Mailchimp
MEDIA RELATIONS
Overview
During my over 8 years working with Mailchimp, I played a crucial role as a key member of the company's core PR team. My responsibilities included handling PR for the corporate team, leading and managing executive speaking opportunities for the C-Suite, and supporting various iconic advertising campaigns. This meant working closely with multiple teams—marketing, creative, and leadership—to ensure a cohesive and impactful communications strategy.
Through these comprehensive efforts, I supported the securing of prominent media coverage, including an in-depth profile in The New York Times and covers of Inc. Magazine and Forbes. I also took the lead in launching Mailchimp's entertainment division, which resulted in a viral campaign during SXSW 2020 called "Support the Shorts." This campaign received significant attention, with additional coverage garnered in Vanity Fair, People Magazine, and Rolling Stone. These initiatives substantially enhanced Mailchimp's profitability and elevated the beloved brand to international acclaim and ultimately a multibillion-dollar buyout by Intuit.
Mailchimp's unique position presented both an opportunity and a challenge. Despite their significant success, they were relatively unknown in the public eye, as they had never engaged in PR before. They were a completely bootstrapped company nestled in Atlanta, Georgia, far from the bustling tech scene in Silicon Valley. The primary challenge, therefore, was to convince the leadership team to open up about their story and share it with the world.
The strategy for enhancing Mailchimp's growth through public relations involved building trust with the leadership team by educating them on PR benefits, showcasing successful case studies, and aligning PR goals with business objectives. Once buy-in was established, the focus shifted to crafting a compelling narrative that highlighted Mailchimp's unique story, including its impressive growth, humanizing the brand through employee stories, and developing innovative campaigns like "Support the Shorts." A critical aspect of the strategy was securing high-profile media coverage by fostering strong relationships with journalists, crafting engaging press releases, and providing exclusive stories to top-tier media outlets.
The PR initiatives undertaken at Mailchimp not only elevated the brand to international acclaim but also played a crucial role in its growth and success. By building a strong PR foundation, crafting a compelling narrative, and securing high-profile media coverage, we were able to transform Mailchimp from a hidden gem in Atlanta to a globally recognized brand. This work highlights the power of strategic PR in driving business success and achieving significant milestones.
Media
Inc: Want to Prove Patience Pays Off? Ask the Founders of This 17-Year-Old, $525 Million Email Empire
Forbes: The New Atlanta Billionaires Behind An Unlikely Tech Unicorn
Rolling Stone: Shirley Manson on Hosting ‘The Jump’ Podcast, Future of Garbage
Vanity Fair: Seven New Podcasts That Defined 2020
Business Insider: Popular direct-to-consumer brands like Away, Dirty Lemon, Glossier, and Mailchimp are pouring money into building content studios as they go beyond performance marketing
The New York Times: MailChimp and the Un-Silicon Valley Way to Make It as a Start-Up