With the publication of a new book on sustainability, author and organizational development expert Jeana Wirtenberg needed to find ways she could stand out in a saturated field and add value to the cause she believes in.
As part of our strategy, we engaged several companies that are featured in her book and are sustainability leaders – Alcatel-Lucent, Alcoa, BASF, and Ingersoll Rand.
We also created the concept of TIPS—transformative-impact practices on sustainability—to knit together the many lessons of her book.
This helped draw in the opinion leaders our client wanted. It also supported companies featured in the book, generating media coverage some used to connect with their stakeholders.
Media coverage included Forbes, The Guardian, Stanford Social Innovation Review, and others. Media coverage was connected to a social media campaign, which led to retweets by influential in the field.
We also helped the author pull out of her work lessons for business schools, adding to her reach, which scored coverage from Bloomberg Businessweek.