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SilverCarrot

Situation

Headquartered in New York, SilverCarrot delivers performance-based marketing services to Fortune 1000 companies across a myriad of industries ranging from consumer packaged goods and pharmaceuticals to mobile communications. SilverCarrot came to RLM to raise their corporate profile as an industry innovator and also to launch their vertical portal Recipe4Living.com.

Challenge

As a private company, SilverCarrot did not share financials and client agreements precluded disclosing names of clients. In a media landscape focused on metrics and named case histories, RLM was challenged to build compelling stories using the communication assets available.

Tactics

RLM developed a clear and concise message matrix with media-savvy core messages designed to explain and differentiate SilverCarrot in a crowded marketplace. RLM also redesigned SilverCarrot’s collateral materials, removing the copious buzzwords that had clouded illustration of SilverCarrot’s value.

RLM worked with SilverCarrot to develop newsworthy content for Recipe4Living.com and created unusual and compelling pitches for every holiday imaginable—from Mother’s Day to Talk Like a Pirate Day—resulting in coverage from sea to shining sea.

Understanding that our media audience loves numbers, RLM created a survey for Recipe4Living.com users examining their browsing and online buying habits, which gave us fodder for insightful trend pitches the media loved.

Because SilverCarrot’s story was tied to that of founder Alan Levy, RLM created a platform to highlight Alan’s expertise that included a blog, bylined article series in key vertical publications and speaking opportunities.

Results

RLM’s program resulted in coverage in outlets including: