S T R AT E G I C C O M M U N I C AT I O N S

THE NEW ERA OF PR

CONFIDENTIAL PROPOSAL: Elevate Communications for FanCred, July 2013

CONFIDENTIAL PROPOSAL: Elevate Communications for FanCred, July 2013

PR DRIVES CONSUMER TRUST

Recommendations from people I knowConsumer opinions online

Editorial contentBranded websites

Emails I signed up forTV Ads

Brand sponsorshipsMagazines ads

Outdoor billboardsNewspaper ads

Radio adsAds before movies

TV product placementsSearch engine ads

Online video adsSocial network adsOnline banner ads

Display ads on mobileText ads on mobile 29%

33%33%36%36%40%40%41%42%46%47%47%47%47%50%58%58%

70%92%

Trust Completely/Somewhat Don’t Trust Much/At All

Increase Consumer Trust ‣ Capitalize on PR’s

power to fuel positive attributes and online and offline conversations via recommendations, editorial content, social media and branded content.

Source: Nielsen

PR DRIVES CONSUMER TRUST & AWARENESS

B2B SOCIAL SELLING

B2B SOCIAL SELLING

CONFIDENTIAL PROPOSAL: Elevate Communications for FanCred, July 2013

STRATEGIC CONTENT CRITICAL TOOL

PROGRAM DRIVEN CONTENT DRIVES RESULTS

Our Client Partners

We are fortunate to work with some of the world’s most recognized & respected brands as well as earlier stage companies bringing to market innovative technologies, products and services across a number of industry sectors. » Major consumer brands, professional sports teams/venues » Innovative technology companies

• Early stage & mid stage

• Technology - telecom, defense, mobile, semiconductors, VoIP, cloud, Internet media, enterprise computing, clean tech

» Key B2B sectors • Telecom and Enterprise Technology, &

Software Defense, Media & Publishing. Financial Services

Consumer, Brand,

Hospitality

Technology, B2B

Sports, Entertainment,

Events

who we work with

consumer-client partners

c o m m u n i c a t i o n s

B2B/Technology

B2B PR Social/Digital Content Marketing

Channel Activation

‣ Media Relations ‣ Analyst relations ‣ Blogger relations ‣ Thought

leadership ‣ Product launches ‣ news calendar ‣ speaking and

awards programs ‣ product and

corporate launch programs

‣ Media tours ‣ trade show PR

‣ Command Center Development

‣ Social Media Marketing

‣ Social/Digital Community-Building

‣ Social/Digital Engagement

‣ Analytics ‣ Web design and

development ‣ SEO

‣ Blog programs ‣ Lead generation

programs ‣ Strategic writing/

content • Case studies • Bylines • e-newsletters • White papers • E-books

‣ Webinars programs

‣ Infographics

‣ Channel & Partner PR & promotion

‣ Digital Channel Monetization

‣ Partner program development and channel e-community development

‣ Social Media Integration

‣ Reseller activation and promotion

Programs/Services

COMMUNICATIONS ARCHITECTURE

CONFIDENTIAL PROPOSAL: Elevate Communications for FanCred, July 2013CONFIDENTIAL: Atlantic Broadband | Elevate Communications | August 2013

PR/Media Relations

Brand Positioning | Campaign Narrative

Social Media Marketing

Content Marketing

Event Marketing

Sponsorships/ Partnerships

Grassroots/ Hyper-Local

Program/Campaign Measurement | ROI Analytics

PROCESS/APPROACH

Strategic Content Engage audiences, build community and drive awareness and leads through compelling content that harnesses the power of your brand, product or technology. Bring your key messages, differentiating technology and solutions to life and deliver through traditional PR as well as digital/social channels.

‣ Create: construct a content development strategy that leverages the company’s news, products, tech innovation/expertise, partners and events to produce sought-after content.

‣ Reach and Engage: build an infrastructure and process for disseminating and promoting content across all channels on a consistent basis.

‣ Activate: infuse content with relevant and actionable messaging that engages target audiences and inspires them

Conversation ‣ Social Media ‣ Analyst and blog chatter ‣ Webinars, speaking

Content ‣ SEO-fueled PR/Blog

Content ‣ PR, Thought Leadership

Conversion ‣ Website Traffic/

Audience/Community ‣ New prospects/leads ‣ Authority & market

leadership

Connection ‣ Awareness ‣ Engagement ‣ Lead generation/Lead

nurturing

APPROACH

STRATEGY DEVELOPMENT LAUNCH EXECUTION IMPACT

» B2B PR Programs & Thought Leadership Campaigns • Product Launch Program • Aggressive Media Relations/Analyst Outreach • Digital PR & Social Media Marketing

» Content Marketing

» Lead Generation

snom | IP communications innovators - desktop phones

Objectives ‣ Raise awareness for brand and

product portfolio in North America ‣ Promote snom’s technology

innovation and thought leadership in MSFT Lync and VoIP communities ‣ Expand and engage MSFT reseller

community and drive leads !Approach ‣ Integrated traditional and digital

marketing communications program to focus on key business objectives targeted awareness and maximize lead capture

Programs ‣ B2B technology PR ‣ Thought leadership ‣ Content Marketing - Blog,

webinars, social media marketing and sponsored content ‣ Channel marketing

850+ media placements/unique stories to date

14M Audience Reached avg earned online audience

38% Lead gen growth year over year

10X Growth of Social Community

200% webinar attendance growth

Animetrics | next generation 3D face biometrics

Objectives ‣ Build equity in Animetrics brand and

differentiating technology ‣ Generate deep and impactful industry

media and blog coverage & exposure that communicates Animetrics technology value prop & market momentum ‣ Reinforce Animetrics positioning as the

leader in face biometric technology ‣ Drive leads database and build digital

audience and community across key social channels !Approach ‣ Re-launch/reposition Animetrics brand

and products ‣ Develop and execute 360 degree

social and digital PR and content marketing program

Programs ‣ B2B PR - defense,facial

biometric and law enforcement ‣ Thought Leadership ‣ Content Marketing - Blog,

webinars, lead gen and social media marketing programs

Expanded Awareness 11.141, 479 Total audience

first six months

Strategic PR 55 Targeted Media Placements

Impactful Lead Gen 30% growth

month over month in first 6 months

Online Exposure 200% online

traffic growth

Results

RESULTS-FOCUSED COMMUNICATIONS

Achieve Key Business Objectives ‣ Awareness programs in new

target markets

‣ Thought leadership campaigns to differentiate your brand or technology and position strategically

‣ Go to marketing and lead generation programs to drive sales opportunities in your channel

‣ Integrated social and digital programs to drive community, engagement, website traffic, inbound leads, and conversions.

S T R AT E G I C C O M M U N I C AT I O N S

Let's connect! John Gates

Partnerjohn@elevatecom.com

+1 617 548-8972www.linkedin.com/in/johncgates