case study

Naturally Boulder

A grand slam for a newly virtual pitch slam

Challenge

Naturally Boulder had held their annual signature event, the Pitch Slam and Autumn Awards featuring the Innovation Showcase, in person for 15 years. However, COVID-19 forced the event to go virtual for the first time in 2020. Naturally Boulder hadn’t leveraged PR much in the past, but with a brand-new format, new features, and ticket sales unbound by geography, 2020 was the time to get as much help as possible.

Results

More than a dozen top regional influencers in the f&b and sustainability community received product boxes of items that would be showcased during the Pitch Slam. Fourteen regional, national and trade publications extensively previewed or covered the event including New Hope Network, Food Industry Executive, 5280 and 303 Magazine, resulting in five million readers. Top hits included 5280’s “Have You Tasted These 3 Award-Winning Colorado-Made Products” and a Fox31 segment featuring the Pitch Slam winner.

Solution

ROOT was hired one month before the event to create and execute a comprehensive PR strategy, which included creating a “media info” page for the website, crafting key messages, writing and distributing a press release and a media alert to targeted media outlets, and organizing an influencer campaign.

In Their Own Words:

“There are many good reasons we chose to work with ROOT Marketing & PR to support our flagship annual event. But those ‘many good reasons’ boil down to this single truth: ROOT gets us. Yes, ROOT has deep experience in the natural and organic products industry, as well as a talented team and expansive reach. But, ultimately, it is the personalized attention from Kuvy and her team that earned our trust and our business. ROOT knows this industry and its community inside and out, and ROOT’s team delivered significantly greater media exposure for our event than in previous years. They skillfully amplified our message and earned our organization impactful media awareness. All because they genuinely took time to understand our motivations and our needs. Simply put, ROOT gets us.”

Arron Mansika, Naturally Boulder Executive Director

Challenge

Naturally Boulder had held their annual signature event, the Pitch Slam and Autumn Awards featuring the Innovation Showcase, in person for 15 years. However, COVID-19 forced the event to go virtual for the first time in 2020. Naturally Boulder hadn’t leveraged PR much in the past, but with a brand-new format, new features, and ticket sales unbound by geography, 2020 was the time to get as much help as possible.

Solution

ROOT was hired one month before the event to create and execute a comprehensive PR strategy, which included creating a “media info” page for the website, crafting key messages, writing and distributing a press release and a media alert to targeted media outlets, and organizing an influencer campaign.

Results

More than a dozen top regional influencers in the f&b and sustainability community received product boxes of items that would be showcased during the Pitch Slam. Fourteen regional, national and trade publications extensively previewed or covered the event including New Hope Network, Food Industry Executive, 5280 and 303 Magazine, resulting in five million readers. Top hits included 5280’s “Have You Tasted These 3 Award-Winning Colorado-Made Products” and a Fox31 segment featuring the Pitch Slam winner.

In Their Own Words:

“There are many good reasons we chose to work with ROOT Marketing & PR to support our flagship annual event. But those ‘many good reasons’ boil down to this single truth: ROOT gets us. Yes, ROOT has deep experience in the natural and organic products industry, as well as a talented team and expansive reach. But, ultimately, it is the personalized attention from Kuvy and her team that earned our trust and our business. ROOT knows this industry and its community inside and out, and ROOT’s team delivered significantly greater media exposure for our event than in previous years. They skillfully amplified our message and earned our organization impactful media awareness. All because they genuinely took time to understand our motivations and our needs. Simply put, ROOT gets us.”

Arron Mansika, Naturally Boulder Executive Director

a few media hits

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