TechGirlz, a non-profit organization dedicated to empowering girls to become future technology leaders, hosted its fourth annual Tech Entrepreneur Camp in Philadelphia from July 13-17, 2015. The only tech-focused entrepreneurial camp in the country designed specifically for middle school-aged girls, TechGirlz’ Tech Entrepreneur Camp hosted 25 girls, ages 11-15, who worked together to develop ideas, come up with a prototype and create a business plan.
It was also the first time that the Philadelphia business and entrepreneurial communities joined together to help TechGirlz support women entrepreneurship in the tech industry with a grant from Startup PHL Call for Ideas and a partnership with PSL University.
Slice’s goal was to garner as much local media attention as possible for the event, while also making a larger pitch to national media outlets about the importance of women in tech. Slice Communications was charged with generating awareness and media coverage for the event, including pitch development, drafting a press release and media alert, media relations and developing a creative campaign that would resonate with local media.
The first thing Slice did was contact all of its local media contacts at print publications to tell them about the upcoming event and get them excited about covering it. The account team developed individual pitches, detailed press materials and started setting up pre-event interviews with the founder and CEO of TechGirlz.
Following this, Slice reached out to all of the Philadelphia broadcast outlets with a media alert inviting them to cover the event. Simultaneously, the agency took to Twitter with the #All4TechGirlz campaign to interact with some of Philly’s top influencers in the media and the tech industry to generate retweets and added engagement and excitement for the upcoming event. Slice’s social media campaign consisted of having community leaders and local news personalities pose for pictures with the TechGirlz mascot on a stick – everyone from Philadelphia Mayor Michael Nutter to 6ABC’s Cecily Tynan and FOX29’s Mike Jerrick participated.
Slice’s PR efforts resulted in feature articles in three of Philly’s top print publications: the Philadelphia Inquirer, Philadelphia Business Journal and Technical.ly Philly; as well as broadcast coverage on KYW Newsradio and 6ABC.
Additionally, national media pitching resulted in this great piece from Leo King at Forbes that talked about the importance of involving young women in tech and highlighted some of the innovative apps that were developed by the TechGirlz during camp: “Sportique,” which records athletic motion and recommends better technique; “Hazard Protector,” an alert based app for emergencies, and “Rapid Rescue,” which helps reunite lost pets with their owners.