2 Thank you for the opportunity to introduce our firm:
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PHIL CAMINO VP OF STRATEGY AND PARTNERSHIPS Philip brings a wealth of experience to this team. After a successful stint as the Director of Finance at his alma mater, Bishop's University, where he gained experience booking talent and concerts for the student population, Philip was immediately hired at SL Feldman (slfa.com) in Toronto. He quickly rose to the position of agent, booking top talent such as KardinalOffishall, Obie Trice, Sum 41 and Sloan, while maintaining a small, boutique roster of his own. He was intrigued by the marriage between brands and art, and left to pursue his passion for marketing, partnering into a small marketing agency, where he worked very closely for the next few years with major record labels, working on such projects as The Killers, Snow Patrol, Billy Talent, Buck 65, Hard-Fi and Paul Anka. Philip was then approached to manage a North American music program for the Jack Daniel's brand at the Hive Strategic Marketing (thehiveinc.com), where top talent such as Spoon, Blue October, The New Pornographers, G-Love and Metric played exclusive private shows for contest winners, in a Jack Daniel's branded environ- ment. Philip was then approached by Rogers Communications, the largest telecom brand in Canada, to run the wireless marketing in Toronto. He excelled and was quickly promoted to Director of Marketing, Ontario Region for Rogers Wireless. Philip developed numerous properties and campaigns while at Rogers, most notably working to build a branded music festival in downtown Toronto, the Rogers Picnic (rogerspicnic.com). He also worked very closely with all handset manufacturers, including Blackberry, Nokia, Sony Ericsson, Samsung and Apple. He was instrumental during Rogers' 2008 iPhone 3G launch in Canada, and also helped successfully launch the Blackberry Pearl, Curve and Bold into the Canadian marketplace. Philip is currently a partner in both The Hudson in West Hollywood (thehudsonla.com), and also a growing entertainment company, Embrace (embracepresents.com)
AARON TURKEL MANAGER OF STRATEGY AND PARTNERSHIPS Aaron is one of those people who has the right mixture of energy and intellect, who earns his right to be on the cutting edge through his commitment to learning, innovation and partnerships. Aaron’s role of providing holistic digital consultation to firms looking to embrace the New Media Revolution, with emphasis on interaction and engagement is a fantastic fit for his skill base. Aaron often defines his holistic approach as a Media Mix Consultation as keeping Traditional Media campaigns that work intact while enhancing the effectiveness of the marketing mix by creating complementing, consistent branding messages via New Media Vehicles. With a foundation in Digital Marketing and Experiential Marketing Campaign Coordination, Aaron understands that engagement is the primary method for getting your target audience to embrace brand messages.
Specialties: Web Design, Search Engine Optimization, Social Media Marketing, Event Promotion and Coordination, Custom Facebook App Consultation, Live Video Streaming Consultation, Digital Content Creation, SMS and Custom App Mobile Marketing Consultation, On-site to Digital Data Capture Consultation.
Daniel Ewing DIRECTOR OF STRATEGY AND PARTNERSHIPS Daniel is a senior marketing professional with a 10+ year track record of success in strategy and planning, business development, entertainment marketing and partnership management. Recognized as a particularly effective team leader who focuses on achieving results. Before his time at Embrace, Daniel built his foundation on developing and executing branded music strategies and alliances for the marketing arm of Rogers Wireless. This included managing all of their strategic music alliances including Live Nation, MTV, MuchMusic, the major record labels and several music properties including NXNE, CMW, and the Polaris Music Prize. Specialties: Sponsorships, experiential marketing, digital marketing, mobile marketing, social media marketing, strategic alliances and negotiation, event production, brand building. And his favorite thing - innovation.
Embrace Digital provides progressive solutions that translateyour marketing goals into fresh and powerful digital strategies and tools. Proprietary digital campaigns are originally constructed and managed to accomplish specific digital goals. 2
Embrace Digitalmaximizes consumer engagement by leveraging digital marketing solutions that specifically deliver brand objectives. We can operate as a stand-alone digital agency working directly with brands, we also act as strategic consultants & service providers for agencies. brands and agencies that we and our strategic partners have worked with... 7
8 Our Methodology is simple, Client Centered Social Solutions. First we understand the client and their need to further take advantage of the Digital Marketing and the Social Media Landscape. Then we recommend proven Digital Marketing Strategies that highlight YOUR branded competitive advantages. Marketing by using Audience Engagement is centered around the idea that TODAY PEOPLE ARE MORE POWERFUL INFLUENCERS THAN ADS. Consumer Activation is the goal, so how do the tools used in our digital strategy drive Consumer Activation? We develop a strategic campaign, with your direction, that will engage your customers with elements from the following Digital Cycle: 8
Website +Blog + Micro-Site Creation Social Media Marketing + Facebook App + Mobile App Location-Based Social Media Campaigns Search Engine Marketing Campaigns Photo + Video Media Content Creation 6
Interactive Facebook Fan Page Management
Creating and managing elements within Facebook to propel your brand’s message and encourage interaction, engagement, sharing and brand recognition.
Traditional Campaigns Digitally Translated
Don’t reinvent the wheel. We help translate your proven existing promotional efforts into the digital space.
Run targeted digital ad campaigns on Facebook, Google & Relevant Sites.
Live Event Web Cast & Real-Time Viewer Engagement
Get the most out of your fashion events by broadcasting them LIVE globally!
Engage your viewers in real-time chat and brand persona building as they watch.
Brand-Backed Content Endorsement
We help your brand find and endorse new and exciting content, helping the brand become a more trusted source for relevant information.
Keeping your audience invested in the information you provide is about trust. Your audience will trust you because we use “PULL” strategies that attract attention, not “PUSH” messages that saturate the landscape.
Content Promotion and Syndication Social Media Survey and Polling Programs
Want to retain and grow your audience? Why not ask what keeps them coming back? We build integrated tools that engage your audience and lets them know your listening.
Digital Asset Optimization
Do you have an audience that trusts you? Great! Now keep them invested and engaged by optimizing your content so that it’s easily accessible by your audience.
15 OVERVIEW:The Mazda Canada Social Media Community was constructed to give Mazda enthusiasts a place to engage in all things Mazda. The Canadian Market is critical for Mazda, with special consideration given to the new 2011 MAZDA2 which is one of the only vehicles that sells equal quantities in the US and Canada. TACTICS:Our Social Media Outreach Program follows our Social media Cycle. A Bi-Lingual community was Created, qualified, active and targeted users were Acquired, Engaging content was created or sourced, a vibrant community flourished and detailed metrics were recorded for the cycle to revolve more effectively. EMBRACE’S ROLE:, Working closely with Donor, Mazda’s AOR, Embrace’s role consisted of: Bi-Lingual Translation and Engagement, digital strategy consultation, content creation and sourcing, Social Media Listening, Social Media Community Manager, and Analytics Consultant.
16 OVERVIEW: Mazda implemented a branded Social Media Game called DriverVille for the launch of their new Mazda2 sub-compact. Users can play to win a new Mazda2 or weekly drawings for iPods. TACTICS: Users play this in-depth game to achieve their own customized version of an in-game Mazda2. Users are constantly endangered while racing their friends and customizing their car, all while further embracing the Community of Zoom-Zoom culture. The community of in-game racers included both traditional, race inspired Mazda drivers and casual gamers who might not be as familiar with the Mazda brand. EMBRACE’S ROLE:, Working as a liaison between developers and users to make sure that game bugs were properly addressed across two languages. Embrace also worked to promote the game and it’s connection with the newly launched Mazda2.
17 DIGITAL CONTEST OVERVIEW: Hollister California’s The Perfect Ride (Best Butt) Contest Highlighted Facebook + web App Functionality:
Available to consumers in 6 countries
Hollister and Abercrombie & Fitch brands
Call to action in traditional and digital channels
Configure a fireplace, stove or insert with every designer accessory and option available – Mantles or surrounds? Louvers? Logs or stones? The possibilities are endless!
Free download – play around and have some fun!
Use the default room set or take a picture of your room and build a fireplace for it
Direct uploads to Facebook allow you to share your genius designs
Integrated with “Napoleon’s Dealer Locator” so you can find the nearest “fireplace expert”
MSRP provided for each component selected
19 MOBILE APP OVERVIEW: CTV ’s 2010 Vancouver Olympics iPhone App Highlighted App Functionality: CTV ‘s Vancouver Winter Games App allowed users to watch Olympic highlights, review when their favorite events were being broadcasted and share their favorite moments with friends.
MOBILE APP OVERVIEW: Much Music VJ 2.0 contest with partner Doritos Highlighted Microsite Functionality: Much Music created a branded micro-site for their VJ 2.0 Contest backed by Doritos. Users could get to know the VJs and make their selection for who gets the job! 20
MOBILE APP OVERVIEW: MTV – 10 Spot iPhone App Highlighted App Functionality: The latest high quality photos from your favorite MTV celebrities and personalities. Direct links to full 10 Spot episodes for purchase on iTunes. Customizable Twitter stream that let's you keep track of your favorite 10 Spot celebs in real time! 21
22 OVERVIEW: The Fenway Alliance hosts an impressive roster of member organizations committed to excellence in planning and development, and to creating a contemporary vision which will unlock the huge potential of the Fenway Cultural District in Boston, Massachusetts. TACTICS: A few words from our client: ‘As director of the Fenway Alliance, consortium of 22 of the major cultural and academic institutions in Boston, I hired Aaron to create the entire social media campaign for our signature event, Opening Our Doors--the largest free day of cultural activities in Boston. Aaron's knowledge and effective implementation of social media strategies brought the marketing and brand recognition of our event into the 21st C. Aaron is a knowledgeable and charismatic speaker on the concepts, strategies and overall power of social media to grow a much wider audience and to more effectively promote an event or an entire organization. He consistently and creatively develops new methods for engagement, and demonstrates an increasingly rare client-centered focus.’ – Kelly Brilliant, Director of the Fenway Alliance EMBRACE’S ROLE:Embrace was responsible for running the Social Media Outreach and Content Capturing program for 'Opening Our Doors', an event which welcomed over 13k people on Columbus Day Annually to enjoy all the Fenway has to offer. For Embrace provided additional support by assisting with the construction of a Location Based Social Networking tool box for both Locals and Visitors to utilize while in the Fenway District.
Philip Camino VP, Strategy and Partnerships Office: 323.318.4369 E-Mail: firstname.lastname@example.org Los Angeles Office 6098 Hollywood Blvd, 3rd Floor Los Angeles, CA 90028 Aaron Turkel Manager, Strategy and Partnerships Office: 424.835.0020 E-Mail: email@example.com Los Angeles Office 6098 Hollywood Blvd Los Angeles, CA 90028 Toronto Office 10 Alcorn Ave. Suite 304 Toronto, ON M4V 3A9 Daniel Ewing Director, Strategy and Partnerships Office: 416.646.4043 E-Mail: firstname.lastname@example.org 23