Sole Strategies

Case Study

sole strategies

Project Overview

Sole Strategies is the first of its kind, progressive campaigning organization dedicated to amplifying the efforts of progressive candidates. Founded by a passionate Zee Cohen-Sanchez, the company’s mission was to use people-powered strategies to help candidates from underrepresented communities make it to the ballot and have their voices heard. The company found its name from Zee’s time working on the AOC campaign, where she literally wore through the soles of her shoes. With door-to-door campaigning being such an important piece of political strategy, the name took hold. Now, with Amani Wells-Onyioha as the Operation Director, the two have changed the face of political campaigning and are continuously getting their clients on the ballots.

Coming to Otter PR for publicity was an important step in Sole Strategies’ growth. While they already had some high-level clientele, they were still relatively unknown and their reach was small. Politicians were unsure of their capabilities and what they stood for. Because of this, Sole Strategies needed to find a way to showcase their abilities and mission to a larger audience. That is where Otter came in and helped them begin making the impact they deserved.

sole strategies

The Problem

Sole Strategies recognizes that the majority of people in office had financial backing before running for government. Either incumbents came from money, or they had corporations behind them, funding their entire races. Additionally, these people are rarely representative of the American public, coming from upper-middle class families, and holding views that are outdated and will not bring any true positive changes to citizens. Without proper representation, working class and marginalized communities will continue to be ignored, despite making up the majority of the population.

Sole Strategies’ mission is to work with people who are committed to real change in America, support candidates who may not have the publicity, background or money to step into the role, and lead their campaign strategies as they fight to be elected. Instead of coming in as consultants, Sole Strategies does all the hands-on work that other companies don’t offer, bringing their clients more satisfaction and success.

The Strategy

Sole Strategies was almost unknown when they came to us for PR. Our strategy was to highlight their story and also show the public who the experts are leading the company. Instead of focusing on the unknown business, we focused on the leaders of the company, their insights into current events, educational tips, and their views on our political system. As we gained more ground with this strategy from smaller outlets, larger, more well-known publications became interested in the women running Sole Strategies. Taking this angle has given the company more authority and positioned our PR team to showcase it in a stronger light than was possible in the beginning.

soles trategies

Business Impact (results)

In the last 4 months, we’ve had 20 new hires. This is a combination of full-time and part-time team members, as well as contract-based field captains.

Compared to the month of September 2021 vs the month of January 2022,

Website Clicks have increased by 69.79%

Website Impressions have increased by 54.4%

Average CTR has increased by 2.6%

Clicks Total Impressions Average CTR

September 2021 331 1330 24.9%

January 2022 562 2050 27.5%

+ 69.79% +54.14% +2.60%

YTD this 2022, our bookings are currently valued at 44% of our overall annual booking value for 2021, despite only being on the second month of the year.

sole strategies
Marley Lumbard

Marley Lumbard

Marley is originally from Maine, but her travels have taken her across the country and the world, living in 7 different states before finally settling in Miami. Her love of new experiences and connecting with the world has led to many professions. After graduating with a BA in creative writing from The University of Colorado, Boulder, she went on to study Clinical Herbalism and Nutrition. She takes everything she learns in each of her endeavors and applies it everywhere in all that she does. Through the years she’s worked in natural health, hospitality, brand management, photojournalism, and celebrity PR. She’s also produced events ranging from intimate retreats to full blown music festivals.

Publicist

Marley Lumbard

Marley Lumbard

Marley is originally from Maine, but her travels have taken her across the country and the world, living in 7 different states before finally settling in Miami. Her love of new experiences and connecting with the world has led to many professions. After graduating with a BA in creative writing from The University of Colorado, Boulder, she went on to study Clinical Herbalism and Nutrition. She takes everything she learns in each of her endeavors and applies it everywhere in all that she does. Through the years she’s worked in natural health, hospitality, brand management, photojournalism, and celebrity PR. She’s also produced events ranging from intimate retreats to full blown music festivals.

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