Grey Horse

We are a communication firm

We are a communication firm

We have big ideas, bold plans, and a commitment to equality.

If you do too, let’s get to work.

Services

Grey Horse is a full service firm with a wide range of practice areas. We know that’s a very broad statement, so let’s break it down with some real-life examples. Full service means we handle everything from big picture strategy (crafting your key messages, voice, and ethos) to the nitty-gritty details (building your VIP guest list for the launch party, writing your tweets) and everything in between (getting you an interview in the New York Times). As for our practice areas, you’ll find a list of them below. If these sound like what you need, let’s chat.

  • Public Relations
  • Audience Engagement
  • Personal Branding
  • Live Events
  • Web Development
  • Social Media
  • Crisis Communications
  • Brand Design
  • Content Creation
  • Media Training

Process

In this business, everyone loves to collaborate. We do, too! Listening–and asking questions–helps us pinpoint your unique needs and tailor the perfect plan for you. At the same time, we understand that you hire us to provide skills and expertise that are outside of your scope, and sometimes you just want to sit back and let the experts do their thing. The pace of a project, and the roles everyone plays, is in constant motion. With Grey Horse, one thing is consistent though – we always keep you in the loop.

  • Full internal audit
  • Competitive analysis
  • Onboarding interviews
  • Strategic plan
  • Asset development
  • Campaign execution
  • Daily real-time communication
  • Scheduled calls + meetings
  • Regular analytics reports
  • Evaluation + adjustments

Works

Jane Marie’s The Dream

Exploring the world behind MLMs

Little Everywhere, led by Jane Marie (This American Life) and Dann Gallucci (Modest Mouse) strategically launched their new documentary podcast The Dream about the mysterious world of multi-level marketing (MLM) companies.

Grey Horse built a comprehensive public relations strategy that put the podcast on the map, resulting in numerous tier-one placements including features in Vanity Fair, Rolling Stone, BBC America, The Los Angeles Times, and Vox Media. Following the launch, The Dream topped Apple Podcasts’ charts for weeks and was named to Apple’s List of Best Podcasts in 2018 and The Atlantic’s 50 Best Podcasts of 2018. In its first season, the podcast reached 10 million downloads.

Rage Becomes Her

Helping women put their anger to good use

In her first book, award-winning writer and activist Soraya Chemaly encouraged women across the world to harness their anger into positive personal and societal change. Grey Horse supported her messaging by coordinating a successful book launch party at Corkbuzz and creating a detailed social media strategy, as well as a full suite of Rage Becomes Her-branded graphics and audiograms.

The outreach campaign, led by Grey Horse, earned Chemaly fifteen notable publication mentions and/or features in Refinery29, ELLE, and The Washington Post, among others. The book quickly rose to the top of the Amazon charts and helped propel Chemaly’s career. In 2019, Grey Horse prepared Chemaly for her first TEDWomen talk which reached over 2.1 million views online.

The Ocean Agency

Fighting climate change through engagement

This international non-profit combines creativity, technology and powerful partnerships to drive awareness for ocean conservation, but in 2017, they wanted to build impactful content marketing around coral reef conservation which led Grey Horse to create a brand voice, style, and tone for outreach to funders, partners, and the general public.

Grey Horse provided strategic, high-level public relations messaging through a series of ghostwritten blog posts that were published in major outlets such as National Geographic, TIME, and Google. Within a few months, The Ocean Agency amassed thousands of new social media followers, with growth rates reaching well over 50%. Grey Horse’s efforts helped The Ocean Agency and its Netflix feature documentary, Chasing Coral, make the shortlist for an Academy Awards nomination. That same year, the French government appointed The Ocean Agency as the official coordinator of the International Year of the Reef for 2018.

United Nations

Training digital world ambassadors

In 2018, the United Nations lacked consistent messaging on its social media channels. In order to create a streamlined way to standardize its social media posting practices across one hundred channels in eight different languages, Grey Horse led a series of in-house workshops for over twenty United Nations social media specialists. With Grey Horse’s direction, the United Nations developed formalized guidelines and detailed best practices for their respective platforms. Workshop participants reported dramatic boosts in confidence dealing with daily routines, high-pressure situations, and social media messaging. The United Nations now has profiles on all major social media platforms and more than 50 accounts.

Highlights

Managing nearly 100 channels (in 8 languages)

Optimized response times for breaking events

Services

Social Media

Audience Engagement

MIT Technology Review

Making science tech feel like magic

Recognizing the need to progress in the digital era, this 120-year-old magazine needed new practices in order to expand their readership and attract a younger audience. Grey Horse led a series of workshops and trained staff in engagement techniques and social media tools. We provided strategic guidance on the development of a series of podcasts, videos, and digital communities that allowed MIT Technology Review to reach their intended audiences. As a result of these efforts, the magazine achieved a 3x increase in Twitter engagement rates. MIT Technology Review was also named one of the best scientific content creators by Synthego.

When the magazine hosted their first CES event, they worked with Grey Horse to create a unique, memorable experience for c-suite guests unfamiliar with the brand. Providing an escape from the standard technology-packed CES events, Grey Horse helped MIT Technology Review host a memorable, intimate dinner at a secret location in the desert: Calico Basin, Red Rock Canyon. Fifty hand-curated guests joined the impactful, memorable event and welcomed the only CES event without WiFi.

Highlights

3x increase in Twitter engagement rates

Named one of the best scientific content creators by Synthego

Services

Content Creation

Audience Engagement

Social Media

Event Production

Al Jazeera English

Speaking out in the Arab Spring

Al Jazeera, the prominent international news network, wanted to step boldly into the digital age, so they created a broadcast outlet for social media. To support Al Jazeera’s mission of giving a ‘voice to the voiceless,’ Grey Horse created The Stream, a daily show and digital community for broadcast news.

The Stream launched on the day Osama bin Laden was killed in Pakistan and featured the first and only interview with the man who witnessed it. This landmark story led to a revolution in online news programming for Al Jazeera English during the Arab Spring, and The Stream was nominated for the 2011 Emmy Award for Breaking News and won Webby People’s Choice Award in 2012 and Royal Television Society’s Most Innovative Programme in 2012 and the Gracie Award for Outstanding News Talk Show in 2013.

Highlights

Emmy Nomination, Breaking News

Royal Television Society Most Innovative Programme Award

Webby People’s Choice Award

The Gracie Award

Services

Audience Engagement

Social Media

New York Public Radio

Engaging an everywhere audience

With over thirty-six radio shows and podcasts, produced both in-house and by affiliated production companies, New York Public Radio (NYPR) needed a consistent audience development strategy across a multitude of platforms.

Grey Horse trained over one hundred staff members in workshops that covered analytics, audience engagement, KPI measurement, and more. NYPR’s audience increased tenfold over the next two years, and earned them praise for the ability to provide coverage in the midst of Hurricane Sandy which reached millions.

Highlights

Audience size across platforms increased 10x in two years

Reached millions during Hurricane Sandy with vital news and updates

Services

Audience Engagement

Social Media

Content Creation

PBS Newshour

Leading a legend into the digital era

With a reputation as one of America’s most trusted broadcast institutions, PBS Newshour needed to transition to incorporate a digital-based identity while safeguarding their journalistic standards and integrity.

Grey Horse built a comprehensive social strategy for engaging new audiences across all platforms, showcasing the client’s strengths as producers of thoughtful, high-quality video content. PBS Newshour’s social channels saw massive month-over-month gains, including growth rates of 15%+ on key social platforms, and ultimately culminating in an Emmy nomination for their livestream of the Deepwater Horizon oil spill in the Gulf of Mexico.

Highlights

Growth rates of 15%+ on key social platforms

Emmy nomination for coverage of BP oil spill

Services

Audience Engagement

Social Media

Feminist Fight Club

Proclaiming a manifesto in style

To celebrate the launch of Feminist Fight Club, Jessica Bennett wanted to throw a ‘feminist wedding,’ Grey Horse teamed up with Good Peoples to bring Bennett’s fantasy to life with an exclusive 450-person ‘Support Your Local Girl Gang’ event in Red Hook, Brooklyn. The venue-busting party featured media luminaries from across the world, as well as a variety of feminist vendors and Bennett’s favorite all-female doo-wop band.

Feminist influencers shared their support on social media, which ultimately encouraged thousands to spread the word about Feminist Fight Club. Musical entertainment was provided by PEP, GIPHY photo booths were fueled by Dots the game company, which provided a social-friendly photo experience for attendees, and the majority of donated products were given by female-owned companies from New York and Vermont. The event resulted in hundreds of books sold and event GIFS reaching more than 15 million reviews on GIPHY.

Services

Personal Branding

Live Events

Brand Activation

Kindred Media

Building brand recognition one episode at a time

LionTree, a top investment advisory company in the world of media, tech and telecom, sought a publicity and audience engagement campaign for their podcast KindredCast, which is hosted by renowned LionTree CEO Aryeh Bourkoff and focuses on the business of media and features notable guests such as Jon Favreau (Crooked Media), Larry Jackson (Apple Music), and Karlie Kloss (Kode with Klossy).

Working closely with the company’s Head of Growth, Grey Horse crafted an audience engagement strategy, developed a professional voice for KindredCast’s social identity, and targeted press outreach based on each KindredCast episode which resulted in numerous media hits in major magazines and trade publications such as Forbes, Variety, Broadcasting & Cable, and Game Revolution.

Profile

Founder

Kate Gardiner
Founder & CEO

Kate Gardiner is the founder of Grey Horse. She began her career as a traditional journalist on the Hawaiian island of Molokai, where she led some of the first experiments with social media as an audience engagement tool for publishers. Later, she was enlisted by outlets like Al Jazeera, New York Public Radio, and Newsweek to modernize their editorial and distribution strategies for the digital age. Her work led her to be named to the Forbes #30Under30 list.

Today, Kate specializes in audience engagement, brand development, and crisis communications for diverse range of clients. She’s worked with global media organizations, bestselling authors, socially conscious non-profits, and some of the world’s most powerful executives. Her team has produced major launch events, award-winning content, and digital media campaigns with billions of impressions.

A vocal feminist and social activist, Kate is a frequent speaker at conferences like SXSW and the Summit Series. She’s the founder of WJChat, the former executive director of TheLi.St, and a board member of the influencer group Advocates. She’s been named a #NextJ Fellow by the Radio, Television, and Digital News Association and a Young Leader by the National Committee for U.S.-China Relations.

Team

Grey Horse features a highly experienced team with backgrounds in journalism, public relations, design, business development, education, project management, content production, and law. Based on the East and West Coasts, we offer local expertise with international perspectives.

Our team has an extensive track record of success with a diverse array of clients. We’ve crafted award-winning publicity campaigns, led six-figure fundraising drives, and earned multiple residencies thanks to our artistic creations. Grey Horse team members have served as startup founders, magazine editors, and social media directors, to name just a few examples.

We’re firmly committed to supporting worthy social causes, and we actively participate in efforts that promote racial justice, gender equality, refugee rights, LGBTQ communities, and more. We also share a strong love of animals, except for the grosser varieties of bugs.