Excelitas Technologies, a global leader in photonics and high-performance sensing solutions, engaged The Baker Agency to support internal and external communications surrounding a major leadership transition two years ago. The appointment of President and CEO Ron Keating and his executive team, along with the relocation of the company’s global headquarters from Waltham, Massachusetts to Pittsburgh, Pennsylvania, marked a pivotal moment in Excelitas’ evolution.
The Challenge
Excelitas needed to announce its new leadership and headquarters move to multiple audiences including employees, customers, partners, media and the broader business community while maintaining unity, excitement and confidence. Clear, coordinated messaging and multi-channel outreach were crucial to ensure a smooth transition and reinforce Excelitas’ ongoing commitment to innovation and growth.
Our Approach
The Baker Agency delivered a comprehensive communications campaign for this highprofile transition. We developed clear and compelling messaging for internal announcements, customer and partner emails and external press releases. Our team produced executive video messages and created dynamic content for social media, amplifying the announcement and sharing the vision of the new leadership. Media relations efforts secured positive coverage in industry and business outlets. Throughout the process, we ensured all communications reflected Excelitas’ values and strategic direction. Today, we continue to support Excelitas with video production services for ongoing communications needs.
Results
The leadership transition and headquarters move were announced seamlessly across audiences, reinforcing Excelitas’ reputation for stability and progress. Internal communications fostered employee engagement and alignment, while external outreach generated positive attention in key markets. Executive video content and
social media posts extended the reach of the announcement and our ongoing support has strengthened Excelitas’ communications capabilities well beyond the initial campaign.