case studies, PR & thought leadership

PR strategy raises Fish 2.0 participation, profile

Thinkshift | January 28, 2016

photo courtesy Fish 2.0

Fish 2.0, a business competition that connects sustainable seafood entrepreneurs with investors and other partners, came to Thinkshift with big aspirations and a tight timeline. It was the biannual event’s second year, and the founders wanted to significantly boost both participation and awareness. They needed a PR strategy and execution, pronto.

“Raising awareness of Fish 2.0 opportunities and educational materials drives our core objective, which is to grow the number of businesses and investors participating in the sustainable seafood sector. Without Thinkshift’s work, we would not have been able to reach our goals or surpass them, as we did in 2015,” says Monica Jain, Fish 2.0 founder and executive director.


  • 300 percent increase in media coverage
  • Highly engaged partner/sponsor network
  • Competition participation more than doubled

“Thinkshift was able to quickly and effectively implement a communications strategy for us, and to adapt that strategy during the course of our project, as needed,” she adds. “After just a few months, we considered Thinkshift to be a key part of our team, rather than just contracted experts. They helped us to problem-solve and drove placement into a broad range of print and audio outlets, which helped us to raise awareness.”

What we did

  • Thinkshift developed a strategy combining outreach to journalists, placement of Fish 2.0-bylined articles and engaging sponsors and partners, and then rolled it out in phases tied to competition milestones.
  • We developed story ideas based on trends revealed by the competition and Fish 2.0 investor updates, and successfully pitched them to trade, sustainability and general-business journalists.
  • We engaged sponsors and partners in promoting Fish 2.0 and provided communications tool kits that made it easy for them.
  • Consulting on social media and other communications tactics throughout the competition kept all efforts aligned.

How it worked

  • The number of entrants, judges and participating investors more than doubled compared with the competition’s first year.
  • 95 articles and radio interviews about or substantively mentioning Fish 2.0 and Fish 2.0 competitors appeared March–December, compared with 24 over that period in 2013 (a 300 percent increase).
  • 95 percent of the competition’s 16 sponsors and partners promoted Fish 2.0 through blog posts, website features, social media, and local media outreach.
  • Fish 2.0’s social media network grew 800 percent.

Without Thinkshift’s work, we would not have been able to reach our goals or surpass them, as we did in 2015.—Monica Jain, founder and executive director, Fish 2.0


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