2022 Ranking of America’s Most JUST Companies

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Project Overview

Every year JUST Capital releases their annual ranking of America’s Most Just Companies. It is by and large the organization’s biggest moment of the year, with dozens of America’s largest companies promoting their inclusion, and in 2023 we had two additional wrinkles in the mix.

We switched our media partner from Forbes to CNBC, who had vastly different timelines and requirements for coverage.
On launch day, we’d also be ringing the closing bell at Nasdaq as well as running an event for some of the CEOs and leaders of America’s Most JUST Companies, as well as our funders.

With those additions, our aim was to vastly outperform our success metrics from previous, while using the content from this new partnership (and the event) to give us a longer tail, and more chances to interact with our stakeholders in the months afterwards.

And it was my job to make sure our digital comms plans made this happen. Here’s how we did it:

Step 1: Creating the Promotional and Storytelling Materials for the JUST 100

We wanted to make it as easy as possible for companies to promote their award. So in addition to everything we had already created, we also made a sample press release, blog posts, emails, website blurbs, and more. We wanted companies to have easily editable templates for every way they could choose to promote the award.

The top 100 companies in our ranking of America’s Most JUST always get a suite of promotional materials. These include: videos and images for social media posts, social media copy templates, press release templates, award seal files to use for additional promotion, and more. In addition, we give them editable templates for all of our our assets, because we’ve found companies really prefer to integrate everything into their own branding.

In 2023, I led on the creation on each one of those materials. In addition, I created an entirely different set of promotional copy and assets for influencers/partners to our organization, and an additional sheet of individualized copy for each of the 100 companies highlighting one thing their company particularly excelled at so that we’d have social material for the entire month afterwards.

It was a very, very expansive package lol.

YOU CAN CHECK OUT SOME OF THEM HERE.

To look specifically at the full suite we handed off to companies, click here.

Step 2: Getting the Right Stories to CNBC

Getting CNBC the right coverage.

I worked with the data and research teams to parse out the most important stories, asking questions and:

Here were the ones that emerged:

CNBC published a whopping SIXTEEN news items during the launch week, including interviews with many CEOs within the JUST100, trends, etc.

While CNBC was always going to cover the release in some capacity (as well as interview the CEO of America’s Most JUST Company) our coverage directly lead to this articles and addition signal boosting:

Step 3: QA with the Website

All of this pre-planning was great, but it meant nothing if I didn’t make sure every bit of social and digital promotion was tagged, captured, and clipped as it went out. For 3 straight days I basically didn’t leave my computer while fielding all of the social.

Not only was my job to work with what companies put out, but also utilizing press hits. Our press team was busy pitching different stories about the JUST 100 to many other news orgs besides Forbes to get the maximum amount of potential coverage, and I needed to be ready to incorporate that into our digital efforts as they came through.

Step 4: Nasdaq Prep

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Step 5: Follow On Content