The MAC Services Group Ltd
Challenges
The MAC Services Group had an unfamiliar business model that needed to be articulated and communicated to potential investors to create demand for stock in the Initial Public Offering (IPO), followed by a stable performance once trading started.
Insights
The MAC’s fortunes were inextricably tied to the boom in national resources activity because it provides high-quality, resport-style accommodation in remote areas, and the stock offering was a unique opportunity for investors to participate in a mining services company led by directors with a wealth of resources experience.
The Idea
Show that the MAC was looking to expand nationally in areas where mining activity was set to accelerate, allowing the company to capitalise on the nation’s resources boom Campaign Savage & Partners followed its tried and tested ‘5 Phases of an IPO’ communication strategy to clearly identify and articulate the MAC’s market niche through ongoing and targeted media coverage in the lead up to, and after, the IPO.
Results
The MAC’s IPO closed four-times oversubscribed, including a high level of employee share ownership, and media coverage of the company’s stock exchange listing was prominent in major national and metropolitan business pages.