Public Relations that’s Grass Roots and Grass Fed

The PR team that launched the New Story 3D Printer

Morgan J. Lopes
New Story
2 min readMar 23, 2018

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To be clear, the successful launch of the Vulcan, New Story’s 3D Home Printer, was a team effort. From Icon’s engineering team to the New Story staff to the loads of volunteers, is was a true collaboration and a total home-run.

Choosing not to hire a PR team, the launch was a true collaboration. There was however, 1 person at the top of everyone’s inbox and the tip of their tongues.

Sarah Lee, New Story’s newly promoted Chief Brand Officer, absolutely crushed it. In the months proceeding the event, the pristine pre-release dinner, the packed-out launch party, and the endless press hits in between, Sarah took ownership and championed a remarkable experience.

Amidst high stakes and hundreds of people vying for her attention, she maintained a stoic disposition and fielded each interaction as if it were her sole focus. Adding further perspective, this event was her first launch…ever. While she has served on marketing teams, it was her adaptable nature and tenacious attitude that won the day.

At New Story, we have core values around a humble pursuit of excellence and thoughtful execution. Sarah’s performance during this launch serves as the purest example of those values and the results they have the potential to produce.

To give a sense of just home much of a splash she made, here is a list of about 5% of the event coverage.

The Verge

Fast Company

WIRED

BBC

CNN

Architectural Digest

Business Insider

Fortune Magazine

Hypepotamus

Mind Body Green

Digital Trends

Uncrate

Domino

VOA

P.S. With all the commotion, most people didn’t even realize we released a new brand mark and aesthetic. Check it out.

P.P.S If you haven’t seen it yet, here is the release video… with over 2 million views in just 2 weeks.

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Morgan J. Lopes
New Story

CTO at Fast Company’s World Most Innovative Company (x4). Author of “Code School”, a book to help more people transition into tech.