Turning corporate news into a brand storytelling moment for Jane

14

Combined additional placements for other hire announcements in local retail media.

4

Pieces of additional coverage in key retail and local market publications.

Challenge

During a year of C-Suite turnover with multiple new executive hires, raise awareness of Jane’s new leadership bench and its impact on the business’s shift in marketplace strategy from a focus on deals to evergreen shopping.

Solution

SourceCode developed tailored media strategies for each C-suite hire, taking into account typical level of media interest for this type of news. Knowing CEO hires have the most attention for national appeal, SourceCode pitched the news to key reporters with national business, retail, and tech media. For the additional C-Suite hires (CTO, CMO, CFO, COO), given Jane’s lack of national awareness, but strong local presence where they are HQ’d in Utah, SC focused on regional business and retail press for these announcements, and also recommended combining the news into one larger announcement in order to tell more of a momentum story and generate greater visibility.

Results

Booked Jane’s new CEO for an interview on Cheddar, along with securing 4 pieces of additional coverage in key retail and local market pubs

Secured an introductory relationship-building meeting for the new CEO with Axios

Podcast for CEO secured on Women in Retail Talks podcast

Generated a combined additional 14 placements for other hire announcements in local media and retail media