How we work
As people who understand communities, we value strong relationships—especially the ones we have with our clients.
We get cozy
We immerse ourselves in getting to know you and your vision. We’re dedicated to getting to the heart of who you are, because that means we’ll be able to make the best plan for finding and engaging your community. To us, it’s personal—and we’re never just interested in telling one story.
We act with urgency
We learned how to deliver under pressure from our background in the fast-paced world of crowdfunding. We hustle. When a story angle or branding strategy isn’t working, we help clients pivot and discover the next evolution of who they are.
We get our hands dirty
And we’re honest. If your website needs a makeover, we’ll let you know. If your social media needs a rehaul, we’ll tell you—and we’ll dive in to help you fix it, too. We look at your brand from top to bottom so that you’re set up to succeed.
Daly HQ in Soho, NYC
How we help
Smoke & mirrors
One big media blast
Researched & targeted pitch list
One big story
Several targeted story angles
Personalized press pitches
Waits for news cycle
Finding new communities
Blitz of excitement
No one does comms like us.
Our team comes from a wide range of professional backgrounds including film, production, fundraising, publishing, social media, and journalism—which means we understand what makes a good story, a good pitch, and good comms. And in today’s world of saturated media, that’s important.
But we’re never just interested in telling one story. We’re dedicated to discovering the heart of your brand, so we can tell many powerful stories that reach far beyond your immediate community.
Here’s how we do it:
We create trust
A community that doesn’t trust you doesn’t take action. So we tell stories that people want to read, and find the best journalists to tell them.
We won’t oversaturate a loyal community with different versions of the same message over and over. We constantly develop new angles and stories and new communities to talk to—plus new ways to talk to them.
And we don’t just share your stories—we help you discover and write them, too.
Through copywriting, brand messaging, media training, coverage reporting, and more, we help brands develop their voice and tell their message in the most effective, engaging way to activate the right communities.
We deliver irresistible pitches
We send super targeted, beautifully constructed pitches that generate results. Put simply: journalists read our emails (and we’re told they really like them). Like we said: we do comms differently.
From start to finish we work with you to determine your areas of need across all areas of communications, and make sure to get your ideas into the world.
In 2014, “Crowdsourceress” Alex Daly founded a first-of-its-kind crowdfunding services company, which evolved into what is now Daly. She and her team have raised over $25M across 100+ launches—managing some of Kickstarter’s most groundbreaking campaigns for Neil Young, Oscar-winning filmmakers, New York Times bestselling authors, and musical sensation TLC.
Today, we consult with creators who are launching new and innovative projects to share our unparalleled expertise around building communities.
Here’s how we do it:
We offer two different models for our crowdfunding clients: 1) an hourly consulting package, for an upfront retainer and 2) a full-service package, for an upfront retainer plus a commission of the successful campaign.
The first is a pre-launch model, where we offer a hands-on, hourly consulting engagement. Our time can be split up across calls where we talk big picture plans and strategy, or dive into the nitty-gritty—editing your campaign copy; brainstorming press angles; making introductions to the best platforms; conceptualizing your video script and design assets; or strategizing exciting incentives.
The second option is a full-service model, where we work on a larger scale as your crowdfunding partners—serving as day-to-day project managers launching and running your crowdfunding campaign from pre-launch through campaign completion. Our services include platform negotiation; creating your campaign story strategy; managing your written and visual asset creation; handling brand messaging and crafting newsletters; building an in-depth social media playbook; and executing robust press and influencer outreach.
The way you present yourself online is now more important than ever.
The actions, partnerships, and conversations that surround a brand often say more about their values than anything the company can say about itself.
Protecting and amplifying these values is our superpower.
Here’s how we do it:
We refine and create your messaging; strategize and execute ambassador programs; launch influencer campaigns to grow your audience; and run social media audits to draft new ideas for your socials.
We also dive deep into reddit threads, Facebook groups, competitor news, viral trends, and more in order to deliver regular social listening reports that help you capitalize on what customers are loving—and nip potential crises in the bud. Social listening is the process of monitoring and analyzing brand mentions in order to drive actionable insights.
By leaning into all of the digital information available, we use social listening to identify possible weaknesses, facilitate authentic partnerships, spot product opportunities, and create deep customer connections. The way we see it, social listening is the next frontier in increasing brand reputation and ultimately telling compelling stories that achieve the most powerful, energized results.
Alex Daly is the founder of Daly and known as the industry’s “Crowdsourceress.” Alex started her career at New York and WSJ magazines, before transitioning into the documentary film and then crowdfunding space, where she launched groundbreaking campaigns for Oscar-winning filmmakers, MIT Media Lab inventors, Pentagram partners, Neil Young, Joan Didion, and the musical sensation TLC—with her first company, Vann Alexandra.
After hundreds of successful campaigns, clients began asking for support for their ongoing PR efforts, and Alex founded Daly—a marketing and comms consultancy. Having been referred to in publications like Fast Company, Business Insider, Creative Review, Forbes, and SSENSE, as a “guru,” “whiz,” and “wunderkind” who has “an innate understanding of what motivates people” Alex has managed comms for clients ranging from renowned designers to women making significant impact in the world. At the heart of her work, Alex believes in creating intimate relationships with her clients to tell their untold stories.
In 2017, Alex authored her first book, The Crowdsourceress, published by Hachette. She is a member of the Forbes 30 Under 30 class of 2016, and a frequent speaker at festivals and events for designers, innovators, women entrepreneurs, and big thinkers. Originally from Miami, Alex is fluent in Spanish, and holds degrees in Philosophy Honors, Spanish, and Film from Vanderbilt University.
Ally Bruschi is passionate about creating powerful, well-crafted messages and campaigns for the companies, products, and people that inspire her. At Daly, Ally has secured print features for clients in The New York Times, Bon Appétit, New York Magazine, The New York Post, San Francisco Chronicle, and Outside Magazine, as well as a range of digital placements in publications like Forbes, Quartz, TechCrunch, Marie Claire, Food & Wine, The Strategist, Bustle, mindbodygreen, and more—all the while leading growing teams across Daly’s Comms and Marketing arms.
Before joining Daly, Ally worked as a book publicist at Penguin Random House, where she led national publicity campaigns for acclaimed authors in the health, wellness, food, psychology, and business spaces including the Dalai Lama, Brené Brown, Seamus Mullen, and Amanda Chantal Bacon. Ally has always been obsessed with nailing just the right message about her clients. As a New York Times Magazine article put it, her press pitch “managed to concentrate the zeitgeist of contemporary female celebrity into its purest form.”
Ally has previously contributed to Bustle, Plated, The Daily Meal, and Borgen Magazine; been featured in Girls’ Night In; and has spoken on panels for Her Campus. She received her Bachelor’s Degree in Political Science from Kenyon College.
Hailey Murphy is a seasoned communications strategist with experience working across breaking news, product launches, consumer communications, and beyond. She is an expert in finding creative ways to tell any story, and has a keen eye for identifying the latest trends across industries. Hailey has wide-ranging relationships from traditional print and online media to podcasts, social, and partnerships.
At Daly, Hailey works across comms clients and spearheads the team’s social listening efforts. She has secured a variety of features in outlets such as Cheddar, WWD, Business Insider, Real Simple, The Quality Edit, Authority Magazine, and more. Prior to Daly, Hailey worked at Zola, leading daily press efforts and driving coverage across lifestyle, home, relationship, travel, technology, and business verticals. She also led the company’s event planning strategy. Before that, Hailey worked on the News & Lifestyle team at Time Inc., organizing press outreach for titles like TIME, Fortune, Real Simple, and Health. She coordinated press efforts for major events such as the TIME 100 and Fortune’s Most Powerful Women Summit, too.
Hailey received her Bachelor’s Degree in American Studies and Journalism from George Washington University.
Senior Marketing Associate
Caitlin Shannon is an experienced storyteller, who takes a socially-conscious and research-driven approach to creating meaningful relationships between people and brands. After getting her start in film production in Copenhagen, Caitlin’s career has taken her to three continents across multiple industries. At Daly, Caitlin is responsible for strategizing brand messaging, social media marketing, crowdfunding, and partnerships.
Prior to Daly, Caitlin worked with a variety of established and up-and-coming brands across retail, hospitality, publishing, and design, both in the public and private sectors—including Aesop, the Australian Federal Government, Henrik Vibskov, Pause Fest, tokyobike, and Assemble— one of Australia’s leading affordable housing developers.
Caitlin holds a Bachelor’s degree in Communications, Advertising from the Royal Melbourne Institute of Technology (RMIT) University, and her video work has been published in notable publications such as Designboom, Coeval, Fashion Journal, and The Age Newspaper.
Kelly Masuda is passionate about creating genuine connections between brands and consumers through strategic storytelling across social media platforms. She’s an expert at forging authentic influencer partnerships, in crafting and sourcing impactful content, and believes that a brand’s visual presence is its most powerful messaging tool.
Prior to Daly, Kelly led influencer and social media marketing efforts for brands in the lifestyle, hospitality, and food and beverage spaces for a number of leading partners, including Marriott Hotel properties, Reebok, USAA, and Dick’s Sporting Goods. She has also strategized and coordinated influencer brand trips and events for campaigns, product launches, and new property openings.
Kelly received her Bachelor’s Degree in Print and Digital Journalism from the University of Southern California.
Will Kim is passionate about using new social media platforms to share important stories with communities. At Daly, Will provides strategic support across brand and influencer partnerships, and has secured brand-aligned social coverage for a number of clients across marketing and comms. Will also works on Daly’s crowdfunding campaigns, assisting with creative rewards strategy, social media campaigns, and press and influencer research.
Prior to Daly, Will interned at NBC and Viacom, where he worked in the analytics and tech department, gaining extensive knowledge in media research and analysis. Stemming from this background, Will is experienced in assessing clients’ needs and finding the best resources and partners fit for them.
Will is fluent in Korean, and received his Bachelor’s Degree in Media, Culture, and Communication from New York University.
Isabelle Rea has always been obsessed with how and why we tell stories. At Daly, she supports the Comms team in research, pitching, and strategy.
Prior to Daly, Isabelle interned in a variety of creative fields. She worked as an editorial assistant at Cabinet Magazine, supporting the team in the preparation of the magazine and website, and conducting conceptual research for future issues. Isabelle also compiled research for the development of in-house projects at Wild Yak, a film and theater production company, where she worked on the production and management of West End theater shows.
Isabelle graduated from Brown University with a Bachelor’s Degree in English and Modern Culture and Media. During her time there, she edited the Arts and Literary sections of her college newspaper, The College Hill Independent, and received the SPRINT award.
People are talking about our clients!
“Female-run businesses want to bring audio porn to the imaginative, ethically conscious masses”
“A product that chefs around the world find more exciting than what’s typically available on the market”
“Her work, consistent with her upbringing, brings a tactile feel to computer code”
Giorgia Lupi, Pentagram
“Self Care Shouldn’t Be the End Goal”
Girls’ Night In
“A bonafide social media movement”
Subway Book Review
“These mushroom balls turn your yard into a climate-change-fighting machine”
“One of the first brands to stoke the upcycling craze”
“The broadcast offers a different luxury: silence”
“A plant mecca for all your botanical needs”
“The pages cover everything from culture to politics, sex to style, all seen through a feminine lens”
“Turning old graphic design manuals into Kickstarter blockbusters”
“Pushing diaspora-inspired streetwear into the spotlight”
“Designers have the most organized beauty stash”
Natasha Jen, Pentagram
“Order someone, or yourself, a six-pack of wines hand-picked by the master somm himself”
“This brand is ready to prove Canadian design is here to stay”
“Otis, a purveyor of ‘cultural assets’.”
“Therapy’s new look”
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People are talking about us!
“The old way of doing PR is dead”
“It’s time for media and PR to call a truce”
“A driving force”
“How I created my dream job that didn’t exist”
“An innate understanding of what motivates people”
“Daly stands out as a vanguard”
“Create a shrine… and light some candles”
“Alex is… a wunderkind”
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Our past and present clients range from legacy brands who are looking to tell new stories after years of excellence, to exciting new talent and fast-growing startups that are making a substantial impact in the modern retail, food, health, culture, and design industries.
Girls’ Night In
An online community and newsletter of 200,000 women re-imagining the value of self-care.
One-of-a-kind bags and accessories made from recycled truck tarps and fully compostable textiles.
A social impact bakery that is changing business for the better, while satisfying your sweet tooth.
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How we got here
“Crowdsourceress” Alex Daly gained a reputation for managing some of the world’s most successful crowdfunding campaigns. After these campaigns ended, clients began asking if she and her team could handle their ongoing PR efforts.
We realized that to take on PR, we would need to modernize and broaden it to include all areas that touched the world of communications. So, we envisioned an approach that was quicker, more flexible, and more intimate when it came to storytelling.
That’s how Daly was born—a modern marketing and comms consultancy—where we take a holistic approach to communications across comms, crowdfunding, and marketing, with a baked-in sense of culture and values.
In 2014, we managed designers Hamish Smyth and Jesse Reed’s effort to reissue the 1970s NYCTA Graphics Standards Manual. It became an overnight sensation, invigorating a niche design community and surpassing its goal by over 700%. Ever since, Daly has overseen the brand’s subsequent campaigns, publicity, and events—witnessing the incredible ripple effect of that very first launch.
The NYCTA manual campaign goes viral and is fully funded by lunchtime on Day 1.
The New York Times Science section showcases the NASA Graphics Standards Manual campaign on its front page.
The NASA manual becomes the most successful graphic design campaign on Kickstarter ever.
The Standards Manual online shop launches to support the continued demand for the manuals.
Vanity Fair runs “Meet the Guys Turning Old Graphic Design Manuals into Kickstarter Blockbusters.”
Hamish and Jesse open their own design office, Order, and New York City’s first graphic design bookstore. New York Magazine hails it a “Best of New York.”
Fast Company runs “Order: The New Design Office That Spun Off A $1.9M Kickstarter Business.”
Standards Manual hosts an oversubscribed book launch for legendary designer Michael Bierut’s Now You See It.
Standards Manual becomes the expert voice in the national conversation around the commercialization of the NASA logo, and are notably interviewed for the Los Angeles Times.
The team publishes Parks, a collection of over 300 United States national park maps, ephemera, and brochures spanning over 100 years. Following features in Fast Company, Curbed, and The Atlantic’s CityLab, Parks sells out within days of launching pre-orders.
Outside Magazine features Parks in its November print issue and across its digital platforms.
NASA announces that it will be reintroducing its iconic “worm” logo, and the New York Times interviews Hamish and Jesse as cultural spokesman on its return.
We partnered with Heilala—a women-operated, New Zealand-based company that had quietly become the world’s most awarded vanilla—to help them expand into the U.S. market through a crowdfunding campaign, rebrand initiative, and launch of its direct to consumer site.
Bon Appétit calls out Heilala in its recipe for the “Best Chocolate Chip Cookie Ever.”
Daly strategizes and coordinates the first of a series of curated events that allow media to experience the brand with a “Vanilla Dinner.” Journalists from The Cut, Bon Appétit, WSJ, and more, enjoy an exclusive three-course dinner featuring delicious Heilala-infused dishes.
Heilala launches on Kickstarter, amplified by an exclusive feature in WSJ Magazine, which names Heilala as the vanilla “loved by Michelin-starred Pastry Chefs.” Heilala sees its highest day of website traffic to date.
During the campaign, Heilala is featured in New York Magazine’s The Strategist, Here Magazine, Bon Appétit (again!), Bake From Scratch Magazine, and across Kickstarter’s social channels and newsletters.
Heilala becomes the most funded vanilla project in Kickstarter history!
Daly manages the second event in the series—a baking workshop in partnership with social-impact bakery Ovenly and Erin McDowell. Journalists from Esquire, Bon Appétit, Food52, Food & Wine, and Martha Stewart Living are given a hands-on experience making Ovenly’s newest pie with Heilala’s vanilla extract!
Forbes publishes a profile feature on Heilala: “Why Some of the Country’s Top Bakers are Swooning over this Vanilla.”
Serious Eats features Heilala in their holiday gift guide, and Bon Appétit rounds out its year of Heilala support with a print feature in their November / December holiday print issue.
Heilala successfully launches their first product in the beauty market on Kickstarter, reaching their goal in the first 48 hours of the campaign’s launch.