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We've united industry partners to launch the Diversity Marketing Consortium

In an effort to help offset systemic racial and gender-based inequality for diverse founders, we’re proud to share that SourceCode Communications, employee experience agency Cheer Partners, influencer agency Social Studies, and performance marketing agency Superbolt are uniting to form The Diversity Marketing Consortium.

Recent events have highlighted the ways in which women and minorities don’t have the same equal access to opportunities. Our country is on a long road to repair systemic inequities plaguing every aspect of our lives, and the DMC is only one way we can help on that journey. Founded on the recognition of these injustices, the Diversity Marketing Consortium commits to providing $1.5 million in marketing services to diverse founders over the course of two years.

Through our partnership with Harlem Capital Partners (HCP), an early-stage venture capital firm committed to investing in underrepresented founders, recipient companies will include those in HCP’s portfolio, in addition to startups via an open call for applicants.

The time for change is now, and it’s long overdue. Check out more information on the Diversity Marketing Consortium at www.diversitymarketingconsortium.com and see what our industry leaders are saying below:


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.

 


SourceCode Expands Enterprise Technology Portfolio with New Client LightStep

NEW YORK—November 26, 2019—SourceCode Communications today announced it has been named the communications agency of record for LightStep, the leading application performance management company for modern tech stacks. SourceCode won the account, which officially kicked off in September, and will focus on defining messaging, thought leadership, developer relations, content development support and media relations.

“I’ve worked with SourceCode in the past and I know they’re the right partner for LightStep as the company continues its growth,” said Josh Soto, vice president of marketing at LightStep. “The agency’s ability to quickly grasp complex subject matter, develop messaging for technology and general audiences and continually execute is second-to-none. They’ve already shown their value and I know there’s more to come.”

Since being founded in 2017 by a group of Google alumnae, Lightstep has quickly established itself as the preeminent player in the observability market. In the past year, Lightstep has been winning award after award. The brand was recently named a Best Places to Work in the Bay Area. Late last year, LightStep was named one of the 20 Rising Stars as part of the Forbes Cloud 100 list; a Cool Vendor in Performance Analysis; Analytics and Containers by Gartner[1]; and an MIT Sloan CIO Symposium Innovation Showcase finalist for developing a cutting edge solution that provides both strong value and innovation to the enterprise IT space.

“I am delighted to welcome LightStep into our growing enterprise practice,” said Hugh Collins, who leads SourceCode Communications’ enterprise technology practice. “Their technology is uniquely suited to the needs of modern tech stacks, and Josh is a respected marketing leader in Silicon Valley. We look forward to working with the team in 2020 and beyond.”

SourceCode Communications continues to maintain its trajectory of nearly 100% YoY growth in 2019. The NYC-based shop has more than doubled its team since January, growing to 21 full-time employees in just 26 months. For the second year in a row, the agency was also named by PRNews as a Best Place to Work in PR.


IDAGIO Names SourceCode AOR

NEW YORK—August 9, 2019—SourceCode Communications has expanded its consumer tech client roster with the addition of an agency of record partnership with IDAGIO, the leading streaming service for classical music. SourceCode’s work for the new client, which began in late Spring, will focus on building an integrated communications plan bolstered by creative campaign initiatives designed to establish thought leadership, accelerate customer awareness and driving business growth. The agency will be focusing heavily on communicating the health and wellness benefits of listening to classical music.

“We're delighted to be partnering with SourceCode so that we can reach even more classical music fans from one of our fastest growing markets, North America," stated IDAGIO Director of Communications, Birgit Gehring. "Following our Fall 2018 US launch, we wanted to find the right partner to take our US presence to the next level. SourceCode has been a clear choice for us and we're excited to be collaborating on projects together and accelerating our PR efforts.”

The signing expands SourceCode’s consumer technology portfolio, guided by Nicole Pfeifer, to now include clients in the music, automotive, dating, smart home, femtech and consumer electronics spaces. The win also comes on the heels of being selected as the 2019 New Agency of the Year by Holmes Report and named as a 2018 Top Place to Work In PR by PR News.

On the news, SourceCode Communications Managing Partner Greg Mondshein added: “We’re thrilled to be partnering with IDAGIO to tell their stories. IDAGIO’s inspirational leadership, impressive technology and growth trajectory make them one of our most exciting new clients.”

SourceCode is on pace to grow revenue more than 100% this year and more than double its NYC-based team. Earlier this year, SourceCode Communications expanded its B2B tech practice with the addition of full-suite research-technology solutions providers Conviva and Channel Bakers. In addition to winning Agency of the Year this past May at the North American Sabres, SourceCode and their consumer client, Elvie, won ‘Best Consumer Technology’ Campaign by Holmes Report for their ‘Milking My Ladies’ program.


SourceCode Gets in the Ring with Everlast

NEW YORK—August 21, 2019—Everlast, the preeminent brand in boxing since 1910 and the world’s leading manufacturer and licensor of boxing, MMA and fitness equipment, has selected SourceCode Communications as its first public relations agency of record. The Everlast brand is synonymous with fight sports and has tasked SourceCode to ideate and execute on upcoming campaigns and broaden awareness for the company’s products, owned media entities, and ambassadors.

The relationship officially kicked off in July, with the agency focusing on launching the next iteration of Everlast’s Be First, a global integrated campaign challenging consumers to carve their own path to success. The campaign is a play on the well-known boxing term “Be First,” which is associated with dictating the pace of a fight, making your opponent follow your lead. The scope will consist of campaign development and execution, events, ambassador and influencer management, and media relations.

“In recent years, the Everlast brand has transformed from a boxing company to a leading fight goods and lifestyle sports brand, fueled by a full-fledged media entity focused on sports culture. As our brand continues to evolve, so have our communications and PR needs,” said Chris Zoller, Vice President of Marketing and Product Development at Everlast. “The SourceCode team brings an impressive track record of executing successful, creative campaigns for consumer brands -- we are extremely excited to work with them.”

Everlast joins SourceCode’s growing consumer practice, a diverse group of category leaders and disruptors in their respective industries, such as car sharing marketplace Turo, LGBTQ+ dating app SCRUFF, and FemTech brand Elvie. The practice currently consists of 12 retainer clients and seven staffers.

“As we continue to scale the agency, we’ve prided ourselves in adding truly innovative companies to our consumer and B2B roster of client partners,” said Greg Mondshein, Managing Partner at SourceCode Communications. “The Everlast brand is iconic and the work they are doing is humanizing the world of boxing in a way we haven’t seen before. We couldn’t be more humbled to partner with them.”

SourceCode Communications is experiencing a banner year. The NYC-based shop has doubled its team since January, housing 17 full-time employees. In addition to its growing consumer practice, the agency’s B2B division (ranging from AdTech/MarTech to enterprise security) has grown by leaps and bounds with new clients including Pindrop, Cloudreach and more.

Please check out our feature story in PRWeek here.


SourceCode Helps CMT End Distracted Driving

Cambridge Mobile Telematics (CMT) develops innovative mobile sensing technology and data analytics to improve driving behavior and make roads safer around the world. The company’s smartphone telematics platform measures driving quality, engages drivers, and reduces their risky behavior by 40%. CMT came to SourceCode to help raise awareness for the distracted driving epidemic and create narratives that resonate both nationally and locally. Following a $500MM funding round led by SoftBank, the company also wanted to be positioned as a data-driven expert on distracted driving and auto safety.

WHAT WE DID

The SourceCode team worked closely with CMT to pull proprietary data to develop a campaign highlighting the percentage of distractions that occur on Halloween Day, as well as the top cities for distraction and speeding and the safest cities.

By analyzing dangerous traffic patterns from phone sensors on October 31, 2018, CMT found that speeding increased by an alarming 235% on Halloween, while drivers slamming on brakes increased 178%. Based on this data, cities like The Hamptons, Arlington, Miami, and Park City were deemed most dangerous for Trick-or-Treaters while San Jose, Seattle, Long Beach and Minneapolis were deemed the safest.

RESULTS

The SourceCode team garnered 64+ placements, including major features on Fox Business, People and FOX News and CBS broadcast coverage. This resulted in 39 billion impressions for the company and numerous inbound requests for expert commentary on the data.