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Elevate Communications Introduction: B2B Technology PR & Content Marketing Programs to Fuel Your Business.
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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
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