Case Study: CoorsTek boosts recruiting and earns national media coverage with Novitas Communications

CoorsTek reaches 9M+ with Novitas Communications through Academy media campaign

CoorsTek, a leading global manufacturer of technical ceramics, faced significant post-pandemic labor shortages. To reinvent its recruiting, it created the CoorsTek Academy, a program focused on finding candidates who fit its values-driven culture. Novitas Communications was tasked with cultivating earned media coverage to spotlight this innovative initiative and establish CoorsTek as a pioneer in the manufacturing sector.

Novitas Communications executed a strategic media outreach plan to local, trade, and national publications. The solution involved pitching the program's unique aspects, arranging interviews with academy participants and an executive, and showcasing early successes. This resulted in extensive coverage, including a feature in The Wall Street Journal, with over 9 million in reach and an $85K+ ad value equivalency. Novitas successfully enhanced CoorsTek's standing as an industry leader.

CoorsTek