The Entourage is Australia’s only business coaching and advisory program exclusively designed for 7 and 8-figure business founders who want to scale up.
Due to a shift in the business model, for a few years The Entourage team had to focus on rebuilding the brand, which meant that they had been absent from public conversations about business and entrepreneurship.
They appointed Agent99 to propel both The Entourage and Founder Jack Delosa back into mainstream and business media to increase visibility, thought-leadership, drive membership enquiries and leads, increase website traffic, and launch Founder Jack Delosa’s and CEO Tim Morris’ new book, Elevate.
Agent99 initiated Jack’s campaign by reengaging key business contacts through meet-and-greets to keep him prominent for relevant content. They also collaborated with The Entourage to identify members for case studies about their program experiences.
Press releases maintained consistent messaging, while a significant strategy involved reacting to breaking news by offering Jack for interviews on topics like business and entrepreneurship.
The media focus was on mainstream online outlets to boost website traffic and simplify membership inquiries.
For the launch of Elevate, a standard event was insufficient. To align with the theme ‘Helping entrepreneurs take the leap’, Agent99 organised a skydiving event for Jack and top-tier journalists on the release day.
The bespoke strategy led to Agent99 almost doubling the KPI for earned media coverage, achieving 120+ articles during the engagement.
The campaign reach was an astounding 84.7 million, an increase of 27185% compared to the previous 12-months.
The focus on online media was highly successful, with coverage secured in News.com.au, CEO Magazine Online, Forbes, The Australian and many more. 80% of articles included a hyperlink to The Entourage website, leading to a significant increase in membership enquiries and leads.
The skydiving stunt to launch Elevate led to ongoing relationships with The Daily Telegraph and Studio 10, and assisted in making the book a best-seller.
