Sparkplug 2008 PR Planning McKenzie Worldwide: Megan McKenzie Brian Edwards

Agenda  McKenzie Worldwide Introduction  Sparkplug SWOT  PR Planning  Working together for breakthrough results

Agency Overview  High touch, high-tech, boutique PR agency  Mission: Helping build and sustain brands that people trust  World-class experience with business, trade, vertical, financial media, bloggers and analysts  Extensive experience working with companies at all phases of the adoption curve  Track record  Innovative thinking and creative implementation of ideas  Results-oriented approach supports clients’ key business objectives  Satisfied clients; long-term PR partnerships  Budget flexibility, transparency and accountability  Ability to scale

Past/Present Clients

Messaging Architecture Business problem Message themes Communication goals Audiences Product Messages Customers Delivery Sound bites Audiences Event Message themes Market dataBenefitsOther proof points Other PR products & eventsTop stories Relevance Consistency Authenticity

Sparkplug S.W.O.T. Analysis InternalExternal Strengths  Management, technical team, customer base  Well-articulated business benefit  Growth industry  Solid funding, business model Opportunities  Continue aggressive expansion of network  Build perception as wireless broadband leader  Generate buzz for wireless broadband Weaknesses  Limited brand recognition outside current service areas  Organic growth vs. acquisition, cost of adding new service areas  Profit margin pressure  Confusion with WiMAX Threats  Large operators put together similar offerings i.e. Sprint/WiMAX  Lower-cost competitors, low barrier to entry  Customer service breakdowns  Land-based services get better, i.e. Verizon FIOS

 Corporate  Analyst Relations  Regional Programs  Customer  New Media Program Overview

 Build Sparkplug brand  National business media  Industry media  Government vertical  Awards program  Speaking opportunities  Philanthropy Corporate PR

 Understanding wireless broadband options  Clear up confusion with WiMAX  Wireless broadband goes to school  Story on success you’re having in education  Growing and keeping customers happy  How Sparkplug manages acquisitions and puts customers first Possible stories

 Industry analysts  Gartner/Forrester  Specialty broadband and wireless analysts  Financial analysts  Get on the radar Analyst Relations

 Metros, business journals  Chicago, Phoenix, Las Vega, Nashville, Des Moines  Local customer wins, in-market growth, trends  Localize corporate news Regional PR Programs

 Repurpose existing case studies  Drive stories around customers into verticals  Demonstrate growth, momentum  Validate ROI, performance claims Customer programs

 Sparkplug blog on customer service  Focus on what you’re doing to help customers be more successful  Self-publishing model  Issues oriented press releases  Byline articles  Case studies  Rich media  YouTube, BigThink video sharing sites  Podcasting New Media/Social Media

Working Together  Teamwork  Consider us a key part of your core business team  Close partnership + open dialogue = great PR results  Weekly meetings, conference calls  Monthly status reports  Measuring results  Map results to PR goals  Quality versus quantity  Track achievement of key messages in all coverage  Monthly coverage analysis  Quarterly PR review and meeting with executive team to establish new goals

Success Factors: What We Need From You  Clearly identify goals, expectations  Weekly meetings/conference calls with Mike Houston  Provide MWW with Sparkplug marketing and business plans, research, etc.  Provide MWW with timely access to long-term planning and anticipated events  MWW to attend pivotal marketing/business meetings  Timely access to spokespeople for media opportunities

Your Team  Megan McKenzie  Account champion, team lead  Brian Edwards  Business, technology stories, new media, writing, special projects  Rob Goodman  Analyst relations, regional media outreach  Joe Saylor  Podcasting, video production

Next Steps? We want to be your strategic PR partner!