Lauren Winans is the Founder, CEO, and Principal HR Consultant for Next Level Benefits, an HR consulting practice offering clients access to HR professionals for both short-term and long-term projects. With 20 years of experience focusing on HR and employee benefits, Winans possesses a deep expertise of HR best practices and what resonates with employees. Through her work with Next Level Benefits, Winans offers HR teams at companies of all sizes on-demand access to former corporate HR professionals whenever and however they need.
Winans worked in the corporate world for 20 years. Still, she knew that there was a better way to leverage her skills and experience to help more organizations with their employee issues and projects. In 2019, she founded Next Level Benefits to serve as an additional HR team who have sat in the same seat as their clients and target audiences. As a result, Winans and her team are able to assist companies with tackling these issues quickly, effectively, and in a variety of ways.
When Winans came to Otter PR, she had no previous experience in media, but wanted to use PR to further build her brand and list of clientele. Prior to her approaching our team, she discovered that her previous marketing efforts — including spending on print ads and sponsorships — were a waste of both her time and money.
Given Winans’s sentiment regarding her previous marketing spending efforts, we knew that our strategy would need to be extremely narrow and hyper-focused. Thankfully, her comprehensive knowledge of (and experience in) her industry granted her the ability to comment as a subject matter expert on current events, making her an extremely appealing client to key professionals within our media network.
Our team opted to lean on Winans’s credibility and expertise in her field when formulating and sending pitches to fit topics relating to her field. Through this, we were able to consistently connect her with journalists and top-tier media outlets in the sectors of HR, business consulting, and workplace health & wellness, and other niche topics.
Business Impact (results)
As a result of our comprehensive media strategy, Winans has received tremendous repeated successes in media coverage and plans to continue with PR going forward. The PR exposure we generated for her has also helped to elevate the content of her company’s social media posts, increasing their overall engagement rate by 3 percent.
After her first three months with Otter PR, Winans expressed that her monthly PR expenses have paid for themselves in regards to new client revenue for Next Level Benefits, with a total ROI of 100%. In addition, our team has made updates to the Next Level Benefits website in order to feature PR content in blog posts and on the company’s media page, which has lent further credibility to Winans, her company, as well as its brand image and services.