Transcript
Agency Capabilities
STRATEGY WITH BRAINS. EXECUTION WITH HEART.
WE CONNECT THE DOTS.
• Wisdom is in short supply
• Strategy in all that we do
• Smart people who are passionate about the work
• Make clients smile and sleep better at night
Tara ArmstrongSenior Vice President
Digital
Ed MahlmanExecutive Vice
President
Brian TierneyChief Executive
Officer
Matt BrosciousExecutive Vice
President
THE TEAM.If you want great work, you need great talent – smart people who care deeply about clients
and are passionate about their work.
ADVERTISING.PUBLIC RELATIONS.
CONTENT MARKETING.
DIGITAL ENGAGEMENT.
OUR PRACTICE AREAS.
TRUSTED BRANDS TRUST US.
OUR PROCESS.
PUBLIC RELATIONS.
• Crowded market for higher education in a tough economy
• Low brand name recognition for smaller private universities
• Secured impressive coverage through media relations
leveraging professors
• Mix of proactive and reactive national media relations
approach
LOCAL UNIVERSITY ELEVATED TO A
NATIONALLY RECOGNIZED NAME
RESULTS
• Widener professors are now quoted twice
as often as the school’s much-larger local
competitors
• 456,865,176 impressions
• Media placements in top-tier outlets such as
NBC's The Today Show, Associated Press,
New York Times, Wall Street Journal, Los
Angeles Times, Good Morning America,
ABC News and Shape
ADVERTISING.
• Enhance the national visibility of Horatio Alger
Association (HAA)
• Created a comprehensive print PSA campaign
• Focuses on the HAA’s message (Member/Mission
stories), which are highly compelling
• PSAs communicate the mission and more strongly
establish the “brand,” thus enhancing its overall
visibility.
USING STORYTELLING TO ADVANCE A
BRAND BY FOCUSING ON MISSION
DIGITAL ENGAGEMENT.
WE ALIGN YOUR BUSINESS OBJECTIVES
WITH OUR SOLUTIONS
Acquisition
Sweepstakes& Sampling
I need more
qualified leads.
Acquisition
RepeatEngagement
Instant WinGame
I want people to
come to my website
repeatedly during
this timeframe.
Acquisition
RepeatEngagement
Deep Brand Experience
UGC Contest/Custom Promo
I really need to
generate buzz and
excitement.
Acquisition
RepeatEngagement
Deep Brand Experience
Loyalty
Loyalty Campaign
I need something
to keep customers
coming back.
Goal
Core Program
ClientSays
PROMOTION BUILDING BLOCKS
• Build in responsive design to be mobile-compatible
• Available in multiple formats -- Facebook Tab, Microsite, iFrame, Mobile
• Extend with social (Instagram, Twitter and Pinterest) when it makes
sense
• Provide special offers to drive sales
• Content and product integration to drive brand engagement
• Strategically align the prizing with the promotion tactic and audience
• One2Many incentivize social sharing with trackable link referral
technology
AOL: ONSTAR UNBOX TO WIN SWEEPSTAKES
AOL Landing
Page
RTM Promotion Microsite
TOYS “R” US: ULTIMATE WISH SWEEPSTAKES &
INSTANT WIN GAME
CONTENT MARKETING.
WHAT IS CONTENT MARKETING?
• The Content Marketing Institute defines content marketing as "a
marketing technique of creating and distributing valuable,
relevant and consistent content to attract and acquire a
clearly defined audience – with the objective of driving
profitable customer action."
• Also known as Inbound Marketing, Native Advertising
• Also known as storytelling…
CONTENT MARKETING IS NOT NEW…
REACH AND ENGAGEMENT
Content creation is ranked
as the single most effective
SEO tactic by 53%
(Marketing Sherpa, 2013)
REACH AND ENGAGEMENT
70% of consumers
prefer getting to know a
company via articles
over ads (content+, 2013)
WHY CONTENT MARKETING?
• Companies with an active blog report 97% more leads (content+
2013)
• 90% of consumers find custom content useful and 78% believe that
organizations providing custom content are interested in building a
good relationship with them (Custom Content Council 2011)
• B-to-B buyers complete an average of 60% of the sales process
before ever engaging with a company representative. Harvard
Business Review, July 2012)
• Year-over-year growth in unique site traffic is 7.8x higher for content
marketing leaders compared to followers (19.7% vs 2.5%).
(Aberdeen Report, 2014)
BRIAN COMMUNICATIONS IS UNIQUELY QUALIFIED
• Journalistic Credibility
• World Class Storytellers
• Digital Expertise
• Experience, Trust
• Strategy with Brains, Execution with Heart…
iDECIDE CAMPAIGN
• The iDECIDE message resonated with teens—quick adoption of
the hashtag and embracing of the mantra
• The campaign has the ability to expand beyond Bella Thorne
and incorporate additional ambassadors
• Opportunity promote the program more broadly with additional
ambassador support
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IDECIDE CAMPAIGN: UTILIZE SCHOOLS TO DRIVE ENGAGEMENT
IDECIDE CAMPAIGN: UTILIZE SCHOOLS TO DRIVE ENGAGEMENT
STRATEGY WITH BRAINS. EXECUTION WITH HEART.
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