets with a combination of Weave\u2019s news and product pipeline, IPO, thought leadership and macroeconomic trends. In 2H 2021, Weave saw 64 earned media articles with 17 interview\/commentary opportunities.&nbsp;<\/p>\n\n\n\n<p>On IPO listing day, through proactive media outreach and day-of pitching, the PAN team scheduled 8 media interviews with top-tier outlets including CNBC, Business Insider, Bloomberg, and Forbes, resulting in 46 unique articles for a total of nearly 700M impressions. We also introduced Weave to top business outlets such as Barron\u2019s, Reuters, and CNN who we can now engage as part of our program\u2019s ongoing media strategy for quarterly earnings, company news, and trends.<\/p>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-eba9cc52 alignfull\">\n<div class=\"gb-container gb-container-6330e9ab\">\n \r\n\r\n\r\n\r\n<div id=\"c-quoteblock-block_1dfc0d8654ddae17443bd4031cc9d1cc\" class=\"alignfull c-quoteblock  c-quoteblock-is-logo c-quoteblock-style-five \">\r\n    <div class=\"c-quoteblock__inner\">\r\n        <blockquote class=\"c-quoteblock__quote\">\r\n            <p>PAN helped us hone our Main Street message for Wall Street, making key journalist introductions we now get to nurture and grow for ongoing coverage of Weave\u2019s business and successes.<\/p>\r\n            <div class=\"c-quoteblock__attribution\">\r\n            <cite>Kali Geldis, Director of Communications at Weave<\/cite>\r\n            <\/div>\r\n        <\/blockquote>\r\n        <div class=\"c-quoteblock__img\">\r\n                <svg width=\"248\" height=\"249\" viewBox=\"0 0 248 249\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\r\n<circle id=\"Ellipse 243\" cx=\"124.172\" cy=\"124.506\" r=\"121.268\" stroke=\"white\" stroke-width=\"5\" stroke-linecap=\"round\" stroke-dasharray=\"10 10\"\/>\r\n<\/svg>\r\n<div class=\"c-logo-wrap\"><img loading=\"lazy\" decoding=\"async\" width=\"920\" height=\"169\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2021\/06\/WeaveLogo-DarkGray-HighRes-1024x188.png\" class=\"attachment-large size-large\" alt=\"Weave logo, color\" srcset=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2021\/06\/WeaveLogo-DarkGray-HighRes-1024x188.png 1024w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2021\/06\/WeaveLogo-DarkGray-HighRes-300x55.png 300w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2021\/06\/WeaveLogo-DarkGray-HighRes-768x141.png 768w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2021\/06\/WeaveLogo-DarkGray-HighRes-1536x282.png 1536w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2021\/06\/WeaveLogo-DarkGray-HighRes-100x18.png 100w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2021\/06\/WeaveLogo-DarkGray-HighRes-960x176.png 960w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2021\/06\/WeaveLogo-DarkGray-HighRes-414x76.png 414w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2021\/06\/WeaveLogo-DarkGray-HighRes-1440x264.png 1440w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2021\/06\/WeaveLogo-DarkGray-HighRes.png 2001w\" sizes=\"auto, (max-width: 920px) 100vw, 920px\" \/><\/div>\r\n        \r\n    <\/div>\r\n<\/div>\r\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-ec5f9601 alignfull\">\n<div class=\"gb-container gb-container-d1595e59\">\n<div class=\"gb-container gb-container-3f66eb33\">\n\n<h2 class=\"gb-headline gb-headline-73c7d22e gb-headline-text is-style-u-eyebrow-heading\">More work<\/h2>\n\n\n\n<h4 class=\"gb-headline gb-headline-3048acaa gb-headline-text h1-style\">See more<\/h4>\n\n\n\n<h4 class=\"gb-headline gb-headline-5178928c gb-headline-text is-style-u-outline-font-teal u-move \">good stuff<\/h4>\n\n\n<div class=\"gb-container gb-container-566b7a3a\">\n\n<a class=\"gb-button gb-button-c90b68df gb-button-text gb-button-orange-button\" href=\"https:\/\/www.pancommunications.com\/work\/\">View Our Full Portfolio<\/a>\n\n\n\n<a class=\"gb-button gb-button-30ad2ea9 gb-button-text-only c-arrow-link\" href=\"https:\/\/www.pancommunications.com\/contact\/\"><span class=\"gb-button-text\">Let&#8217;s Talk<\/span><span class=\"gb-icon\"><svg fill=\"\" viewBox=\"0 0 26 26\" height=\"26\" width=\"26\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_678_11332)\">\n<path fill=\"\" d=\"M17.5398 6.16504C18.1746 5.53027 19.2055 5.53027 19.8402 6.16504L25.5277 11.8525C26.1625 12.4873 26.1625 13.5182 25.5277 14.1529L19.8402 19.8404C19.2055 20.4752 18.1746 20.4752 17.5398 19.8404C16.9051 19.2057 16.9051 18.1748 17.5398 17.54L20.4496 14.6252H9.75C8.85117 14.6252 8.125 13.899 8.125 13.0002C8.125 12.1014 8.85117 11.3752 9.75 11.3752H20.4496L17.5348 8.46035C16.9 7.82559 16.9 6.79473 17.5348 6.15996L17.5398 6.16504Z\"><\/path>\n<\/g>\n<defs>\n<clipPath id=\"clip0_678_11332\">\n<rect fill=\"white\" height=\"26\" width=\"26\"><\/rect>\n<\/clipPath>\n<\/defs>\n<\/svg><\/span><\/a>\n\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-0eb11a4e\">\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-01c5fae6 gb-query-loop-wrapper\">\n<div class=\"gb-grid-column gb-grid-column-b80093d8 gb-query-loop-item post-16022 case_study type-case_study status-publish has-post-thumbnail hentry industry-cloud-devops\"><div class=\"gb-container gb-container-b80093d8 c-case-card\"><a class=\"gb-container-link\" href=\"https:\/\/www.pancommunications.com\/work\/case-studies\/flexential\/\"><\/a>\n<figure class=\"gb-block-image gb-block-image-0da69c6d\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"620\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS.jpg\" class=\"gb-image-0da69c6d\" alt=\"\" srcset=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS.jpg 1080w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS-100x57.jpg 100w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS-768x441.jpg 768w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS-960x551.jpg 960w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS-300x172.jpg 300w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS-1024x588.jpg 1024w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n<div class=\"gb-container gb-container-72dcc555 c-case-card-overlay\"><\/div>\n\n<div class=\"gb-container gb-container-f963626c c-case-card-content\">\n<img loading=\"lazy\" decoding=\"async\" class=\"c-case-card-logo\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/03\/flexential-logo-1.png\" alt=\"flexential logo, white\" title=\"flexential-logo\" width=\"482\" height=\"106\">\n\n<p class=\"gb-headline gb-headline-9c3de4fa gb-headline-text\"><a href=\"https:\/\/www.pancommunications.com\/work\/case-studies\/flexential\/\">Raising visibility in the first 90 days and beyond with media relations &amp; thought leadership<\/a><\/p>\n\n<span class=\"u-taxonomy-pill\">Cloud \/ DevOps<\/span>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<\/div>\n<\/div>\n<\/div>","protected":false},"featured_media":18288,"template":"","industry":[598],"service":[665,666],"class_list":["post-18284","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","industry-artificial-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Weave: IPO Amidst Competitive Landscape | PAN<\/title>\n<meta name=\"description\" content=\"Weave&#039;s Veteran&#039;s Day IPO required us to help craft a timely company narrative that spoke to the CEO&#039;s passion areas, while demonstrating business momentum.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pancommunications.com\/work\/case-studies\/weave\/\" \/>\n<meta property=\"og:locale\" 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