CASE STUDIES
What happens when your ideas reach the right people.
Here is what some of my clients have accomplished over the years.
Pictured: Client Erica Bethe Levin competing on Gordon Ramsay’s “Food Stars”
MY CLIENTS HAVE LANDED COVERAGE IN
Ian Beacraft: From SXSW to global thought leader
Tech • Speech Development & PR
Futurist and creative technologist Ian Beacraft worked with me to amplify his visibility ahead of his featured keynote on generative AI and the metaverse at SXSW 2023.
With AI dominating the headlines, our focus was on cutting through the noise and positioning Ian’s insights as both original and essential. I worked closely with him to refine his core message — The Age of Creative Generalists — and crafted a clear PR and thought-leadership strategy to elevate his voice in the national conversation on AI and the future of work.
The impact was immediate. Ian’s SXSW keynote drew a standing-room-only audience and sparked over 75 media mentions during the event weekend alone. The video of his talk has since been viewed over 100,000 times, and he quickly became a go-to voice on the future of AI and creativity. Just one month later, Ian was invited onstage with one of the most respected technology journalists in the U.S., further accelerating his credibility and exposure.
Ongoing Momentum:
Over 500 press mentions in 2023
Featured in Slate, The Washington Post, and Bloomberg
Represented by United Talent Agency
Paid keynote engagements with Google, Microsoft, and other global brands
2024–2026 Highlights:
Returned to SXSW as a main stage speaker 3x
Cemented his position as a top global voice at the intersection of AI, creativity, and technology
Ian Beacraft, Founder and Chief Futurist, Signal + Cipher
“Not only did Tracy help me crystallize my ideas and make them applicable to all audiences, but she also helped me understand and anticipate journalists’ reactions. On top of that, she helped me leverage my SXSW speech to attract a ton of media coverage that was a game-changer for the growth of our business.
Tech • Messaging + PR
From idea to $2.2M:
CardMill’s record Kickstarter
In May 2025, CardMill’s founder was ready to launch a Kickstarter for his invention, an AI-powered automatic trading card sorter — but needed the right story, positioning, and PR strategy to reach the niche yet passionate community of Magic: The Gathering fans and card collectors.
I helped him nail his origin story, craft messaging that resonated with both journalists and fans, and build a holistic PR system. This included developing journalist, podcast, and content creator pitches; curating media lists targeted to collectors; and creating a multi-channel social strategy. I also helped shape his own YouTube series to share behind-the-scenes updates as the Kickstarter launch approached.
In July 2025, the founder executed the strategy with excellence, layering in digital ads and a newsletter to build momentum. The results were extraordinary.
Momentum highlights:
Kickstarter fully funded ($350,000) in just 24 minutes
Raised $800,000 in one day
Closed at $2.2 million raised, placing in the top 0.1% of all Kickstarters
Jonathan Domanus, Founder, CardMill
"Tracy helped me turn my idea into a story people believed in. Her strategy gave me the tools to build momentum, and it directly fueled our record-breaking $2.2M Kickstarter launch. I am immensely grateful to her for her guidance, strategy, and friendship during an incredibly wild ride.”
CPG • Public Relations & Thought Leadership
Globowl: From “Food Stars” to CPG industry recognition
Erica Bethe Levin, founder of Globowl and a contestant on Gordon Ramsay’s Food Stars, wanted to turn her national TV exposure into lasting brand momentum. I helped Erica craft a clear media narrative and leveraged her appearance to land immediate placements on ABC, CBS, and NBC affiliates, along with other local media hits. These wins positioned Globowl as a serious new player in the baby food and CPG space.
Following the success of the initial program, I continued advising Erica and her team to extend that visibility. We secured high-profile podcast interviews across the parenting and consumer product space, helping her speak directly to her target audience. Erica also became a contributor to Motherly, reaching millions of moms with thought leadership content, and landed a recurring cooking segment on NBC, where she regularly shares Globowl’s globally inspired baby food recipes.
2025 Highlights:
Featured in The Bump and Good Housekeeping
Named a Progressive Grocer Top Pick
Erica Bethe Levin, Founder and CEO, Globowl
“Although I've always considered myself PR savvy, traditional PR hasn't always felt like it was working. Tracy armed me with the tools I needed to do it the right way, on my own, and it's been more effective than anything else we've ever tried. She goes above and beyond to support her clients, celebrates every win, and even makes sure we all have fun along the way.”
Culture • Public Relations
Margo Popio: From local photographer to
morning show sensation
Experiential photographer Margo Popio launched a Barbie-themed immersive photoshoot timed to the release of the Barbie movie. With the film already in theaters, the window to capture media attention was closing fast. Margo partnered with me to create a targeted PR strategy and compelling pitch emails designed to spark buzz in the Chicago market, despite extensive local coverage of Barbie events that had already run.
I set clear expectations: media interest might be a stretch. But the story, visuals, and angle were strong —and within days, WGN Morning News, Chicago’s top-rated morning show, reached out. They didn’t just want to cover the experience, though. They sent two on-air reporters to go through the full Barbie photoshoot and featured the story throughout the broadcast.
Momentum highlights:
Full multi-segment feature on WGN Morning News
Reporters experienced the shoot live on-air
Over 25 shoot inquiries within hours of the segment
Massive boost in brand awareness and demand
Margo Popio, Owner, Vavoom Pinups and Margo Popio Studios
“Tracy is the sharpest tool in my toolbox. She is in your corner… she comes up with the hook that snaps it all together. A true creative thinker, she opens your world and asks you the hard questions that take you to the next level, even when you think you know everything about your business. The PR Accelerator formula that she created is so fine-tuned because she is. She comes to you with the highest variety of experiences, clients, and focuses. I wouldn’t trust anyone else with my company’s reputation.”
Social Impact • Digital Activation & Public Relations
Windy City Indie: From no online presence to $80K raised in 10 days
In April 2020, music producers at Windy City Indie had an urgent goal: launch a virtual concert, Our City of Neighbors, to unite Chicago and raise funds for frontline organizations, despite having no digital presence and less than two weeks to pull it off. I stepped in to lead the digital strategy, coordinate PR, and activate artist audiences to maximize visibility and impact.
I personally secured opening remarks from Illinois Governor JB Pritzker, giving the event immediate credibility and momentum. I also developed and led a grassroots digital activation strategy that mobilized performers, including Jeff Tweedy, Katie Kaden, The O’My’s, Ric Wilson, and NNMADI to promote the event directly to their followers. Simultaneously, I ran a focused media outreach campaign that landed coverage across Chicago’s top outlets, including a feature in the print edition of the Chicago Tribune.
Momentum highlights:
Opening remarks by Governor JB Pritzker
Media coverage across all major Chicago outlets
Print feature in the Chicago Tribune
1,300+ live viewers and 7,000+ replays in the first week
Over $80,000 raised for local frontline organizations
Karen Salmon, Co-founder of Windy City Indie and Things That Fly
“Working with Tracy is like having a partner in crime. She fully immerses herself in the art and science of telling your story and growing your audience, both at the strategic level and in the fine details. Strategically, she is spot on. Tracy is quick to set a course — then evaluate and adjust, so time is not wasted and opportunities are not missed. But details are everything in this field and she makes sure to get them right. “
Professional Services • Messaging & Website Build
Alex Ruggieri: From seasoned expert to global brand ambassador
Alex Ruggieri, a globally respected commercial real estate advisor and member of the elite Counselors of Real Estate, came to me to launch a new brand for his advisory business. With decades of experience navigating complex transactions, Alex needed a visual identity and message that reflected the depth of his expertise and elevated his presence in an increasingly competitive field.
I worked closely with Alex to refine his core messaging, ensuring it communicated both his industry authority and the value he brings to high-level clients. From there, I put together a team to develop a polished brand identity, directed a custom photo shoot, and launched a sleek new website that showcased his leadership, legacy, and global reach.
Momentum highlights:
Launched an elevated brand identity and custom website
Named an international brand ambassador for a leading real estate group
Strengthened positioning as a global authority in commercial real estate
Created new opportunities for strategic partnerships and advisory roles
Professional Services • Public Relations & Messaging
Rachel Zorel: From boutique agency founder to “Person to Watch”
Rachel Zorel, creative director and founder of 7 Layer Studio, had a clear mission: elevate visibility for herself and her all-women design agency based in suburban New Jersey. Although their creative work rivaled top Manhattan firms, they weren’t getting the same recognition or media attention. To close that gap, I helped Rachel refine her messaging and build a PR strategy that would position her and her team as leaders in the design space.
We began by crafting a new SEO-optimized sales page to drive qualified leads and elevate their digital presence. From there, I developed a suite of compelling pitch angles and strategic outreach emails tailored to design and business media. Working closely with Rachel’s team, we helped sharpen their story, making it clear why 7 Layer Studio deserved national attention.
Momentum highlights:
Featured in GDUSA Magazine, a top industry publication
Rachel named a “GDUSA Person to Watch”
Elevated brand visibility and credibility for 7 Layer Studio
Increased inbound interest from clients and media alike
Rachel Zorel, Founder and Creative Director, 7-Layer Studios
”As an agency owner, I hired Tracy for guidance and support to market our agency. In our time working together, we discussed everything from brand positioning to marketing opportunities through the lens of PR, social media, and thought leadership. Her insight, experience, and accessibility made the process incredibly valuable, which we are still benefiting from nearly a year later.”
Mark Briggs: From author to executive coach with a bestselling platform
Consulting • Messaging & Website Build
Although Mark Briggs had published two books before, The Butterfly Impact was his most personal yet—sharing how his life was upended twice in a decade and the ripple effect that followed when he made small, intentional changes to how he worked. He partnered with us to ensure this book reached the right audience and laid the foundation for the next chapter of his career.
We helped refine the book’s messaging and worked in tandem with his publisher to craft compelling sales copy that would resonate with readers. Beyond the launch, we built and optimized Mark’s website to serve as a central hub for book sales and sample chapters. We also refreshed his LinkedIn profile and developed a personal brand strategy to increase visibility and attract the right opportunities.
Momentum highlights:
The Butterfly Impact became an Amazon bestseller in multiple categories
New personal brand strategy launched across web and LinkedIn
Website became a hub for book sales and downloads
Successfully launched an executive coaching business using the platform we helped build
With a clear message, a compelling platform, and a strong digital presence, Mark turned a deeply personal book into a powerful brand—launching a new phase of his career as a sought-after executive coach.
Mark Briggs, Executive Coach and Best-Selling Author
”Tracy helped successfully develop and launch the website for my book, exceeding all my expectations along the way. She was able to take a lump of clay and mold it into something beautiful, articulate, and compelling. Above all, she is one of my favorite brainstorming thought partners ever. She's simply a joy to work with.”
Professional Athletics • Messaging & Public Relations
Christi Powell: From misunderstood coach to in-demand visualization strategist
Christi Powell had a powerful gift helping elite athletes and high performers break through mental barriers using visualization and mindset training. But as a former advertising creative director, she didn’t fit the mold of a traditional coach, and her messaging often left potential clients unsure of how to engage her expertise.
I worked with Christi to clarify and elevate her positioning. By rebranding her as a “visualization strategist,” I gave her audience language that immediately clicked. This new clarity not only made her work more approachable but also led to the development of a proprietary, data-driven methodology that became a cornerstone of her expanding practice.
Momentum highlights:
Repositioned as a “visualization strategist” with a clear, compelling brand message
Developed a new methodology rooted in data and mental performance science
Attracted more elite athlete clients and training opportunities
Positioned for scalable growth in the high-performance coaching space
Christi Powell, Mindset and Visualization Strategist
“Closing clients requires a messaging framework you truly feel confident about. Working with Tracy really helped me navigate what’s important by mapping out my methodology and fully leaning into what makes me different than others out there. Since collaborating with Tracy, I’ve seen a huge uptick in inquiries, sales calls, and new clients—and we’re not even done yet. I can’t wait to see what happens when everything is complete. Tracy is an investment that is worth every penny.”
Cybersecurity • Digital Activation & Thought Leadership
Attracting top talent: How we helped an AI company recruit elite hackers worldwide
As an AI-driven industrial intelligence company, Uptake Technologies needed to recruit top-tier cybersecurity talent — but standing out in a competitive hiring landscape was a challenge. To break through, the company launched the #UptakeChallenge, a five-part computer challenge where anyone who completed it would earn an interview. While the challenge had the potential to attract elite hackers, Uptake needed a high-impact digital strategy to reach the right people quickly.
In just one day, I developed and launched a digital activation plan designed to engage the global cybersecurity community. I leveraged the credibility of renowned hackers Nick Percoco and Jaku, directing a series of comedic, high-energy videos where they taunted and challenged participants. These videos were strategically distributed across YouTube, Twitter, and Instagram, creating a viral effect.
The results were immediate — the hashtag generated over 300,000 organic impressions in just six weeks, and nearly 1,000 elite hackers from companies like Tesla and Google took the challenge. More importantly, Uptake saw real hiring success, bringing on four top cybersecurity experts within a month, proving that an AI company can attract elite talent by speaking their language and tapping into the competitive spirit of the hacker community.