Overview

Ruby.com is a virtual receptionist and live chat company that creates meaningful connections and captures opportunities for small businesses. Our work together began in July 2021 and went through December 2022. Ruby wanted to expand its media relations efforts, especially around thought leadership during a time when small businesses were facing pandemic-related challenges.

Goals

• Raise awareness about Ruby and its services for small-to-medium size businesses.

• Position Ruby with the media as an innovative company across customer service and technology industries.

• Secure thought leadership opportunities for Ruby’s leadership team.

• Earn awards and accolades for Ruby teams and individuals.

Ruby wanted to be on the map for its services, business strategy and operations, and growth mindset, and to elevate leadership (of which, three of the four top positions are held by women).

We ignited our partnership by fine-tuning brand messaging and setting a small business solutions-oriented strategy to start this important work. Knowing who we wanted to reach and the type of services that Ruby offers, we built an editorial calendar that touches upon real-time concerns and challenges of the small business community to plug Ruby into conversations that leaders can expertly speak to.

We also set out to earn local (Portland, Chicago, Kansas City, Phoenix), national, and trade media coverage about Ruby and its expertise across various topic areas, largely by placing contributed content penned by Ruby leadership to reach more diverse audiences.

Given the size and quick pace of the company strategically sharing major Ruby news was a key focus to earn coverage about the company’s growth and trajectory.

Results

Our work together publicly told Ruby’s story as a comprehensive solution for small businesses, with proprietary technology and a skilled, customer-centric team. We also told the story of Ruby as an employer, sharing announcements about its expansion into the Texas market, its commitment to new employee training programs and professional development, the company’s industry-leading pay increases, and its new employee benefits, such as flex scheduling.

We regularly placed contributed articles, gaining exposure for the Ruby leadership team and the company’s services to small business owners across Ruby’s key industries, such as home services, legal, healthcare, and general small businesses. Developing articles in relevant media outlets gave Ruby a platform to share its knowledge, which in turn helped build its reputation and instilled trust among potential customers.

We also secured interviews and op-eds in key market business journals, announced new partnerships and integrations, and won several awards for Ruby’s team and individual team members.

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“Allyson is the ideal blend of PR master and marketing maven, making her a tremendous strategic partner. She is proactive in her approach, digitally pacing across email and internet searches to uncover any and all opportunities for her clients to be highlighted. Allyson is also a pro at coaching leaders on media opportunities, offering insightful feedback in a respectful manner. Most importantly, she is fantastic at guiding overall PR strategy, making sure Ruby stays consistent in our thought leadership messaging.” - Katie Hurst, former Senior Director @ Ruby