Helpdesk
From a promising idea to a clearer story—and an earned EDGE magazine cover.
A cover.
A four-page story.
Earned media.
I secured a cover feature for Helpdesk’s co-founder in EDGE magazine, alongside four pages as the main story. It was earned editorial coverage, bringing the platform’s proposition to a wider audience.
EDGE · February 2025 · Featuring Mohammed Al-Sabbagh, Helpdesk co-founder.
Helpdesk
Positioning, pitch development, marketing & PR
Audience strategy · Acquisition objectives · Event coordination
A useful idea needed a clear introduction.
Helpdesk is a mobile app designed to connect people with real experts for help on the spot, with ease. The idea had a compelling purpose, but the way it was communicated needed work.
My task was to turn that idea into a pitch people could understand: what Helpdesk offered, who it was for and why it mattered.
One platform. Two audiences.
I worked on Helpdesk’s pitch and positioning, specified its audiences and separated the acquisition objectives for helpers and users.
Experts needed a reason to join and offer their knowledge. Users needed to understand how the app could connect them to the right person when they needed help. Distinct objectives gave the marketing a clearer direction.
Taking the story outward.
I managed Helpdesk’s marketing and helped bring its proposition into outward-facing communication, including social media posts. The work made the platform easier to introduce while addressing the different motivations of its two audiences.
Making the proposition tangible.
A story strong enough to earn its place.
Through targeted PR work, I secured EDGE magazine’s cover for co-founder Mohammed Al-Sabbagh and a four-page main story in its February 2025 issue.
The feature gave Helpdesk room to explain its approach to human expertise and instant support in an editorial setting. This was earned media coverage.
Inside EDGE.
Selected images from the cover story. Select an image to take a closer look.
Bringing Helpdesk to Web Summit Qatar.
Alongside the marketing and PR work, I managed and coordinated Helpdesk’s participation in Web Summit Qatar, carrying the platform’s story into an in-person industry setting.
A clearer story, with earned coverage.
The work brought together a clearer pitch and positioning, separate acquisition objectives for experts and users, social communication and coordinated participation at Web Summit Qatar. The most visible result was an earned EDGE magazine cover and four-page main story.
The work, at a glance.
My contribution
Positioning and pitch development, separate acquisition objectives for experts and users, marketing, PR, and event coordination.
What you can inspect
The EDGE magazine cover and selected pages, social communication examples, and the project’s two-audience strategy described below.
The visible result
An earned EDGE cover and four-page main story in February 2025, alongside coordinated participation at Web Summit Qatar.