Yulu successfully positions iB Principal Darrell Kopke as a thought leader in entrepreneurial social enterprise, landing hits in top tier publications.
Millions in Audience Reach
Social enterprises – companies that place people, planet and profit on equal footing – are going mainstream as business owners begin to realize that they can do well by doing good. Institute B engaged Yulu to differentiate the organization and its founder, Darrell Kopke as a leader in this space. As more and more businesses and entrepreneurs are seeing the value of the triple bottom line, it was imperative to set Darrell apart by leveraging his expertise and experience in business management and social enterprise.
Yulu was tasked with finding corporate profiling opportunities that highlighted Darrell’s thought leadership and experience working with brands such as Lululemon and Starbucks. We did this by offering Darrell’s commentary on issues trending in the news such as the suspension of the Temporary Foreign Worker Program. We leveraged Darrell’s willingness to be bold and opinionated and his passion for writing, which helped to secure numerous interview and bylined article opportunities.
The Result and Impact
We were successful in securing thought leadership opportunities in both Canadian and U.S. markets, landing 35 hits with an estimated reach of more than 144 million. These opportunities were secured in many top tier outlets such as the Canadian Press, Forbes, Huffington Post and CBC. We also landed ongoing byline opportunities with Huffington Post Canada, PROFIT guide and Entrepreneur.