CASE STUDY
GIRL TRIBE GANG
The Brief
Girl Tribe Gang is targeted at women, who are working for themselves or aspiring to. It is an exclusive, members only collective of mini eco-systems of support and encouragement, through meet ups and power hours.
We were approached by the founder of Girl Tribe Gang in its early days – when they had just launched a couple of locations, but had ambitious expansion plans. The vision from day 1 was always to achieve national coverage and be a fast growth business, and PR was identified very early on as a business critical tool that needed to be embraced, yet it was a medium alien to them.
Founder Catherine also runs Bringing Sparkle Back, a Psychotherapy service for women and she to draw upon this, as well as her corporate career in the NHS as HR Strategist, to add weight to GTG proposition.
We were recommended to Catherine and the rest is history.
“Working with Chocolate PR has helped me get my story out there way beyond the realms of what I could do myself. I’d advise any entrepreneur to make PR an integral part of your business. It’s helped me accelerate the growth of my brand and raise the value of my brand!”
The Strategy
The PR strategy is based around announcing the roll out of the regional tribes, showcasing the local women behind these and their stories. We did this initially with Catherine but now the tribe members for each location are being the face of their area.
Alongside this regional activity we are presenting Catherine as a leading voice representing female entrepreneurs and working mums passionate about business and we draw upon her expertise as a psychotherapist to further bring in another dimension for expert comment.
We use both proactive and reactive PR methods to raise the profile of Catherine and her 2 brands.
Award entries have also played a key role in the PR strategy – some have been inbound, as the PR has attracted nominations – job done! -and some have been proactive entries to help further tell the GTG success story.
Featured Media
The Results
Girl Tribe Gang are smashing their 3 year targets in their first 12 months of business and Catherine and the brand has featured on BBC Business, BBC Radio 5 Live, Grazia, Huff Post, CNN Money as well a whole host of local media announcing the regional roll outs of new tribes.
GTG is also regularly approached to be involved in brand partnerships for some of the biggest brands in the UK.
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