SL Communications

Overview/Challenge: 

Optimal Dynamics, a leader in artificial decision intelligence for trucking companies, approached SL Communications about a public relations program that included earned media outreach and bylined articles to raise brand awareness before a Series C Funding announcement. Before working with SL Communications, Optimal Dynamics had a limited presence in both the trade and business press and was relatively unknown as a rising logistics startup outside of its current and prospective customers. Their goal was to increase media presence, establish thought leadership in the logistics and technology space, and position the company as a key innovator to both investors and the broader market.

Solution: 

Develop a series of storylines that would raise awareness around the new product category of artificial decision intelligence and share how their technology results in greater operational efficiency, increased profitability, and a decisive competitive edge – each of which is critical to thriving in today’s unpredictable freight market.  SL Communications worked to adapt Optimal Dynamics’ blogs into thought leadership pieces by executives that subtly shared the advantages of their technology and its importance in an uncertain economic environment. Additionally, SL Communications worked to place earned media stories about the company and its executives in various trade publications.  

In advance of announcing the funding, the team worked closely with Optimal Dynamics’ leadership and investors to determine high-priority outlets read by customers that would make the most significant impact. Once the company was ready to announce their $40 Million Series C Funding, SL Communications was able to secure an exclusive story with a Wall Street Journal reporter who could be able to tell a deeper story about Optimal Dynamics’ technology in addition to the funding. On the day of the announcement, the press release was widely shared with both top-tier business and trade outlets covering VC, logistics, retail, ecommerce, and technology, as well as local NYC media contacts. 

Results: 

Efforts resulted in a feature story by the Wall Street Journal, leading to over 11 million impressions in earned media coverage, including additional pick-up from Fortune, Axios, Journal of Commerce, DC Velocity, and Forbes. The news coverage brought better awareness to Optimal Dynamics, both as a company and the artificial decision intelligence category, and helped build new media relationships for Optimal Dynamics’ leadership. 

On the day of the Series C announcement, Optimal Dynamics’ website saw an increase in unique viewers and traffic. The articles brought awareness and interest to Optimal Dynamics as an up-and-coming technology and logistics company, and the client reported that several new companies entered their sales pipeline as a result of seeing the announcement. 

Overview/Challenge: 

Fayetteville, Arkansas, has grown rapidly over the past decade, touting itself as “the second largest city” in the state. However, despite the growth, the city’s tourism advertising budget remains very small, at just $ 300,000 over the course of one year. SL Communications was tasked with partnering with Experience Fayetteville’s advertising and creative agency, Outright, to lead earned media outreach that aligned with the overarching creative campaign to 1) increase visitation, particularly overnights/average nights in market, 2) position Fayetteville as an attractive long-weekend destination, and 3) develop a strong Fayetteville brand identity. 

Solution: 

SL Communications developed a robust calendar of media pitches that aligned with the creative campaign and client goals and began establishing relationships with journalists who cover tourism, hospitality, and the outdoors. SL Communications developed two media pitches per month to highlight Fayetteville’s culture, family-friendly atmosphere, culinary offerings, outdoor activities, inclusive environment, and more in order to reach a wide range of journalists. We also hosted a media familiarization tour in Colorado (one of Fayetteville’s new target fly markets) to secure earned coverage in the region and reinforce Fayetteville as an easy-to-get-to destination from Colorado. 

Results: 

SL Communications secured coverage of Fayetteville in well-respected publications like New York Times, Outside Magazine, The Points Guy, Food & Wine, National Geographic, and Southern Living. Coverage also spanned more niche publications focused on specific topics and regional audiences. Now, in the second year of the campaign, we are receiving more inbound requests from the media, as well as requests to visit the city to gather content for stories. The average amount of time that travelers spent in Fayetteville during the campaign period increased by 6% compared to 2023. That metric includes day-trippers as well. If we exclude day trips, overnight visitors spend 8% more time in the destination. In just 8 months in-market, seeing this metric rise at this level further reinforces our successful partnership. Organic traffic increased by 54% during the campaign period, particularly from our target markets: Chicago (+85%), Dallas (+130%), Colorado (+31%). 

Overview/Challenge: 

Warp, a technology-powered freight network focused on modernizing the middle mile of American logistics, wanted a way to elevate its founders' presence in the media. While Warp was often mentioned in logistics trade publications, the founders sought to establish new relationships with business media that covered technology, the economy, and industrialization.  

Solution: 

SL Communications closely monitored the news cycle and collaborated with the founders to identify current trends and stories where they could lend their expertise. By taking a consultative approach, we developed targeted pitches to a small list of media writing about a specific topic to best position Warp’s co-founders as thought leaders.  

 Results: 

Reporters from The Wall Street Journal, Bloomberg, Inc., and The Information responded to our tailored pitches, and we secured interviews that resulted in stories quoting Warp’s co-founders in these publications. Warp’s leadership has reported that several new prospects have referenced articles in which Warp or its co-founders have been mentioned. As a result, they have reached out to learn more about the company’s capabilities, contributing to the company's sales pipeline.