First-time author seeks help for memoir launch

CHALLENGE

The client was an unknown author who was publishing a memoir through a hybrid publisher. She was also looking for PR support for her TV pilot concept based on the book. Her blog was well-known within her niche but did not have a broader following, and she had less than 3000 social media followers. We needed to build her audience and create buzz around the book launch as well as maximize her book launch event for sales.

Strategy

We partnered her with social media influencers with large followings in her target audience for Instagram Lives, book reviews, and promotions. We landed her an interview with The Guardian as a citizen expert as well as a dozen podcast interviews, including those with half a million monthly listens. We helped ideate and design a pitch deck for her TV pilot concept for the Yale Innovation Summit. We helped design the book launch event, including inclusion of panelists that had large followings of her target audience.

Results

Upon launch, her book trended #1 on Amazon in her genre. She more than doubled her social media following and newsletter community. Her book launch was hosted by one of NYC’s most exclusive private clubs for creatives in television, film and writing to a packed house. Her pilot concept won the Yale Innovation Audience Choice Award and garnered 250,000 views within two weeks on YouTube. 

Filmmaker needs buzz for her short film debut

CHALLENGE

We worked with a filmmaker whose debut short film was making the rounds at film festivals. We needed to get her attention at each film festival as well as attract a wider audience for her film. 

Strategy

We developed two primary pitches: one that focused on the content of the film and one that focused on her story as a filmmaker experiencing discrimination due to her country of origin. We focused on national coverage as well as local coverage that coincided with film festival screenings.

Results

We were able to land her multiple national and regional podcast interviews, local features highlighting the film’s screening at various film festivals, and a placement in Variety. This greatly increased her media portfolio and film’s press buzz. It also helped her to secure her Artist Visa to remain in the US for future film projects.

Getting coverage for a revised edition

CHALLENGE

Our clients were looking for buzz on an academic book that they had revised for the general public. The book was over 10 years old, and the new edition hadn’t attracted a publisher yet. We wanted to help their agent have more leverage by reigniting public interest. We had a limited amount of time to increase their portfolio before their agent started to shop the manuscript.

Strategy

We focused on national coverage in highly respected outlets that publishers would take note of. We developed a pitch aimed at in-the-now hot topics in the news cycle for which the authors could be quoted as expert sources.

Results

In less than 2 weeks, we were able to land an interview with The Washington Post. Our authors were quoted as experts and the book received a mention. The article was also featured in The Washington Post newsletter. This led to a direct increase in social media followers and the largest bump in sales of the previous edition since its release. 

Environmental group requires public support for conservation easement

CHALLENGE

This nonprofit organization was seeking approval from the city council for a conservation easement that would give permanent protections to a vital watershed. They had been seeking approval to move forward with the easement for over 10 years with no success. 

Strategy

We developed a comprehensive hyperlocal media outreach strategy to make the public aware of the project. We helped create an email campaign so citizens could reach out to council members and booked talks about the initiative with local partner organizations. We revamped the website and social media to focus on the initiative and encourage public support at the next city council meeting. 

Results

We landed front page coverage in the local paper, interviews on local radio stations and the support of multiple environmental groups in the area. In under 6 months, the email campaign and public attendance at the approval meeting showed significant public support, and the measure was passed.