Producing a chart-topping podcast with Carly Fiorina
Carly Fiorina’s resume speaks for itself - She started out as a secretary for a nine-person real-estate business and eventually became the first woman ever to lead a Fortune 50 company. Now in the next phase of her career, Carly approached RMC to help design, produce, and promote her new podcast on leadership - “By Example.” RMC was with Carly’s team every step of the way - from initial concept, to branding, to hosting and distribution, and a launch that led to “By Example” being featured on the front page of iTunes. Now in its second season, you can find “By Example” on iTunes, Spotify, or your favorite podcast hosting service.
Building A Brand
Carly’s team came to us in the early stages of development of the project. At the time, they had just a few episodes recorded and a name. We took the reigns and built a brand that spoke to Carly’s pedigree as a leader respected in both the business and political arena. Our work helped develop a cohesive image that aligns Carly’s personality, brand, legacy, and leadership with that of her nonprofit, Unlocking Potential, resulting in brand growth and greater audience engagement. Ultimately, our goal was for the first word someone thinks of when they hear “Carly Fiorina” to be leadership.
We brought in the big guns to ensure that “By Example’s” launch was a success. First season guests included NBA All-Star Baron Davis, General Colin Powell, ESPN Announcer Jay Bilas, TV host & #MeToo icon Gretchen Carlson, Senator Bob Dole, and more!
Carly’s podcast launched with a bang. RMC harnessed all available resources (Carly’s personal brand, Unlocking Potential’s network, social media, paid media, etc.) to ensure that the launch was a success. We organized a street team for the launch to make sure “By Example” surged early on the charts. During the launch, it was featured on a variety of mainstream news outlets, including CNN, Fox News, Fox Business, and Bloomberg. But most important of all - we secured “By Example” a spot on the coveted front page of iTunes, in the “New & Noteworthy” section.
Optimizing The Show
The podcast market is more competitive then ever. This makes our success with “By Example” even more remarkable. There are over 550,000 active podcasts on iTunes. And yet, of those 550,000 podcasts, only a small percentage of programs capture the majority of listeners. In order to cut through the noise and grow a nationally-renowned podcast, we helped develop a long-term content strategy, grow an active audience, and differentiate “By Example” from competitors. Using our proven techniques and tactics, we were able to optimize “By Example” across all mediums - the website, iTunes, social media, podcast hosting, to ensure as many listeners as possible.