The Hill has enjoyed status as the U.S. congressional newspaper-of-record since its founding in the mid-1990s. But despite its peerless insights and access into the inner workings of national and foreign policymaking, its visibility outside the Beltway was under-realized.
High10 was brought on in spring 2012, just months before the general elections, and in short order had The Hill front and center in the national conversation. The agency merchandised daily reporting, exclusives and breaking news to establish a running dialogue with producers and editors in categories across the political and business landscape; forged alliances with key outlets around special features and enterprises; and leveraged its dense calendar of programming and events—in particular those related to the presidential conventions—as both coverage opportunities and means for building advocacy among press and other stakeholders.
In short, High10 identified and capitalized on opportunities in a limited amount of time, during a critical period and saturated marketplace, establishing The Hill as a clear and distinct–and balanced–voice far beyond the Beltway.
When Janice Min was given the reins to the 80-year-old The Hollywood Reporter, the idea was to reestablish the venerable but time-worn trade sheet as a media brand that, without compromise of credibility, would have appeal and influence well beyond its native territory. What was once a modest daily became, almost overnight, a striking large-format glossy, mirrored by features and functions across platforms, that speaks both to industry decision maker and entertainment-savvy consumer—not to mention a broad range of advertisers.
Brought in prior to relaunch, High10 has been integral to THR’s transformation and remarkable growth. We’ve created widespread visibility for the title’s breaking news and features, establishing the brand as an authoritative source for the most compelling industry stories. High10 has also supported the title’s revitalized marketing initiatives, as well as the agendas of its sponsors, bringing a wealth of concepts and connections that have resulted in declarative programs like the Google-The Hollywood Reporter White House Correspondents Dinner weekend party.
Adweek was about to embark on the magazine’s greatest transformation in its 33-year-long history, rolling sister publications Brandweek and Mediaweek into the Adweek brand and undertaking a wholesale redesign of the publication. It was by all accounts a bold if risky move, and required a dynamic, carefully constructed media strategy to help ensure success in the public eye.
High10 Media initiated a detailed consultation and advisory process with Adweek’s executives and senior editorial staff to create a cohesive, well-synched media strategy to manage the media rollout of the new Adweek. Working from this strategy we went to the media, starting with a prominent article in the Wall Street Journal that ran on the day of the magazine’s re-launch and continuing with a massive media campaign that highlighted the magazine and its top editor in publications like the New York Times, Yahoo!, PaidContent, New York Magazine, Mediaite, Business Insider, Folio, and CNN, among others.
Elle Decor decided to make a bold leap off of its own pages and onto the streets of Lower Manhattan with a stylish, envelope-pushing Modern Concept House connecting 10 premier lifestyle brands with Elle Decor’s 10 A-List selected designers. Elle Decor knew that rich, comprehensive coverage of the project, as well as the creation of dynamic media partnerships around it, would be essential to its success.
High10 Media jumped into action, creating a media outreach strategy that landed placements in the New York Post, Apartment Therapy, CasaSugar, Habitually Chic and AOL’s Shelterpop, as well as a partnership with the LX TV channel. We doubled down on our strategy when we learned Courtney Cox would grace the magazine’s cover and secured fresh items in People magazine, Us Weekly, Page Six, and MSNBC. The result was record-breaking, with highest-ever volume of unique visitors to elledecor.com. Today, Elle Decor leads the shelter category and its brand is associated with high-level, cutting edge concepts like the Modern Concept House.
A+E Network’s History Channel was preparing to roll out The Kennedys, a much discussed and highly anticipated mini-series with an A-list cast that included Greg Kinnear and Katie Holmes. To ensure that The Kennedys roll out had a centralized message and maximum attention, A+E turned to High10 Media to handle the messaging, regular press releases, media advisories, and the show notes.
When the decision came down that A+E could not run the show, High10 Media seamlessly led the transition, helping to communicate to the media, critics and public why the eagerly awaited show would not run, and managing the storm of press coverage surrounding the decision.
Because of our success managing media for The Kennedy’s, High10 Media stayed on as the show’s representation when it was bought by Hubbard Communication, to be aired on the network’s Reelz Channel. Leveraging the interest, we re-crafted the story about the mini-series to help Hubbard achieve the national, and even international, attention it deserved for its bold programming decision.
The results were a deluge of media placements for Hubbard and Reelz Channel, including items in Adweek, The New York Times, Entertainment Tonight, The Hollywood Reporter, People Magazine. But just as importantly, Reelz Channel scored its highest ever ratings with the airing of the mini-series, and was nominated for 10 day-time Emmy Awards. The benefit to Reelz Channel and Hubbard’s name recognition and brand equity was enormous.
Eric Ries had built a national grassroots movement around his “Lean Startup” approach to entrepreneurship, and was preparing to launch his book of the same name to be published by Crown Business. Ries and Crown needed a media strategy that would ensure that book would get the kind of coverage that a burgeoning national business movement deserved.
Working from a strategy that synched with the book’s release, High10 Media reached out to some of the most esteemed media outlets in the country. We secured items on the book in Bloomberg, The New York Times Bits blog, Fast Company, Reuters and Inc., and placed Eric on top-rated news shows including Fox Business and The Last Word With Lawrence O’Donnell. The book released as a New York Times Bestseller and “Lean Startup” is quickly becoming a household concept in the business world.