RBCRBCRob Bailey CommunicationsRob Bailey Communications

Strategic Marketers and Media MavensStrategic Marketers and Media MavensPowered By A Passion For ResultsPowered By A Passion For Results

Agency Capabilities & Select Case Studies Agency Capabilities & Select Case Studies

October 2009October 2009

RBC – Who We AreRBC – Who We Are

Talented at building brand preference via strategic, integrated marketing efforts

Strong players in consumer products, entertainment, retail, sports, hospitality, travel, B to B, animal health, youth marketing, consumer healthcare

In step with men, women, seniors, kids, minorities and trend-setters

Skilled in national and niche media relations, event planning, issues management, internal communications, Web relations, , grassroots outreach and cause-related programs

Former Big Agency

Leaders

Hands-On,Senior

Counselors

Cross-Category,

Multi-TargetExperts

MastersIn All

AspectsOf PR

HighlyCreativeBrand

Builders

RBC

WELOVE

PR

MEDIA SAVVYIS IN OUR BLOOD

We started as reportersand know what makes news

COLLABORATINGWITH CLIENTS IS KEYWe’re all on the same team and

share one goal – growing the brand

STRATEGY IS SECOND NATUREWe bring what’s best about brands to life in

compelling ways – reflecting the desires of consumer constituents and influencers

PERSISTENCE & FRESH PERSPECTIVESPAVE A SUCCESSFUL ROAD

We work until we achieve goals, shifting gears as necessary

RBC – Why We ExcelRBC – Why We Excel

RBC’s Hallmark:RBC’s Hallmark: Strategic StorytellingStrategic Storytelling

It’s less about SPIN and more about a SOLID STORY Your target audience needs news that will forge emotional

and rational brand connections, yielding purchase preference Information bombards targets from countless places – OUR

NEWS has to mean something to them to stand out

How we do it When there’s no news, we create it

Via a variety of means -- events, surveys, links to current headlines and milestones, spin-offs of studies, etc.

When a story already exists, we broaden its appeal Add new dimensions, convey stories in unexpected places

Our stories shine the light on clients where they want to be -- in front of decision-makers, prospective purchasers

Because it’s all about seeding awareness that blossoms into people choosing your brand above the rest

Current/Past ClientsCurrent/Past ClientsThe Company We KeepThe Company We Keep

HIT Entertainment Act as AOR for stage show tours, bringing 150+ markets

the opportunity to meet The Wiggles, Barney, Thomas the Tank Engine and Bob the Builder

NutriSystem Spearhead ongoing re-introduction of weight loss brand

and promote new innovations Lion Brand Yarn

Brand non-branded category Position venerable brand as a hip force behind the

upward surge in knitting’s popularity Daffy’s

Maintain and increase awareness for the premier off-price retailer

Faith Popcorn BrainReserve Lead media relations for foremost trend resource that

helps companies meet future consumer needs

From Kids, Calories, From Kids, Calories, Clothes And Consultants…Clothes And Consultants…

New York Skyride Implement over-the-top media effort for big screen NYC

tour

Fuze Beverage, Inc. Promote world’s first entry into new “smart beverage”

category - a line of “vitamin-infuzed” teas and juices

Harlem Wizards Elevate awareness for this world-class brand of "show"

basketball

Shikatani Lacroix Brandesign Generate U.S. business interest in cutting-edge, Canadian

design agency

Total Entertainment, Inc. Drive business leads for event entertainment company

that features two-time “Today Show Throws A Wedding” band of the year, Soul Solution

…To Rides, Refreshments, To Rides, Refreshments, Ringers And SingersRingers And Singers

RBCRBCBRIEFBRIEFCASESCASES

SNAPSHOTS OF RECENT SNAPSHOTS OF RECENT

CLIENT PROGRAMSCLIENT PROGRAMS

Relaunch A Diet LegendRelaunch A Diet Legend

NutriSystem: Strategic Brand/Company Reintroduction

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BEFORE

QuickTime™ and a

EmbarrassingTV Moment: Zora Can’t

Fit Into Her Dress…NutriSystem

TO THE RESCUEAFTER

Introducing… Introducing… The NEW NutriSystemThe NEW NutriSystem

Goals Promote rebirth of ‘70s weight loss company as provider of a

REAL diet – one that works for REAL people Create widespread national coverage for new company and

diet – NutriSystem Nourish Drive Web site visits, NutriSystem food purchases, sales of

Nourish book Generate positive awareness for new products/innovations

Strategic Actions Affiliate with select REALITY TV stars to help promote REAL

diet as contemporary and cutting-edge Establish company as authority clearing up carb confusion Position as innovative, diet regimen combining latest science

and portion control info, tailored for busy 21st century life

Feed Media’sFeed Media’sGood-Carb AppetiteGood-Carb Appetite

Results Now fastest-growing U.S. diet company, surpassing corporate

earnings goals quarterly. (PR is a large part of marketing mix) Launch engendered numerous national placements including

Woman’s World cover, People cover, Us, First For Women, VH-1 and “The View,” and top-market hits in NYC, LA, Chicago, etc.

Evolve Into A REALITY TV DietEvolve Into A REALITY TV DietBeyond The Launch Scent Science Scores

Aquaescents introduced Water bottle with scented caps

that “flavor” contents – without calories

GMA, Daily Buzz, First For Women, New York Daily News, Fort Worth Star-Telegram, Wireless News Flash, etc.

Flying High With “The Swan” NutriSystem nutritionist is ‘04

diet expert on hit show Women shed 200 lbs. on diet Leno, US, Star Magazine, etc.

New Year’s Testimonials REAL diet successes People (cover), First For

Women (again), All You Total audience to date:

100 million+

.url

Brand A Generic CategoryBrand A Generic Category

GoalsGoals Help brand a competitive category with littleHelp brand a competitive category with little

differentiationdifferentiation Continually make 126-year-old brand Continually make 126-year-old brand

appear as fashion-forward trend-setterappear as fashion-forward trend-setter

Strategic ActionsStrategic Actions Demonstrate Lion Brand’s innovative brand essence, especially Demonstrate Lion Brand’s innovative brand essence, especially

among young knitters and mediaamong young knitters and media Transform “Knitting Is Hot Again” trend into spin-off stories for Transform “Knitting Is Hot Again” trend into spin-off stories for

Lion BrandLion Brand Appeal to primarily female audience through meaningful, cause-Appeal to primarily female audience through meaningful, cause-

related activitiesrelated activities Promote Crochet For A Cause Kit to benefit KomenPromote Crochet For A Cause Kit to benefit Komen

Magnify and brand any opportunistic anglesMagnify and brand any opportunistic angles Stitch Lion Brand into Martha’s Prison-Break Poncho story via series Stitch Lion Brand into Martha’s Prison-Break Poncho story via series

of angles, turning photo opp. into branded fashion statementof angles, turning photo opp. into branded fashion statement

Martha, Martha, Martha, Martha, Martha!!!Martha!!!

ResultsResults Lion Brand brightly spotlighted amid Martha Stewart coverageLion Brand brightly spotlighted amid Martha Stewart coverage

Company recreates Martha’s Prison-Break PonchoCompany recreates Martha’s Prison-Break Poncho Stewart commends brand for its pattern and for soft yarn in originalStewart commends brand for its pattern and for soft yarn in original Non-stop pitching transforms poncho into icon/revives fashion favoriteNon-stop pitching transforms poncho into icon/revives fashion favorite

Coverage fueled for 3+ weeks, Coverage fueled for 3+ weeks, reaching 100 million+ consumersreaching 100 million+ consumers via via WSJ WSJ (Marketplace Front Page), GMA,(Marketplace Front Page), GMA, People, Newsweek People, Newsweek, Fox News, Scripps-Howard, , Fox News, Scripps-Howard, L.A.Times, The Washington PostL.A.Times, The Washington Post and hundreds of other outlets and hundreds of other outlets

500,000+ needlecrafters download pattern, drive significant yarn sales500,000+ needlecrafters download pattern, drive significant yarn sales Deemed most popular pattern in Lion Brand Yarn’s 127-year historyDeemed most popular pattern in Lion Brand Yarn’s 127-year history

No More No-Name YarnNo More No-Name YarnResultsResults

Beyond promoting Martha’s poncho, we’ve put the brand Beyond promoting Martha’s poncho, we’ve put the brand on the map among 65 million+ additional consumers via on the map among 65 million+ additional consumers via hits covering a plethora of other pitcheshits covering a plethora of other pitches

Crochet For A Cause Kit appeared coast to coast in outlets including Crochet For A Cause Kit appeared coast to coast in outlets including Harper’s BazaarHarper’s Bazaar, Health Magazine Online, , Health Magazine Online, Philadelphia Inquirer, Philadelphia Inquirer, Baltimore Sun, Pittsburgh Post-GazetteBaltimore Sun, Pittsburgh Post-Gazette

YMYM showcased brand in 2-page spread with packaging photo, contest, showcased brand in 2-page spread with packaging photo, contest, site linksite link

Good HousekeepingGood Housekeeping featured holiday scarf pattern featured holiday scarf pattern American BabyAmerican Baby promoted Learn To Knit Kit promoted Learn To Knit Kit Knight-Ridder, Tribune Media Service, Knight-Ridder, Tribune Media Service, The Chicago Tribune, Seattle The Chicago Tribune, Seattle

Times, Atlanta Journal-ConstitutionTimes, Atlanta Journal-Constitution, WB11-TV NYC, KARE-TV, etc. , WB11-TV NYC, KARE-TV, etc. endorse “Man-cho,” (male poncho) and funky home décor endorse “Man-cho,” (male poncho) and funky home décor fashions as fun giftsfashions as fun gifts

Success For The Newly Success For The Newly DressedDressed

NYNE:

Introduce New Line of Versatile Clothes for Today’s Multi-tasking Men

NYNE Clothing Line DebutNYNE Clothing Line DebutGoals

Level 1 -- GENERATE AWARENESSLevel 1 -- GENERATE AWARENESS Level 2 – SEED PREFERENCE, CREDIBILITYLevel 2 – SEED PREFERENCE, CREDIBILITY

Building the brand by gaining positive articles and Building the brand by gaining positive articles and segments -- third-party endorsement by the mediasegments -- third-party endorsement by the media

Can be used internally by organizations to generate Can be used internally by organizations to generate interest in their products among key customers & retailersinterest in their products among key customers & retailers

Level 3 –DIRECTLY BOOST SALES VIA PRLevel 3 –DIRECTLY BOOST SALES VIA PR In 99 percent of plans, PR is just one element in an In 99 percent of plans, PR is just one element in an

integrated marketing effort to help sales (along with integrated marketing effort to help sales (along with advertising, promotions, etc.) – advertising, promotions, etc.) – but it’s almost never a sales but it’s almost never a sales generator alonegenerator alone

However, when PR can directly create a sales spike (or However, when PR can directly create a sales spike (or several), it has achieved a new level of success – several), it has achieved a new level of success – surpassing many other effortssurpassing many other efforts

TRANSLATION: It Doesn’t Get Better Than This…TRANSLATION: It Doesn’t Get Better Than This…

““NYNE” Lives For One NYNE” Lives For One BrandBrand

Strategic Actions Trumpet NYNE’s core brand valuesTrumpet NYNE’s core brand values Translate brand personality into everyday life and newsworthy Translate brand personality into everyday life and newsworthy

themesthemes Promoted NYNE Lives and how the line transforms even average Promoted NYNE Lives and how the line transforms even average

guys into A-listersguys into A-listers A New You with New EnergyA New You with New Energy

Pitch many different “New You” angles for men Pitch many different “New You” angles for men and the women and the women who like to dress themwho like to dress them Spring Renewal -- Multi-Tasking Men With Clothes That Take Them Spring Renewal -- Multi-Tasking Men With Clothes That Take Them

AnywhereAnywhere Boardroom to Playground to NightclubBoardroom to Playground to Nightclub

Fashion-Forward Father’s DayFashion-Forward Father’s Day Male Make-over Fashion Show, Must-Have Gifts, etc.Male Make-over Fashion Show, Must-Have Gifts, etc.

Refreshing Line of Summer Styles (CoolMax angle) Refreshing Line of Summer Styles (CoolMax angle) Full-Line of Mix/Match Ensembles For Fall Full-Line of Mix/Match Ensembles For Fall

Help journalists take our brand and weave it into their fashion Help journalists take our brand and weave it into their fashion and lifestyle storiesand lifestyle stories

Results Big national splash with

Fox & Friends NYNE Makeover and Knight-Ridder wire service feature

Key Father’s Day coverage in target market daily print and key Fashion Web sites, including the coveted DAILY CANDY

30 million+ consumers reached with an incredible CPM of $1.24 !!

New Clothes “Catch Fire”New Clothes “Catch Fire”

For The Of For The Of ShoppingShopping

::Giving the press Giving the press andand shoppers a reason to shoppers a reason to

start talking about Daffy’s …start talking about Daffy’s …

Making Daffy’s Making Daffy’s Relevant AgainRelevant Again

Goals Extend media buys with unpaid editorial to fill gapsExtend media buys with unpaid editorial to fill gaps

Challenge -- smaller marketing budgets don’t usually interest Challenge -- smaller marketing budgets don’t usually interest media, so need to highlight creative, unique mediums media, so need to highlight creative, unique mediums purchased, and the local, historic significance of Daffy’spurchased, and the local, historic significance of Daffy’s

Give the press and consumers a reason to start Give the press and consumers a reason to start talking about Daffy’s againtalking about Daffy’s again A new “Mannequin” ad campaign offered a timely reason to A new “Mannequin” ad campaign offered a timely reason to

look at a five-decade success storylook at a five-decade success story Create a call to action that drives traffic by Create a call to action that drives traffic by

reconnecting with targetreconnecting with target Develop stories/stunts/events that engage media and Develop stories/stunts/events that engage media and

consumers with the brand and the campaignconsumers with the brand and the campaign

Playing Cupid Between Playing Cupid Between Brand & ShoppersBrand & Shoppers

Strategic Actions Tell the Daffy’s story within the NY/NJ/CT Tri-state area (because Tell the Daffy’s story within the NY/NJ/CT Tri-state area (because

this is a regional success story)this is a regional success story) HistoryHistory MerchandiseMerchandise

Bring New Ad Campaign To LifeBring New Ad Campaign To Life Introduce Mannequins through public appearances utilizing Introduce Mannequins through public appearances utilizing

Mannequin Street TeamMannequin Street Team ““Safe Sex Is Always In Fashion” Strategic Partnership InitiativeSafe Sex Is Always In Fashion” Strategic Partnership Initiative

Valentine’s Day event with the Women’s Institute at the GMHC Valentine’s Day event with the Women’s Institute at the GMHC Distributed safe sex packs throughout New York CityDistributed safe sex packs throughout New York City

Capitalize on new store opening in Westchester to showcase Capitalize on new store opening in Westchester to showcase continued brand growthcontinued brand growth

AlsoAlso “Travel” “Travel” outside the Fashion Pagesoutside the Fashion Pages Daffy’s Shopping Experience awareness campaign targeted at Travel Daffy’s Shopping Experience awareness campaign targeted at Travel

media covering tourist destinations in New York Citymedia covering tourist destinations in New York City

Results Regional media

homerun -- extensive coverage of new marketing campaign and Westchester store opening netting over 6 MILLION impressions

Distributed 25,000 safe sex packs, as well as promotional incentives that spiked same-week, in-store traffic by more than 20% during the “Safe Sex Is Always In Fashion” initiative

Landed “fashion consultant” segments with Univision

Daffy’s Feels The LoveDaffy’s Feels The Love

Getting Noticed….Getting Noticed…. Everywhere You Go Everywhere You Go

Grass Roots Appeal: Marketing Family Shows Creatively

Entertain Families Coast To Entertain Families Coast To CoastCoast

The Wiggles, Day Out With Thomas, Barney’s The Wiggles, Day Out With Thomas, Barney’s Colorful World, Colorful World,

Bob The Builder LIVE!, Arthur LIVE, Stars on IceBob The Builder LIVE!, Arthur LIVE, Stars on IceGoals Drive ticket sales/traffic at family stage shows and events Showcase unique appeal of properties to attract new fans, as

well as strengthen existing consumer relationships Maximize awareness of brands through stage show tours

Strategic Actions Position Wiggles, Barney, Thomas, Arthur and Bob as true

celebrities from a child’s POV -- creating major call to action among feature TV/print, Web media outlets, as well as parents

Create anticipation for, ongoing buzz about and great photo/video opportunities around local appearances/chances to meet these stars

Maximize coverage opportunities by announcing future visits and layering tailored local angles on top of core story

Bring Characters To LIFEBring Characters To LIFEResults Most events enjoy a near-capacity

turnout and strong community buzz All tours combined have netted

5,000+ media hits reaching more than TWO BILLION PEOPLE

Broadcast coverage ranges from national segments, including a Sweeps Primetime appearance on “Deal or No Deal,” to local live remotes and fun packages in nearly every market

Major print features regularly appear in national and local outlets including: US Weekly, Parents, Attache (US Airways), The New York Times, The Los Angeles Times, etc.

Client CommentaryClient Commentary

I can't tell you how thrilled we are with the partnership we have formed. Your team has done an incredible job

for NutriSystem! You are true PR pros with patience and unstoppable stamina

- Sheri Keiles, VP, Communications, NutriSystem, Inc. Sheri Keiles, VP, Communications, NutriSystem, Inc.

RBC has become a valuable and trusted partner for HIT. They are a critical component in the success of our

tours, generating significant interest and excitement for

our shows in every market- Sloan Coleman, VP, Wiggles USASloan Coleman, VP, Wiggles USA

RBC’s Value PropositionRBC’s Value Proposition

Just looking at the bottom line…Just looking at the bottom line… For Hit Entertainment -- CPM = 27 CENTSFor Hit Entertainment -- CPM = 27 CENTS For NutriSystem -- CPM = 63 CENTSFor NutriSystem -- CPM = 63 CENTS For Lion Brand Yarn -- CPM = $1.69For Lion Brand Yarn -- CPM = $1.69 PR industry standards state CPMs from $7-$12 are good, PR industry standards state CPMs from $7-$12 are good,

lower CPMs are GREATlower CPMs are GREAT

RBC gives clients a service with true valueRBC gives clients a service with true valueTop talent + great results + 0 big agency Top talent + great results + 0 big agency

overhead = overhead =

Significant ROI you can bank onSignificant ROI you can bank on

That’s Just A Taste Of That’s Just A Taste Of What RBC Has Done In What RBC Has Done In

8 Short Years8 Short Years

Here’s A Brief Glimpse Of RBC’s Here’s A Brief Glimpse Of RBC’s Leaders And Other Clients We’ve Leaders And Other Clients We’ve

Handled…Handled…

RBC Senior LeadersRBC Senior LeadersRob Bailey, President Founded RBC in 2002 15+ years in PR/communications Former TV anchor/producer in NY, FLA Known as first-rate problem-solver with NYC big agency experience

Edelman, MS&L, Ruder Finn and Dan Klores Communications Spearheaded successful image and brand-building campaigns across many

industries for clients including:

A few claims to fame: Subaru Turnaround Story, Pepsi Challenge PR, Shell Robotic Gas “Smart Pump” launch, Glacéau vitaminwater and smartwater launch, Champion 1996 Olympics Official Outfitter program

B.A. University of FLA’s School of Journalism and Communications

That’s Just A Glimpse Of What That’s Just A Glimpse Of What We’ve Done For Others…We’ve Done For Others…

Let’s Talk About Let’s Talk About What We Can Do For You…What We Can Do For You…

Rob BaileyRob Baileyrbailey@rbcpr.com

201-760-0200, X101201-760-0200, X101