How Go Fish Turned Proprietary Wage Data into 107 Backlinks and National Media Coverage
Proprietary Data. National Headlines.
Homebase partnered with Go Fish to transform millions of hourly wage records into a scalable Digital PR campaign—earning 107 backlinks, national media coverage, and sustained organic visibility across high-intent search terms.
Homebase’s mission is to make local business teams unstoppable, helping Main Street small businesses (from restaurants to retailers to auto repair shops) run their teams more efficiently with tools for scheduling, time tracking, and payroll.
the challenge
Proprietary data without a clear path to visibility
Proprietary data without a clear path to visibility.
Homebase supports hourly workers, a group often underserved in national wage reporting. While the company had access to millions of hourly wage records, they needed to turn them into attention, authority, or discovery.
So they worked with Go Fish to convert internal data into a campaign that could:
- Break through a crowded labor and employment news cycle.
- Appeal to both national and local media outlets.
- Reinforce Homebase’s role as an advocate for hourly workers.
- Deliver lasting organic value beyond the initial promotion window.
Publishing stats wasn’t enough. We needed a story journalists would actually cover.
Services
We have tons of valuable proprietary data, and Go Fish helped us turn it into something people really want to read about. The campaign connected our internal insights with a narrative that resonated nationally and locally, driving both the SEO authority we wanted and the high-level visibility we hoped for.
Kerry McCreadie Manager, Organic Growth, Homebase
strategy
Pairing proprietary data with national benchmarks to create social relevance
The campaign was designed as a connected system, not a one-off press push, with data analysis, narrative framing, media outreach, on-page structure, and organic visibility all planned together from the start.
Go Fish built the campaign around a simple, highly relatable question: What are the highest-paying hourly jobs in each state? To answer it, the team analyzed Homebase’s internal wage data from May 2024 through January 2025, covering 5.48 million hourly jobs across all 50 U.S. states.
To add context and credibility, state-level findings were compared against national averages using data from the U.S. Bureau of Labor Statistics. This approach highlighted where hourly workers in specific roles earned more than their peers nationwide.
State-by-state insights created dozens of localized story angles, while the national view supported broader coverage. The combination made the campaign both scalable and locally relevant.
results
Data, Media, and
Organic Visibility Working Together
107
Backlinks earned to date
Including notable coverage from The Business Journals, MSN, and Nurse.org
1,311
Page views
During the active promotion period
1.37M
Coverage views
Based on the lifetime reach and engagement
Go Fish translated raw wage data into a clear, structured report that identified the highest-paying hourly job in every state. Findings were formatted to be easily scanned, quoted, and localized, reducing friction for journalists and increasing pickup rates.
The promotion efforts targeted a mix of national and regional outlets, allowing the story to travel widely without losing relevance. The campaign delivered broad national reach through placements in The Business Journals, Nurse.org, and syndicated coverage on MSN.
The campaign page was also built to support organic discovery, enabling it to continue earning visibility after the initial PR push.
Why It Worked
Homebase’s internal wage dataset provided insight that journalists couldn’t recreate. Pairing that data with trusted public benchmarks added credibility, while state-level breakdowns made the story immediately usable for local and national outlets alike.
Rather than chasing short-term press, Go Fish built an asset that continues to earn links, rankings, and visibility over time, reinforcing Homebase’s position as a trusted resource for hourly workers across the country.
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