The Backstory: A CEO With Vision And a Brand With Purpose

When CEO Marianela Nanninga approached us, she wasn’t looking for vanity headlines.

She was on a mission:

• To redefine robotics as a collaborative force for good.
• To highlight Latina leadership in a male-dominated industry.
• To land meaningful media that would support long-term credibility, not just buzz.

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ToDo Robotics is solving real-world issues like labor shortages and service-quality, not building clickbait robots for trade shows. Their flagship product, the BellaBot Pro, was already elevating service standards in retail and hospitality.

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But the world didn’t know it…yet.

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The Challenge: Cutting Through The Noise Tech Media

Here’s what we were up against:

• Misconceptions about robotics - Most media focused on fear-mongering headlines about job-stealing machines.
• Lack of representation - Latina CEOs in tech are dramatically underrepresented.
• Niche product category - It’s not easy to get editors excited about behind-the-scenes automation.

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To build trust and visibility, we had to not only pitch ToDo Robotics’ tech but also humanize the mission behind it.

Our Strategy: A Story-First, Data-Led PR Campaign

We didn’t just fire off a few press releases. We crafted a layered, intentional media strategy that started with one question:

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"How do we make robotics feel relatable, urgent, and empowering to the press and public?"

Here’s how we answered it:
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We started by reframing ToDo Robotics’ brand story by conducting a full narrative audit & positioning by asking:

• What trends does ToDo Robotics tap into (e.g., labor shortages, future of work)?
• What makes Marianela's founder story fresh and headline-worthy?
• Where does the BellaBot Pro’s value intersect with public discourse?

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We built a media-facing story arc around three core themes:

• Inclusion in tech leadership
• Human-robot collaboration
• Post-pandemic business resilience

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Media Outreach Strategy:

We divided our PR strategy into three distinct outreach phases:

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PHASE 1: Building a Newsworthy Hook

We focused on why now was the perfect time to tell ToDo Robotics' story.

Our initial pitch angles included:

• “Breaking Barriers: A Latina CEO in Robotics”
• “Keeping Hospitality Human with AI”
• “Reimagining Retail with Smart Service Robots”

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Each pitch was tailored to show impact: How ToDo Robotics' automation wasn’t replacing jobs… it was saving businesses.

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PHASE 2: Targeted Outreach to High-Authority Publications

We went beyond tech media. We built custom pitch lists across:

• Business & leadership - i.e. CEO Weekly and Authority Magazine
• Hospitality & service tech - i.e. Hospitality Technology and Economic Insider
• Diversity & innovation verticals - i.e. Women’s Journal and ValiantCEO

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We tracked domain authority and ensured coverage aligned with ToDo’s brand voice and target audience.

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PHASE 3: Persistent Follow-Ups with Added Value

If a pitch didn’t land, we didn’t just wait. We:

• Refined the angle based on journalist feedback.
• Referenced timely industry events - i.e. CES 2025 and NRF Retail’s Big Show.
• Offered exclusive interviews with Marianela and behind-the-scenes visuals of BellaBot in action.

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This proactive approach helped convert “maybe later” into full-page features.

Results:

We helped shift ToDo Robotics’ online presence from overlooked to unmissable.

And Marianela? She’s now a go-to voice for inclusive innovation.

What her 20 pieces of coverages achieved:

• Established ToDo Robotics as a leading automation innovator.
• Increased brand awareness among retail, hospitality, and food service businesses.
• Positioned Marianela as a thought leader in robotics and automation.

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Created lasting media relationships that will continue to generate opportunities.

Final Takeaways

1) Media loves a bigger story. Don't just pitch your product. Pitch the world it's helping create.

2) Representation matters. Marianela’s Latina heritage wasn’t a footnote. It was the story.

3) PR isn’t luck. It’s leverage. And when it’s done right, it builds industry power that compounds.

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Ready to take your robotics brand from quiet to incredible coverage?
Think of Don't Be A Little Pitch when you want to make some noise in the media!