sheffield overview 2010
TRANSCRIPT
1
Chicago, ILSpring/Summer 2010
Agency Overview
2
Create a story worth telling
I. Insights: Evolving marketing and media landscapes• Past• Present• Future
II. Implications: Where we fit in• Help wanted: corporate storytellers• Our story• Floor plan of a modern agency
III. Approach: How we work• Engagement model• Key capabilities• Where and when to use us
IV. Results: Our work • Stories we've told • Client examples
V. Inside: Meet Sheffield• Core team• Tour
33
I. Insights
II. Implications
III. Approach
IV. Results
V. Inside
4
Insights: PastTwo channels to market your message to your target audiences
• Advertising » Paid placements•Creative but low response rates•Control the message, not credible• Expensive, low response rates
• Public Relations» Influence the influencers (media, analysts, thought
leaders)• Effective way to build groundswell• Less control of the message, more credible•Affordable, high potential ROI yet hard to
measure
Madison Avenue executives ruled the world
Fix bulletsNeeds stock images ofAd exec – Mad MenPR -
5
Insights: Present
Technology and Internet changing the rules• Google-effect displacing traditional advertising
» Pay per click and search-engine optimization• Measurable, affordable and targeted• Targeted to right audiences • Messages are easily dismissed
• Social media and networking quickly gaining traction» Connecting directly with audience is within reach• Content spreads when audiences are satisfied• Video plays a central role• Network connections can grow exponentially
Technology innovators giving immediate access to
anyone
6
Insights: Future
Marketing will look more like publishing and media than selling
• Content’s role will increase dramatically » Giving away valuable information and insights
• Communicating in ways they find appealing• Knowing your audiences and their likes/dislikes• Managing the Web site and e-mail as central vehicles
• Organizations need to speak directly and authentically» Create messages that tell a story before selling
• Tone and voice that are interesting and accessible• Manage the message with more credibility• Entertain, inform and engage before persuade Anybody can be a media mogul
77
I. Insights
II. Implications
III. Approach
IV. Results
V. Inside
8
Implications
9
Implications: Our Story
Founded by two big-agency veterans that saw a niche
• Started boutique agency in suburban Chicago in 2006
• Core focus is message and content development
• More than two dozen client projects, primarily in business-to-business, technology, and financial services
• Seven employees• 4,000 sq. ft facility with internal design and
video production studios» Expanded internally in 2008
Sheffield’s offices in Chicago’s Western suburbs; our home to creativity.
10
Implications: Modern Agency floor plan
Video Production
Studio
AccountTeams
Graphic DesignStudio
Message and StoryDevelopment
Content Creation
Creative and Strategic Direction
1111
I. Insights
II. Implications
III. Approach
IV. Results
V. Inside
12
Approach: Engagement Model
Message Development
Message Guidelines
ContentDevelopment
ContentDistribution
Narrative Flow
Narrative Flow
•Customer testimonial videos
•Sales videos
•Flash/demo presentations
•Case studies/white papers
•Corporate overviews
•Webinar presentations
•Brochures/sell sheets
Employee comms
PR/media relations
Brand engagement
Event marketing
Lead generation
13
Top 10 reasons people call us:
• Inconsistent messages• Me-too positioning• Message platform• Brand update• Launch campaign• Employee communications• Online video• Website refresh• Organizational identity• Client testimonial
Approach: Why and When to Use Us
Sheffield’s Managing Director and Founder takes a lead role in client engagement
1414
I. Insights
II. Implications
III. Approach
IV. Results
V. Inside
15
Stories we've told
16
Vertical lead generation: iDirect
The StoryLeader in satellite communications sees an opportunity to bring broadband to the maritime market, requiring a major content marketing program targeted to tell this industry how affordability and speed are now possible.
Advertorials
Information graphicsMaritime vertical video series
17
Webinar Series: Zebra Technologies
The StoryAn established manufacturer of printers needs to arm its channel partners with sales tools that can effectively educate and inform their end customers about why mobile printing technology is the best way
to keep up with demands of their supply chain.
Information graphics
Webinar presentations
18
Thought Leadership: CGN & Associates
Case study template
The StoryGlobal consultancy launches a brand extension targeted at educating equipment manufacturers on collaborating more with suppliers. They need to publish content that builds credibility and sparks a dialogue with OEMs and their supply chain.
White paper template
1919
I. Insights
II. Implications
III. Approach
IV. Results
V. Inside
20
Inside: Core Team
Joe McCormackManaging Director/Founder
John SeveranceSenior Director/Partner
Charley ThorntonAccount Manager
Joe ClevelandAccount Manager
Matt CornelisonVideo Production Manager
21
Inside: Tour
22
630.310.5190 phone630.310.5195 fax
1311 Butterfield Road, Suite 300Downers Grove, IL 60515
www.sheffieldcompany.com
Contact