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Thought Leadership

Establishing thought leadership to increasing brand positioning

Fearless is a rapidly growing leader in digital transformation within government, impacting the lives of Americans accessing services nationwide through its work with federal agencies including CMS, SBA, GSA, NARA, DIA, NSA, and the Airforce.

Fearless is a rapidly growing leader in digital transformation within government, impacting the lives of Americans accessing services nationwide through its work with federal agencies including CMS, SBA, GSA, NARA, DIA, NSA, and the Airforce.

The Problem

When CEO Delali Dzirasa started his business 12 years ago in his mother’s basement, he had a goal to develop software with a soul and build a company with a focus on civic tech that empowered its staff to fail fast and innovate new solutions.

While initially an SBA 8a, HubZone company, today Fearless has grown to nearly 200 employees with $60M in revenue, and was recently awarded a $120M blanket purchase agreement (BPA) from the General Services Administration.

It has leveraged its success to help others, creating an incubator for minority founders looking to compete in the $100B federal marketplace, donating more than $200k annually to community groups supporting STEM and addressing racial injustice, and sponsoring programs like Minority Innovation Week and Downtown Partnership’s BOOST program.

Despite this rapid growth and recognition locally as a leader in the Baltimore tech ecosystem, Fearless is a small fish in a big pond since its exit from the 8a program, and saw a need to elevate its profile nationally and within government circles.

Our Solution

Working with the Fearless brand team, we developed a PR strategy to establish Fearless as thought leaders in digital transformation within government circles, as well as drivers within the greater tech community for equity and inclusion.

This strategy was developed using the PESO model – paid, earned, shared and owned.

Not only did we increase visibility for the CEO, we showcased the company’s depth of expertise by spotlighting multiple team members.

Award Recognition
Award recognitions are a great way to establish third-party credibility and build brand awareness.

Ernst & Young Entrepreneur of the Year Mid-Atlantic Finalist
GBC Bridging the Gap – Mentor of the Year
Technical.ly RealList Engineers

Placed Media
Unlike earned media when you pitch an idea or expert source to a reporter, placed media is the publication of bylined articles, which allows for better control of the message and elevates credibility as a thought leader.

Entrepreneur Magazine
GovLoop
Baltimore Business Journal

Earned Media

Earned media is the most common way to secure media coverage, develop relationships with targeted outlets and reporters, and pitch relevant story ideas or expert sources for hot topics/current events.

Savoy Magazine
Government Matters
Afro

Speaking Engagements
Serving as a keynote speaker or panelist puts leaders in direct contact with their target audience, and provides a platform to showcase ideas and expertise. In some cases, speaking engagements can lead to expanded coverage through the reuse of content for a podcast or when shared on social channels.

Black is Tech Conference
TEDCO Talks

“Over the past two years Kristi has been an integral part of increasing our brand awareness and truly maintaining our awareness and recognition throughout the area. Kristi is thoughtful, strategic, and consistently identifies opportunities to leverage partnerships and/or promotional strategies to lead us toward our objectives. I am impressed with her ability and approach to collaborating across senior leadership teams to create cross functional content and campaigns. We value Kristi’s work and enjoy working with her. Kristi approaches work with poise and confidence and she would be a positive addition to anyone’s team.”

John Foster

COO, Fearless