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.

Thought Leadership in Forbes – What Houdini Teaches us about Selling

One of the most exciting parts of my work is learning from experienced entrepreneurs and CEOs from all walks of life. The proximity to these entrepreneurs has given me a unique opportunity to observe thought leadership up close.

I recently wrote an article in Forbes – What the Great Houdini can Teach Us about Selling. The entire story was inspired by a CEO who was a magician before his career in finance took off. He always shared stories with me on how magic is related to business. We need to captivate the buyer and never reveal our industry secrets, he would say.

I turned that thought leadership into thought leadership for Forbes. Here’s an abridged version of that article.

Continue reading “Thought Leadership in Forbes – What Houdini Teaches us about Selling”

Power of Enterprise Media Campaigns – Analysis

The news cycle is important when getting media coverage for your brand, but there’s another publicity approach that is frequently overlooked by entrepreneurs and even experienced publicists.

Enterprise story angles are one of the best campaign strategies for earned media coverage. These types of stories do not typically follow the news cycle, so their shelf life extends beyond the day. And unlike news angles that expire when the news cycle is over, enterprise angles can spread from print to TV to online news publications over time. 

This advantage is especially valuable when resources are scarce for pitching reporters and media outlets. This approach essentially gives each media campaign more time to scale. And from a personal perspective, it is a lot less stressful on you since you’re not chasing another person’s deadline. 

Continue reading “Power of Enterprise Media Campaigns – Analysis”

Media Training – Common Mistakes with Reporters

A few entrepreneurs might dismiss media training, believing that they are great public speakers. And that may be the case. But speaking with reporters requires a much different approach and style than holding a conversation with your friends. Your friends will be more generous with your time, allowing you to meander from thought-to-thought.

It doesn’t work like that with the media. You need to be tight on messaging. If you veer from the story line, many reporters will tune out. It’s even more paramount to stick to the script when speaking on live TV.

During my time as a producer for NBC and CBS, I had to listen and log many interviews that went off track. The subject veered to a different topic, taking double the amount of time as I listened to it in person and on tape. As I became more experienced, I brought the interview subject back to the story. But in today’s world of journalism – where reporters are younger and younger – you might not get the chance to get guidance from the producer.

I wrote a story for Forbes last year, outlining the 5 biggest mistakes I saw leaders make during media interviews. You can read that story here, but if you’re short on time, here’s an outline of the tips.

Continue reading “Media Training – Common Mistakes with Reporters”

How Much Does PR Cost?

It’s a common question every business owner wants to know. How much does PR cost?

MACIAS PR has created an online tool to help you get a PR estimate quickly. You don’t need to spend hours on the phone, explaining a product or waiting for a call back. If you’re curious about the cost of PR, just answer a few questions by clicking here. It takes less than 30 seconds to fill out. A PR estimate and proposal is sent out within 48 hours.

How Free PR Quote Calculator Works

The free PR quote calculator integrates critical questions to help us determine the cost for any campaign. We use this information to better understand the cost and complexity of every customized PR campaign.

The virtual tool consists of eight questions regarding information about your company. They include:

  • Do you want to reach local consumers or reach a national audience?
  • Is this a B2B or B2C campaign?
  • How unique is your product or service?
  • Does your business have an interesting story to tell?

By filling out the online questions, everyone saves time and knows what they are getting before they even hop on a call.

About MACIAS PR

MACIAS PR was founded in 2009 by Mark Macias – a former executive producer with NBC, senior producer with CBS in New York. The NYC PR agency was named Strategic PR Firm of the Year by marketing peers and Financial PR Firm of the Year by Finance Monthly.

MACIAS PR has run branding, media and crisis campaigns for tech and healthcare organizations, financial groups, nonprofit organizations, politicians and trade organizations. The firm is based in New York City.

Creative Tactics that Andy Warhol applied in Publicity

Andy Warhol might have been a great artist, but he was also a brilliant publicist at the root. He knew how to sell concepts and create buzz with the media. Even more impressive, Warhol did this at a time before we had the tech platforms that we have today. There was no Instagram or Twitter to share his story.

Much of Warhol’s creativity can be copied and applied to your publicity campaign. I wrote an article for Forbes that breaks down four publicity tactics Warhol used to generate coverage. You can read the Forbes article here. If you’re short on time, you can read the highlights on the next page.

Continue reading “Creative Tactics that Andy Warhol applied in Publicity”

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”

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”

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”