Opportunity:

• Advance the credibility of “not-com” domain choice, specifically the Donuts Inc. portfolio, by aligning with magazine brands relevant to and respected by entrepreneur communities.

Solution:

• Partnered with respected business publications Inc. and Fast Company (and its journalists) to produce stories that integrated and amplified the “not-com” message and opportunity.

• Worked closely with editorial teams to research, produce and syndicate business stories that included company messaging. All related stories lived on an Inc. magazine microsite hub.

Results:

• Produced more than 25 “custom content” stories in partnership with Inc. and Fast Company magazines. These stories were included regular email blasts; a handful were also included as full-page print stories within the hard-copy magazines, as well.

• All stories incorporated key messaging with call-to-action to purchase a “not-com” domain. All stories were digitally syndicated with audience targeting (atop the syndication efforts within in the Inc./Fast Company bubble). Articles received more than 119,000 clicks.