PathCheck Foundation/MIT MEDIA LAB
Telling a Critical Story at a Critical Time
The Situation
In March 2020 the pandemic was upon us. MIT Media Lab created a spin-off in less than one month and developed the first COVID-19 contact tracing app. Public health officials and the general public needed to know ASAP about the technology.
The Solution
EMC worked quickly to help PathCheck spokespeople translate the technology and its benefits into language that could be easily understood by the general public. Our team aggressively targeted top-tier consumer, technology, and healthcare media to get the word out.
EMC also initiated and implemented a remote version of our SPEAK media training program for PathCheck spokespeople around the world in order to prepare them for interviews in Asia, Europe, and the U.S. as the pandemic surged.
The Results
EMC's media outreach generated coverage in CNBC, NBC, Fast Company, New York Times, Wall Street Journal, Wired, and other top-tier outlets. PathCheck has since become the official app in five U.S. states and territories with millions of users and is supported by over three thousand volunteers around the world.
Fund for armenian relief (FAR)
Building Credibility for Incredible NPO Programs
The Situation
The Fund for Armenian Relief (FAR) is a leading nonprofit organization that has supported the people of Armenia for more than 30 years. Formed in the wake of a catastrophic earthquake in 1988, FAR has implemented 300+ relief, social, economic, educational, and cultural projects valued at $375+ million. One of those projects is the Gyumri Information Technology Center (GITC), where FAR created a special program and business accelerator specifically designed to help displaced women of the region learn to code and become part of the global technology economy. To date it has graduated more than 1700 students with a post graduate employment rate of over 80%.
The Solution
EMC worked with the traditionally humble FAR to leverage a UN presentation by GITC's executive director Amalya Yeghoyan and scheduled a mini press tour while in NYC to coincide with International Women's Day. EMC targeted journalists who could make an impact and help provide credibility and social proof to American audiences who were likely unaware of FAR’s highly effective programs. EMC also worked with FAR to provide background and coordinate additional government and business sources for several interviews.
The Results
EMC's media outreach generated an in-person interview on the NY Stock Exchange floor with former CNBC and WSJ reporter Kristen Scholer on Cheddar TV. It also led to an interview with Voice of America's Armenian Reporter Sona Hakobyan (who also spoke with Minister of Labor and Social Affairs, Narek Mkrtchyan.) MarketWatch used the interview as a springboard for a larger economic development piece touting Armenia as the new Silicon Valley. EMC coordinated several interviews with various venture capitalists and tech leaders for this well-researched article. Additional thoughtful coverage emanated from a podcast with noted health and science writer Brian Mastroianni, which helped to humanize the story and show the struggles that the women of Armenia have overcome.
SPeak VIRTUAL
SPEAK Media Training Team Pivots During Pandemic
The Situation
The highly regarded SPEAK Media Training program is well known for providing executives with real-life training to prepare them to speak with journalists in print, online, and broadcast TV. One of the most important parts of the training includes 1-on-1 interviews with former journalists who put the executive's new-found knowledge to the test in a real-life setting. In 2020, however, the COVID-19 pandemic made in-person training and interviews challenging, and for clients in other countries, it was impossible due to health and safety protocols as well as travel bans.
The Solution
The SPEAK Media Training team quickly pivoted to utilize video conferencing technology to conduct their training. The team was able to conduct, record and review executives' interviews in real-time. This training helped prepare them for the remote interviews they would be conducting.
The Results
The SPEAK Media Training team conducted intensive training for corporate executives and thought leaders from their living rooms – wherever they were in the world. Organizations including VC firms General Catalyst and their portfolio companies, Innovation, Science and Economic Development of Canada, MIT Media Lab spin-off PathCheck Foundation, and Southeast Asia fintech company Xendit (a Sutherland Gold client), then put their knowledge to work in interviews with business press, broadcast journalists, online and vertical publications.
Sagewell Financial
Launching a New Online Bank
The Situation
Sagewell Financial was an early-stage neobank targeting seniors and retirees who needed to boost its profile in a sea of new consumer-financial technology offerings. They needed general brand recognition and industry thought leadership to help provide exposure to potential partners and social proof to help drive customer acquisition.
The Solution
EMC created an integrated PR/Content plan and created a survey (“Sagewell Senior Certainty Index)” to provide data points on four topics where Sagewell had a strong media story. Our team leveraged key data points from each topic into a PR campaign that targeted business, financial, and senior-focused media and influencers.
The Results
The initial launch of the program garnered significant national coverage (Barron's, MarketWatch, CBS News, AARP, Motley Fool, etc.) and in several financial verticals. This coverage was parlayed into shareable social media and blog content. Specific data and media content around the "Retirement Savings Gender Gap" was used as promotion on social media and as part of the customer acquisition efforts. The program was also used to inform keyword and media buying.
Hitachi Data Systems
Global Media Training for New Messaging
The Situation
Former Blanc & Otus client Hitachi Data Systems was a worldwide enterprise storage giant with marketshare but not necessarily mindshare when it came to communicating its competitive differentiators and benefits to its global customer base.
The Solution
Elizabeth and team customized an expedited an international media training program for Hitachi executives focused on the company messaging and value proposition for customers. Working with Hitachi and its global PR team, EMC was able to seamlessly integrate the messaging and training program in a tight timeline.
The Results
We trained more than 80 company executives, spokespeople, and thought leaders from North America, South America, Asia, and Australia in a three-month period. These leaders were now primed to convey the company talking points in a consistent and compelling manner as they appeared in top-tier business, broadcast, and trade press, and when they spoke at industry conferences and events.
College Guidance Network
Highlighting Technology's Role in Leveling the College Admissions Playing Field
The Situation
Historically, college-bound seniors have looked to school counseling departments for support and advice. But counselors are stretched to their limits—and that was before COVID-19. Today, the typical public school counselor supports over 400 students’ vital academic and mental health needs. College Guidance Network (CGN) helps lessen the burden on counselors by using a vertical MasterClass model to complement their efforts with an industrial strength college and career readiness library that offers planning, career discovery and exploration, college search and fit, and personal development. Over 175 experts including Malcolm Gladwell, Frank Bruni, Sal Khan, Angela Duckworth, admissions deans, and more have been featured on CGN's live programming.
The Solution
Earned Media helped CGN raise awareness of this situation and position its offerings as a viable solution that could be implemented quickly and easily. Through a series of thought leadership style pitches and prediction pieces that looked at the problem that guidance counselors faced, the need that college-bound students had, and the way that technology was making the college admissions process equitable and possible.
The Results
The summer of 2020 was a critical and unprecedented time in the lives of most high school students and their families. Through EMC’s messaging and outreach effort, students and schools learned about CGN’s virtual services through local, vertical, and broadcast media, including The Boston Globe, Campus Technology, and Cheddar. The increased exposure helped CGN expand relationships with school systems and community-based organizations (such as Boys and Girls Club). Today, 700 school counselors worldwide have access to CGN 's college and career expert speaker series and the state of New Hampshire is in the process of implementing in all 200+ of the state's high schools.
