Case Study – Noom Media & Branding Campaign

Back in 2016, the weight loss program Noom had little national name recognition despite being popular with consumers. However, the media tide shifted when MACIAS PR took over their publicity after their previous PR agency failed to deliver.

This case study delves into how MACIAS PR successfully elevated Noom’s presence in the media as a digital health coach.

From the start, our team faced challenges, including the need to differentiate Noom in a crowded weight loss market. Mark Macias, the founder, devised a comprehensive strategy outlining the stories to be told and the media outlets to target.

Within the first month of collaboration, MACIAS PR secured a story with CBS News, highlighting how Noom’s mobile app helped pre-diabetics and diabetics manage their conditions. Over the next three years, this success was followed by hundreds of stories appearing on various major platforms, including 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 had a B2B service targeting HR and providers. MACIAS PR developed a tailored B2B strategy that secured features in outlets like MobiHealthNews, The American Journal of Managed Care, Fierce Biotech, FW Pharma, Med City News, among others. All of these stories emphasized how Noom as an employee benefit was saving the companies money from a health care spend perspective.

Measurable Results from Media and Branding Campaign

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

Fast Company Magazine also recognized Noom as one of the Interbrand Breakthrough Brands in 2017. Most notable, 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.

The Value of Characters with Every Media Campaign

You can’t tell a captivating story without great characters, and this WSJ article is proof. If your media campaign isn’t catching on with reporters, perhaps you’re missing that crucial element.

You might have the best product or service but if you can’t demonstrate how it works, your story sell gets a lot harder. And this challenge is compounded when your product promotes an invisible service that consumers can’t see.

Let’s look at this WSJ article for context. The story line is simple: lab grown diamonds are becoming more affordable. That makes for a great headline but a story must go deeper.

Continue reading “The Value of Characters with Every Media Campaign”

Value Working with Boutique PR Agencies

I read this confessional last night from a publicist who described the state of the public relations industry. It’s a candid look at how large PR agencies are lowering their standards and putting the dollar above relationships. The writer also lays out an argument for boutique PR agencies, and why they have a larger advantage.

To paraphrase the article, “There’s a lot of desperation. Not only to keep the lights on, but to keep people, to keep employees.

And what are the challenges? She writes, “[B2B tech brands] don’t often have stories. They’re unable to talk about themselves outside of product features and benefits. There’s zero or very little value based messaging. And too many PR firms will take them on as clients. The reason why they take on these clients is to keep the lights on.

The article got me thinking about MACIAS PR and the value we bring as a boutique PR agency.

Continue reading “Value Working with Boutique PR Agencies”

PR Tips – Avoid the Sales Pitch with Reporters

As an entrepreneur, it’s in our nature to always be selling. But when it comes to speaking with reporters, you don’t want to turn your interview into a sales pitch. That’s one of the quickest ways to get your story killed.

Here’s why. Experienced journalists are trained to hear a sales pitch or commercial. They know their job is not to sell products but to sell stories to their editors. If you have a product or service, reporters want to hear the story behind it.

I wrote a story that goes more in-depth on this approach for Entrepreneur Magazine. You can read that article here. If you’re short on time, here’s a summary of how you can better close the “sales” interview with the journalist.

Continue reading “PR Tips – Avoid the Sales Pitch with Reporters”

Client PR Case Study – Accounting Tech Firm

Industry: Accounting Firm

MACIAS PR led the PR & media campaign for MBS & Accounting Technology & Advisory firm in 2017. The accounting firm approached us for help in growing their business, generating new leads and promoting their annual tech conference. The Senior VP of MBSATA said our media and digital marketing campaigns had a direct impact on their business growth.

Challenge: Accounting is not an interesting topic to reporters. It’s perceived as being systematically boring with few fresh angles. It’s also in a vaguely defined market that includes bookkeeping and accounting. Our PR team had to find interesting, creative and timely topics to position this accounting firm in the news. 

Solution: MACIAS PR developed targeted and timely stories that appealed to their targeted business base: nonprofit and tech startups. We simplified the message and communicated the story to reporters in a way reporters would understand. In addition to our thought leadership ideas, our PR team also ghost-wrote editorials on the CEO’s name, including several prominent pieces that were published in Forbes and ValueWalk – one of the most prominent tech publications that reaches young entrepreneurs. Our messaging was designed to drive new business.

The article in Forbes was also picked by their editors under their “Editor’s Choice” section, bringing even more exposure to the story. The article was titled, “5 Red Flags That Inexperienced Entrepreneurs Must Avoid To Attract Investors.”

Closer Look at Media Coverage

Results: MACIAS PR helped raise the profile of MBSATA in the nonprofit and tech space. We also helped sell tickets to their annual tech summit, bringing in the largest number of attendees in the history of their organized event. Our coverage helped drive more than 1500 people to their event in Manhattan.

Our PR team secured prominent and targeted news stories that positioned the firm as a leader in accounting technology. We conceptualized campaigns and executed media campaigns that introduced the firm to their ideal client base: nonprofits, tech startups and accountants. Our media coverage included stories with Forbes, Accounting Today, Asea, Valuewalk, Nonprofit Information, NonProfitPro, Bitcoin.com, MedCityNews, CoinDesk, YoungUpStarts and BizEdge.

You can see more of this media coverage on our document below the client testimonial.

In addition to securing these news stories, MACIAS PR also promoted their annual tech summit, MBS CalculTech with the local tech community. If you are looking for a PR firm to help you with your B2B campaign, we encourage you to contact us. We would be happy to discuss your needs and provide you with a free consultation.

Client Testimonial

“MACIAS PR promoted our business and annual tech event in 2017. I couldn’t be happier with the media coverage and online publicity they secured for our firm. Their PR strategy had a direct relationship to our business growth. Mark is also easy to work with and comes up with his own angles that get coverage. Highly recommend MACIAS PR.”

~ Michael Jones, Senior VP of Sales and Partnerships

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.

Client Case Study – Market Leading Lifestyle Brand

MACIAS PR led the rebranding and media campaign for the world’s largest online dating site, Plenty Of Fish from 2013 to 2015. Our media campaign re-introduced the lifestyle brand to singles between the ages of 20 to 45 in the US, UK and Canada.

The dating site approached MACIAS PR after Tinder and other dating apps started to steal its market share. The founder said he also wanted to reposition his dating website for an acquisition. 

Our initial goal was to grow the user base among females. Within six months, our team achieved their female acquisition goals and broadened our campaign to reach all singles. Six months into our launch, the founder told Business Insider his app was growing its use-monthly base by 15 percent.

Our creative media strategy used editorial and programming campaigns that led prominent news stories (not mere mentions) with some of the most influential publications around the world. Media coverage included features with: Time Magazine, The NBC Today Show, The Daily Mail in the UK, Yahoo Finance!, Business Insider, Glamour Magazine, Cosmo Magazine, Women’s Health Magazine, as well as local TV and radio stations in the USA. In 2016, the company was named one of the “Best of the Web” by Time magazine.

Continue reading “Client Case Study – Market Leading Lifestyle Brand”

Strategic Messaging Mistakes by Airbnb

It shouldn’t come as a surprise that Airbnb plummeted more than 10 percent today.

Every entrepreneur knows when you lose a whale, you must find a replacement quickly or revenue will fall. In the case with Airbnb, it lost its whale in January when New York City banned short-term rentals, and there is no replacement in sight.

I’ll go on a limb now and predict the company will continue to slide for the rest of the year and beyond based on their strategic messaging mistakes. These are mistakes entrepreneurs, CEOs, business owners and marketers can all learn from.

Continue reading “Strategic Messaging Mistakes by Airbnb”

Forbes Analysis – Do Press Releases Lead to Media Coverage?

By Mark Macias

If you do any research on the different PR newswires, it’s very easy to believe that their distribution lists will lead to media coverage. Unfortunately, it’s a bit misleading.

These days, Google is picking up fewer of these press releases. Even more challenging, many news publications are now burying their press releases on their websites.

I recently wrote a story for Forbes – Do press releases lead to media coverage? You can read my article here to get a deeper assessment on when press releases are most effective. If you’re short on time, you can get some quick advice by reading on.

Continue reading “Forbes Analysis – Do Press Releases Lead to Media Coverage?”

The Future of Brands – Forbes Analysis

In the future, brands will not look anything like they do today. Yes, we will have names like Coke, Netflix and Starbucks but their upstart competitors will have a huge advantage when it comes to the world of digital competition.

In the 1990s and earlier, it took years to build a brand. But today, you can build a brand in days with strategic help from search engines.

Think about it: when you’re looking for a restaurant near you, you probably go right to your phone. We don’t need to remember brands anymore. Instead, we search for “best restaurants near me” — and Google provides the list.

Continue reading “The Future of Brands – Forbes Analysis”

Insight on How Brands can Reach Gen. Z

And you thought Millennials were hard to target as customers? It’s even more challenging with Generation Z.

But there is insight on the best tactics for targeting these younger generations. MACIAS PR conducted a survey for an online news portal, trying to gather more insight on their readers. The data and insight can be helpful for any business trying to get their products and services in front of these consumers.

The image below looks small, but if you click on the graphic, it will enlarge the infographic. Once the infographic is opened, click again to zoom in.