WNORTH

case study

Key Results

Increased exposure in key international markets

1 million impressions surrounding the conference + founder

New membership + events sign-ups

Founder profiles in both top-tier Canadian and U.S. print publications

The client

WNORTH is a global organization of women who support each other’s rise to corporate leadership. While working for a Fortune 500 company, founder Heather Odendaal noticed there were few women in senior executive positions. Fueled to initiate change, she started the WNORTH Conference for women in business seeking ‘C-suite’ positions in 2014.

WNORTH strives to identify and overcome systemic barriers that prevent more women from reaching high-level positions. Driving the organization’s worldwide reach is The Members’ Club, WNORTH’s exclusive global network that connects ambitious and driven leaders through six city chapters: Toronto, London, Vancouver, Seattle, San Francisco, and New York.

WNORTH Conference yoga class Whistler BC

The situation

Heather Ondedaal came to us having already experienced working with a Canada-based PR firm. This go-around, she was looking for both a U.S. and Canadian media relations strategy to promote WNORTH’s April 2020 conference that was set to take place in Whistler, B.C., something we at Lena Rose PR were able to provide through our already-established relationships.

We secured incredible founder profiles for Heather Odendaal in top-tier print publications such as ELLE Canada and Meetings + Events Northwest Magazine. Lena Rose PR was able to raise awareness of WNORTH internationally through a variety of online placements and increase membership and event sign-ups.

Unfortunately, the pandemic hit hard, and the in-person conference was canceled; but the WNORTH team was quickly able to pivot and create a virtual experience. This allowed for women around the world to experience WNORTH’s offerings and added benefits for those that might not have been able to attend in person.

Lena Rose PR implemented the following:

Utilize pre-developed messaging, marketing + press materials for WNORTH
Strategic international media outreach to properly reintroduce WNORTH and their offerings to the public
Position founder Heather Odendaal as a thought leader in her space via expert commentary opportunities and article development + placements
Intentionally invite local and international media to the upcoming WNORTH conference + speaker series
Create pre- and post-event buzz
Facilitate on-site media and influencers in attendance
Handle incoming media inquiries

WNORTH has been featured in:

WNORTH Logos

“We can’t wait to work with Lena Rose PR on our next project!

We engaged Lena Rose PR to develop a strategy for North American media for our Conference. They were outstanding to work with, securing press in both U.S. and Canadian markets. Based on their efforts, we were featured in print in ELLE Canada and Meetings + Events Magazine Northwest and a number of additional U.S. based podcasts and online pieces. The team was accommodating and flexible in terms of our timing and budget.”