Case Studies

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 understand this college admissions technology quickly to navigate the new normal.

The Solution

EMC worked swiftly to assist PathCheck spokespeople in translating the technology and its benefits into language that was easily accessible to the general public. Our team aggressively targeted top-tier consumer, technology, and healthcare media, effectively leveraging financial technology PR strategies to spread the word.

Additionally, EMC initiated and implemented a remote version of our media training program for PathCheck spokespeople across the globe, preparing them for interviews in Asia, Europe, and the U.S. as the pandemic surged.

The Results

EMC's media outreach generated notable coverage in CNBC, NBC, Fast Company, New York Times, Wall Street Journal, Wired, and other prestigious outlets. PathCheck has since become the official app in five U.S. states and territories, with millions of users and support from over three thousand volunteers worldwide. This initiative also exemplifies effective nonprofit outreach, showcasing how technology can play a pivotal role in public health.

The Situation

The Fund for Armenian Relief (FAR) is a leading nonprofit organization that has supported the people of Armenia for over 30 years. Established after the devastating earthquake in 1988, FAR has implemented more than 300 relief, social, economic, educational, and cultural projects valued at over $375 million. Among these initiatives is the Gyumri Information Technology Center (GITC), where FAR developed a unique program and business accelerator aimed at helping displaced women in the region learn coding skills and integrate into the global technology economy. To date, it has successfully graduated over 1,700 students, achieving a postgraduate employment rate exceeding 80%.

The Solution

EMC collaborated with the traditionally humble FAR to leverage a UN presentation by GITC's executive director, Amalya Yeghoyan, and organized a mini press tour in NYC to align with International Women's Day. EMC targeted journalists who could create an impact through their coverage, providing credibility and social proof to American audiences who may not yet be aware of FAR's highly effective programs. Additionally, EMC assisted FAR in offering background information and coordinating additional government and business sources for various interviews, including discussions relevant to financial technology PR.

The Results

EMC's media outreach resulted in an in-person interview on the NY Stock Exchange floor with former CNBC and WSJ reporter Kristen Scholer for Cheddar TV. This outreach also led to an interview with Voice of America's Armenian Reporter Sona Hakobyan, who spoke with Minister of Labor and Social Affairs, Narek Mkrtchyan. MarketWatch used this interview as a launchpad for a broader economic development piece, highlighting Armenia as the new Silicon Valley. EMC facilitated multiple interviews with various venture capitalists and tech leaders for this comprehensive article. Furthermore, additional insightful coverage came from a podcast featuring noted health and science writer Brian Mastroianni, which helped humanize the story and illustrate the challenges that women in Armenia have overcome, especially in the context of college admissions technology and COVID-19 contact tracing initiatives.

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 media training includes 1-on-1 interviews with former journalists who test the executive's newfound knowledge in a real-life setting. In 2020, however, the COVID-19 pandemic made in-person training and interviews challenging. For clients in other countries, it was impossible due to health and safety protocols as well as travel bans, especially impacting those involved in college admissions technology and nonprofit outreach initiatives.

The Solution

The SPEAK Media Training team quickly pivoted to utilize video conferencing technology to conduct their training. This innovative approach allowed the team to conduct, record, and review executives' interviews in real-time. This training helped prepare them for the remote interviews they would be conducting, particularly for industries like financial technology PR and COVID-19 contact tracing.

The Results

The SPEAK Media Training team conducted intensive training for corporate executives and thought leaders from their living rooms – no matter where 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.

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 required general brand recognition and industry thought leadership in financial technology PR to help provide exposure to potential partners and social proof to drive customer acquisition.

The Solution

EMC developed an integrated PR/Content plan and conducted a survey called the “Sagewell Senior Certainty Index” to deliver data points on four topics where Sagewell had a compelling media story. Our team utilized key data points from each topic in a PR campaign that targeted business, financial, and senior-focused media and influencers, akin to strategies used in college admissions technology.

The Results

The initial launch of the program achieved significant national coverage (Barron's, MarketWatch, CBS News, AARP, Motley Fool, etc.) and in various financial verticals. This coverage was transformed into shareable social media and blog content. Specific data and media content surrounding the

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, especially in areas like financial technology PR and college admissions technology.

The Solution

Elizabeth and team customized an expedited international media training program for Hitachi executives, which focused on the company messaging and value proposition for customers. This comprehensive media training was crucial for ensuring that the key talking points were effectively conveyed. Working with Hitachi and its global PR team, EMC was able to seamlessly integrate the messaging and training program in a tight timeline, even amidst challenges like COVID-19 contact tracing protocols.

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 engaged in nonprofit outreach or spoke at industry conferences and events.

The Situation

Historically, college-bound seniors have turned to school counseling departments for support and advice. However, counselors are stretched to their limits—and that was even before the challenges presented by COVID-19. Today, the typical public school counselor is responsible for over 400 students’ vital academic and mental health needs. The College Guidance Network (CGN) aims to ease this burden by utilizing a vertical MasterClass model that enhances their efforts with a robust college admissions technology library. This library offers resources for planning, career discovery and exploration, college search and fit, and personal development. Over 175 experts, including Malcolm Gladwell, Frank Bruni, Sal Khan, Angela Duckworth, and admissions deans, have participated in CGN's live programming.

The Solution

Earned Media played a crucial role in helping CGN raise awareness about the challenges faced by guidance counselors and position its offerings as a viable solution that could be implemented quickly and effectively. Through a series of thought leadership pitches and prediction pieces, we addressed the difficulties that guidance counselors encounter, the pressing needs of college-bound students, and how technology is making the college admissions process more equitable and accessible. This outreach also highlighted the importance of financial technology PR in promoting these innovative solutions.

The Results

The summer of 2020 was a critical and unprecedented time for most high school students and their families. Through EMC’s messaging and outreach efforts, students and schools learned about CGN’s virtual services via local, vertical, and broadcast media, including The Boston Globe, Campus Technology, and Cheddar. This increased exposure facilitated CGN's expansion of relationships with school systems and community-based organizations, such as the Boys and Girls Club. Today, 700 school counselors worldwide have access to CGN's college and career expert speaker series, and New Hampshire is in the process of implementing this resource across all 200+ high schools. Additionally, CGN is exploring nonprofit outreach strategies and media training to further strengthen its impact.