RBCRBCRob Bailey CommunicationsRob Bailey Communications
Strategic Marketers and Media MavensStrategic Marketers and Media MavensPowered By A Passion For ResultsPowered By A Passion For Results
Agency Capabilities & Select Case Studies Agency Capabilities & Select Case Studies
October 2009October 2009
RBC – Who We AreRBC – Who We Are
Talented at building brand preference via strategic, integrated marketing efforts
Strong players in consumer products, entertainment, retail, sports, hospitality, travel, B to B, animal health, youth marketing, consumer healthcare
In step with men, women, seniors, kids, minorities and trend-setters
Skilled in national and niche media relations, event planning, issues management, internal communications, Web relations, , grassroots outreach and cause-related programs
Former Big Agency
Leaders
Hands-On,Senior
Counselors
Cross-Category,
Multi-TargetExperts
MastersIn All
AspectsOf PR
HighlyCreativeBrand
Builders
RBC
WELOVE
PR
MEDIA SAVVYIS IN OUR BLOOD
We started as reportersand know what makes news
COLLABORATINGWITH CLIENTS IS KEYWe’re all on the same team and
share one goal – growing the brand
STRATEGY IS SECOND NATUREWe bring what’s best about brands to life in
compelling ways – reflecting the desires of consumer constituents and influencers
PERSISTENCE & FRESH PERSPECTIVESPAVE A SUCCESSFUL ROAD
We work until we achieve goals, shifting gears as necessary
RBC – Why We ExcelRBC – Why We Excel
RBC’s Hallmark:RBC’s Hallmark: Strategic StorytellingStrategic Storytelling
It’s less about SPIN and more about a SOLID STORY Your target audience needs news that will forge emotional
and rational brand connections, yielding purchase preference Information bombards targets from countless places – OUR
NEWS has to mean something to them to stand out
How we do it When there’s no news, we create it
Via a variety of means -- events, surveys, links to current headlines and milestones, spin-offs of studies, etc.
When a story already exists, we broaden its appeal Add new dimensions, convey stories in unexpected places
Our stories shine the light on clients where they want to be -- in front of decision-makers, prospective purchasers
Because it’s all about seeding awareness that blossoms into people choosing your brand above the rest
Current/Past ClientsCurrent/Past ClientsThe Company We KeepThe Company We Keep
HIT Entertainment Act as AOR for stage show tours, bringing 150+ markets
the opportunity to meet The Wiggles, Barney, Thomas the Tank Engine and Bob the Builder
NutriSystem Spearhead ongoing re-introduction of weight loss brand
and promote new innovations Lion Brand Yarn
Brand non-branded category Position venerable brand as a hip force behind the
upward surge in knitting’s popularity Daffy’s
Maintain and increase awareness for the premier off-price retailer
Faith Popcorn BrainReserve Lead media relations for foremost trend resource that
helps companies meet future consumer needs
From Kids, Calories, From Kids, Calories, Clothes And Consultants…Clothes And Consultants…
New York Skyride Implement over-the-top media effort for big screen NYC
tour
Fuze Beverage, Inc. Promote world’s first entry into new “smart beverage”
category - a line of “vitamin-infuzed” teas and juices
Harlem Wizards Elevate awareness for this world-class brand of "show"
basketball
Shikatani Lacroix Brandesign Generate U.S. business interest in cutting-edge, Canadian
design agency
Total Entertainment, Inc. Drive business leads for event entertainment company
that features two-time “Today Show Throws A Wedding” band of the year, Soul Solution
…To Rides, Refreshments, To Rides, Refreshments, Ringers And SingersRingers And Singers
RBCRBCBRIEFBRIEFCASESCASES
SNAPSHOTS OF RECENT SNAPSHOTS OF RECENT
CLIENT PROGRAMSCLIENT PROGRAMS
Relaunch A Diet LegendRelaunch A Diet Legend
NutriSystem: Strategic Brand/Company Reintroduction
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BEFORE
QuickTime™ and a
EmbarrassingTV Moment: Zora Can’t
Fit Into Her Dress…NutriSystem
TO THE RESCUEAFTER
Introducing… Introducing… The NEW NutriSystemThe NEW NutriSystem
Goals Promote rebirth of ‘70s weight loss company as provider of a
REAL diet – one that works for REAL people Create widespread national coverage for new company and
diet – NutriSystem Nourish Drive Web site visits, NutriSystem food purchases, sales of
Nourish book Generate positive awareness for new products/innovations
Strategic Actions Affiliate with select REALITY TV stars to help promote REAL
diet as contemporary and cutting-edge Establish company as authority clearing up carb confusion Position as innovative, diet regimen combining latest science
and portion control info, tailored for busy 21st century life
Feed Media’sFeed Media’sGood-Carb AppetiteGood-Carb Appetite
Results Now fastest-growing U.S. diet company, surpassing corporate
earnings goals quarterly. (PR is a large part of marketing mix) Launch engendered numerous national placements including
Woman’s World cover, People cover, Us, First For Women, VH-1 and “The View,” and top-market hits in NYC, LA, Chicago, etc.
Evolve Into A REALITY TV DietEvolve Into A REALITY TV DietBeyond The Launch Scent Science Scores
Aquaescents introduced Water bottle with scented caps
that “flavor” contents – without calories
GMA, Daily Buzz, First For Women, New York Daily News, Fort Worth Star-Telegram, Wireless News Flash, etc.
Flying High With “The Swan” NutriSystem nutritionist is ‘04
diet expert on hit show Women shed 200 lbs. on diet Leno, US, Star Magazine, etc.
New Year’s Testimonials REAL diet successes People (cover), First For
Women (again), All You Total audience to date:
100 million+
.url
Brand A Generic CategoryBrand A Generic Category
GoalsGoals Help brand a competitive category with littleHelp brand a competitive category with little
differentiationdifferentiation Continually make 126-year-old brand Continually make 126-year-old brand
appear as fashion-forward trend-setterappear as fashion-forward trend-setter
Strategic ActionsStrategic Actions Demonstrate Lion Brand’s innovative brand essence, especially Demonstrate Lion Brand’s innovative brand essence, especially
among young knitters and mediaamong young knitters and media Transform “Knitting Is Hot Again” trend into spin-off stories for Transform “Knitting Is Hot Again” trend into spin-off stories for
Lion BrandLion Brand Appeal to primarily female audience through meaningful, cause-Appeal to primarily female audience through meaningful, cause-
related activitiesrelated activities Promote Crochet For A Cause Kit to benefit KomenPromote Crochet For A Cause Kit to benefit Komen
Magnify and brand any opportunistic anglesMagnify and brand any opportunistic angles Stitch Lion Brand into Martha’s Prison-Break Poncho story via series Stitch Lion Brand into Martha’s Prison-Break Poncho story via series
of angles, turning photo opp. into branded fashion statementof angles, turning photo opp. into branded fashion statement
Martha, Martha, Martha, Martha, Martha!!!Martha!!!
ResultsResults Lion Brand brightly spotlighted amid Martha Stewart coverageLion Brand brightly spotlighted amid Martha Stewart coverage
Company recreates Martha’s Prison-Break PonchoCompany recreates Martha’s Prison-Break Poncho Stewart commends brand for its pattern and for soft yarn in originalStewart commends brand for its pattern and for soft yarn in original Non-stop pitching transforms poncho into icon/revives fashion favoriteNon-stop pitching transforms poncho into icon/revives fashion favorite
Coverage fueled for 3+ weeks, Coverage fueled for 3+ weeks, reaching 100 million+ consumersreaching 100 million+ consumers via via WSJ WSJ (Marketplace Front Page), GMA,(Marketplace Front Page), GMA, People, Newsweek People, Newsweek, Fox News, Scripps-Howard, , Fox News, Scripps-Howard, L.A.Times, The Washington PostL.A.Times, The Washington Post and hundreds of other outlets and hundreds of other outlets
500,000+ needlecrafters download pattern, drive significant yarn sales500,000+ needlecrafters download pattern, drive significant yarn sales Deemed most popular pattern in Lion Brand Yarn’s 127-year historyDeemed most popular pattern in Lion Brand Yarn’s 127-year history
No More No-Name YarnNo More No-Name YarnResultsResults
Beyond promoting Martha’s poncho, we’ve put the brand Beyond promoting Martha’s poncho, we’ve put the brand on the map among 65 million+ additional consumers via on the map among 65 million+ additional consumers via hits covering a plethora of other pitcheshits covering a plethora of other pitches
Crochet For A Cause Kit appeared coast to coast in outlets including Crochet For A Cause Kit appeared coast to coast in outlets including Harper’s BazaarHarper’s Bazaar, Health Magazine Online, , Health Magazine Online, Philadelphia Inquirer, Philadelphia Inquirer, Baltimore Sun, Pittsburgh Post-GazetteBaltimore Sun, Pittsburgh Post-Gazette
YMYM showcased brand in 2-page spread with packaging photo, contest, showcased brand in 2-page spread with packaging photo, contest, site linksite link
Good HousekeepingGood Housekeeping featured holiday scarf pattern featured holiday scarf pattern American BabyAmerican Baby promoted Learn To Knit Kit promoted Learn To Knit Kit Knight-Ridder, Tribune Media Service, Knight-Ridder, Tribune Media Service, The Chicago Tribune, Seattle The Chicago Tribune, Seattle
Times, Atlanta Journal-ConstitutionTimes, Atlanta Journal-Constitution, WB11-TV NYC, KARE-TV, etc. , WB11-TV NYC, KARE-TV, etc. endorse “Man-cho,” (male poncho) and funky home décor endorse “Man-cho,” (male poncho) and funky home décor fashions as fun giftsfashions as fun gifts
Success For The Newly Success For The Newly DressedDressed
NYNE:
Introduce New Line of Versatile Clothes for Today’s Multi-tasking Men
NYNE Clothing Line DebutNYNE Clothing Line DebutGoals
Level 1 -- GENERATE AWARENESSLevel 1 -- GENERATE AWARENESS Level 2 – SEED PREFERENCE, CREDIBILITYLevel 2 – SEED PREFERENCE, CREDIBILITY
Building the brand by gaining positive articles and Building the brand by gaining positive articles and segments -- third-party endorsement by the mediasegments -- third-party endorsement by the media
Can be used internally by organizations to generate Can be used internally by organizations to generate interest in their products among key customers & retailersinterest in their products among key customers & retailers
Level 3 –DIRECTLY BOOST SALES VIA PRLevel 3 –DIRECTLY BOOST SALES VIA PR In 99 percent of plans, PR is just one element in an In 99 percent of plans, PR is just one element in an
integrated marketing effort to help sales (along with integrated marketing effort to help sales (along with advertising, promotions, etc.) – advertising, promotions, etc.) – but it’s almost never a sales but it’s almost never a sales generator alonegenerator alone
However, when PR can directly create a sales spike (or However, when PR can directly create a sales spike (or several), it has achieved a new level of success – several), it has achieved a new level of success – surpassing many other effortssurpassing many other efforts
TRANSLATION: It Doesn’t Get Better Than This…TRANSLATION: It Doesn’t Get Better Than This…
““NYNE” Lives For One NYNE” Lives For One BrandBrand
Strategic Actions Trumpet NYNE’s core brand valuesTrumpet NYNE’s core brand values Translate brand personality into everyday life and newsworthy Translate brand personality into everyday life and newsworthy
themesthemes Promoted NYNE Lives and how the line transforms even average Promoted NYNE Lives and how the line transforms even average
guys into A-listersguys into A-listers A New You with New EnergyA New You with New Energy
Pitch many different “New You” angles for men Pitch many different “New You” angles for men and the women and the women who like to dress themwho like to dress them Spring Renewal -- Multi-Tasking Men With Clothes That Take Them Spring Renewal -- Multi-Tasking Men With Clothes That Take Them
AnywhereAnywhere Boardroom to Playground to NightclubBoardroom to Playground to Nightclub
Fashion-Forward Father’s DayFashion-Forward Father’s Day Male Make-over Fashion Show, Must-Have Gifts, etc.Male Make-over Fashion Show, Must-Have Gifts, etc.
Refreshing Line of Summer Styles (CoolMax angle) Refreshing Line of Summer Styles (CoolMax angle) Full-Line of Mix/Match Ensembles For Fall Full-Line of Mix/Match Ensembles For Fall
Help journalists take our brand and weave it into their fashion Help journalists take our brand and weave it into their fashion and lifestyle storiesand lifestyle stories
Results Big national splash with
Fox & Friends NYNE Makeover and Knight-Ridder wire service feature
Key Father’s Day coverage in target market daily print and key Fashion Web sites, including the coveted DAILY CANDY
30 million+ consumers reached with an incredible CPM of $1.24 !!
New Clothes “Catch Fire”New Clothes “Catch Fire”
For The Of For The Of ShoppingShopping
::Giving the press Giving the press andand shoppers a reason to shoppers a reason to
start talking about Daffy’s …start talking about Daffy’s …
Making Daffy’s Making Daffy’s Relevant AgainRelevant Again
Goals Extend media buys with unpaid editorial to fill gapsExtend media buys with unpaid editorial to fill gaps
Challenge -- smaller marketing budgets don’t usually interest Challenge -- smaller marketing budgets don’t usually interest media, so need to highlight creative, unique mediums media, so need to highlight creative, unique mediums purchased, and the local, historic significance of Daffy’spurchased, and the local, historic significance of Daffy’s
Give the press and consumers a reason to start Give the press and consumers a reason to start talking about Daffy’s againtalking about Daffy’s again A new “Mannequin” ad campaign offered a timely reason to A new “Mannequin” ad campaign offered a timely reason to
look at a five-decade success storylook at a five-decade success story Create a call to action that drives traffic by Create a call to action that drives traffic by
reconnecting with targetreconnecting with target Develop stories/stunts/events that engage media and Develop stories/stunts/events that engage media and
consumers with the brand and the campaignconsumers with the brand and the campaign
Playing Cupid Between Playing Cupid Between Brand & ShoppersBrand & Shoppers
Strategic Actions Tell the Daffy’s story within the NY/NJ/CT Tri-state area (because Tell the Daffy’s story within the NY/NJ/CT Tri-state area (because
this is a regional success story)this is a regional success story) HistoryHistory MerchandiseMerchandise
Bring New Ad Campaign To LifeBring New Ad Campaign To Life Introduce Mannequins through public appearances utilizing Introduce Mannequins through public appearances utilizing
Mannequin Street TeamMannequin Street Team ““Safe Sex Is Always In Fashion” Strategic Partnership InitiativeSafe Sex Is Always In Fashion” Strategic Partnership Initiative
Valentine’s Day event with the Women’s Institute at the GMHC Valentine’s Day event with the Women’s Institute at the GMHC Distributed safe sex packs throughout New York CityDistributed safe sex packs throughout New York City
Capitalize on new store opening in Westchester to showcase Capitalize on new store opening in Westchester to showcase continued brand growthcontinued brand growth
AlsoAlso “Travel” “Travel” outside the Fashion Pagesoutside the Fashion Pages Daffy’s Shopping Experience awareness campaign targeted at Travel Daffy’s Shopping Experience awareness campaign targeted at Travel
media covering tourist destinations in New York Citymedia covering tourist destinations in New York City
Results Regional media
homerun -- extensive coverage of new marketing campaign and Westchester store opening netting over 6 MILLION impressions
Distributed 25,000 safe sex packs, as well as promotional incentives that spiked same-week, in-store traffic by more than 20% during the “Safe Sex Is Always In Fashion” initiative
Landed “fashion consultant” segments with Univision
Daffy’s Feels The LoveDaffy’s Feels The Love
Getting Noticed….Getting Noticed…. Everywhere You Go Everywhere You Go
Grass Roots Appeal: Marketing Family Shows Creatively
Entertain Families Coast To Entertain Families Coast To CoastCoast
The Wiggles, Day Out With Thomas, Barney’s The Wiggles, Day Out With Thomas, Barney’s Colorful World, Colorful World,
Bob The Builder LIVE!, Arthur LIVE, Stars on IceBob The Builder LIVE!, Arthur LIVE, Stars on IceGoals Drive ticket sales/traffic at family stage shows and events Showcase unique appeal of properties to attract new fans, as
well as strengthen existing consumer relationships Maximize awareness of brands through stage show tours
Strategic Actions Position Wiggles, Barney, Thomas, Arthur and Bob as true
celebrities from a child’s POV -- creating major call to action among feature TV/print, Web media outlets, as well as parents
Create anticipation for, ongoing buzz about and great photo/video opportunities around local appearances/chances to meet these stars
Maximize coverage opportunities by announcing future visits and layering tailored local angles on top of core story
Bring Characters To LIFEBring Characters To LIFEResults Most events enjoy a near-capacity
turnout and strong community buzz All tours combined have netted
5,000+ media hits reaching more than TWO BILLION PEOPLE
Broadcast coverage ranges from national segments, including a Sweeps Primetime appearance on “Deal or No Deal,” to local live remotes and fun packages in nearly every market
Major print features regularly appear in national and local outlets including: US Weekly, Parents, Attache (US Airways), The New York Times, The Los Angeles Times, etc.
Client CommentaryClient Commentary
I can't tell you how thrilled we are with the partnership we have formed. Your team has done an incredible job
for NutriSystem! You are true PR pros with patience and unstoppable stamina
- Sheri Keiles, VP, Communications, NutriSystem, Inc. Sheri Keiles, VP, Communications, NutriSystem, Inc.
RBC has become a valuable and trusted partner for HIT. They are a critical component in the success of our
tours, generating significant interest and excitement for
our shows in every market- Sloan Coleman, VP, Wiggles USASloan Coleman, VP, Wiggles USA
RBC’s Value PropositionRBC’s Value Proposition
Just looking at the bottom line…Just looking at the bottom line… For Hit Entertainment -- CPM = 27 CENTSFor Hit Entertainment -- CPM = 27 CENTS For NutriSystem -- CPM = 63 CENTSFor NutriSystem -- CPM = 63 CENTS For Lion Brand Yarn -- CPM = $1.69For Lion Brand Yarn -- CPM = $1.69 PR industry standards state CPMs from $7-$12 are good, PR industry standards state CPMs from $7-$12 are good,
lower CPMs are GREATlower CPMs are GREAT
RBC gives clients a service with true valueRBC gives clients a service with true valueTop talent + great results + 0 big agency Top talent + great results + 0 big agency
overhead = overhead =
Significant ROI you can bank onSignificant ROI you can bank on
That’s Just A Taste Of That’s Just A Taste Of What RBC Has Done In What RBC Has Done In
8 Short Years8 Short Years
Here’s A Brief Glimpse Of RBC’s Here’s A Brief Glimpse Of RBC’s Leaders And Other Clients We’ve Leaders And Other Clients We’ve
Handled…Handled…
RBC Senior LeadersRBC Senior LeadersRob Bailey, President Founded RBC in 2002 15+ years in PR/communications Former TV anchor/producer in NY, FLA Known as first-rate problem-solver with NYC big agency experience
Edelman, MS&L, Ruder Finn and Dan Klores Communications Spearheaded successful image and brand-building campaigns across many
industries for clients including:
A few claims to fame: Subaru Turnaround Story, Pepsi Challenge PR, Shell Robotic Gas “Smart Pump” launch, Glacéau vitaminwater and smartwater launch, Champion 1996 Olympics Official Outfitter program
B.A. University of FLA’s School of Journalism and Communications
That’s Just A Glimpse Of What That’s Just A Glimpse Of What We’ve Done For Others…We’ve Done For Others…
Let’s Talk About Let’s Talk About What We Can Do For You…What We Can Do For You…
Rob BaileyRob [email protected]
201-760-0200, X101201-760-0200, X101