The Stakes:

• Need to reach senior decision-makers (Director+ level) at major tech companies

• Limited brand recognition among target audience of tech executives

• Need to demonstrate measurable impact to secure future funding

Target Audiences:

• Tech industry professionals at companies with 200+ employees (director level and above)

• Diversity & Inclusion and Corporate Social Responsibility (CSR) professionals at major tech companies

• Priority company employees: Cisco, American Express, Apple, Twitter

The Strategy

Rather than competing on credentials, we positioned Reboot as the authentic voice for Black, Indigenous, and Women of Color (BIPOC) challenging tech industry norms at a key moment in time in the professional workforce. To do so, we created an editorial calendar focused on three content pillars: findings from the organization’s latest report, professional resources, and personable videos of the leadership team speaking authentically on the importance of supporting women of color in tech.

• Quality content over promotion: Focus on valuable thought leadership content (research findings and data from self produced research; professional resources and frameworks) rather than organizational marketing.

• Platform optimization: Leverage LinkedIn's algorithm preference for video content as well as its widespread use in the professional workforce.

• Audience segmentation: Run both broad awareness and narrow targeting campaign to identify our target audiences (senior level executives) and move them up the ladder of engagement.

Content Strategy: 

• Thought leadership articles: Position Reboot leadership team as industry experts challenging the status quo of what it means to be a woman of color in tech with ongoing Medium series, “Dear tech companies.”

• Data-driven infographics: Share compelling statistics and data from the organization’s pioneer research report, Rebooting Representation (2018).

• Executive video content: Humanize leaders in the organization through personable storytelling, ensuring tone and voice are authentic to the experiences of leadership.

• Resource sharing to drive brand identity and trust: Provide key resources, tools, and frameworks for other leaders in the tech industry as a means of building trust with audiences. Increased trust then drives more first - party data (emails, subscribers), which in turn leads to more engagement and lower ad costs.