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March Communications Consumer Innovation Group Adds Caroline Black as Director of Digital Strategy, Announces New Accounts

by | Mar 27, 2018

March Communications, a Boston-based PR and integrated communications agency for technology and consumer innovation brands, has announced several significant milestones in the growth of its Consumer Innovation Group. The recent momentum, which includes strategic campaign work for four innovation brands as well the hiring of a new Director of Digital Strategy, demonstrates the Group’s success in applying its insights-driven, consumer-centric approach to PR.

Since launching in 2017, the Consumer Innovation Group has leaned on the agency’s deep technology expertise and its audience-focused methodology to support brands across consumer technology, health and wellness and retail and e-commerce. The Group recently won four major consumer tech clients—ThirdChannel, Sidekick, YO At-Home Fertility Test and Ladder—and made a strategic hire in 2018, adding Caroline Black as Director of Digital Strategy. An experienced digital strategist, Caroline further bolsters the agency’s unique expertise in key areas like digital, social and content.

“With our existing suite of services, usually associated with much larger agencies, including research, insights, brand storytelling, content, PR and digital, March is ideally positioned to serve a wide range of innovative consumer tech clients,” said Jodi Petrie, Executive Vice President at March Communications. “We’re excited that in the first year of the Consumer Innovation Group, we were able to deliver integrated campaigns to exciting brands in our areas of expertise, and we intend to build on that success with smart hires and creative strategies in 2018.”

For YO, a smartphone-based at home male fertility test, March created a new, global marketing campaign for the brand, “From Me to We.” The integrated campaign was inclusive of brand storytelling and content, paid digital, social and PR, and successfully tripled YO’s social followers across platforms, significantly growing its organic reach, and netting coverage in Men’s Health, Cosmopolitan, Maxim, the New York Post and other top consumer publications.

“What impresses me the most is that March ‘gets it’—they understand the product, the audience and your need for results,” said Marcia Deutsch, CEO, Medical Electronic Systems (YO Sperm Test).

“They work hard to build the right team and they are all-in. Awareness of male infertility and the possibility to test at home is quite low. March faced the challenge of developing a market segment for us head-on.  In our case, the brand story that they created was one couples could identify with and reached the correct consumer. Their persistent, targeted approach to media outreach led to increased traffic to our site and increased consumer awareness and sales.”

ThirdChannel’s retail intelligence platform is used by the world’s leading brands to see what’s happening—or should be happening—with their products in thousands of stores, and to identify where to allocate marketing resources to drive higher sales. March works with ThirdChannel executives to develop powerful trend and data-driven content for the company’s widely-read Mind the Store blog and its Off the Shelf newsletter, and leads media and influencer programs for the company.

March also recently welcomed Sidekick and Ladder to its roster of innovation brands reinventing traditional business models.  Sidekick is a home improvement concierge service fixing the broken home renovation and maintenance category. March leads all of the company’s PR, digital and social campaigns. Ladder is a digital platform that connects people with health and wellness professionals for personal fitness coaching and training.  March is working with the company to architect a powerful and compelling brand story as well as leading its PR and awareness efforts.

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