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Published byPhillip Flowers Modified over 8 years ago
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Sparkplug 2008 PR Planning McKenzie Worldwide: Megan McKenzie Brian Edwards
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Agenda McKenzie Worldwide Introduction Sparkplug SWOT PR Planning Working together for breakthrough results
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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
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Past/Present Clients
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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
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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
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Corporate Analyst Relations Regional Programs Customer New Media Program Overview
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Build Sparkplug brand National business media Industry media Government vertical Awards program Speaking opportunities Philanthropy Corporate PR
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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
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Industry analysts Gartner/Forrester Specialty broadband and wireless analysts Financial analysts Get on the radar Analyst Relations
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Metros, business journals Chicago, Phoenix, Las Vega, Nashville, Des Moines Local customer wins, in-market growth, trends Localize corporate news Regional PR Programs
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Repurpose existing case studies Drive stories around customers into verticals Demonstrate growth, momentum Validate ROI, performance claims Customer programs
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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
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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
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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
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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
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Next Steps? We want to be your strategic PR partner!
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