Helping a Little Fish in a Big Sea Become a Sought-After Firm

InclusionINC, an inclusion and diversity consulting firm, challenged my account team to help establish it as market leader in an industry full of monster-sized competitors. In order to do so, I implemented a sustainable thought leadership campaign to generate conversations with all stakeholders including media, and current and prospective clients.

We coined the term "Inclusive Leadership" as a result of conducting a situation analysis and coming to understand that four business trends were signaling a dramatic shift in the leadership style necessary to generate business results and gave InclusionINC a new brand platform called "Inclusive Leader: The New Leadership Standard by InclusionINC." 

With the CEO's thought leadership platform in place, I provided content direction for a new book called Becoming an Inclusive Leader: How to Navigate the 21st Century Global Workforce. I sent the completed book to industry influencers, media, clients and prospective clients.

As a result of my ability to spot trends in the news cycle and creatively craft pitches to align with the types of stories media want to cover, I kept InclusionINC's CEO in the news at least once a week for the three years I managed the account, resulting in over 1,000,000,000 media impressions. The media placements I secured ranged from industry trade media specifically targeted to reach potential clients to national, top-tier press, including Fast Company, FOX Business, Entrepreneur and Wall Street Journal.

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The thought leadership campaign garnered speaking opportunities, new business and continued media presence, making the CEO one of the most sought-after industry thought leaders in the face of her monster-sized competitors.