Presentation is loading. Please wait.

Presentation is loading. Please wait.

RBC Rob Bailey Communications Strategic Marketers and Media Mavens Powered By A Passion For Results Agency Capabilities & Select Case Studies October 2009.

Similar presentations


Presentation on theme: "RBC Rob Bailey Communications Strategic Marketers and Media Mavens Powered By A Passion For Results Agency Capabilities & Select Case Studies October 2009."— Presentation transcript:

1 RBC Rob Bailey Communications Strategic Marketers and Media Mavens Powered By A Passion For Results Agency Capabilities & Select Case Studies October 2009

2 RBC – 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 RBC Highly Creative Brand Builders Masters In All Aspects Of PR Cross- Category, Multi-Target Experts Hands-On, Senior Counselors Former Big Agency Leaders

3 WE LOVE PR MEDIA SAVVY IS IN OUR BLOOD We started as reporters and know what makes news COLLABORATING WITH CLIENTS IS KEY We’re all on the same team and share one goal – growing the brand STRATEGY IS SECOND NATURE We bring what’s best about brands to life in compelling ways – reflecting the desires of consumer constituents and influencers PERSISTENCE & FRESH PERSPECTIVES PAVE A SUCCESSFUL ROAD We work until we achieve goals, shifting gears as necessary RBC – Why We Excel

4 RBC’s Hallmark: Strategic 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

5 Current/Past Clients The Company We Keep

6 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, Clothes And Consultants…

7 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, Ringers And Singers …To Rides, Refreshments, Ringers And Singers

8 RBC BRIEFCASES SNAPSHOTS OF RECENT CLIENT PROGRAMS

9 Relaunch A Diet Legend NutriSystem: Strategic Brand/Company Reintroduction BEFORE QuickTime™ and a Embarrassing TV Moment: Zora Can’t Fit Into Her Dress… NutriSystem TO THE RESCUE AFTER

10 Introducing… The 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

11 Feed Media’s Good-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.

12 Evolve Into A REALITY TV Diet Beyond 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+

13 Brand A Generic Category Goals Help brand a competitive category with little Help brand a competitive category with little differentiation differentiation Continually make 126-year-old brand Continually make 126-year-old brand appear as fashion-forward trend-setter Strategic Actions Demonstrate Lion Brand’s innovative brand essence, especially among young knitters and media Demonstrate Lion Brand’s innovative brand essence, especially among young knitters and media Transform “Knitting Is Hot Again” trend into spin-off stories for Lion Brand Transform “Knitting Is Hot Again” trend into spin-off stories for Lion Brand Appeal to primarily female audience through meaningful, cause-related activities Appeal to primarily female audience through meaningful, cause-related activities Promote Crochet For A Cause Kit to benefit Komen Promote Crochet For A Cause Kit to benefit Komen Magnify and brand any opportunistic angles Magnify and brand any opportunistic angles Stitch Lion Brand into Martha’s Prison-Break Poncho story via series of angles, turning photo opp. into branded fashion statement Stitch Lion Brand into Martha’s Prison-Break Poncho story via series of angles, turning photo opp. into branded fashion statement

14 Martha, Martha, Martha!!! Results Lion Brand brightly spotlighted amid Martha Stewart coverage Company recreates Martha’s Prison-Break Poncho Stewart commends brand for its pattern and for soft yarn in original Non-stop pitching transforms poncho into icon/revives fashion favorite Coverage fueled for 3+ weeks, reaching 100 million+ consumers via WSJ (Marketplace Front Page), GMA, People, Newsweek, Fox News, Scripps-Howard, L.A.Times, The Washington Post and hundreds of other outlets 500,000+ needlecrafters download pattern, drive significant yarn sales Deemed most popular pattern in Lion Brand Yarn’s 127-year history

15 No More No-Name Yarn Results Beyond promoting Martha’s poncho, we’ve put the brand on the map among 65 million+ additional consumers via hits covering a plethora of other pitches Beyond promoting Martha’s poncho, we’ve put the brand on the map among 65 million+ additional consumers via hits covering a plethora of other pitches Crochet For A Cause Kit appeared coast to coast in outlets including Harper’s Bazaar, Health Magazine Online, Philadelphia Inquirer, Baltimore Sun, Pittsburgh Post-Gazette Crochet For A Cause Kit appeared coast to coast in outlets including Harper’s Bazaar, Health Magazine Online, Philadelphia Inquirer, Baltimore Sun, Pittsburgh Post-Gazette YM showcased brand in 2-page spread with packaging photo, contest, site link YM showcased brand in 2-page spread with packaging photo, contest, site link Good Housekeeping featured holiday scarf pattern Good Housekeeping featured holiday scarf pattern American Baby promoted Learn To Knit Kit American Baby promoted Learn To Knit Kit Knight-Ridder, Tribune Media Service, The Chicago Tribune, Seattle Times, Atlanta Journal-Constitution, WB11-TV NYC, KARE-TV, etc. endorse “Man-cho,” (male poncho) and funky home décor fashions as fun gifts Knight-Ridder, Tribune Media Service, The Chicago Tribune, Seattle Times, Atlanta Journal-Constitution, WB11-TV NYC, KARE-TV, etc. endorse “Man-cho,” (male poncho) and funky home décor fashions as fun gifts

16 Success For The Newly Dressed NYNE: Introduce New Line of Versatile Clothes for Today’s Multi-tasking Men

17 NYNE Clothing Line Debut Goals Level 1 -- GENERATE AWARENESS Level 1 -- GENERATE AWARENESS Level 2 – SEED PREFERENCE, CREDIBILITY Level 2 – SEED PREFERENCE, CREDIBILITY Building the brand by gaining positive articles and segments -- third- party endorsement by the media Building the brand by gaining positive articles and segments -- third- party endorsement by the media Can be used internally by organizations to generate interest in their products among key customers & retailers Can be used internally by organizations to generate interest in their products among key customers & retailers Level 3 –DIRECTLY BOOST SALES VIA PR Level 3 –DIRECTLY BOOST SALES VIA PR In 99 percent of plans, PR is just one element in an integrated marketing effort to help sales (along with advertising, promotions, etc.) – but it’s almost never a sales generator alone In 99 percent of plans, PR is just one element in an integrated marketing effort to help sales (along with advertising, promotions, etc.) – but it’s almost never a sales generator alone However, when PR can directly create a sales spike (or several), it has achieved a new level of success – surpassing many other efforts However, when PR can directly create a sales spike (or several), it has achieved a new level of success – surpassing many other efforts TRANSLATION: It Doesn’t Get Better Than This… TRANSLATION: It Doesn’t Get Better Than This…

18 “NYNE” Lives For One Brand Strategic Actions Trumpet NYNE’s core brand values Trumpet NYNE’s core brand values Translate brand personality into everyday life and newsworthy themes Translate brand personality into everyday life and newsworthy themes Promoted NYNE Lives and how the line transforms even average guys into A-listers Promoted NYNE Lives and how the line transforms even average guys into A-listers A New You with New Energy A New You with New Energy Pitch many different “New You” angles for men and the women who like to dress them Pitch many different “New You” angles for men and the women who like to dress them Spring Renewal -- Multi-Tasking Men With Clothes That Take Them Anywhere Spring Renewal -- Multi-Tasking Men With Clothes That Take Them Anywhere Boardroom to Playground to Nightclub Boardroom to Playground to Nightclub Fashion-Forward Father’s Day Fashion-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 and lifestyle stories Help journalists take our brand and weave it into their fashion and lifestyle stories

19 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”

20 For The Of Shopping : Giving the press and shoppers a reason to start talking about Daffy’s …

21 Making Daffy’s Relevant Again Goals Extend media buys with unpaid editorial to fill gaps Extend media buys with unpaid editorial to fill gaps Challenge -- smaller marketing budgets don’t usually interest media, so need to highlight creative, unique mediums purchased, and the local, historic significance of Daffy’s Challenge -- smaller marketing budgets don’t usually interest media, so need to highlight creative, unique mediums purchased, and the local, historic significance of Daffy’s Give the press and consumers a reason to start talking about Daffy’s again Give the press and consumers a reason to start talking about Daffy’s again A new “Mannequin” ad campaign offered a timely reason to look at a five-decade success story A new “Mannequin” ad campaign offered a timely reason to look at a five-decade success story Create a call to action that drives traffic by reconnecting with target Create a call to action that drives traffic by reconnecting with target Develop stories/stunts/events that engage media and consumers with the brand and the campaign Develop stories/stunts/events that engage media and consumers with the brand and the campaign

22 Playing Cupid Between Brand & Shoppers Strategic Actions Tell the Daffy’s story within the NY/NJ/CT Tri-state area (because this is a regional success story) Tell the Daffy’s story within the NY/NJ/CT Tri-state area (because this is a regional success story) History History Merchandise Merchandise Bring New Ad Campaign To Life Bring New Ad Campaign To Life Introduce Mannequins through public appearances utilizing Mannequin Street Team Introduce Mannequins through public appearances utilizing Mannequin Street Team “Safe Sex Is Always In Fashion” Strategic Partnership Initiative “Safe 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 City Distributed safe sex packs throughout New York City Capitalize on new store opening in Westchester to showcase continued brand growth Capitalize on new store opening in Westchester to showcase continued brand growth Also “Travel” outside the Fashion Pages Also “Travel” outside the Fashion Pages Daffy’s Shopping Experience awareness campaign targeted at Travel media covering tourist destinations in New York City Daffy’s Shopping Experience awareness campaign targeted at Travel media covering tourist destinations in New York City

23 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 Love

24 Getting Noticed…. Everywhere You Go Grass Roots Appeal: Marketing Family Shows Creatively

25 Entertain Families Coast To Coast The Wiggles, Day Out With Thomas, Barney’s Colorful World, Bob The Builder LIVE!, Arthur LIVE, Stars on Ice Goals 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

26 Bring Characters To LIFE Results 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.

27 Client 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. 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 USA

28 RBC’s Value Proposition Just looking at the bottom line… For Hit Entertainment -- CPM = 27 CENTS For Hit Entertainment -- CPM = 27 CENTS For NutriSystem -- CPM = 63 CENTS For NutriSystem -- CPM = 63 CENTS For Lion Brand Yarn -- CPM = $1.69 For Lion Brand Yarn -- CPM = $1.69 PR industry standards state CPMs from $7-$12 are good, lower CPMs are GREAT PR industry standards state CPMs from $7-$12 are good, lower CPMs are GREAT RBC gives clients a service with true value Top talent + great results + 0 big agency overhead = Significant ROI you can bank on

29 That’s Just A Taste Of What RBC Has Done In 8 Short Years Here’s A Brief Glimpse Of RBC’s Leaders And Other Clients We’ve Handled…

30 RBC Senior Leaders Rob Bailey, President Founded RBC in 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

31 That’s Just A Glimpse Of What We’ve Done For Others… Let’s Talk About What We Can Do For You… Rob Bailey , X101


Download ppt "RBC Rob Bailey Communications Strategic Marketers and Media Mavens Powered By A Passion For Results Agency Capabilities & Select Case Studies October 2009."

Similar presentations


Ads by Google