01. Campaign Overview
Leadership experts Karin Hurt and David Dye hired us to promote their company Let’s Grow Leaders, and their new children’s book Glowstone Peak. The main goal of this campaign was to help Hurt and Dye increase visibility of their brand and gain credibility as global industry thought-leaders. We did this by securing media coverage for them in the form of book reviews, media interviews, and print placements.
02. Client Info
Karin Hurt and David Dye are internationally recognized leadership and employee engagement experts, keynote leadership speakers, trainers, and the award-winning authors of Winning Well: A Manager’s Guide to Getting Results Without Losing Your Soul. The husband and wife team are the founders of Let’s Grow Leaders, an international leadership, development, and consulting company located outside Washington D.C.
03. Campaign Results
This 12-week campaign was extremely successful and informative, attracting interest from 41 total outlets (3 radio interviews, 19 print placements, and 19 review requests). By the end of the campaign, a total of 26 placements were already published/aired or had a specific date set! Media highlights include an article in Entrepreneur, a phone interview and feature article in Fast Company, a feature in Inc., and an interview on the top podcast How to be Awesome at Your Job.
To see all the media placements we secured for this campaign, click on the button below.
04. What We Did
This campaign involved 3 media pushes. For each media push, we created a new pitch angle, built a new media list of over 4000 contacts, sent an eblast to that list, and created new promo material. The first pitch was an explicit request for book reviews and it was written with a family-friendly angle. The media list we built targeted reviewers, journalists, and editors that specifically cover childhood development, family and parenting, and general business topics. The second and third media pushes were written to promote Let’s Grow Leaders. The pitches framed Karin and David as leadership experts commenting on “The Fear of Speaking Up” a growing problem in business.
Media Contact List Example
For these pitches, the media list targeted journalists, editors, and producers that specifically cover leadership, human resources, small business, and entrepreneurial topics.
To get these stories in front of the media, we reached out through several channels of communication. We sent HTML eblasts, we created and sent physical Media Mailers, we pitched by phone and individualized email, and we also reached out on social media. Here are a few of the headlines and pitches we wrote for this campaign:
NEW PICTURE BOOK INSPIRES THE NEXT GENERATION OF LEADERS: “Glowstone Peak” – Leadership & Collaboration Through the Eyes of Children →
#FOSU: FEAR OF SPEAKING UP: A Growing Problem in Business – Leadership Experts Share Why Overcoming FOSU is Vital for Business Growth →
SPEAKING UP: The Key to Business Survival in 2019: Leadership Experts Share Why ‘Fear of Speaking Up’ Will Prevent Business Growth in the Automation Revolution →
An Example of Our Physical Media Mailers and Digital Media Experience
05. Why This Campaign Worked
Focusing on a specific problem in the industry (FOSU) resonated strongly with giant business media outlets. We believe framing Karin and David as experts providing solutions, secured the placements as their message responded to a growing need in the industry. The third pitch “SPEAKING UP: The Key to Business Survival in 2019 Leadership Experts Share Why ‘Fear of Speaking Up’ Will Prevent Business Growth in the Automation Revolution” received the most attention from high-quality outlets (Fast Company, Inc., etc.) and we believe this success is due to the timeliness of the pitch. The story focused on the automation revolution and journalists were looking for stories related to trending business topics for 2019.
06. What The Client Said
“We hired Farrow Communications to raise the profile of our company, Let’s Grow Leaders, and to take our business to the next level. We did a 3-month publicity campaign which got us featured in Fast Company, Inc., Entrepreneur, and Business.com! It was clear that their team took a great interest in the success of our business. Knowing that they were as passionate as we were about this translated into exceptional results. If you want to take your business to the next level, we definitely recommend hiring them.”
– Karin Hurt & David Dye, Founders of Let’s Grow Leaders