Root IPO
The Problem: Root, after only five years in business, required a massive amount of creative elements as it underwent the process of becoming a publicly-traded company.
The Action: I led all the creative initiatives around Root’s IPO, including the Roadshow Video designed to attract high-level investors.
The Result: Root raised $724 million launch at a higher share price than predicted, becoming Ohio’s largest IPO to date.
Positioning the Root brand for launch day
There was a tremendous lift from the creative team to position Root prior to the IPO. I led these critical initiatives, including the 25-minute Roadshow Video that compelled high-level investors to take meetings with our executives. I took the information from our filings with the SEC and crafted a compelling narrative to communicate why Root was an exciting investment opportunity.
These videos are typically led by finance teams, but I wrote the entirety of the script and led interviews with our executive team to build the right story for investors. And, I accommodated a necessary re-shoot of our CEO’s section, mere days before the final delivery.
“Kevin was integral in positioning Root for its IPO. He demonstrated to the entire executive team his in-depth understanding of our business and his ability to redirect on the fly. It was amazing to witness.”
— Kelly Ruoff, Chief Impact Officer, Root
Making a big impact (at least several stories tall)
I led the creative development of several high-visibility initiatives, working closely with the executive team. I developed a broadcast television spot, generated a package of content for news coverage, and developed many other key brand elements required for launch.
But the most exciting and fun aspect of the IPO launch was the creation of the Times Square Takeover in partnership with Nasdaq. I led the messaging and visual development of the experiential takeover of over 75 screens in Times Square.
The content was built, start-to-finish, in four business days.
Generating excitement at the event
I also led the creative initiatives around employee engagement for launch day. I oversaw the suite of assets for the event at Huntington Park, celebrating the team’s significant accomplishments. One of the primary assets for this was a Milestone Video, providing a historical overview of the Root business and culture.
