Case Study – Noom Media & Branding Campaign

The weight loss and wellness company, Noom, had little national name recognition back in 2016, despite being popular with consumers. But all that changed after MACIAS PR took over their media coverage that year.

From the start, we faced challenges in the crowded weight loss space, and had to identify unique angles to differentiate Noom in a crowded weight loss market. Mark Macias worked closely with the founders to create a comprehensive strategy to elevate their brand via earned media.

Within the first month of collaboration, MACIAS PR secured its first story came with CBS News. The segment highlighted how Noom’s mobile app was helping pre-diabetics and diabetics manage their conditions. Over the next three years, this media coverage continued with hundreds of stories appearing with major news outlets.

Media coverage included: NBC Today Show, People Magazine, Men’s Health, Women’s Health, CNBC, PIX 11 in NYC, CNN, Fortune, TechCrunch, Entrepreneur, New York Post, and more.

MACIAS PR also helped expand Noom’s reach with Spanish consumers by placing stories with Telemundo and Univision.

B2B and B2C Media Campaign

Besides the B2C focus, Noom also needed help promoting their B2B service targeting HR leaders and providers. MACIAS PR developed a tailored B2B strategy that secured features that explained the B2B service with outlets like MobiHealthNews, The American Journal of Managed Care, Fierce Biotech, FW Pharma, Med City News, among others.

The narrative for all of these stories emphasized Noom as an employee benefit that could save companies money from a health care spend perspective.

Measurable Results from Media and Branding Campaign

Google named Noom one of the top-trending diet terms in their annual “Year in Search Report” in 2018 and 2019. This increased search exposure was a direct result of our media coverage.

And a year after we launched this branding company, Fast Company Magazine named Noom a Breakthrough Brand in 2017. Noom did not have a Chief Marketing Officer during the entire time we worked together. Our media and branding strategy came from our time working directly with the founders.

Media Exposure Helps with Fundraising

Our media campaign also helped support Noom’s fundraising goals. MACIAS PR conceptualized angles that resonated with reporters and investors, showcasing the digital health company as a top disruptor in health tech.

Despite the challenges of obtaining media coverage for investment rounds, MACIAS PR successfully navigated and ensured Noom received extensive and positive exposure. Our PR team secured media coverage for Noom’s $58 million investment round with outlets like TechCrunch, Fortune, Entrepreneur, and AlleyWatch in 2019.

Media Trained Founders and Spokespeople

Throughout the partnership, Mark Macias media trained the C-suite for all media interviews.

For a more detailed case study, please reach out to us. We can share a more in-depth case study that reveals even more successes from our 3+ year relationship with Noom. You can also get a PR estimate by clicking here.

ABOUT MACIAS PR

Finance Monthly and ACQ5 5 – an international industry award – named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. This was the third year in a row that Finance Monthly recognized our firm. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice on timely business topics.

Case Study – Branding Campaign for RX Brand in Provider Space

Rising prescription costs are at the forefront of the healthcare debate. Despite this timely news issue, one digital health company had trouble standing out even though it provided a unique value proposition that lowered prescription costs.

This case study looks at how MACIAS PR helped elevate the WellRx brand by placing targeted consumer stories across TV, print and influential online news publications. You can also read a Linkedin testimonial from the company executive who worked with our agency throughout our 3+ year relationship.

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Client Case Study – Media Campaign for Nonprofit Organization

Client Case Study for Nonprofit Organization: MACIAS PR helps Regional Nonprofit Expand into National Brand as Free Tech Training Program 

Client Overview:

NPower is a nonprofit organization dedicated to bridging the digital divide and providing technology training and workforce development opportunities to underserved communities. MACIAS PR launched our PR partnership with NPower in 2016. At the time, the nonprofit organization was primarily a regional organization with programs in New York City, Baltimore and New Jersey. Over the next 7 years, MACIAS PR launched new regional media campaigns as the nonprofit expanded into Los Angeles, Detroit, San Antonio, Houston, Dayton, Raleigh, and St. Louis.

Expansion Media Strategy:

MACIAS PR played a pivotal role in supporting NPower’s expansion efforts through strategic media outreach and targeted public relations campaigns. By leveraging our extensive network of media contacts and expertise in storytelling, MACIAS PR secured widespread coverage for NPower across all new markets. We secured this media coverage in both large media markets like Houston and Dallas, as well as smaller markets, like Dayton and Raleigh, which required a different, more customized approach.

  • Dallas, San Antonio, and Houston:
    • Features in The Dallas Morning News, San Antonio Express-News, Houston Chronicle, and local television stations highlighted NPower’s programs and impact on underserved communities in Texas.
    • Interviews on TV stations and newspaper coverage provided NPower with valuable exposure and engagement opportunities within the Texas market.
  • Dayton and Raleigh:
    • Coverage in The Dayton Daily News, The News & Observer, and local TV stations showcased NPower’s efforts to address workforce development challenges in Ohio and North Carolina.
    • Feature stories on regional television networks underscored NPower’s commitment to empowering individuals through technology training and job placement programs.
  • St. Louis:
    • Features in The St. Louis Post-Dispatch, St. Louis Business Journal, and local TV stations spotlighted NPower’s initiatives to support economic growth and opportunity in Missouri.
    • Television appearances on local news channels amplified NPower’s message and reach within the St. Louis community.
  • Detroit:
    • Television appearances on local news channels in Detroit amplified NPower’s message and reach within the community.

Results and Impact:

MACIAS PR had a direct impact on the successful expansion of NPower into new media markets. Our media coverage drove awareness for their free tech training program, increased student enrollment in the program and helped ignite new strategic partnerships within the business community. Media coverage secured by MACIAS PR helped raise awareness of NPower’s mission, attract program participants and partners, and drive engagement with local stakeholders.

2023 Media Coverage

At MACIAS PR, we always say you are only as good as your last media campaign. If you click on this link, you can see the most recent annual media coverage MACIAS PR secured for NPower in 2023. It also expands on new PSA and marketing initiatives led by our agency. 

ABOUT MACIAS PR

Mark Macias founded his agency in 2009 after a long journalism career at both the local and national levels. As Executive Producer with NBC and Senior Producer with CBS in New York, Macias approved all story ideas and scripts from reporters and producers in the Special Projects unit. The unit encompassed features, medical, health, consumer and tech beats. Macias is a contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice. City & State Magazine named him a top Political PR Player in New York in 2024. MACIAS PR was also named the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year by Finance Monthly Magazine. 

For more information, please click here to schedule a strategy call with Mark.

Marketing Case Study for B2C Service Sector

MACIAS PR led the PR and marketing campaign for Provident Loan Society – an alternative lending organization based in New York. We leveraged the media, social media and content to grow their consumer brand with consumers.

Over the course of our 5-year partnership, MACIAS PR helped grow their customer base with college students, business owners, immigrants and consumers with no credit. Our targeted media campaigns in Spanish and Mandarin also introduced their services to new immigrants who had no credit and were prime customers.

Their former CEO and CMO of Provident Loan Society both credit MACIAS PR with increasing their revenue and growing their customer base. You can read their testimonials on Linkedin.

Earned Media Exposure

MACIAS PR led the entire media campaign from conception to execution. Our team identified stories of interest, gathered the elements, pitched targeted reporters and news outlets, and coordinated the interviews.

Our media approach led to stories with: CNN, New York Post, ABC 7, FOX5, NY 1, PIX 11, Metro New York, Investors Business Daily, Crain’s Business Magazine, Univision, Inc., Entrepreneur Magazine and others. Here’s a closer look at some of that media coverage.

Digital Marketing, Social Media and Content Creation

In January 2017, Provident Loan Society expanded our scope of work and asked us to take over their content and digital marketing with the goal of increasing their organic web traffic. Our strategy was focused on creating engaging content around trending topics.

We saw immediate traction following our execution, growing their traffic year-over-year from 2017 to 2019. The increased web traffic began showing up in the first month.

You can review the entire case study by clicking here. Or if you’d like to schedule a call to discuss more, click here.

ABOUT MACIAS PR

Our founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named him a PR Power Player in New York in 2024 and 2022, while marketing peers named MACIAS PR the 2017-2020 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year.Posted in Client Case StudiesUncategorizedTagged best pr agencies consumer brands nycbest pr agencies for consumer facing brandsbest pr agencies nyc consumer productsbest tech pr agenciesmacias pr

Client Case Study – Compliance Service Sector Industry

Many PR campaigns require a component of compliance, including campaigns for elected officials, healthcare and financial. MACIAS PR has run media campaigns in those regulated industries. We’ve also launched media campaigns for one of the country’s largest compliance firms. Blue River Partners is based in Dallas with offices across the country. The firm approached us with help introducing their firm to fund managers via the media. It was a very targeted B2B need.

MACIAS PR worked closely with the partners to identify stories of interest. We identified thought leadership angles that helped grow their brand via the media. The Wall Street Journal, International Business Times, New York Post, Fox Business and others are just a few of the business media that covered their company.

In addition to the media coverage, MACIAS PR also organized a hedge fund and private equity forum in New York that brought together fund managers from the alternative space. We organized the event, generated publicity and helped track the attendees for future business leads.

The founding partner of the firm spoke on the panel about emerging trends he is seeing in the alternative industry. The forum was covered by the hedge fund trade publication – All About Alpha.

You can see more of our work for this compliance firm by clicking here.

ABOUT MACIAS PR

Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. This was the third year in a row that Finance Monthly recognized our firm. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He’s a PR contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice. City & State Magazine named him a 2024 top Political PR Player in New York.

Client Case Study – Private Equity Firm Commercial Real Estate

MACIAS PR launched a media, branding and crowd funding campaign for a private equity firm that needed help raising capital for their commercial real estate projects.

The PE firm had specific goals. They needed help funding their real estate projects in Arizona, Long Island and Ohio, and they wanted to target accredited investors. Equally important, the PR firm didn’t have a CMO or marketing team. MACIAS PR worked closely with their CEO to conceptualize story lines, identify media outlets and markets, and pitch reporters.

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Client Case Study – Campaign for Asset Management Startup

MACIAS PR launched a branding and publicity campaign for a family-owned asset management firm. At the time, the financial firm had no messaging in place, no marketing infrastructure and the company’s CEO had no experience dealing with the media. We had to build this brand from scratch while also building credibility around the founder.

Money management is a very crowded space with funds managing in the billions typically garnering all of the media coverage. As a startup fund, we had many obstacles to overcome with this media campaign. Despite the challenges, MACIAS PR secured media coverage for the client in the WSJ, FT, Barron’s, Yahoo Finance, US News, Kiplingers and more.

Our Media Strategy and Approach

Our team identified news angles and thought-provoking editorials that positioned the CEO as a Wall Street guru who wasn’t afraid to speak the truth. One of our larger media campaigns – Confessions from a Financial Advisor – told investors what they should look for when hiring a financial advisor. The story was covered by CNBC TV, CNBC online, Fox Business, Yahoo Finance, NBC Nightly Business Report and others.

Our strategy also integrated the news cycle into our campaign where we pitched our client as the expert on the timely topic. This approach led to multiple stories and segments with the WSJ, Barrons, International Business Times, Fox Business, Reuters and others. You can see these media stories on the following pages by clicking on this link to the case study.

ABOUT MACIAS PR

Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. This was the third year in a row that Finance Monthly recognized our firm. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He’s a PR contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice. City & State Magazine named him a 2024 top Political PR Player in New York.

Client Case Study – Burke Rehabilitation Hospital

Burke Rehabilitation Hospital is one of the country’s oldest rehabilitation centers, located in Westchester County outside of New York City. Despite its pristine reputation, getting coverage for hospitals like Burke outside of New York City has historically been difficult. I saw this first-hand during my time as Executive Producer with NBC when I approved story ideas from our health and medical producers and reporters.

Few producers want to travel more than an hour away for a story when they can just as easily interview a physician or medical expert who is only 20 minutes away. This journalism approach makes it harder for health care organizations located outside of NYC to get media coverage. And in today’s world where budgets are getting squeezed, time and travel becomes an even bigger obstacle.

Media Coverage for Rehabilitation Hospital

MACIAS PR led the media campaign for Burke Hospital and our enterprise approach led to prominent media coverage. ABC, Fox, Channel 11, Metro New York and the Wall Street Journal are a few of those media outlets. Our strategy identified angles that were unique for Burke, in essence, forcing journalists to interview the health leaders at Burke.

Our media strategy focused on their internal research, clinical trials and unconventional stories. One successful campaign revolved around a video game developed by Burke researchers to help patients recover from strokes. MACIAS PR also brought new clients to their health club by framing it as an exclusive gym for people over the age of 40.

You can see a more detailed account of our media coverage by clicking here. If you’d like to hear how MACIAS PR can help your organization, you can get a PR estimate by clicking here. Or we can schedule a call.

ABOUT MACIAS PR

Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. This was the third year in a row that Finance Monthly recognized our firm. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He’s a PR contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice. City & State Magazine named him a 2024 top Political PR Player in New York.

Client Case Study – Former UN Executive Secretary

Media campaigns for politicians can be some of the most difficult campaigns to run. Journalists are skeptical of politicians, knowing they are pushing an agenda. No reporter wants to be a tool for propaganda. 

This is why every political campaign must have a solid news angle. Not a marketing message or campaign narrative, but an editorial angle.

MACIAS PR has run media campaigns for Congressional candidates across New York, Virginia, Arizona, Illinois, Oregon and California. With all of these campaigns, we secured local and national media coverage for these candidates by identifying news angles that were timely and topical. 

In 2022, MACIAS PR took an international jump on the global stage by representing the former UN Executive Secretary on Climate Change.

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Client Case Study – Member of Congress

MACIAS PR has led media campaigns for Congressional challengers across Washington, Illinois, Arizona, California, Maryland and New York. We’ve also worked with members of Congress, including Rep. Norma Torres (CA-35) of Los Angeles.

The media campaign for Rep. Torres required a different approach for media coverage. Our goal was to position the Congresswoman into the news cycle as an influential Latina. I worked closely with the Congresswoman to identify positive stories that would soften and strengthen her image among potential voters. Our agency had to adhere to strict federal election guidelines and work separately from her District offices.

Our Media Strategy and Approach 

MACIAS PR focused this entire media campaign around programming and editorial. Media campaigns focused around politicians are frequently more challenging since journalists understand how most candidates are pushing an agenda. We overcame this political challenge by identifying features that distinguished the unique personal experiences of the Congresswoman. MACIAS PR also leveraged her deep understanding of policy for timely news angles that positioned her as a thought leader.

One of those editorials appeared in the Washington Post where Rep. Torres shared political insight on how the Guatemalan election had a direct impact on Americans. This article was shared with the Congressional delegation who accompanied House Speaker Nancy Pelosi and Rep. Norma Torres on their visit to Central America.

This strategy led to prominent news articles, soft features and news segments with local and national TV, local and national radio, newspapers, online news sites and magazines. One influential feature appeared in People Magazine, which profiled her upbringing as an immigrant from Guatemala.

You can see some of those stories by clicking on the case study below. Click here if you’d like to discuss a media strategy for your organization or upcoming campaign. You can also get a PR estimate by clicking here.

ABOUT MACIAS PR

Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. This was the third year in a row that Finance Monthly recognized our firm. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with Entrepreneur, CNBC and Forbes. City & State Magazine named him to their 2024 Political PR Power List in New York.