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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
Copyright © 2012 The Brandware Group, Inc.
brandwaregroup.com 3
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
Copyright © 2012 The Brandware Group, Inc.
brandwaregroup.com 4
Our Services
Research, Analysis & Measurement
Public and Media Relations
Social/Digital Media Thought Leadership
Events & Experiences Marketing Communications
Internal Communications
Content and Editorial
Copyright © 2012 The Brandware Group, Inc.
brandwaregroup.com 5
Our Clients
Copyright © 2012 The Brandware Group, Inc.
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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
Copyright © 2012 The Brandware Group, Inc.
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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
Copyright © 2012 The Brandware Group, Inc.
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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?
Copyright © 2012 The Brandware Group, Inc.
brandwaregroup.com 9
Thanks!
We’d love to earn your business.
Elke Martin
President
Brandware Public Relations
8399 Dunwoody Place
Atlanta, GA 30350
770.649.0880 Ext 305
770.596.8444 (mobile)
MORE ABOUT BUILDING PASSION
Brandware Public Relations
Copyright © 2012 The Brandware Group, Inc.
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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
Copyright © 2012 The Brandware Group, Inc.
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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
Copyright © 2012 The Brandware Group, Inc.
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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
Copyright © 2012 The Brandware Group, Inc.
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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
Copyright © 2012 The Brandware Group, Inc.
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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 Public Relations
Copyright © 2012 The Brandware Group, Inc.
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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!
Copyright © 2012 The Brandware Group, Inc.
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Brandware Passion Points:
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
Copyright © 2012 The Brandware Group, Inc.
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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.
Brandware Passion Points:
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
Copyright © 2012 The Brandware Group, Inc.
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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.
Brandware Passion Points:
Good Medicine and Healthy Living
CASE STUDIES
Brandware Public Relations
Copyright © 2012 The Brandware Group, Inc.
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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.
Copyright © 2012 The Brandware Group, Inc.
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Brandware Case Study:
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.
Copyright © 2012 The Brandware Group, Inc.
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Brandware Case Study:
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.
Copyright © 2012 The Brandware Group, Inc.
brandwaregroup.com 25
Brandware Case Study:
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,
Copyright © 2012 The Brandware Group, Inc.
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Brandware Case Study:
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.
Copyright © 2012 The Brandware Group, Inc.
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Brandware Case Study:
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.
Copyright © 2012 The Brandware Group, Inc.
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Brandware Case Study:
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.
Copyright © 2012 The Brandware Group, Inc.
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Brandware Case Study:
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.