SourceCode Communications Wins 2020 SABRE Award for Everlast “Be First”

At this year’s PRovoke 2020 SABRE Awards North America, we’re honored to announce that we’ve taken home the prize for Consumer Campaign of the Year for Everlast’s “Be First” Campaign. The competition was fierce with over 550 entries submitted in this year's competition. Finalists in the category included industry disruptors such as, Edelman, Ogilvy and Current Global.

Everlast, a global icon, selected SourceCode Communications as its first PR Agency of Record in 2019 to launch “Be First,” a global campaign meant to communicate a powerful statement with purpose, authenticity, and ability to appeal to various audiences. Through extensive research we found that the boxing scene was filled with historical figures who were the first of their kind like Sugar Ray Leonard, Muhammad Ali and Manny Pacquiao. When we looked into the boxing scene further, we came across Patricio Manuel, the world’s first transgender professional boxer. SourceCode and Everlast knew there was an opportunity to highlight Patricio’s win in his first professional fight and position Patricio as a ‘first’ just like the legends that came before him. Through “Be First,'' Everlast was also able to target younger generations including Millennials and Gen Z, who are invested in civil rights and social issues.

The campaign’s media strategy included a combination of pre-brief pitching, landing 20 interviews with national top-tier publications along with a social media driven campaign unveiling the #befirst hashtag across all Everlast social channels. You can read more about the campaign case study here.

We would like to congratulate all winners and finalists in this year’s competition and thank PRovoke immensely along with the panel of judges who spent time reviewing our submissions. We’re looking forward to next year’s awards. For additional information on the event and winners, please see the link here.


SourceCode Helps Everlast “Be First”

A global icon, the Everlast brand has been synonymous with boxing and fight sports for more than a century. With goals of reinserting the brand into relevant cultural conversations and engaging a new crop of brand evangelists, Everlast selected SourceCode Communications as its first PR Agency of Record to put the iconic brand back in the ring. Working closely with Everlast, SourceCode launched “Be First,” a global campaign featuring trailblazers in the fight sports community and beyond.

In fight sports, being first means to be the aggressor and the fighter who dictates the pace of the fight. Taking the power of this phrase and the meaning it could have when applied beyond the ring, the campaign highlighted a collection of inspiring stories of fighters who embody this mindset. SourceCode developed an intimate short-film with Patricio Manuel, the world’s first transgender professional boxer, to bring the campaign to life and used the video as a key asset to spread the message of the campaign – challenging people to carve their own paths and dictate the pace of their life, goals, and personal journey.

WHAT WE DID

SourceCode drafted core messaging and adapted it for key targets including national news, business, men’s lifestyle, LGBTQ, sports, urban, and the advertising and marketing trades. More than 50 editors agreed to the embargo and 25 pre-launch interviews with Everlast and Patricio were held including Reuters, CNBC, ABC, NBC, Cheddar, Mashable and Marketing Dive.

Once the campaign launched, to continue building on its initial success, SourceCode worked with Everlast to further the mission of the campaign, highlighting and celebrating new crops of athletes who embody the message of ‘Be First.’ The latest iteration launch was timed with International Women’s Day, telling the stories of three women who are carving their own paths within this male-dominated industry.

RESULTS

“Be First” launched with media outlets hailing Everlast as making history. Over the course of one week, the campaign went viral, generating almost 500 earned media placements across top-tier digital, broadcast, and social channels including CNN, Reuters, People, Men’s Health, Good Morning America, Newsweek, and The Advocate. Web traffic increased 11.2% and has sustained to these new levels since the launch in addition to increases in reach and engagement across all Facebook and Instagram. Equally as exciting was the attention being brought to diversity within boxing. Per Google Trends, searches for “transgender boxer” were at a six-month peak during launch.

 

  • Nearly 500 earned media placements

  • 520% increase in Instagram reach

  • 800% increase in Facebook engagement

  • 13.5MM earned social impressions via influencers

 

Saluted by organizations such as GLAAD, the World Economic Forum, and The Human Rights Campaign, “Be First” opened the door for larger future collaborations to help underrepresented communities. Everlast’s global licensees noted the campaign success and have used the content and publicity to re-energize retail partnerships while brand licensees have already begun localizing campaign elements to maintain the momentum in advance of the launch of additional Be First trailblazers.

 


What We’re Reading: SourceCode Version

Due to COVID-19, summer plans have been halted for almost everyone. In addition to managing work, rethinking childcare, and processing what’s going on, many people have also had more time on their hands to take on new projects, read new books or even learn new skills.

Ahead of Memorial Day weekend, our team has compiled a list of book recommendations to read this summer that range from fiction and memoirs to short stories that can take your mind off of the stress of everyday life. No matter what your plan for the long weekend is, here are a few books we recommend:

 

Screen Shot 2020-05-21 at 9.59.09 PM.png

The Dutch House by Ann Patchett

Set over the course of five decades, The Dutch House is a dark tale about two smart people who cannot overcome their past. The story is told by Cyril’s son Danny, as he and his older sister, the brilliantly acerbic and self-assured Maeve, are exiled from the house where they grew up by their stepmother.

“After a friend recommended the book, I started reading it and was immediately drawn to the characters and storytelling. But then, I found out Tom Hanks narrated it on Audible and picked up listening to the book and fell even more in love!” - Cori Cagide, Senior Account Manager 

 

Screen Shot 2020-05-21 at 9.51.20 PM.png

Goodbye to All That: Writers on Loving and Leaving New York by Sari Botton 

In this captivating collection, 28 writers take up Joan Didion's literary legacy - an essay called Goodbye to All That, a work of such candid and penetrating prose that it soon became the gold standard for personal essays - by sharing their own New York stories.

“If you are a NYC lover like me, this is an absolute must read. It's based on Joan Didion's prolific personal essay from 1967 called Goodbye to All That, detailing her story of loving and leaving New York. In this book, 28 writers share their own New York stories through this bundle of essays, and it's really touching and beautifully written. One writer wrote about New York: "I noticed that you could cry in public and people carefully ignored you-not maliciously, but because it’s understood that privacy is in short supply."

As someone who has lived here for 6 years and has been through it all with this city - the best nights of my life filled with dancing and laughter and good wine, to the days crying in the middle of the street after a tough conversation, to meeting strangers that change everything and become people you don't know how you ever lived without, etc., this book nailed the true love story that is at the heart of this city for those who have lived here and adored it.”  - Allie Novak, Senior Media Strategist 

 

Screen Shot 2020-05-21 at 9.52.52 PM.png

My Brilliant Friend by Elena Ferrante 

A modern masterpiece from one of Italy's most acclaimed authors, My Brilliant Friend is a rich, intense and generous hearted story about two friends, Elena and Lila.

“If you’re looking for a lazy summer read that transports you somewhere outside of your house (and off your couch), quarantine might be the perfect time to finally tackle Elena Ferrante’s Neapolitan Novels. Translated from her native Italian and taking place in her hometown of Naples, the series follows the complicated friendship of two women over the course of fifty years.

The books are hefty - all together, the four books clock in around 1500 pages - and they’re slow moving in a poetic kind of way, but what else are you doing? Bonus: the first two books were recently adapted into an HBO series that gives you all of the Italian landscape shots you need to get you through a sheltered-in-place summer.” - Naomi Sabbah, Senior Account Executive

 

Screen Shot 2020-05-21 at 9.54.39 PM.png

The Island at the Center of the World by Russel Shorto 

Drawing on this remarkable archive, Russell Shorto has created a gripping narrative–a story of global sweep centered on a wilderness called Manhattan–that transforms our understanding of early America. The Island at the Center of the World uncovers a lost world and offers a surprising new perspective on our own.

“For anyone looking for perspective on our current situation this story charts the forgotten (or previously hidden) Dutch origins and history of Manhattan and is a good reminder that New York has been through a lot and has always overcome challenges.” - Becky Honeyman, Managing Partner

 

Screen Shot 2020-05-21 at 9.56.06 PM.png

Team Human by Douglas Rushkoff 

Team Human is a manifesto—a fiery distillation of preeminent digital theorist Douglas Rushkoff’s most urgent thoughts on civilization and human nature. In one hundred lean and incisive statements, he argues that we are essentially social creatures, and that we achieve our greatest aspirations when we work together—not as individuals.

“For tech lovers thinking about all the changes that might be accelerated as a result of COVID, Team Human is a manifesto of how we rebuild and reframe our community with tech bringing us together rather than dividing us.” - Becky Honeyman, Managing Partner 

 

Screen Shot 2020-05-21 at 9.58.00 PM.png

In a Sunburned Country by Bill Bryson 

In A Sunburned Country is Bill Bryson’s report on Australia, the country that doubles as a continent, and a place with the friendliest inhabitants, the hottest, driest weather, and the most peculiar and lethal wildlife to be found on the planet.

“I found this story hysterical and the way Bryson describes his travels in Australia is so fun to read at a time when we’re all at home an


SourceCode Featured By PRWeek after ranking as the Fastest Growing Agency in the US

We’re so pleased to have been featured by PRWeek after ranking as the fastest growing agency in the US with 106.54% growth. The piece interviewed our founders, Becky Honeyman and Greg Mondshein, and focused on our rise on the tech pr agency ranking tables, some of our award winning work, as well as our growth numbers.

“It was truly an honor to see this piece from PRWeek. The annual Agency Business Review is the preeminent guide to agency performance and to rank so high in just our 2nd full calendar year was a ‘pinch me moment.’ Additionally, to be one of six small agencies to be featured and given a 9 out of 10 ranking was another one of those moments. We’re honored and are remaining focused on what got us here - exceptional talent and client service.” said Mondshein.

Please be sure to check out the full piece on PR Week HERE. For a full view of the agency ranking tables, please check out the link HERE.

“The firm nearly doubled its number of retained clients from 14 in 2018 to 27 last year, and almost tripled staffers from eight to 22. In a year in which the agency moved into its first office, its top line saw remarkable growth at 106.5% to nearly $3.5 million. The firm is also up for Boutique Agency of the Year at the 2020 PRWeek Awards U.S.”

— PRWeek Staff

 


National Small Business Week: Supporting Small Businesses through COVID-19 (Part III)

COVID-19 has significantly impacted companies of all sizes across the country, and none have perhaps been more shaken by the pandemic than America’s small businesses. According to the Main Street America organization’s Small Business Survey, about 37% of small businesses are at risk of shutting down within the next few months.

Continuing our series celebrating what would have been National Small Business Week [part one]: National Small Business Week: Supporting Small Businesses through COVID-19 [Part One]; part two: National Small Business Week: Supporting Small Businesses through COVID-19 [Part Two], today we hear from SOCi, the leading platform for “next-level” multi-location marketers. SOCi’s associate director of marketing, Olivia Starr, tells us how the localized marketing partner has jumped into action to support the local economy.

How are you supporting small businesses during the COVID-19 pandemic?

In the early stages of the pandemic breaking, we made a commitment to help any company, even those that aren’t currently our clients, with their localized marketing. We’re doing this at no cose simply because it’s the right thing to do. Our CEO said it best: “As a leader in this space, we feel a responsibility to help any franchise or multi-location brand do everything it can do to keep up the local economy.”

We’re also offering bi-weekly webinars focused on COVID-related issues, we're doing 2x weekly blog content that has been dedicated to COVID, and we just launched a library of assets for our customers to help jumpstart a crisis communication strategy.

What advice would you give to the industry about how to support customers right now?

Communications need to be empathetic during this time – for both internal and external, social content needs to be helpful and on-brand. Rethink your daily operations to see if anything can be done digitally, and don't neglect your engagement and reviews. The world has gone digital so your strategy needs to align to this behavior – update all local listings and ensure you're utilizing all features provided by the top search and social sites to engage with consumers.

Are there any fun things your company is doing to maintain company culture working remotely?

As a company, we made it a huge priority in-quarter to increase the surprise and delight for our team. With everyone working remotely, we tried to get creative with different ways to motivate and incentivize our team. We're bringing the excitement, and marketing has out rolled a few internal contests to help keep the team motivated as we're all working remotely.

SOCi hosted a Bingo night for the entire company. We are hosting monthly digital lunch and learns with key SOCi execs, and outside thought leaders to continually help our team learn and grow - plus UberEats on us. We have weekly coffee check-ins - every Friday, and we have hosted a few Zoom team happy hours. It's extremely important for our marketing team to remain connected and find different ways of collaborating (digitally) to help keep the morale high.


National Small Business Week: Supporting Small Businesses through COVID-19 (Part II)

COVID-19 has significantly impacted companies of all sizes across the country, and none have perhaps been more shaken by the pandemic than America’s small businesses. According to the Main Street America organization’s Small Business Survey, about 37% of small businesses are at risk of shutting down within the next few months.

Continuing our series celebrating what would have been National Small Business Week [see part one here: National Small Business Week: Supporting Small Businesses through COVID-19 [Part One], today we hear from Kangaroo, the leader in affordable, easy-to-use home security products. Bob Stohrer, Kangaroo’s Chief Marketing Officer, shares how the company is handling COVID-19 as a resource for many of the small businesses that have had to close their doors at least temporarily due to the current crisis.

How are you supporting small businesses during the COVID-19 pandemic?

As a NYC-based start-up, we witnessed the early and profound impact of COVID-19 as small businesses went dark all around us. While our DIY security solutions were designed for homes, we knew they could also be very useful and effective for small businesses. We quickly stood up a “free use and return” offer directed at small businesses, allowing them to safeguard their storefronts at no cost and with no long-term obligation.

What advice would you give to the industry about how to support customers right now?

As a marketer, COVID-19 effectively unfragmented our country and immediately put most everyone on the same page in terms of concerns, needs, and behaviors. In just months, it seemed as though we had turned back the clock by decades to a time when people were oriented around a handful of issues, institutions, and media outlets. The opportunity and mandate right now is to do things fit into this shared narrative, and where feasible to pivot your focus, marketing, and activities accordingly. It’s also a good reminder that creativity loves constraints and not to give up realizing new applications of your business and people.

Are there any fun things your company is doing to maintain company culture working remotely?

A member of our team instituted Friday Happy-Video Hour, which has been a fun way to exhale and stay connected to colleagues outside of the day-to-day pressures of work and what’s going on around us. As a company that operates across three countries, we’re also doing all-company meetings once a week just to ensure everyone is pacing with the business and has a good handle on how COVID-19 is influencing our actions. While not the most innovative and fun thing, it has kept the team informed and inspired.


National Small Business Week: Supporting Small Businesses through COVID-19 (Part I)

COVID-19 has significantly impacted companies of all sizes across the country, and none have perhaps been more shaken by the pandemic than America’s small businesses. According to the Main Street America organization’s Small Business Survey, about 37% of small businesses are at risk of shutting down within the next few months.

In celebration of what would have been National Small Business Week, we are spotlighting three clients that work closely with small businesses. Up today is MakeSpace, a full-service storage company that is redefining the storage experience as we know it by creating storage without the struggle – picking up, hauling, and storing your stuff, then delivering it back to you.

How are you supporting small businesses during the COVID-19 Pandemic?

We are offering free storage to small businesses affected by COVID-19. This pandemic has unfortunately forced many businesses to close down, and we know that some extra flexibility may help them re-open successfully when this is all over. For a limited time, small business owners can bring their items to one of our facilities for three free months of storage.

What advice would you give to the industry about how to support your customers?

While customers are spending more conservatively, they’re also looking for new products to fit their radically altered lifestyles. It’s important to offer your service or product in the safest and most convenient way possible. We updated our policies to offer no-contact appointments, making it more secure for our teams to serve customers while maintaining social distance. Businesses need to evaluate their entire customer experience to accommodate the new reality.

What has MakeSpace been doing to maintain company culture working remotely?

A big part of building a positive (work)space is the frequent gatherings, events, and traditions that make the office feel more like a community. But it can be challenging to preserve workplace culture when everyone is working remotely. In an initiative led by Office Manager Laura Iskaros, VP of People Megan Lyons, and the MakeSpace Culture Committee, we’re using Slack, Google Hangouts, Zoom, and other online tools to preserve culture while maintaining social distance.

  • Happy Hour Hangouts from Home → a daily 5-6pm happy hour open to all employees to have a beer, show off their homes/children/pets, and just socialize and wind down after a day of work.

  • Pet Parade → weekly on Tuesdays, a Google hangout open to all pet owners and pet lovers to show off their fur friends!

  • Remote #Brew-Crew → took a MakeSpace culture staple and made it remote! Rather than going out for a coffee with members from different teams, this time you make yourself a coffee at home and have a video chat with them. Small groups of five, twice a week. It’s a fun and easy way to be social from home.

  • Remote QOTD → using a free Web Whiteboard service, we ask a daily QOTD ranging from “What album do you recommend for WFH isolation?” to “What’s the best meal you’ve made since working remotely?” and everything in between!

  • Simple Habit partnership → partnered with Simple Habits for a 45-day unlimited access to Simple Habit’s wellness professionals, guided meditations, therapy, coaching, motivational talks and much more.


SourceCode Expands Consumer Smart Home Practice with Home Security Company Kangaroo

NEW YORKMay 7, 2020SourceCode Communications today announced that it has been selected as the communications agency of record for Kangaroo, the leader in affordable, easy-to-use home security products. Kangaroo directly engaged with SourceCode given the agency’s experience in the smart home category, initially focusing the team on the launch of its innovative new Privacy Camera security device, which seamlessly integrates privacy protections into the camera’s core functionality.

“As a challenger brand in a growing but competitive market, you don’t win by simply following others’ playbook. Instead, we put a significant premium on disruptive ideas - product through to marketing,,” said Bob Stohrer, Chief Marketing Officer at Kangaroo. “SourceCode shares this ethos and clearly demonstrated that they could amplify our efforts now, and into the future. We’re excited to have them on our team.”

Founded on the belief that security should be accessible to all, Kangaroo’s hubless, app-based, DIY home security system offers the most comprehensive and easy to use solution at its price point, with no compromise on user data protection and privacy. In March, the company launched its game-changing security camera designed to protect users’ homes while keeping their privacy top of mind - only monitoring what they want, when they want. Privacy Camera builds on Kangaroo’s impressive suite of products which include a Motion + Entry Sensor, Siren + Keypad and Water + Climate Sensor, all of which are controlled from the Kangaroo app. In light of the current crisis, SourceCode is also supporting Kangaroo’s efforts to give back through a Small Business Initiative and #TrooHeroes campaign that provides free security products to businesses and first responders directly impacted by COVID-19.

“As a homeowner myself, I know how important home security is for protecting not just my property, but the people inside of it as well. Unfortunately, for many Americans, access to affordable and easy-to-use home security is simply not available,” said Greg Mondshein, Managing Partner at SourceCode Communications. “We were immediately drawn to the Kangaroo team and their passion for making sure that anyone, anywhere could have access to the necessary tools to protect their homes. This commitment to using technology for good to actually help communities aligned well with SourceCode’s core mission and we’re so thrilled to be working with the incredible team at Kangaroo to continue making that human impact.”

Founded in 2017, SourceCode continues to build on its successful consumer practice, recently attracting top-tier brands Everlast, TURO, MakeSpace, and Handshake and growing an astounding 400% YoY. Recognized for in-depth experience and an impressive track record in both consumer and enterprise practices, the agency was recently honored as a top performer in PRWeek’s 2020 Agency Business Report, and shortlisted for PRovoke’s 2020 North America Boutique PR Agency of the Year.


SourceCode Shortlisted for PRovoke's 2020 North America Boutique PR Agencies of the Year

To continue momentum from winning new agency last year, we’re thrilled to announce that the SourceCode team has been shortlisted for PRovoke’s 2020 North America Boutique PR Agencies of the Year. We're honored to be in such great company and attribute all of our success to having a unique approach, a strategic growth plan and an amazing team that helps deliver award winning work. We're humbled, excited, and can’t wait for the virtual awards ceremony next month. Congratulations to all the finalists.

To see the other categories and finalists, please check out the PRovoke website HERE.


Noah Names SourceCode AOR to Lead Relaunch

NEW YORKApril 10, 2020SourceCode Communications today announced that it has been selected as the communications agency of record for Noah, a modern finance company partnering with homeowners to share in the risk and reward of homeownership. The partnership officially kicked off in February, with the agency focusing on Noah’s rebrand from Patch Homes along with the company’s thought leadership strategy.

“In the midst of a major rebrand, we were looking for an agency who was able to help amplify our voice to new audiences by striking the right balance of customer empathy and financial expertise,” said Nirmal Deshpande, Director of Product at Noah. “SourceCode was an immediate partner to us, quickly processing the intricacies of our unique business model, bringing creative ideas to the table, and crafting Noah’s story from the very beginning.”

Noah, founded in 2016, is helping homeowners access their home equity and meet their financial goals without incurring new monthly payments or interest. Homeowners in select metro areas across the United States receive a one-time cash payment in exchange for a share in a percentage of their home’s future appreciation or depreciation. This innovative equity sharing model is a debt-free alternative to traditional home equity loans and HELOCs, and the company – currently available in 20 metro areas across the U.S – is poised for rapid growth to transform home equity financing drastically as they expand into new markets nationwide.

In addition to helping Noah with their relaunch, SourceCode was integral in helping the company adjust amidst the COVID-19 pandemic and the added financial stress it is causing for homeowners. Along with the rebrand, Noah cut fees for its Homeowner Protection Program, which offers protective advances to its homeowner partners who need assistance making mortgage payments. Noah also cut fees for its home equity sharing product, offering new customers $1,000 at closing until May 1, 2020.

“The real estate industry is in the midst of major disruption, and partnering with Noah to tell this story helped further our mission to work with more companies that make a difference in people’s lives and that was clear from the moment we started working with them,” said Greg Mondshein, Managing Partner, SourceCode Communications. “We’re so excited to be on board for this rebrand and watch the story unfold. It will be an exciting journey to see where the company is headed and we can’t wait to continue our work with Sahil, Sarah, Jordan, Nim and the rest of the Noah team.”

Over the last two years, SourceCode has been at the forefront of tech PR disruption. Launched at the end of 2017, the agency has experienced 101% growth from 2018-2019 and is on track for the same rapid expansion in 2020. The agency works with a varying portfolio of tech brands including Turo, Everlast and SCRUFF in the consumer space, along with WePay, Pindrop, and Lightstep in the B2B space. SourceCode was recently shortlisted by PRWeek for the Boutique Agency of the Year and named New, Fastest Growing and eighth Most Creative Agency by PRovoke.