Situation

Myconaut is a biotechnology startup located in Marquette, Michigan, that is disrupting the field of mycoremediation and sustainable mushroom production. As a result of their high-quality research and impact potential, Myconaut became the first ever PFAS mycoremediation research project to secure a fully-funded $275,000 National Science Foundation (NSF) Small Business Innovation Research grant award. As Myconaut’s strategic communication partner, we were responsible for amplifying this significant milestone for the company through a media campaign.

Strategy

Our strategy focused on increasing the visibility of Myconaut and positioning them as a key player in the fields of mycology and PFAS remediation. Additionally, we focused on getting Myconaut in front of key audiences, including investors, by emphasizing the credibility merited by their NSF award. This was achieved through a focused earned media campaign targeting local and Upper Peninsula media, downstate media outlets, and industry-specific biotechnology outlets. We positioned our clients as confident spokespersons for their brand by completing media training and crafting interview talking points to ensure consistent messaging while emphasizing Myconaut’s innovative research and broad scope of work. 

Results 

• 66 mentions in local, statewide, and national outlets, as well as biotech publications.
• Through radio, online, print, and broadcast coverage, including a longform interview, the media campaign reached an audience of over 400 million.
• Myconaut’s website traffic and engagement spiked during the campaign, nearly tripling their average monthly website visitors.
• Individuals and brands alike shared posts across social media platforms related to the media announcement of Myconaut’s award from the National Science Foundation.