brian rtm capabilities 4.15
TRANSCRIPT
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Agency Capabilities
STRATEGY WITH BRAINS. EXECUTION WITH HEART.
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WE CONNECT THE DOTS.
• Wisdom is in short supply
• Strategy in all that we do
• Smart people who are passionate about the work
• Make clients smile and sleep better at night
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Tara ArmstrongSenior Vice President
Digital
Ed MahlmanExecutive Vice
President
Brian TierneyChief Executive
Officer
Matt BrosciousExecutive Vice
President
THE TEAM.If you want great work, you need great talent – smart people who care deeply about clients
and are passionate about their work.
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ADVERTISING.PUBLIC RELATIONS.
CONTENT MARKETING.
DIGITAL ENGAGEMENT.
OUR PRACTICE AREAS.
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TRUSTED BRANDS TRUST US.
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OUR PROCESS.
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PUBLIC RELATIONS.
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• Crowded market for higher education in a tough economy
• Low brand name recognition for smaller private universities
• Secured impressive coverage through media relations
leveraging professors
• Mix of proactive and reactive national media relations
approach
LOCAL UNIVERSITY ELEVATED TO A
NATIONALLY RECOGNIZED NAME
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RESULTS
• Widener professors are now quoted twice
as often as the school’s much-larger local
competitors
• 456,865,176 impressions
• Media placements in top-tier outlets such as
NBC's The Today Show, Associated Press,
New York Times, Wall Street Journal, Los
Angeles Times, Good Morning America,
ABC News and Shape
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ADVERTISING.
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• Enhance the national visibility of Horatio Alger
Association (HAA)
• Created a comprehensive print PSA campaign
• Focuses on the HAA’s message (Member/Mission
stories), which are highly compelling
• PSAs communicate the mission and more strongly
establish the “brand,” thus enhancing its overall
visibility.
USING STORYTELLING TO ADVANCE A
BRAND BY FOCUSING ON MISSION
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DIGITAL ENGAGEMENT.
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WE ALIGN YOUR BUSINESS OBJECTIVES
WITH OUR SOLUTIONS
Acquisition
Sweepstakes& Sampling
I need more
qualified leads.
Acquisition
RepeatEngagement
Instant WinGame
I want people to
come to my website
repeatedly during
this timeframe.
Acquisition
RepeatEngagement
Deep Brand Experience
UGC Contest/Custom Promo
I really need to
generate buzz and
excitement.
Acquisition
RepeatEngagement
Deep Brand Experience
Loyalty
Loyalty Campaign
I need something
to keep customers
coming back.
Goal
Core Program
ClientSays
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PROMOTION BUILDING BLOCKS
• Build in responsive design to be mobile-compatible
• Available in multiple formats -- Facebook Tab, Microsite, iFrame, Mobile
• Extend with social (Instagram, Twitter and Pinterest) when it makes
sense
• Provide special offers to drive sales
• Content and product integration to drive brand engagement
• Strategically align the prizing with the promotion tactic and audience
• One2Many incentivize social sharing with trackable link referral
technology
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AOL: ONSTAR UNBOX TO WIN SWEEPSTAKES
AOL Landing
Page
RTM Promotion Microsite
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TOYS “R” US: ULTIMATE WISH SWEEPSTAKES &
INSTANT WIN GAME
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CONTENT MARKETING.
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WHAT IS CONTENT MARKETING?
• The Content Marketing Institute defines content marketing as "a
marketing technique of creating and distributing valuable,
relevant and consistent content to attract and acquire a
clearly defined audience – with the objective of driving
profitable customer action."
• Also known as Inbound Marketing, Native Advertising
• Also known as storytelling…
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CONTENT MARKETING IS NOT NEW…
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REACH AND ENGAGEMENT
Content creation is ranked
as the single most effective
SEO tactic by 53%
(Marketing Sherpa, 2013)
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REACH AND ENGAGEMENT
70% of consumers
prefer getting to know a
company via articles
over ads (content+, 2013)
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WHY CONTENT MARKETING?
• Companies with an active blog report 97% more leads (content+
2013)
• 90% of consumers find custom content useful and 78% believe that
organizations providing custom content are interested in building a
good relationship with them (Custom Content Council 2011)
• B-to-B buyers complete an average of 60% of the sales process
before ever engaging with a company representative. Harvard
Business Review, July 2012)
• Year-over-year growth in unique site traffic is 7.8x higher for content
marketing leaders compared to followers (19.7% vs 2.5%).
(Aberdeen Report, 2014)
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BRIAN COMMUNICATIONS IS UNIQUELY QUALIFIED
• Journalistic Credibility
• World Class Storytellers
• Digital Expertise
• Experience, Trust
• Strategy with Brains, Execution with Heart…
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iDECIDE CAMPAIGN
• The iDECIDE message resonated with teens—quick adoption of
the hashtag and embracing of the mantra
• The campaign has the ability to expand beyond Bella Thorne
and incorporate additional ambassadors
• Opportunity promote the program more broadly with additional
ambassador support
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IDECIDE CAMPAIGN: UTILIZE SCHOOLS TO DRIVE ENGAGEMENT
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IDECIDE CAMPAIGN: UTILIZE SCHOOLS TO DRIVE ENGAGEMENT
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STRATEGY WITH BRAINS. EXECUTION WITH HEART.