ROLES
a) Conducted 20+ separate interviews and photoshoots to shine light on local entrepreneurs–a Phoenix community that had not been covered by the news organization before.
b) Helped Cronkite News adopt new photography best practices and update its overarching content strategy.


RESULTS
The project resulted in an organic/paid Instagram campaign dubbed #EntrepreneursInTheirElement, which highlighted more than 20 metro Phoenix entrepreneurs – their triumphs and challenges, and why basing their businesses and careers in Phoenix helps them thrive.

The campaign collectively garnered over 40,000 impressions within the first day of launch, significantly increased Cronkite News' average Instagram engagement rate and follower count, AND got a LinkedIn shoutout from (former) Phoenix Mayor, Greg Stanton.

Because even though areas like Silicon Valley, New York City and Boston are generally regarded as entrepreneurial hubs for their high rate of venture investment, other cities across the country are showing promising entrepreneurial growth —— and Phoenix is definitely one of them. 🌵

All of the reporting and photography below was done by yours truly. Scroll away.

Ron Robertson | Founder, Picmonic

“The ecosystem of Phoenix has changed drastically, even in the last five to six years,” said Ron Robertson, founder of Picmonic, a platform that creates mnemonic study aids to help health care students with long-term memory so that they can improve test scores. “Take a look at new coworking spaces like Galvanize. What these spaces are doing is significant in bringing like-minded people together. There’s a certain energy that comes with having hundreds of entrepreneurs under one roof. And that’s energy, that motivation, is incredible.” ​

Sakura Considine | Founder, Bloguettes

“My co-founder and I had thought about launching Bloguettes in outside cities like L.A. or New York, but we wanted to stay in Phoenix because of what it had to offer, and that was the fact that we were kind of this big fish in a small pond,” said Sakura Considine, co-founder of Bloguettes, a small creative agency that is just turned four years old. “Even to this day, there really isn’t a company in the valley that’s like us, we’re very female oriented. … Being in Phoenix is what has allowed Bloguettes to grow. This community is so supportive, and on top of that, there isn’t a lot of competition between companies here. Each business does things differently and we all have our own unique strengths, so we’re always helping and supporting one another. And that’s just not something you can find in a lot of other cities.”

Ricky Johnson and Brandon Caffie | Founders, Frenzie Mobile App

"When you're starting a business, you need to meet with a diverse group of people," said Ricky Johnson (left), Founder of Frenzi mobile app, which aims to reduce food waste. "I've found that ASU and Phoenix both provide such a diverse community. Understanding that there is a melting pot of people in this community is important. Understanding that these people are also your business' audience is important." Johnson's business partner, Brandon Caffie (right), who Johnson met at their former ASU residence hall  added, "I also think it's important for businesses to have a core team. I explicitly remember the times I needed to motivate Ricky to keep going. ... Sometimes you have to have someone there to remind you why you started."

Michael Spangenberg | Co-Founder, State Forty Eight
​
“The biggest challenge of being an entrepreneur is patience,” said Michael Spangenberg, co-founder of State Forty Eight, a Chandler  clothing line that’s entirely inspired by Arizona. “For the first two years, my co-founders and I were all working full-time jobs. It’s hard working day and night, working around your already set work schedule. But you have to keep going. You have to keep thinking ‘it’s coming, it’s coming’. You have to have patience, and you have to celebrate all of the small wins.”

Bret Giles | Founder, Sitewire Advertising

“The business climate here in Phoenix is very conducive for small business owners and entrepreneurs,” said Bret Giles, founder of Sitewire, an advertising and marketing agency that launched in Tempe in 1999.  “Quite frankly, there aren’t really any big companies here. Phoenix lacks the presence of any Fortune 500 companies. And naturally, a lot of the world is attracted to the allure of ginormous companies like Google, but since Phoenix doesn’t have ‘a Google’, small companies are far more respected here. Entrepreneurs and small businesses are a huge part of what makes up the city’s DNA.”

​You can view the full story on CronkiteNews.azpbs.org