Sport & Wellness PR Agency

2017 COMPANY BROCHURE

SUMMARY

MEDIA RELATIONS

GLOBAL COMMUNICATION

COMMUNICATION TOOLS

CLIPPINGS

AGENCY

TERMS OF COLLABORATION6

MEDIA RELATIONS

MEDIA RELATIONS

WHY CHOSING A PR AGENCY ?

•Benefiting from the journalists network

established by the agency and his collaborators

•Getting in touch with press you can’t reach by

yourself : mainstream press, TV shows, bloggers,

influencers...

• Developing a global communication plan

•Communicating at lower cost (monthly fees

cheaper than advertising)

•Getting informed about upcoming themes of

all medias (sport, fashion, people at large...)

•Meeting journalists during dedicated

presentations, trade shows, press trips...

•Getting some articles in exclusive medias (TV,

radio...)

WHAT ARE « MEDIA RELATIONS » ?

•A simple and effective tool of communication to

promote a brand, an event, an athlete in the print

media, web, broadcasting

• A communication tool at lower cost

•A kind of communication based on relationships

with journalists, a strong press network, and the

expertise of the communication officers in the

field

MEDIA RELATIONS

OBJECTIVES

WHAT ARE THE AIMS OF A PR AGENCY ?

•Getting quality clippings in the print, web,

audiovisuals that fit to brand’s expectations

• Communicating about society and his founders

• Transmitting values and universe of the brand

•Creating links between journalists and the

brand

•Placing and providing a clear vision of the

brand in the mind of the journalists

•Getting visibility in the sports press, mainstream

press, news press, professional press and

audiovisual press

•Presenting the brand all year long with an

implementation of appropriate actions of

communication

OVERALL STRATEGY

BRAND COMMUNICATION

Since each brand is unique, it is important to

place that brand clearly in medias.

To this end, the agency proposes a

« Storytelling » which will follow all the PR

communication.

OBJECTIVES

•Having a communication which responds

to a real strategy through the year

•Assisting the brand’s position regarding

journalists

•Determinating together key messages

corresponding to brand’s expectations

MEDIA RELATIONS

MEDIA RELATIONS

STRATEGY

HOW TO ACHIEVE THESE OBJECTIVES?

•By determining targets press in advance

•By contacting high visibility main medias (TV, free

press, national press...)

•Through effective communication tools : invitations,

press releases, videos, websites, social medias, movies,

teasing...

•By holding contact database up to date and by

maintaining permanent link with journalists

• Through proactive and follow-ups call campaign

•By setting up public speeches with representatives

of the brand

•By organizing events dedicated to the brand,

to present the products, events, news: press

conferences, press presentations, press trips, night

events

PR TARGETS

Sport pages of the mainstream press

20 Minutes, Le Parisien, Madame Figaro, GQ, Direct

Matin...

Shopping pages of the mainstream press

Elle, Gala, Le Figaro, Grazia, Modes & Travaux...

Shopping pages of sport press

l’Equipe magazine, Santé Sport magazine…

A digital target : influentials websites and blogs

Doctissimo, aufeminin.com, runners.fr...

Audiovisual programs

Beinsports, La Matinale, Télématin…

Professional press

Fashion mag, Sport Eco, Outdoor Expert, Shoes

up…

Corporate headings in Press, TV, Radio

BFM, Les Echos, LCI, Sponsoring.fr, Stratégie...

MEDIA RELATIONS

INTERNATIONAL MEDIA RELATIONS

In order to ensure a global and harmonious PR communication through Europe, BernasCOM has approched many agencies in

the main european countries.

We are leading them to ensure a coherence in international communication.

INTERESTS :

• International strategy : global management ensured by BernasCOM

• Unique contact : 1 person at BernasCOM

• Share of ideas/synergy through all countries

• Harmonious global communication, adapted to each country

• Global report allowing a readjustment of budgets at european level

Budget : agency’s fees + leading

MEDIA RELATIONS

GLOBAL

COMMUNICATION2

In addition to traditional press relations,

BernasCOM offers to accompany you in a

more global wayon the entire communication

of the brand.

GLOBAL COMMUNICATION

GLOBAL COMMUNICATION

STRATEGY

COMMUNITY

MANAGEMENT

DIGITAL

OPTIMIZATION

1

2

3

GLOBAL COMMUNICATION STRATEGY

Profiting from the wide knowledge of the sports market and its players for many years,

BernasCOM offers you to accompany you in your global communication strategy.

1.Market analysis : SWOT : competitors, strenght, weakness, opportunities, threats

2. Definitions of objectives, targets, positionning...

3. Choices of strategic communication axes

4.Proposition of communication tools : media relations, ambassadors, community

management, website, newsletter, events, partnerships, sponsoring, athletes

management, media plan strategy, sponsoring...

5. Application of these communication tools and management of various actors

GLOBAL COMMUNICATION

COMMUNITY MANAGEMENT

•Messages posted on social medias allow to

generate a target trafic

•A good gestion of social networks stimules

sales of a product

•Ads allow a specific target, get in touch with

the community « core target »

•A strong presence in social medias allows to

create a notion of fidelity around the brand

• Specifications :

Today, social medias are part of a global

communication plan. Considering a rigorous

utilisation of them is crucial because :

OUR PROPOSITION

Before starting

•Implementation of an audit about the market with a focus of the 3 main

competitors (previously identified during the global analysis)

•Audit and advices of your anual use of social networks (Facebook, Twitter,

Instagram, etc)

Strategy : creating/developing and federating a community around the brand

• Strategic watch and searching of pertinent content

• Creation and publication of content

• Moderation and comment’s management

• Performance’s reports

• Organization of gaming contest

•Publication : photos, videos, GIF... (products, shooting, ambassadors, events,

trends, anecdotes ...)

numbers of posts : 16 per month for example on Facebook

relay of content with ambassadors

Content

GLOBAL COMMUNICATION

DIGITAL OPTIMIZATION :

A GOOD VISIBILITY OF YOUR WEBSITE

Google Adwords

Adwords is a great tool to rise your website and expose it to new

targets. Nevertheless, this tool has to be well used because if you

don’t, you could spend your money without convincing results.

BernasCOM is available to advise you and help you to improve

your advertising campaign.

Search Engine Optimization (SEO)

Concerning a brand, his website is a real showcase. It has

to be in tendance, responsive, well referenced... We are

offering you the possibility to :

• Analyse your website to optimize it : key words

• Optimize the SEO

Facebook Ads

Implementation of coherent campaign according to your

advertising objectives (Clic on the web reaching people

who are more likely to give attention to your brand)

GLOBAL COMMUNICATION

COMMUNICATION

TOOLS3

PRINCIPLE

Inviting journalists to discover the

event, the subject or the collections

on a dedicated time such as press

presentations, a press conference

or a partner event.

OBJECTIVES

•Gathering sport, fashion and

news journalists to make them

discover the brand news

•Bringing journalists in the world

of the brand

•Answering to their needs in

terms of shoppings and visuals

•Allowing them to meet headers

of the brand

Training ASICS with Leslie Dhjone,

Marc Raquil and William Accambray

Polar Cannes International

Triathlon

Press trip, Pompadour

Les MillsCompex press trip at Chamonix

with Kilian Jornet

PRESS/MEDIA EVENTS

COMMUNICATION TOOLS

Les Mills, Grand Palais Ski test at

Courchevel

COMMUNICATION TOOLS

AGENCY’S EVENTS

PRINCIPLE

At BernasCOM’s agency, each members

practice sports at his level :

•Weekly training for everyone in

BernasCOM’s squad !

•Daily workout exercises : every day at

4:30PM, no matter the situation (everyone

participate !). Five minutes to stay fit and

keep a solid cohesion in the team

• Running escape

• Stair climbing

« WE HAVE ENERGY

TO SPARE AT

BernasCOM ! »

AGENCY’S SOCIAL MEDIA

BernasCOM’s agency is very active on social

medias such as Facebook, Twitter and

Instagram.

A positioning that is both informative and

offbeat

•Daily update about the brand

•Event creation and mailing of press invitation

via Facebook

• Redaction and publication of content

•Be aware of BernasCOM’s behind the scene,

his team...

Objectives

•Increasing the visibility of the partners brand

of BernasCOM on the web

• Creating a web proactive community

• Having a differentiating and useful content

•Keeping informed journalists and

Facebookers about news of the brand

•Contacting journalist’s network in a different

way

COMMUNICATION TOOLS

COMMUNICATION TOOLS

EMAILINGS

Sending of press releases via email,

related to brand’s news or editorial

themes upcoming (Christmas,

father’s Day, Rugby world Cup...)

SHOPPING OUT/TESTS PRODUCTS

Sending of a flagship product of

the brand to main journalists to

enable them to test and evaluate

the product

LOOK BOOK

Qualitative tools in the spirit of the

brand presenting the products

and including a CD of pictures

TOOLS

Athletes : Marc Raquil,

Richardson,

Christophe

Soumaré,

Christophe

Gaël

Guénot,

Stéphane

Lemaître,

Jackson

Monfils,

Myriam

Diagana,

Laurent

Jalabert, Medhi Baala, Taïg Khris,

Nathalie Simon…

VIP’s : Miss France, Paul Belmondo,

Sylvie Tellier, Alexandre Delperier...

Federations : FFH, FFT, FFA...

Associations/Organisations : Peace and

Sport, Mécénat Chirurgie Cardiaque,

A.S.O...

Events : le Tour de France, Roland

Garros, Marathon de Paris, IronMan de

Nice, Marathon de Bordeaux, Triathlon

de Cannes, Triathlon de Chantilly, Vélo

Vert Festival, Roc d’Azur...

VIPSince its creation, BernasCOM has forged a network of privileged

contacts in many sectors and puts to use to his partners.

OBJECTIVES

•Bringing synergies between the different actors

• Benefit from easy access to :

COMMUNICATION TOOLS

RECAPITULATIVE

Mainobjectives

Increase the visibility

Objectifs Principal

Improve the brand image

Make the brand and his

products known

Media

present.

BUDGET

Partner

shipsEvents

MKG

Viral

Endorst

Sponso

Press,

tripBuying

space

Products

test

ITW One

to one

Press

Conf

Reach a young and

active target

Retain

journalists

Make the products

enjoyable

Get corporate clippings

about the brand

Main

Objectives

Secondary

Objectives

Means/mix

ofComm

Tools

Look Book Products Co Brand. Film Social Athletes Good Spot, Shopping Dotation DP

Emailing collections partnership Teasing network VIP will display out Product Corpo

COMMUNICATION TOOLS

CLIPPINGS4

SPORT PAGES OF THE

MAINSTREAM PRESS

GQ FEMME ACTUELLE

CLIPPINGS

LE PARISIEN GLAMOUR

SPORT PAGES OF THE

MAINSTREAM PRESS

CLIPPINGS

CLIPPINGS

SHOPPING PAGES /

TEST OF THE SPORT PRESS

TONIC JOGGING INTERNATIONAL

L’ÉQUIPE MAGAZINE SANTÉ SPORT MAGAZINE

CLIPPINGS

SHOPPING PAGES /

TEST OF THE SPORT PRESS

VOICI

SHOPPING PAGES IN

THE MAINSTREAM PRESS

ELLE

CLIPPINGS

VSD

SHOPPING PAGES IN

THE MAINSTREAM PRESS

FEMME ACTUELLE

CLIPPINGS

AUDIOVISUAL

CLIPPINGS

CORPORATE CLIPPINGS ON THE BRANDS

CLIPPINGS

5 AGENCY

AGENCY

Specialized in Sport, Fitness, Wellness PR, BernasCOM’s agency has a young and innovative expertise based

on the knowledge domain and relationships, to provide to its customers an entire satisfaction.

•A journalist network, bloggers and influencers (sport,

wellness, news, shopping, corporate, audiovisual...)

established since more than 10 years

•A real knowledge of sport’s universe (practise, results,

technical products)...

•A commitment to provide customers with quality

services, based on technical skills, experience, dynamism

and investment

• Capability to develop each brand/event in the media

• Clients who have trust in us since many years

•Journalists and bloggers’s network established

since more than 10 years

• Introduction of communication tools (CP, DP)

• Products tests

• Shoppingout

• Showrooms

• Media eventorganization

• Mediapresentation

• Press trips

•• Agency events

• Networking night’s

• Advices

• Implementation of strategy

• BernasCOM’snetwork

• Key actors of sports

• Athletes

• Influencers

•Implementation of media plans

•Advertising negociations

(agency’s fees)

• Advices

• Establishment of media partnerships

• Synergy with agency’s customers

• Exchange of visibility

• Search Engine Optimization

• Facebookadvertising

• Google Adwords

• International stategies

• Share of ideas

• Synergythoughcountries

• Unique contact

• Global report

• Strategic watch

• Content creation and publication

•Moderation and comment’s

management

• Performance’s reports

• Organization of gaming contest

AGENCY

A 360° AGENCY

SHOWROOMS

AGENCY

LOCATION

In the center of Paris

AGENCY

•Near to Paris’s Opera and les Grands

Boulevards, Galeries Lafayettes...

•Near to most knows train stations of Paris

(gare de l’Est, gare du Nord,

gare Saint-Lazare)

ACTUAL CUSTOMERS

AGENCY

REFERENCES

AGENCY

PRODUCTS

ASICS, LESMILLS, Onistuka Tiger, Compex, Castelli,

Polar, Aqua Lung, Aqua Sphere, Time, Leaderfit’s

Even, PowerBar, Cyclism’Actu, Compressport,

D.TER, Rywan, Noene, Body Talk, TANITA, Sir&Lys

A.S.O, Fédération de Handball...

EVENTS

Prix Brandt de la Combativité, Tour de France,

Roland Garros, Marathon de Bordeaux, Glory,

Oxy’Trail, Beach Rugby Tour, Triathlon de

Chantilly, Vélo Vert Festival, Crazy Jog, DUST,

La saharienne, Vélo Tour...

PLACES

Neoness, Disney, Attractive, Les

Cercles de la Forme, Aqualoft...

SERVICES

Gymlib, Seafari..

BernasCOM’S COMMUNITY

Since his creation, BernasCOM‘s agency has organized many events that

has allowed the agency to create a large community of journalists, bloggers,

influencers and athletes in sport’s world, and many of them have become

friends.

AGENCY

BERNA’S TEAM

DEPUTY MANAGER

OFFICE MANAGER

Charlotte Puigrenier

AGENCY

MANAGER

FOUNDER

Élodie Bernascon Bonnin

Elodie Bernascon, manager of BernasCOM’s agency, has

always been addicted to sport. Graduated of a « BAC+5 »

in marketing and communication (major of promo), this

hyperactive mother marathon runner, skier, triathlete,

cyclist, former salsa profesor loves challenges and faces

all of them : sportive and professional one. In her career,

Elodie has decided to combine business with pleasure : «

we are never as good as when we are working on stuff

we love». With her strong sport expertise, Elodie wants to

bring to the brands a young and dynamic vision of press

relations just as well in the print, as in audiovisual or on

social medias.

Charlotte is the « free electron » of BernasCOM. She has joigned

the team in 2015 as responsable of management and, since

2016, she is deputy and office manager. Graduated of a master

in cultural product management, she is far away from the sport

universe incarnated by Elodie. On the contrary, she represents

the parisian lifestyle.

Responsable of all the administration, management, accounting

and human ressources, she is also leading the communications

officer’s team and partipating to brand’s strategy.

She exposes her joy to BernasCOM but above all, her rigor

because « behind a team of sportsman, we need a person to

manage numbers ».

COMMUNICATION OFFICERS

Pauline Campos

Anne-Sophie

Kelagopian

Emilie Jade

Vauban

AGENCY

Graduated by a Master of

communication and marketing

and with her solid experience

in media relations at Reebok,

Anne-Sophie brings his joys

and his profesionnalism to the

agency. A bit talkative, she

doesn’t speak for nothing

when is it question to lead the

objectives she told herself.

Graduated

of sport

idealist,

connected

challenges,

Ariane Villerouge

in management

(Bac+5), Ariane is

determined and

! Looking for new

she has taken-up

the #challengeBernasCOM

by joigning the team in 2015,

animated by a common passion:

sport ! She will be able to satisfy

your expectations with her

disponibility, her will and her

communicative enthusiasm.

Graduated in marketing of

sport (Bac+5), Pauline loves

taking risks and sets herself

new challenges. Professional

and reactive, she has decided

to work with a dynamic and

sportive team and wears every

day a smile and a good mood.

Always in search of new ideas

to defend her clients, she can’t

imagine her life without

adrenaline because «life is a

sport».

Keen on of extreme sports and

urban cultures, Emilie Jade has

quickly joigned the world of

media relations and has

specialized herself in the sport’s

universe. After an experience

inside Redbull and many free-

lance assignments for events as

NL Contest, international

festival of urban cultures, she

has joigned BernasCOM to take-

up new challenges. Her life, she

enjoys it : positivity, challenges

and dynamism are keyworks in

which she is sitting on, to move

forward in her life.

6 TERMS OF

COLLABORATION

NEEDS

TERMS OF COLLABORATION

FOR OUR COLLABORATION TO WORK, WE

NEED :

•To be informed asap of all the news about

the brand

•A quick and effective interaction between the

agency and the brand

•To be able to use existing tools in Pr

(hD video, packshots, prices and product

descriptions, catalogs, films, ...)

• To provide products for tests and shoppings

•To install the agency in a partnership / advice

dimension

PRODUCTION MONITORING

EVERY SEASONS

•Full activities reporting

•Constitution of press-books given at each

season end

•Strategic recommendation for the next

season

•Development of a retro planning for each

phase of work

• Actions estimates for approval

EVERY WEEK

•Publications : sending of email

•Worklist : to determinate current and

upcoming actions

EVERY MONTH

•Monthly reporting : contact journalists and

PR missions accomplished during the month

• Evaluation of press coverage

• Speech on the retro planning of the season

•Monthly meeting face to face or by visio-

conference

TERMS OF COLLABORATION

BUDGET

Fees includes :

•A dedicated team at disposition (manager,

press officer, assistant)

• Relationship with the various target media

• Using of a database

•Broadcasting of the various communication

tools

• Setting up of regular meetings

• File tracking

• Weekly worklist

• Monthly business review and press review

Fees does not include :

•Operating costs :

- Couriers/mails

- Trips, media lunches, journalists gifts...

• Technical costs :

- Production of press releases and invitations (print/web)

•A subscription to the Argus Press (you have to subscribe to

the brand)

• The establish of a communication strategy, community

management, digital optimization, international media

relations

• Media buying

• The organization of side events : conference, press trip

• Partership organization (12%)OUR AGENCY IS AWARE OF THE CURRENT ECONOMICSITUATION AND WANTS TOOPTIMIZE COSTS FOR ITS CLIENTS.BERNASCOM MAKES SURE OF REDUCING ANCILLARY COSTSTO THE HILT SO THAT THE FINANCIAL INVESTMENT ENSURESCONCRETE RESULTS.

AGENCY FEES: FIXED MONTHLY TO BE

DETERMINED

TERMS OF COLLABORATION

39 rue de Chateaudun 75009 Paris

1st floor on the left, Stairs. D code 5703

Switchboard : + 33 1 45 26 25 92

rh@bernascom.com

Sport & Wellness RP Agency