Cymer, a supplier of excimer laser light sources used in semiconductor manufacturing, was looking for a way to raise its profile in the local community, says Meggan Powers, senior corporate communications manager for Cymer.
"They're a big employer in the San Diego market, and yet very few people know who they are," explains Michael Olguin, president of Formula PR. The company wanted to come up with an approach that could help to change that.
Strategy
Part of the goal, Olguin says, was ...