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HotChalk

Situation

With public discussion about education increasingly focusing on the ambiguous “schools,” American teachers are often left out of the equation. HotChalk wanted to change that, and so the online resource for k-12 educators, students and parents came to RLM for help. HotChalk needed to not only capitalize on high-profile partnerships, attract users and increase brand awareness, but also attract new blue chip partners.

Strategy and Tactics

RLM began by source filing HotChalk CEO Edward Fields with key media, positioning his expertise to discuss education technology, parenting, entrepreneurialism and relevant political issues. RLM developed story angles supported by third party credibility from HotChalk teacher Martin Casas, along with students and parents who contributed testimonials. Investors, political affiliates, and executives from prominent third party organizations also spoke with publications on HotChalk’s behalf.

Through RLM’s trendSpotting methodology, we highlighted the failures and missteps of federal, state and local educational programs, including No Child Left Behind. HotChalk advocated the perspective of teachers, rather than just the vague concept of “schools,” which media often focus on without a clear definition. These views were driven home in bi-weekly blogs by Fields and through media outreach.

RLM also developed newsworthy product and partnership announcements that were timed to coincide with HotChalk’s critical sales cycles and the crucial back-to-school season.

Results

RLM’s PR program identified HotChalk as an education technology leader and advocate for teachers with stories including a front page USA Today article, a Forbes.com feature and a story in the Wall Street Journal. HotChalk has been featured in outlets including: