The Challenge
Swing Education connects substitute teachers with schools, streamlining the process for districts and the substitutes. It had been operating in a limited number of states since 2009 and in early June 2023, expected to secure a Series C round of funding.
The overarching goal was to generate visibility for Swing Education going into the fundraising announcement. Specific goals:
- 1Introduce Swing to education editors and writers through thought leadership and bylines
- 2Secure podcast placements among edtech and education influencers
- 3Announce a fund-raising round and secure significant coverage among education media and investor media
- 4Secure award wins among education media and technology media
- 5Secure a significant tech and business media placement
Pando PR Strategy
Swing’s offering was proven but not widely understood, therefore, the first phase was to define Swing’s value proposition with several thought leadership articles and podcast interviews. The added benefit would be including links back to Swing website content. In the process of writing and publishing these bylines, we would also be introducing Swing to K-12 education trade reporters, editors, and influencers.
Pando also began reaching out to substitute teachers who used Swing to find those willing to either byline their own “Swing story” or who could be media contacts for interviews. The goal was to explain how Swing worked from the sub teacher’s perspective.
These pieces would help define the Swing story so that it could be explained in concrete terms when applying to awards programs. Pando selected the Fast Company’s Most Innovative Companies Awards and the American Business Awards – Stevie Awards as the primary award programs. Both are highly regarded, both gave great visibility, and the Fast Company award, if secured, would validate Swing’s position and garner significant visibility in a top tier tech publication.
Announcing the fundraising round, including a multi-phase approach of embargoes and exclusive interviews offered to targeted reporters, followed by email distribution to a more broadly selected list, and then distribution on via Businesswire to secure additional pickup.
76
Ave Domain Authority
187.61M
Similarweb UVM Total
7.5M
Similarweb UVM Average
$1.5M
Total AVE
Outcomes and Selected Placements
All goals were achieved. The most notable achievement was winning the AMA Stevie Award, AND the Number 5 spot on FastCompany’s Most Innovative Companies list for education solutions. Swing was featured in a stand alone story and included in the winner wrap ups, print and online.