Our Strategic Recommendations for PR at Publix

JS VALUES

WE TELL THE TRUTH.

WE WORK HARD.

WE RESPECT EACH OTHER.

WE WORK TOGETHER AS A TEAM.

WE ARE OF THE HIGHEST INTEGRITY.

WE HAVE FUN.

WE ALWAYS LOOK FOR A BETTER WAY.

OUR AIM IS EXCELLENCE.

PROMISE

Our Brand, Activated

LOS ANGELES

DALLAS

HOUSTON

NASHVILLE

SPARTANBURG, SC

ATHENS, GAATLANTA

NEW YORK

DETROIT

SAN FRANCISCO

SEATTLE

QUAD CITIES, IA

OUR AGENCY PRESENCE

SAVANNAH, GA

SOME OF OUR CLIENT FAMILY

FUNDAMENTALS OF PUBLIC RELATIONSMEDIA RELATIONS | CRISIS COMMUNICATIONS

COMMUNITY RELATIONS | SPEAKERS BUREAU DEVELOPMENT

SPEAKER AND MEDIA COACHING | SOCIAL MEDIA

INFLUENCER RELATIONS | EVENTS

MEASUREMENT AND ANALYTICS | VIDEO STORYTELLING

ADDITIONAL SERVICESDIGITAL STRATEGY | EMAIL MARKETING

CONTENT MARKETING | WEB DEVELOPMENT

PROMISE PURPOSE PROACTIVE PROTECT PARTNERSHIP

PURPOSE

CORE INSIGHT

BUILDTHE BASE

EMBRACE THE NEW

THE PESO PRINCIPLE

DisplaySearchPaid SocialLead GenContent Amplification

Word of MouthMedia RelationsBlogger / Influencer RelationsDigital PRReviews & Testimonials

Social Media PlatformsPartnerships/SponsorshipsCo-Branding OpportunitiesOnline Reputation Management Influencer Engagement

WebsitesCustom PortalsMobile AppsContentVideo

THE CHICKEN WIRE

THE CHICKEN WIRE

PROACTIVE

OUR PROACTIVE RECOMMENDATIONS

Integrate, distribute and amplify content surrounding core narratives

Leverage national and trade media relationships

Utilize process and create annual plan for sustained coverage and ongoing measurement

Stay nimble, capitalize on trends and inflection points, deploy more experts and personalities

OUR APPROACH

1. RESEARCH

2. STRATEGY

3. OBJECTIVE SETTING

a. identify KPIs and benchmarks

4. STORYMINING

5. CONTENT DEVELOPMENT

6. CONTENT DEPLOYMENT

a. media pitchingb. social postsc. web/blog/newsroomd. influencer outreache. amplification

7. ANALYSIS

8. INSIGHTS AND RECOMMENDATIONS

9. OPTIMIZATION

repeat

OUR APPROACH - WHAT MAKES A GOOD STORY

SUPERMARKET TRENDS

Total food spending increased 3.7% annually from 1991 to 2014, but sales among food retailers rose just 2.2% annually in that period.

Spending on food away from home reached $821 billion in 2017, compared with $818 billion on food eaten in the home.

Currently, online grocery sales account for around 5% of the market. Most retail analysts predict that online grocery sales will increase to 20% or more by 2025.

THE GO-FORWARD

Introduce Publix to food and retail reporters who are consistently writing stories about the things you’re already doing

Leverage status as one of the best places to work, year in and year out

With GreenWise Market, tap into the trend of grocery stores becoming purveyors of healthy, local foods, social hubs

NOW

SOON

BUILD

STRATEGY FOR YEAR-ROUND COVERAGE

FOOD PEOPLE COMMUNITY

1

ASPECTS JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

FOOD

Food and Product Trends

Food Sourcing / Partners / Farmers

Organics / Naturals

Grocery Store of the Future

PEOPLE

The Butcher, The Baker…

Local Profiles

Executive Positioning

COMMUNITY

Publix Serves / Local Giving

Conservation / Recycling

New Market / Concept Grand Openings

New Year, New Foods Farm Fresh Summer Superfoods Harvest Season Season’s Eating

(specifics to be established in the final plan)

(specifics to be established in the final plan)

Delivery Check-out Tech Evolution of Buying Behavior Retail and Digital Innovations

What’s New 2019: butcher, baker and deli

Lighten Up w/Produce Mgr / Ntl Pie Chmpship

What’s Trending in Wedding Cakes Harvesting with our Produce Mgr / Recycling with the Pharmacist

Holiday Food Harmful to Pets

Mr. George Gold Coin

(specifics to be established in the final plan)

(specifics to be established in the final plan) Feeding America

2019 Pledge Earth Day Water BTS Recycling Food Waste

Holiday Conservation

(specifics to be established in the final plan)

EXAMPLE OF YEAR-ROUND CALENDAR

FEEDING AMERICA CAMPAIGN

MEDIA RELATIONS

EXCLUSIVE RIDE-ALONG

INFLUENCER RELATIONS

SOCIAL MEDIA

CFA SCHOLARSHIPS

HOW TRADE MEDIA PAID ATTENTION AGAIN

CASESTUDY

Results

Maximized return by optimizing media inquiry responses

● 53% increase in placements in trade outlets since 2015

● 66.9+ million impressions (395% increase) since 2015

Increased media pickup of owned content● 100% positive/neutral sentiment in 2017 & 2018

Prioritized core themes and deployed experts● 70% of trade show interviews resulted in

coverage (up from 56% in 2015)

Results

2017 Rattiest Cities covered by Jimmy Kimmel Live! and The Daily Show

Generated 3.1 billion impressions over the life of the campaign

More successful every year

Now have inbound inquiries for the lists beforethey are released

MINING DATA FOR MEDIA COVERAGE

CASESTUDY

OUR APPROACH

1. RESEARCH

2. STRATEGY

3. OBJECTIVE SETTING

a. identify KPIs and benchmarks

4. STORYMINING

5. CONTENT DEVELOPMENT

6. CONTENT DEPLOYMENT

a. media pitchingb. social postsc. web/blog/newsroomd. influencer outreache. amplification

7. ANALYSIS

8. INSIGHTS AND RECOMMENDATIONS

9. OPTIMIZATION

repeat

OUR APPROACH

7. ANALYSIS

8. INSIGHTS AND RECOMMENDATIONS

9. OPTIMIZATION

Identify Goal

KPIs

Benchmarks

Extract, Analyze, Report

Insights and Recommendations

Optimize

MEASUREMENT

PROTECT

OUR PROACTIVE RECOMMENDATIONS

Anticipate and categorize challenges

Determine operational and philosophical position

Create a well-defined team

Prepare and execute cross-functionally

FROM BLACK BOX TO GLASS BOX

78% feel it’s important for companies to be transparent

81% feel companies should take a stand to create social change

CRISIS TEAM

Daily Report’s “Top Legal PR Firm” (six years running)

Launched and lead PROI Americas Crisis Network

30CRISIS SPECIALISTS

9 FORMER JOURNALISTS

24-7-365 ROTATIONAL ON-CALL

CLARITY AND INTEGRITY - WE TELL THE TRUTH

THE THREE S’s Speed of ResponseSubstance of Message Strength of Spokesperson

IDENTIFY, CATEGORIZE, PLAN, PRACTICE

CONNECTOR

FULL-SERVICE RESOURCE (image TBD - could use one of the team from the website)

CRISIS APPROACH

ON-CALL CRISIS ASSESSMENT & RESPONSE

VULNERABILITY AUDITS

ISSUES MANAGEMENT PLANNING

SOCIAL MEDIA STRATEGY & CONTENT

ONLINE REPUTATION MANAGEMENT (ORM)

CRISIS DRILLS/SIMULATIONS

MEDIA & SPEAKER COACHING

SOCIAL MEDIA BOOTCAMPS

PHOTOGRAPHY AND VIDEOGRAPHY

DARK SITE PRODUCTION

PRESS CONFERENCE PLANNING & MANAGEMENT

MONITORING

ANALYTICS

CRISIS CAPABILITIES

CRISIS EXPERIENCE WITH PUBLIX

FOOD BORNE ILLNESSES

STRAWBERRY PICKERS UNION

IRRADIATION

MERCURY IN SEAFOOD

CLONING

PRICE INCREASES

CHEMICAL SPILL

SWINE FLU

MINIMUM WAGE

CAGE FREE EGGS

ANIMAL WELFARE

MISHANDLING OF FOOD

WAREHOUSE SHOOTING

ASSOCIATE VIOLENT CRIMES

HURRICANE PREP AND RECOVERY

DATA BREACH

TOMATO PICKERS UNION (CIW)

ADAM PUTNAM

CASESTUDY

Results

Held a clear, unwavering position

Assessed and planned simultaneously

Formed a cross-functional team

Created a multi-channel response

ADDRESSING FOOD CHAINS

CASE STUDIES

SEPARATING THE BELIEFS OF A PERSON FROM THE VALUES OF A BRAND

COMMUNICATING THROUGH OUTAGES, DELAYS, MERGERS AND ACTS OF TERROR

PARTNERSHIP

TRUDY KREMER

KIM HARDCASTLE

NANCY AMAKER

JOHN TUCKER

SUSIE CHA

MELISSA WILLIAMSON

CORE TEAM

CRISIS / COACHING / PA TEAM

BRIAN BRODRICK

CHARLES EDWARDS

BLAIR MEEKS

ANNE LERNER

MANNING FAIREY

GLENJACKSON

PREEMINENCE