Digital Mar ke ting Capabilitie s Americas #1 Small PR Agency - - PowerPoint PPT Presentation

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America’s #1 Small PR Agency Ragan’s Ace Awards Social Media Award Winner Bulldog Reporter #1 Social Media Agency in the U.S. TopPRAgencies.com Top Digital Agency Clutch.co

Digital Mar ke ting Capabilitie s

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Be for e Star ting | Unde rsta nding Go a ls a nd Oppo rtunitie s

BRAND ND What is your story?

GOAL S OPPORT UNIT IE S INT E GRAT E D PROGRAM RE SUL T S

AUDIENCE Who do you want to tell it to? PROMOT OTE How do you tell your story? VA VALUE Why should they care? AC ACT Why should they act now?

At the outse t, L CI asks c lie nts “What do e s suc c e ss lo o k like ? ”

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L CI’s Appr

• ac h | De ve lo ping An I

nte g ra te d Ma rke ting Co mmunic a tio ns Pro g ra m Ana lyze Re sults | Optimize E ffo rts | L e ve ra g e Co nte nt | Re po rt

Conduct R Research Defin ine Go Goals ls Create C te Conten tent Develo lop Me Messagin ing Deliv liver C Content Ho w do e s digital mar ke ting fit in the c o mmunic atio ns mix? It’s all abo ut planning.

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L CI’s Appr

• ac h | Whe n a nd Ho w Dig ita l is Use d

Digital mar ke ting is use d in diffe r e nt ways de pe nding on whe r e your audie nc e is in the “ac t” c yc le

Unaware Passi sivel ely I Inter eres ested ed Lookin

• king

Ready t y to

• Act

SEO EO

Web C Conten ent Online line PR E-mai ail Socia ial O l Organic nic Blog Socia ial P l Paid SEM EM

Sponsorship

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Capabilitie s | Dig ita l Pre se nc e De ve lo pme nt L CI de ve lops digital pr e se nc e s that inspir e and e nable ac tion

• E

xpe r ie nc e optimize d

• E

ngaging func tionality and c onte nt

• F

le xible and fast manage me nt

• Re liable , se c ur

e & sc alable

• Be autifully de signe d

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Capabilitie s | Dig ita l Ana lytic s L CI he lps c lie nts unde r stand br and powe r and pe r for manc e

• We bsite / App
• Campaign pe r

for manc e

• Compe titive position
• Oppor

tunitie s and optimization

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Capabilitie s | E

xpe rie nc e De sig n a nd L e ve ra g ing Da ta

L CI pr

• vide s e xpe r

tise in unde r standing data and the c ustome r e xpe r ie nc e

• Conte nt that guide s c ustome r

s

• Inte r
• c hanne l c ommunic ations
• Se gme nte d tr

e atme nt str ate gie s

• Re sults/ ROI
• Data analytic s to suppor

t optimization

WEBSITE TE MOBIL BILE DATABAS ASE RESEA EARC RCHERS RS VOLUNTEERS RS

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Capabilitie s | Org a nic So c ia l Me dia L CI c r e ate s soc ial me dia str ate gie s that align to goals and r e sour c e s

• Soc ial str

ate gy and plan

• Re sour

c e planning

• Conte nt sour

c ing

• Conte nt de ve lopme nt
• Plac e me nt
• Monitor

ing

• Re sponse manage me nt
• Re sults & ROI that suppor

t c lie nt goals

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Capabilitie s | Pa id So c ia l Me dia

• Campaign de ve lopme nt and manage me nt
• Budge t optimization
• Inte gr

ate d c ustome r e xpe r ie nc e de sign

• Goal- or

ie nte d r e sults

• Analytic s and r

e por ting L CI he lps c lie nts find inte r e ste d par tie s and de live r s ac tion- induc ing c onte nt

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Capabilitie s | Pa id Se a rc h

• Campaign de ve lopme nt and manage me nt
• Budge t optimization
• Inte gr

ate d c ustome r e xpe r ie nc e de sign

• Analytic s and r

e por ting

• Re sults that map to your

busine ss goals L CI he lps your busine ss c aptur e pe ople ac tive ly looking

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Capabilitie s | Vide o

• L

CI pr

• vide s star

t- to- finish vide o c apabilitie s: ide ntifying and se c ur ing spoke spe ople , sc r ipt wr iting, vide o pr

• duc tion and e diting
• Animate d and live - ac tion pr
• duc tion
• F

e atur e vide os and e xplaine r vide os

• Public Se r

vic e Announc e me nts

• L

e ve r age and plac e me nt ac r

• ss c hanne ls
• Monitor

ing, analytic s and r e por ting

• ROI and r

e sults L CI de live r s e ngaging vide o c onte nt that dr ive s c onve r sion

https://www.youtube.com/watch?v=B4CLeaZdxL8

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Se r vic e s | Ma rke ting & Adve rtising

• Bra nd de ve lo pme nt, ide ntity & de sig n
• Bra nd g uide line s
• I

nte g ra te d ma rke ting c o mmunic a tio ns c a mpa ig ns

• Ma rke ting pla n
• Print a dve rtising
• Co pywriting
• Me dia b uying
• Co lla te ra l
• Outdo o r
• Sig na g e
• Re sults/ ROI

Our inte g ra te d ma rke ting , c ommunic a tions a nd a dve rtising solutions a re ta rg e te d to your busine ss’ ne e ds. T he stra te g y is to more tha n just introduc e your produc t to the world

• r e duc a te your c ustome rs. Our g oa l is to pe rsua de the m to a c t.

Our c ustom- ma de solutions a re a ime d to inc re a se bra nd a wa re ne ss tha t a mplify your bra nd.

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Se r vic e s | Dig ita l Se rvic e s

• So c ia l Me dia – pla nning , stra te g y a nd

imple me nta tio n

• Dig ita l c o nte nt c re a tio n a nd distrib utio n
• Dig ita l Ma rke ting , Ana lytic s a nd Re po rting

It ta ke s a n inte g ra te d ma rke ting c ommunic a tions pla n to c re a te a n impa c tful a nd c og e nt bra nd pre se nc e . Dig ita l se rvic e s – inc luding soc ia l me dia , dig ita l c onte nt c re a tion a nd dig ita l ma rke ting - a re a n indispe nsa ble pa rt of tha t c ommunic a tions e ffort. De sig ne d spe c ific a lly for your busine ss, the se dig ita l stra te g ie s he lp de live r on the a g re e d- upon me tric s.

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Se r vic e s | Co nte nt De ve lo pme nt

• Co nte nt stra te g y a nd pla n
• Co pywriting
• Co nte nt distrib utio n
• Re sults tha t ma p to yo ur g o a ls

L CI’s sta ff ha s ma ny ye a rs of writing e xpe rie nc e , working with c orpora tions, nonprofit org a niza tions a nd nume rous busine sse s throug hout a va rie ty of industry se c tors. In a ddition, we ha ve a numbe r of forme r journa lists on sta ff. With our c re a tive c onte nt de ve lopme nt, our te a m he lps ide ntify the rig ht story to unify your bra nd me ssa g ing a nd e ng a g e your a udie nc e a c ross a ll me dia a nd soc ia l pla tforms.

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Se r vic e s | Pub lic Re la tio ns

• Co mpe titive a udit
• I

de ntify the me ssa g e a nd the ne wswo rthy sto ry

• T

e ll the sto ry – to the rig ht a udie nc e s

• Amplify yo ur sto ry a nd mo nito r
• Pro mise d Re sults/ ROI

Public re la tions is a ll a bout c re a ting the rig ht me ssa g e s a nd finding the rig ht storie s to te ll. We first do our re se a rc h, a na lyzing the c ompe titive me dia la ndsc a pe . T he n, we g o to work. De c a de s of e xpe rie nc e – a nd solid me dia re la tionships - he lp our se a sone d c ounse lors unc ove r wha t ma ke s your bra nd unique – a nd te ll tha t story to the r ight a udie nc e s throug h the r ight me dia .

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Se r vic e s | We b Se rvic e s

• We b de sig n a nd a pp de ve lo pme nt
• Re spo nsive de sig n
• E
• Co mme rc e a nd c usto m we b po rta l
• We b ho sting a nd ma inte na nc e
• Se a rc h e ng ine o ptimiza tio n (SE

O)

Unle ss you c re a te a dyna mic we b pre se nc e for your busine ss, you ha ve no pre se nc e . L CI offe rs a c omple te ra ng e of re sponsive de sig n we b se rvic e s to he lp your busine ss suc c e e d. E ffe c tive we b se rvic e s pe rform multiple ke y ta sks be yond simply g e ne ra ting re ve nue . T he y e sta blish busine ss re sponsive ne ss a s we ll a s a winning c olla bora tion with industry c ompe titors a nd c ustome rs in orde r to ma ximize e ffic ie nc y. L CI c onduc ts a n initia l SE O a udit, inc luding c ompe titive re vie w a nd ke yword re se a rc h. T his a llows us to build a c ohe sive proje c t pla n with a c le a r outline for imple me nta tion, e ffe c tive ne ss a nd suc c e ss.

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Se r vic e s | Mo b ile Apps & So ftwa re De ve lo pme nt

• App de ve lo pme nt
• Na tive a pplic a tio ns
• Hyb rid a pplic a tio ns
• Re spo nsive de sig n

T he softwa re ha s to suit you. Cha ng ing your pra c tic e s to suit the softwa re is not a busine ss- sa vvy pra c tic e . L CI unde rsta nds the importa nc e of busine ss spe c ific softwa re tha t is suite d e xc lusive ly to your ne e ds. Choosing box softwa re c a n be a wa ste of va lua ble re sourc e s a nd ofte n forc e s use rs to ma ke a c c ommoda tions. Unde rsta nding this re quire me nt, L CI ta ke s c a re of your busine ss’s softwa re re quire me nts inc luding c onve ntiona l a pplic a tion de ve lopme nt, mobile a pp de ve lopme nt a nd re sponsive de sig n to insure e ffe c tive se a rc h re sults.

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Capabilitie s | Ca se Study

Cha lle ng e :

T he GAP F

• unda tio n so ug ht to c re a te a wa re ne ss a mo ng the 50+ c ro wd a b o ut the ne e d fo r g re a te r pa rtic ipa tio n in

Alzhe ime r’ s c linic a l tria ls. T

• q uic kly g ro w its re g istra nt po pula tio n, the GAP F
• unda tio n so ug ht to drive tra ffic a nd

inc re a se e nro llme nt fo r b ra inhe a lthre g istry.o rg . T

• a c c o mplish b o th g o a ls, L

CI he lpe d the GAP F

• unda tio n c re a te a

me mo ra b le c a mpa ig n tha t wo uld:

• 1. E

duc a te the pub lic (pa rtic ula rly tho se a g e s 50+) a b o ut the ne e d fo r g re a te r pa rtic ipa tio n in Alzhe ime r’ s c linic a l tria ls.

• 2. E

nc o ura g e pe o ple to visit the Bra in He a lth Re g istry we b site a nd sig n up to b e a pa rtic ipa ting me mb e r in the fre e Re g istry.

Stra te g y a nd T a c tic s

L CI pro duc e d o rig ina l c o nte nt tha t wa s de sig ne d to e ng a g e dive rse a udie nc e s a t multiple to uc h po ints. L CI so ug ht to b o th e duc a te the pub lic a b o ut Alzhe ime r’ s c linic a l tria ls a nd a lso inc re a se me mb e rship in the BHR. T he te a m filme d pub lic se rvic e a nno unc e me nts (PSAs) with c e le b ritie s who ha ve a c o nne c tio n to the dise a se , inc luding Pa ula Ab dul (“Ame ric a n I do l”), Ro n Re a g a n (Pre sid e nt Re a g a n’ s so n), L e e za Gib b o ns (“E nte rta inme nt T

• nig ht”), L

inda Gra y (“Da lla s”) a nd Sa ma ntha Ha rris (“Da nc ing With the Sta rs”). T

• ma ke the PSAs c o mpe lling , L

CI dra fte d a uniq ue sc ript fo r e a c h c e le b rity. T he PSAs we re distrib ute d in ta rg e t ma rke ts inc luding : Atla nta , Bo sto n, L a s Ve g a s, Pro vide nc e (RI ), Sa n F ra nc isc o a nd So uth F lo rida . L CI c re a te d a mini-c a mpa ig n surro unding L inda Gra y’ s PSA whic h invite d pe o ple to e nte r to win a “L unc h with L inda .” Me mb e rs o f the pub lic we re a ske d via F a c e b o o k (o r le tte rs) to de sc rib e why the y wa nte d to me e t L inda . L CI se le c te d a winne r ra ndo mly fro m a mo ng hundre ds o f e ntrie s.

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Capabilitie s | Ca se Study

Stra te g y a nd T a c tic s (c ontinue d):

L CI c ha mpio ne d me dia spo nso rship pa c ka g e s with WXI A-T V (NBC, Atla nta ), WCVB-T V (ABC, Bo sto n) a nd WPT V-T V (NBC, We st Pa lm Be a c h, F L ). T he se sta tio ns a ire d the PSAs during pe a k a ir time s a nd pro duc e d se g me nts to furthe r pro mo te the Re g istry. L CI a lso c o mmissio ne d a Ha rris Po ll surve y to hig hlig ht the dispa rity b e twe e n tho se who sa y the y wo uld pa rtic ipa te in Alzhe ime r’ s c linic a l tria ls a nd tho se who a c tua lly do . L CI pa c ka g e d the re sults in a pre ss re le a se , distrib ute d the re le a se o ve r a na tio na l ne wswire a nd pitc he d the sto ry na tio na lly. I n a dditio n, L CI utilize d a n e ma il c a mpa ig n via the Bra in He a lth Re g istry ne wsle tte r. T he te a m c re a te d c o nte nt so tha t a ll o f the GAP F

• unda tio n’ s

a ffilia te d re se a rc h site s (suc h a s Ha rva rd, Unive rsity o f Ca lifo rnia , Sa n F ra nc isc o a nd T he Cle ve la nd Clinic ) sha re d c o nte nt via the ir e -ne wsle tte rs a nd so c ia l me dia c ha nne ls. L CI a lso c re a te d ta rg e te d la nding pa g e s a nd dig ita l a ds whic h ra n o n F a c e b o o k a nd Go o g le .

Re sults

L CI ’ s e ffo rts yie lde d a sub sta ntia l tra ffic uptic k to the Bra in He a lth Re g istry we b site a nd g re a tly inc re a se d re g istry sig nups.

• L

CI a dde d ne a rly 10,000 ne w me mb e rs to the Bra in He a lth Re g istry, inc re a sing me mb e rship b y 27 pe rc e nt.

• L

CI dro ve 376,000 use rs to the BHR we b site , 105,000 o f tho se b e ing ne w uniq ue visits to www.b ra inhe a lthre g istry.o rg .

• T

he PSAs a ire d ne a rly 20,000 time s a c ro ss ma jo r c itie s in the U.S., inc luding a ll the to p 10 DMAs.

• L

inda Gra y’ s PSA a ire d in a irpo rts thro ug ho ut the U.S. o n CNN Airpo rt Ne ws.

• Ne a rly 1,000 pe o ple e nte re d the “L

unc h with L inda ” swe e psta ke s.

• L

CI pitc he d the PSAs a nd “L unc h with L inda ” with fe a ture s in Pe o ple .c o m, E xtra T V, Go o d Da y L A (K T T V) a nd Huffing to n Po st.

• USA T
• da y fe a ture d the re sults o f the Ha rris Po ll.

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T ha nk yo u!

We Look

• ok F

For

• rward To
• Wor
• rking W

With You

• u!

When Can W We S Start?!! CO CONTACT CT: Bria iann nne Mi Mille ler: 650.575.7727 (mobile) | brianne@landispr.com Landis ndis C Communic icatio ions ns, I

• Inc. (

(LCI) 1388 Sutter St., Suite 901 | San Francisco, CA 94109 415.359.2303 (phone) | 415.561.0778 (fax) Visit LCI o

• nline f

for m more c customer testimonials a and ca case h histories a at: www.landispr.com