IMPACT Communications wins Best IPO at CommsCon 2014

IMPACT Communications Australia (IMPACT) has won Best Investor Relations Campaign at this week’s CommsCon Awards 2014 for its work with Bulletproof.

A Deloitte Fast 50 Technology company, little was known about the hosting company outside the tight knit IT community. With the management preparing for an ASX reverse listing in three months, a PR campaign was required to quickly establish the company’s reputation and ensure all communications complied with ASX rules.

“IPO is the first, crucial, step in a long relationship Bulletproof will have with financial markets, regulators and commentators. We had to get it right to set the business up for a successful future by building the company’s reputation quickly,” says IMPACT’s corporate account director, Victoria Rooney.

Media share of voice secured by launching Bulletproof to the media with a new and innovative offering (On Demand service) that highlighted its competitive positioning and the track record of its management team.

“We know that editorial on hosting in business and IT media is largely transactional so Bulletproof needed to show there was more to hosting and cloud-based services than hiring, firing, profit updates and disasters.

“We also knew that case studies and reactive commentary that addressed real challenges would bring Bulletproof into the news agenda,” she said.

IMPACT’s campaign also ensured that Pre-IPO messaging and communications set the tone as well as minimise negative connotations associated with ‘back door’ listings.

IMPACT secured more than 40 pieces of media coverage in top tier media within a three month period. Ninety one percent of coverage was in top tier business and IT media, 100% of coverage was positive. Circulation was in excess of 2 million.
Bulletproof also ‘owned’ (by being the primary and lead spokesperson quoted) the story in 86% of coverage.

“Bulletproof’s reverse-takeover of mining company, Spencer Resources, was highly successful, raising more than $2 million, with the share offering oversubscribed by $1.2 million. The share price jumped 87% on its first day of trading,” says Rooney.

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