Overview
As a new company, Rising Team had no established brand presence in the market. The challenge was to build brand awareness from scratch. The team development space is saturated with numerous platforms, making it difficult for Rising Team to stand out and differentiate itself from competitors. Demonstrating the tangible benefits and ROI of their platform to potential clients and media can be difficult, especially in a crowded market. Initially, the company lacked high-profile customer testimonials or compelling case studies to showcase its success and impact.
Strategy
The 5W team introduced Rising Team to the market through targeted media outreach, leveraging Founder & CEO Jennifer Dulski's extensive background and leadership experience for initial traction and credibility. The team emphasized the unique aspects of Rising Team, such as aRTi, a personalized AI leadership coach. Dulski’s background and storytelling abilities lent herself well to a podcast audience, where the team pitched stories leading with purpose, building better teams, navigating remote and hybrid work, and the impact of AI on modern leadership.
The team worked in real-time to secure Dulski’s unique POV on trending HR topics including commentary around The Big Stay, engaging Gen Z workers, the benefits of work friendships, and emojis in the workplace around National Emoji Day. Recognizing there were so many recurring trends in the HR place, the team made it a goal to coin its own term—NATO applying and tried different pitch angles including a female-focused investor angle, an AI-focused angle leaning into aRTi, the disengagement crisis/quiet quitting, middle managers being pressured to do more with less, the loneliness epidemic, and more.
Results
5W successfully built the brand’s awareness and created a wider media profile, which included top-tier publications such as CNBC, Fast Company, Worklife, and Forbes.
