ASM

ASM

About ASM.

ASM is a global semiconductor equipment supplier expanding its North American headquarters in Scottsdale, Arizona. As the semiconductor industry is projected to double to $1 trillion by 2030, ASM is positioning itself for growth in this rapidly expanding market.

10 to 1 Public Relations specializes in strategic communications for complex industries and corporate announcements. For ASM, we leveraged our media relations expertise to deliver exceptional results through strategic planning, coordinated stakeholder engagement, and targeted media outreach.

10 to 1 Public Relations has the depth and breadth of experience you need to define, plan, and execute strategic communications that reach and exceed your goals.

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Amplifying ASM’s North American Headquarters Expansion

Our Goals.

Secure embargoed interviews with Arizona business and national outlets before the event
Confirm attendance from Arizona TV, print, online, and radio media for the launch event
Generate positive coverage in Arizona, national, and industry media
Position ASM within the narrative of Arizona’s growing semiconductor industry
Coordinate messaging with high-profile stakeholders including the Arizona Governor and Dutch Prime Minister
Maintain strict confidentiality before the official announcement

Strategic Approach.

We implemented a comprehensive strategy that balanced confidentiality with maximum media impact:

Embargo Management: Secured confidentiality agreements from all media before sharing details
Stakeholder Coordination: Aligned messaging with government officials and economic development organizations
Media Materials: Developed comprehensive press kit with fact sheet, press release, and visual assets
Strategic Timing: Arranged pre-event embargoed interviews to maximize executive availability
Industry Context: Positioned ASM within the larger narrative of semiconductor industry growth
International Coordination: Navigated time zone differences with ASM’s Netherlands headquarters

What We Did.

Created comprehensive media materials including fact sheet, press release, and visual renderings
Secured embargoed interviews with key media outlets before the launch event
Developed targeted media lists for Arizona, national, and industry publications
Coordinated messaging with high-profile participants including the Arizona Governor and Dutch Prime Minister
Facilitated media attendance and interviews at the launch event
Managed confidentiality requirements related to ASM’s publicly traded status in Europe
Navigated time zone challenges with ASM’s global headquarters in The Netherlands

Results and Impact.

Generated over 100 media features across national, industry, and local outlets
Secured coverage in prestigious publications including Wall Street Journal, Yahoo!, Reuters, and Bloomberg
Obtained industry coverage in Semiconductor Engineering, Semiconductor Digest, and Computer World
Achieved broadcast coverage on all major local TV stations
Gained radio coverage on local NPR
Placed stories in the Arizona Republic, Arizona’s newspaper of record
Created lasting impact with ASM’s announcement still referenced in articles three months later
Successfully positioned ASM within the larger narrative of semiconductor industry growth in Arizona

Key Takeaways.

Strategic embargo management ensures confidentiality while maximizing media coverage
Pre-event interviews allow for more in-depth coverage when executive time is limited
Comprehensive press materials ensure consistent messaging across all media outlets
Positioning within larger industry narratives increases media interest
Coordination with high-profile stakeholders enhances credibility and coverage
Visual assets significantly improve media understanding and storytelling
International coordination requires additional planning and communication