Belgrave Trust, a membership-based technology service for helping individuals live carbon neutral, needed to drive sales and establish credibility. Newness to the marketplace, low initial membership, lack of media familiarity and cynicism around carbon offsetting were noteworthy obstacles.
Secured major top tier and national coverage for the company including: CNBC’s The Wall Street Journal Report with Maria Bartiromo, Wine Spectator, TIME.com, Marketplace Money/NPR, Inc.com, The San Francisco Chronicle, The Economist, Reuters, Crain’s, MarketWatch, American Express Open (The Business Insider), TechCrunch, Treehugger, New York 1, among others.
Proposed and produced a panel, hosted by Bryan Walsh of TIME Magazine, on what green business can learn from the tech community. Additional panelists included the CEO of Treehugger, a writer from The Economist and Craig Kanarick, the founder of Razorfish (the first internet marketing agency, which went on to handle Fortune 500 clients.) The event reached maximum capacity with one hundred people in attendance.
Created media awareness and was the catalyst for coverage for a rule in the financial reform bill that would place new limits on who could be an angel investor. This positioned Belgrave Trust as an ally in front of the investment community, from whom they were trying to secure their next round of funding. An op-ed was placed on Huffington Post, paired with tipping-off top-tier media. This led to interview and story placement with The Hill and Bloomberg BusinessWeek, the Bloomberg story was nationally syndicated across daily newspapers including The San Francisco Chronicle. Ultimately, Congress struck the rule from the financial reform bill.
Coverage secured for the launch of Belgrave Trust’s first product line translated to a higher than average conversion to purchase rate, and the revenue generated became the driver for procuring their next round of funding. Endorsing coverage was secured in the leading trend publications across multiple categories including TechCrunch (technology), Treehugger (environment), PSFK (general trend), GOOD (design) and Inhabitat (eco-design), among others.
Belgrave Trust found that media coverage earned them credibility. When the company began reaching out to collaborate with Fortune 500’s on products and services, companies often responded within one to three business days, versus requiring persistent follow-up. Belgrave Trust attributed this heightened responsiveness to the media coverage they had received to date. Their CTO also cited the company’s ability to get media exposure as the criteria that led her to choose them over other options she had been offered.
I am highly familiar with just how difficult it is to get meaningful placements for anything. Let alone national broadcast, the Holy Grail. And let alone an environment related project that takes complexity and sophistication to explain clearly, real knowledge to discuss, and true passion to convince.
Nicole’s skill at delivering opportunities in the media is frankly nothing short of remarkable. It’s hard to convey in words how impressed I’ve been, but suffice it to say Nicole is a true pro. Graceful, thoughtful, thorough, smart, fun to be around, passionate about what she does, and she never lets ya see her sweat.
None of this would matter if she didn’t deliver, but she does, and that’s a hell of a package. On both a professional and a personal level I couldn’t recommend someone more highly.
- Nick Baily