Path Robotics

Path Robotics Amplifies Market Presence with Strategic PR

TREW Client Logo_Path Robotics

From unknown to unmissable at Automate: How Path Robotics used an integrated PR campaign to fuel visibility, third-party validation, and industry buzz.

Path Robotics develops AI-powered robotic welding systems designed to make welding smarter, faster, and more accessible. Their technology allows operators to specify a final outcome, and the system calculates and executes the weld path autonomously, with over 99% accuracy. Powered by powered by over one million inches of weld data and more than eight years of development, Path Robotics AI-powered welding systems have unlocked new opportunity in a world where the American Welding Society forecasts a shortage of 330,000 welders by 2028.

When paired with ALM’s heavy-duty positioners, the Path Robotics system can handle massive weldments—up to 60 feet long and 10 tons in weight—expanding its relevance across industrial and agricultural manufacturing.

The Challenge:

With an upcoming trade show (Automate) on the horizon, Path Robotics was preparing to announce a major new partnership with ALM and a high-profile customer implementation at TYCROP.

They had compelling news and powerful visuals (including real-world photos of the deployed system), a press release draft, five-publication media list, and thinly stretched resources across client and tradeshow execution.

They didn’t want the momentum of the announcement to be lost in the noise of the trade show, and couldn’t afford to be overlooked by editors and buyers alike.

The Solution:

We transformed a limited media plan into a strategic, multi-touch campaign to maximize visibility. By splitting one combined announcement into two targeted press releases, we doubled our editorial opportunities.

We also expanded our media outreach from 5 to 32 outlets across relevant industries, increasing reach and relevance.

To drive further engagement, we launched a comprehensive campaign that included newswire distribution, tailored editor pitches, contributed content placements, and trade show media coordination—all designed to spotlight the innovation and impact of the story.

The TREW Approach

Step 1: Slow Down to Speed Up

TREW Marketing assessed the original plan and immediately identified an opportunity to restructure the approach. The single news release, which combined the partnership and customer win, was split into two targeted releases, allowing each announcement to stand on its own and doubling the chances for editorial engagement.

Step 2: Broaden the Editorial Horizon

TREW expanded the media list from 5 to 32 publications, targeting not just welding outlets but also industry, automation, and business press. This ensured relevance to the ALM and TYCROP audiences and expanded the visibility of the news beyond Path Robotics’ core audience.

Step 3: Build a Multi-Touch Campaign

Newswire Distribution: Each release was wired with strong images and clear messaging.
Pitching: Tailored pitches were sent to editors, emphasizing the AI innovation, the real-world application at TYCROP, and the impact on workforce productivity.
Contributed Content: TREW pitched, and secured, multiple contributed article opportunities with top publications.
Trade Show Support: Pre-show and onsite interview opportunities were pitched and confirmed with leading outlets and podcast hosts.

The Results

Goal	Target	Achieved
Media pickups	4–6	7
Pre-show or at-show interviews	1–2	5
Click-throughs per release	>175	216 and 246
Potential audience per release	>75M	147M and 85M
Fill Google News page with third-party credibility	-	Yes
Additional Opportunities:
Contributed articles completed	-	1
Contributed articles in process	-	2
Interview-to-article features	-	1

Additional press mentions included features in:

The Fabricator
Engineering.com
Manufacturing Tomorrow
Quad Cities Business Journal
Canadian Fabricating and Welding
Robotics Tomorrow
Yahoo, TMCnet, and 550+ wire pickups

Notably, Machine Design ran a TREW-authored contributed article during the Automate show, featured on their homepage and amplifying Path Robotics’ presence exactly when and where it mattered most.

Client Impact

Through this campaign, Path Robotics:

Became a recognizable brand on the Automate show floor.
Controlled their narrative with third-party coverage instead of passive exposure.
Leveraged strong visual assets and customer proof points to gain editorial trust.
Fostered new media relationships that will fuel future campaigns.

Path Robotics' PR success demonstrates how smart planning, strategic positioning, and deep media engagement can elevate a brand from invisible to influential, especially when timed with key events. With TREW's help, Path Robotics announced a partnership, a customer win, and created momentum.

TREW Case Study_Circle Frame Headshot_Heather Carroll

“From five publications and one release to full Google News coverage, five interviews, and multiple article features—this was a true awareness leap. We brought a compelling story, and TREW Marketing helped us make sure our audience heard it when it mattered.”

Heather Carroll | CRO | Path Robotics

Featured Podcast Episode

How to Create Kick-Ass PR Campaigns for Engineering Companies

In this episode, Morgan Norris, Senior Brand Strategist at TREW, discusses the evolving landscape of PR and its significance in today's marketing strategies. Morgan shares insights from a recent successful PR campaign for Path Robotics, illustrating the impact of a well-structured PR approach.

- Case Study -