Brandware Agency Overview, Services & Capabilities

Brandware Public Relations

Agency Overview, Services & Capabilities

Copyright © 2012 The Brandware Group, Inc.

brandwaregroup.com 2

“Nothing great in the world has ever been

accomplished without passion.”

- Georg Wilhelm Friedrich Hegel, Philosopher



Agency Snapshot

A Top 100 U.S. Independent Public Relations Agency (O’Dwyer’s)

Founded in 2000 by Elke Martin and David Krysiek

Headquartered in Atlanta, with offices in New York, and Los Angeles

Award-winning consumer and B2B public relations and communications programs

Areas of expertise include automotive, powersports, consumer electronics, health technology, destinations, enthusiast brand and luxury lifestyle categories

Trusted agency partner for: Iconic enthusiast brands such as Porsche and Vespa

Technology leaders such as HUGHES Telematics , Carestream Health and Adap.tv

Cult-followed consumer brands such as Popeyes Louisiana Kitchen

Category leaders such as Penguin Brand® Dry Ice

Online retail leaders such as The Tire Rack

Globally recognized thought leaders such as J.D. Power and Associates

Small and innovative start-ups such as Wheego electric vehicles



Our Services

Research, Analysis & Measurement

Public and Media Relations

Social/Digital Media Thought Leadership

Events & Experiences Marketing Communications

Internal Communications

Content and Editorial



Our Clients



IGNITING

ENTHUSIASM

ASSESSING

PULSE POINTS

BUILDING

PASSION

TURNING

MEASUREMENT INTO

MOMENTUM

Knowledge sets the

stage for seamless

strategy and effective

tactics. Media, events,

experiences, social or

digital – we’ll spark

audience interest with

the right message in

the right channel.

E.M.Forster wrote:

“One person with

passion is better than

40 people merely

interested.” Our

programs focus to act

passion. on moving

audiences to act..

Media impressions,

shares, comments,

clicks: every key

performance indicator

offers a new opportunity

to learn and adjust to

swiftly changing

markets. Ongoing

measurement and

analysis means you

never fall behind the

curve

Before we talk, we ask

questions and listen.

Our work begins with

research, analysis and

consumer insights.

Understanding

customers and

prospects (and your

competition) is the

foundation of our work.

COMPELLING

ACTION

Our content and

campaigns create

quality leads and

sales, not just “Likes”

and followers. Our

goal: convert lookers

into lifetime

customers

Our Five-Step Approach



New model launch event for

luxury auto manufacturer

Trade-show media tour and

events for technology brand

“Test kitchen” food blogger

event for popular QSR

restaurant

CEO broadcast and trade

media tour during network

event week n New York City

National dealer meeting for

powersports manufacturer

Wall Street Journal, USA

Today, New York Times, et al

coverage for national airline

study

On-site product test of a new

HVAC filter for a leading

chemical company

Message bundling

optimization for a new

product being introduced by

an international coffee chain

Customer database

segmentation for a major

retailer of consumer

electronics

Social media platform

integration for global B2B

corporation

Online sentiment analysis for

a new home furnishings

brand

Design, development and

content production for

consumer product microsite

targeting new demographic

Award-winning consumer

education product brochure for

grocery store point-of-

purchase

Comprehensive rebranding

campaign for B2C client,

including truck wraps, in-store

Web site redesign for

membership association of

management professionals

Peer-to-peer lead generation

campaign for health tech OEM

Recent Work

Public Relations Research Marketing

Communication



Client Coverage Examples:

National Media

HUGHES Telematics: You Can Reboot Your Computer; Why Not Your Car?

Vespa: Like Father, Like Daughter: How To Co-Opt Dad’s Style

Adap.tv: The Future of Online Video Ads

J.D. Power: Small Biz Least Satisfied with Biggest Banks

Popeyes: What Tastes Like Chicken But Dips Like Chips?

Porsche: Who Really Drives the Porsche 911?



Thanks!

We’d love to earn your business.

Elke Martin

President


8399 Dunwoody Place

Atlanta, GA 30350

[email protected]

770.649.0880 Ext 305

770.596.8444 (mobile)

mailto:[email protected]

MORE ABOUT BUILDING PASSION




Assessing Pulse Points

Too many PR programs are based on

guesswork. We understand the

audience before we start the dialogue.

Our research and analysis uncovers:

How you should segment your

audience

The behaviors and attitudes that

motivate them

Where they get their information

Who and what influences their

actions and decisions

The messages and creative that are

most effective

The social media platforms that

target customers are most active on

Attribute Attitude Analysis



Igniting Enthusiasm

Sound strategy and big ideas fuel

turnkey programs designed to get you

noticed by:

Turning data and trends into thought-

provoking media, analyst and

influencer coverage

Educating publics and stakeholders

about compelling and unique brand

benefits

Developing newsworthy events and

experiences that get people talking -

enthusiastically

Writing and developing shareable

content that measurably differentiates

your brand



Building Passion

Campaigns and content must inspire desire. We create and build passion at every level of media and consumer interaction with:

Brand ambassadors that open the door to new fans and followers through organic endorsement

Two-way consumer and B2B conversation that sparks word-of-mouth referrals

Online destinations, hubs and offers that attract customer and prospect participation

Programs with affinity partners that extend brand and product reach beyond tried-and-true channels

Initiatives that target brand enthusiasts in clubs, forums and other specialty groups



Compelling Action

Let’s not build it and hope they’ll

come. Brandware programs are

always actionable. We help you:

Increase leads and inquiries

through multi-platform media and

programs

Build customer databases through

branded destinations, such as micro

sites, blogs or video

Establish sought-after expertise

through thought leadership

opportunities at trade shows,

conferences and forums



Turning Measurement into Momentum

We see opportunities whenever

there are gaps in media coverage,

digital conversation or consumer

response. We set and analyze key

performance indicators to:

Identify which sources deliver the

most coverage, comments or leads

Pinpoint which media or

influencers aren’t talking about

you…yet

Analyze how you’re stacking up

against your key competitors

Adjust strategy and tactics based on

real-time data

PASSION POINTS




Brandware Passion Points:

The Automotive Lifestyle and Industry

We have a special passion for the art, business, lifestyle and science of automobiles.

Collectively, we have represented some of the most coveted marques in the world, and we

have a media and industry network – and successes – second to none.

Our work touches:

The auction, track and concours events and ride-n-drives where auto enthusiasts get and spread “the religion”

The must-have accessories, parts, gear and gadgets that turn vehicles into personal style statements

The technology that is turning a simple drive into a connected car experience

Wholesale to retail, the business of designing, engineering, building, distributing, retailing and owning what we love: cars!




The Powersports Lifestyle and Industry

In addition to cars and trucks, it’s motorcycles, scooters. RVs, boats, yachts and other power

toys and gear that inspire tremendous consumer passion and loyalty. Decades of experience

working with brands and products in this category means we can apply proven best practices

for measurable, fast results, such as:

Digital campaigns that get rave reviews from core loyalists but also attract “newbie” audiences

Brand ambassador programs that create vocal enthusiasts and advocates among media and consumers

B2B campaigns that give distributors and dealers access to powerful PR, sales and marketing tools

Events and experiences that let everyone share the passion



At Brandware, we have extensive experience in connecting clients with qualified luxury brand

consumers and the media and influencers that cover the category. From invitation-only influencer

events to targeted media programs, we create opportunities to tell your unique story to high net-

worth individuals and trendsetters.


The Luxury Brand Lifestyle

Our work has included:

Robb Report “Best of the Best” consumer

and media functions that celebrate the finest

brands in in top luxury markets like

Greenwich, West Hampton and Beverly Hills

Vespa brand integration at a private media

and fashion industry influencer preview event

in New York City for the 2012 kate spade new

york spring collection

Multiple exclusive lifestyle media events for

Porsche Cars North America



Work includes:

For Carestream Dental, the global leader in

medical imaging and practice management

solutions, the Brandware team delivers PR,

social media, marketing collateral and event

strategies that build awareness and sales

For Lifecomm, a joint venture between

Qualcomm and Verizon, Brandware is

developing product launch programs for a

mobile personal emergency response

system, including pre-launch tradeshow,

media and social media campaigns.

Brandware’s innovative campaigns for B2B and B2C health tech clients get measurable results.

We create opportunities to tell your unique story to influencers and decision makers, from

physicians and practice managers to trade and consumer media audiences.


Good Medicine and Healthy Living

CASE STUDIES




Brandware Case Study:

Mitigating a High-Risk Business Threat

Strategy: Reframe the conversation by

developing a series of articles by clinicians

that focused on the diagnostic benefits of

CBCT

Results: Cover stories in both print and

online versions of Dental Economics (DE),

the United States’ leading business journal

for the dental profession. DE also featured

the content in its B2B eNewsletter, “DE

Expert Tips & Tricks.” A second article was

featured in Oral Health Journal, Canada’s

leading dental journal.

Brandware also received a 2011 Public

Relations Society of America (PRSA)

Bronze Anvil Award of Commendation for

these bylined pieces.

Carestream Dental, a global leader in dental practice management software and cone beam

imaging technology turned to Brandware for help in responding to high-profile, negative

media coverage that threatened its business.




Taking a Technology Start-Up from Launch to

Category Leadership

Strategy: Use thought leadership to earn customer

awareness and trade media-driven credibility

Tactics and Results: What says thought leadership

better than being the sole telematics company to weigh

in on the category’s future trends? Our bylined piece

for HTI’s chief technology officer did just that in the

Society of Automotive Engineer (SAE) Automotive

Engineering International magazine

We also ensured that HTI’s point of view on the new

insurance telematics category was first to be featured

in leading insurance trade journal Insurance &

Technology.

As the “upstart” entrant in the On-Star dominated automotive telematics category, HUGHES

Telematics (HTI) turned to Brandware to develop their public voice.

Since their 2006 launch – and through the company’s acquisition by Verizon in July 2012 – we

have helped them establish category leadership through a full range of public relations

programs, from product launch events to thought leadership initiatives.




Building an Award-Winning Online Destination

Strategy: Brandware developed

www.motoguzzioriginals.com, a new lifestyle

destination celebrating Originals across multiple

lifestyle categories and designed to attract 18-

34 year old style-conscious consumers who

had not previously considered the brand

Tactics and Results: Over x media

impressions were generated during the first

week of the launch alone. Over 1000 leads

(customers who opted to receive additional

information from Moto Guzzi) were generated

during the first month, exceeding targets

Over 30+ contributors who fit the “Originals”

profile, from ground-breaking designers to

artists were secured – without pay - to

contribute blog content

Italian motorcycle brand Moto Guzzi’s North American parent company Piaggio Group

Americas challenged Brandware to create a cost-effective but impactful social media solution

to celebrate the company’s 90th anniversary.

http://www.motoguzzioriginals.com/




Building National Awareness for

an Atlanta Family Business

Strategy: A limited budget meant

fast, surgical strikes aimed at key

media. With an average entry price

point of $1000+ for pieces, media

also had to fit a narrow

demographic profile

Tactics and Results: As part of

the overall brand-building

campaign that also focused on

local media coverage (profiles

appeared in the Atlanta Journal-

Constitution and The Atlantan), we

placed a multi-page feature in

luxury lifestyle magazine The Robb

Report that resulted in

commissions from buyers as far

away as Tokoy, Japan.

Moulthrop Studios, a three generation-strong wood turning studio tapped Brandware to help

build media awareness in anticipation of their admission to the Smithsonian Institution’s

Museum of American History collection. The family had not previously worked with an agency,




Connecting Porsche with the

Next Generation of Enthusiasts

Strategy: To reach an 18-34 male audience with

an affinity for performance, technology and

competition, Brandware identified 5+ million

circulation Game Informer as an ideal medium.

Tactics and Results: To cut through the clutter of

pitches that editors get, we created a custom

story scenario that would pit a seasoned virtual

racing pro on the GI staff against real-world

Porsche racing professional Patrick Long – both

behind the controls of Forza 3 and in the driver’s

seat of a real Porsche 911.

The custom media experience resulted in a 6-

page feature story and 8-minute video on their

website – shared across digital platforms.

As public relations agency of record, Brandware supports Porsche Cars North America with the

full range of brand, product and lifestyle programs. But, while work with automotive

enthusiasts and luxury lifestyle audiences is a daily occurrence, reaching a future generation

of owners with brand and product messages required a fresh approach.




Using Social Media to Give

Consumers a New Reason to Buy

Strategy: Brandware developed a multi-channel

marketing, social media and point-of-sale strategy to get

more consumers thinking about, talking about, locating

and buying Penguin Brand Dry Ice around the country,

Tactics and Results: We shifted and grew consumer

conversation about dry ice with the creation of a new

online destination and blog, www.dryiceideas.com.

Collateral rebranding, from delivery trucks to POP

included an award-winning consumer education

brochure.

Consumer engagement soared – the brand is now at the

top of Google-ranked search results for multiple

categories of dry ice use, including entertainment,

storage and transport.

Penguin Brand® Dry Ice tapped Brandware for its first B2C marketing program. As the wholly-

owned subsidiary of a global industrial B2B, the company had limited experience with

consumer-direct communications – and zero experience with social media.




Getting Maximum Mileage out of Partnerships

Strategy: Using a Mint.com infographic as a foundation,

Brandware developed a narrative that showcased the

financial and environmental benefits of two-wheel

transportation.

Tactics and Results: Targeted pitching secured

coverage in top media channels such as Mashable.com,

Fox Business and CNNMoney.

Brandware tracked volume, tone and sentiment of

subsequent conversation, including blog use. Resulting

stories appeared on more than 90 blogs, with nearly

2,200 tweets and 1,600 Facebook “likes.”

More than 6 million unique users were exposed to the

campaign – and the company saw a 50% unit sales

increase over the same period vs. the previous year.

When Vespa USA partnered with personal finance website leader Mint.com Brandware was

asked to create media opportunities that would benefit both brands, and measurably cross-

pollinate consumer subscriptions to both web sites’ content, such as a Vespa newsletter.




A Fresh Twist on an Automotive Lifestyle Event

Strategy: Brandware developed a multi-media lifestyle campaign that

focused on promoting the fitness and nutrition requirements of race

car drivers. Our target audience was health, fitness, organic/natural

food and shelter media

Tactics and Results: Brandware recruited two special partners –

luxury kitchen brand Poggenpohl, which features a Porsche Design

line and Bravo Top Chef Angelo Sosa.

A video featuring Sosa and Long shopping for healthy ingredients at

New York’s Union Square farmer’s market reinforced the ergonomic

and cargo capacity benefits of the Cayenne.

A launch event turned ingredients into a healthy menu for nearly 30

media, including bloggers invited to tune in via a streaming hub.

Event and post-event media coverage has resulted in over 1.5

million impressions to-date.

Porsche Cars North America tasked Brandware with getting influencers outside of the

automotive category to pay attention to the benefits and styling of their hybrid Cayenne.

Brandware Agency Overview, Services & Capabilities

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