Caitlin Estes

This is an ongoing project to create brand awareness for a new beverage company. I am solely responsible for the press releases and media outreach involved in this campaign - the social media is run by a completely separate team.

We started by outlining the main objectives and testing from there, using different angles and metrics to pinpoint the news outlets and journalists to reach out to. I designed a custom press release template that had clear branding while aligning with AP style, a custom press kit, a PR and marketing strategy and a custom media advisory template. I assisted in coordinating and setting up a photoshoot to deliver visuals for releases.

In the first month, we’ve already landed coverage with three different outlets and have had one published. We saw an email open rate of 93% and a forward / multi open rate of 48%. We’ve also seen visibility in web rankings increase and searchability streamlined. We anticipate more growth as we are able to establish consistent media contacts and a reputable brand presence for our our client.

We faced challenges in securing interviews and publication after the initial press release, but after streamlining the email/ follow up process and wording and changing our angle, we were able to garner success.

This campaign was one of my favorites that I have accomplished - we specifically wanted to target the Gen Z market, so I was able to head this campaign based on my age and what I contributed to insight sessions. We conceptualized a gift giving guide utilizing current social media trends and buzzwords, creating a feeling rather than a generic list, and we saw an increased click through rate that came specifically from our socials.