Door to Door Organics | GFM Secures National Media Attention for Series B Funding Announcement

  • Challenge

    Obtain national business and industry coverage of Door to Door Organics’ Series B funding announcement

  • Solution

    Leverage exclusive pitching, an embargoed release and strategic timing to maximize impact

  • Results

    Exclusive interview with WSJ online and additional coverage resulting in more than 42 million impressions

Challenge

Door to Door Organics, a leading natural and organic online grocer, was undergoing the exhaustive road show process to secure series B financing. GFM was asked to provide leadership and strategic counsel for an announcement that would attract significant, national business and industry press coverage.

Solution

GFM formulated a multi-tiered strategy for sharing the news nationally based on whether or not we were able to secure an exclusive national feature on the funding. The plan hinged on important dates for exclusive pitching, sharing the funding announcement release under embargo with target reporters and the date for the wire distribution, which was based on critical paperwork that needed to be filed to formalize the deal. Because final details of funding were a moving target, GFM shifted the strategy and timeline as needed to ensure the strongest possible results. Throughout the process, the team provided strategic direction and recommendations to the Door to Door Organics leadership team and ultimately, the new investment group.

To prepare, GFM identified numerous targets for the exclusive pitch and expanded our core targets in business, e-commerce and grocery publications to include beat reporters who typically covered funding.

Simultaneously, GFM drafted a detailed Q&A for company executives to use for all funding-related interviews. The team also worked closely with the internal Door to Door Organics marketing team to create a robust online media kit.

Results

GFM secured an exclusive interview for Door to Door Organics CEO Chad Arnold, as well as the managing principal from The Arlon Group investors, with the Wall Street Journal (WSJ) online. The WSJ online coverage resulted in more than 39 million impressions and significant national pickup including briefs on Dow Jones VentureWire, Reuters peHUB, Vator and Fortune.com. The team’s strategic and aggressive outreach campaign to Colorado business, grocery and e-commerce industry trades resulted in an additional 3.3 million impressions and noteworthy coverage in publications that included The Denver Post, the Denver Business Journal, The Daily Camera, Natural Foods Merchandiser and Internet Retailer.