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Creative Corporate CommunicationsCreative Corporate Communications
The Corporate ConundrumOrganisations are under intense pressure and the traditional approach to corporatecommunications is...
The Threepipe Unlimited Team         Jim Hawker                       Beth Carroll                      Mark Doonan       ...
Unlimited: A Division Of Threepipe…An independent, creative, award-winning PR and social media agency with a track record ...
Our Unlimited Offering                              Social Media   Messaging &    Corporate     Crisis    Social Media    ...
Integrating Social MediaThe Facts:•    69% of B2B marketers are shifting their budgets toward social media•    41% of B2B ...
Corporate Experience
What Clients Say“Threepipe built a highly creative and successful campaign which    “The Stroke for Stroke campaign, which...
Our Client Awards  Best Digital Activation   Best Use of Digital    Best Digital Campaign  Hollis Awards             CorpC...
Return On InvestmentWe passionately believe that PR can, and should, be measuredSherlock, our bespoke evaluation system al...
Case Studies
Rio TintoProblemFor global brands like Rio Tinto and other FTSE100 companies, the volume of online discussion about the br...
VodafoneProblemVodafone wished to educate school children on coping and dealing with bullying, in line with thecompany’s c...
SiemensProblemSiemens needed to leverage its GB Rowing sponsorship with a campaign to engage with the businessand consumer...
QSoft ConsultingProblemGaydarRadio is broadcast via DAB and online and, as such, is not covered by the industry standard R...
Westfield Stratford CityProblemWestfield Stratford City (WSC) had a host of roof top spaces available for brands to occupy...
Enterprise UKProblemEnterprise UK was founded as a campaigning organisation in 2004 by the British Chamber of Commerce, th...
SatmetrixProblemSatmetrix, the leading provider of customer experience software, was keen to investigate the sales opportu...
borroProblemborro, the UK’s leading personal asset lender, wanted to build its profile within the entrepreneurial communit...
Casis MediaProblemLondonlovesBusiness.com is an editorial-led website launched by Casis Media, covering all aspects of bus...
43 Drury Lane, CoventGarden              43 Drury Lane, Covent Garden                  London, WC2B 5RT                   ...
Threepipe Unlimited Creds
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Transcript of "Threepipe Unlimited Creds"

  1. 1. Creative Corporate CommunicationsCreative Corporate Communications
  2. 2. The Corporate ConundrumOrganisations are under intense pressure and the traditional approach to corporatecommunications is bending under the strain. That pressure is built from a demandfor greater transparency from a wider range of key stakeholders than ever before.We offer corporate organisations a fresh and effective approach to their campaignsacross all earned, owned and paid media channels.We combine the experience of running award-winning corporate reputationprogrammes together with the creative spark and social media know how that manycampaigns often lack.To put it simply, we build trust between organisations and their audiences.Welcome to Threepipe UnlimitedDon’t be limited in your approach to Corporate PR
  3. 3. The Threepipe Unlimited Team Jim Hawker Beth Carroll Mark Doonan David Robson Heather Milner Creative Director Head of Social Media Account Manager Head of Planning Senior Account Executive Speciality: creative spark Speciality: digital strategy Speciality: campaign Speciality: crisis management Speciality: media relations management• More than 15 years in- • A decade of experience • Dedicated B2B PR • Wide breadth of corporate • Has worked in-house and house and agency PR working in communication, background experience having worked agency side for clients experience specialising in digital and • Worked with a number of with brands such as Shell including The Electrical• Has run corporate PR social media since 2006 high-profile blue chip Global, Energy Safety Council, Casis Media programmes for the likes • Works with prominent FTSE companies such as UK, Volkswagen and and QSoft Consulting of EDS, CSC, AT Kearney companies, including KPMG, Capita and Hay Enterprise UK and Siemens Vodafone and Rio Tinto Group
  4. 4. Unlimited: A Division Of Threepipe…An independent, creative, award-winning PR and social media agency with a track record ofproven success in creating communications campaigns which connect with audiences andadd value to clients.A strategic and creative approach designed to deliver a powerful combination of engagementthrough traditional, digital and social media channels2012 Holmes Report Consumer Consultancy of the Year, Shortlisted2011 PR Week Boutique Consultancy of the Year, Finalist2011 PRCA Medium Consultancy of the Year, Finalist2009 PRCA Small Consultancy of the Year, Winner
  5. 5. Our Unlimited Offering Social Media Messaging & Corporate Crisis Social Media Influencer Positioning Social Management Monitoring Campaigns Workshops Responsibility Strategic Government Community Internal Analyst Comms Engagement Engagement Comms Relations Planning
  6. 6. Integrating Social MediaThe Facts:• 69% of B2B marketers are shifting their budgets toward social media• 41% of B2B companies are acquiring customers through Facebook• 86% of B2B companies are using social media, compared to 82% of B2C companiesSocial media is the catalyst for a new way of approaching corporate reputation programmesWorking with Three_D, our in-house social media team, we integrate traditional and digital communications tocreate social media strategies which engage key audiences, influence the influencers and create brand advocates.Our team offers the full range of social media services across all platforms all designed to integrate with traditionalmedia campaigns. 1. MarketingSherpa, October 2010 2. Hubspot, State of Inbound Marketing Report, 2011 3. White Horse, March 2010
  7. 7. Corporate Experience
  8. 8. What Clients Say“Threepipe built a highly creative and successful campaign which “The Stroke for Stroke campaign, which Threepipe devised, created tackled a very serious issue to the Vodafone business and which a wonderful platform for our business to engage with key external genuinely made a difference in discussions we were having at stakeholders as well developing an initiative which formed a central Governmental level.” part of our internal comms programme.” F Caroline Dewing, Senior Communications Manager Anne Keogh, Head of Media Relations“Threepipe developed our internal and external comms strategies “Threepipe’s campaign proved the value of social media marketing when we were seeking investment for the business, as well as to our business. It took a subject which could be perceived as ‘dry’ closely monitoring social media channels for discussions on the and turned it into a highly creative campaign which our sales topic. Threepipe secured a number of high-profile news pieces in prospects enjoyed and which also highlighted the key USP’s of our the national media, and we’re currently negotiating a number of new product. We are now investing more marketing spend into investment offers.” social media and especially the use of video .” Trevor Martin, Managing Director Britt Davies, Field Marketing Director
  9. 9. Our Client Awards Best Digital Activation Best Use of Digital Best Digital Campaign Hollis Awards CorpComms Awards PRCA Awards Ericsson Money The ECB The ECB Best CSR Campaign Campaign of the Year CSR Campaign of the Year PRCA Awards PRCA Awards European Excellence Awards Vodafone Vodafone Vodafone Best Campaign Best B2B Campaign Best Marcoms Campaign CorpComms Awards PRCA Awards SABRE Awards Vodafone Siemens ATP World Tour
  10. 10. Return On InvestmentWe passionately believe that PR can, and should, be measuredSherlock, our bespoke evaluation system allows us to:• Set clear objectives that make sense for your business• Track audience reach and media impacts• Analyse key message delivery• Monitor and analyse social media engagement• Monitor progress towards our targets through each campaign• Demonstrate ROI based on cost per impact Sherlock helped us to be shortlisted for the 2011 PRCA Evaluation Award
  11. 11. Case Studies
  12. 12. Rio TintoProblemFor global brands like Rio Tinto and other FTSE100 companies, the volume of online discussion about the brand canbe difficult to both track and manage. Rio Tinto tasked Threepipe with building a platform that would allow thebrand to measure the conversations taking place in the social media space, on topics such as the brand’ssponsorship of the Olympic medals, then use the data to advise the team on how to evolve their own social mediastrategy.SolutionOver a period of six months we monitored all conversations across the social web, which mentioned either Rio Tintoor any of its key competitors. During this time we identified the key topics of discussion, the influencers thatregularly discuss the brand, potential challenges for the brand and opportunities to drive discussion across socialmedia platforms.Working with the global in house PR, digital and marketing teams we held a series of sessions using our findings toadvise the brand on how to build its social media strategy in a way that will have a tangible impact on the business inthe long term.Listening and MonitoringWe offer a range of listening and monitoring services for our clients, which can be tailored to any size of business,whether B2B or consumer facing.Rather than simply packaging the results of our audits, we use the data we find to advise brands on how to honetheir social media strategies and present solutions to their business challenges.
  13. 13. VodafoneProblemVodafone wished to educate school children on coping and dealing with bullying, in line with thecompany’s corporate responsibility strategy.SolutionThe Threepipe solution was ‘Cut-it-Out’, a unique collaboration with the Joseph musical, in whichkids were invited to design a new “Dreamcoat” to be worn by Lee Mead during Anti BullyingWeek.The campaign also involved the BeatBullying charity, teen magazine Bliss, The Mirror and theLondon College of Fashion, in a multi-layered partnership.ResultsInterviews with Lee Mead were secured in a variety of top-tier print and broadcastmedia, including GMTV, ITN and The Mirror. Additionally, 2,000 schools were inspired to enterand 40,000 teenagers voted for their favourite coat designs.The campaign generated 16 pieces of national coverage, 23 regional and 33 online, with a totalreach of more than 50 million. The campaign won ‘Best CSR Campaign’ at the PRCA Awards andraised over £20k for BeatBullying.
  14. 14. SiemensProblemSiemens needed to leverage its GB Rowing sponsorship with a campaign to engage with the businessand consumer audience, whilst also supporting the company’s corporate responsibility objectives.SolutionThreepipe created ‘Stroke for Stroke’, a national event challenging people to row 10km inaid of The Stroke Association. Using research showing the benefits of regularexercise in combating stress, the campaign aimed to motivate people to startrowing, with gym chain LA Fitness as a partner.Olympic rower, James Cracknell, launched the campaign to the media and Threepipe ran anintegrated PR programme to raise awareness of the campaign in business, national, fitness, consumerand regional media.ResultsThe campaign resulted in a total of 97 pieces of media coverage, with a reach of 45,000,000.95% of the coverage featured the Siemens brand, as well as a link to the campaign website.Now in its third year, Stroke for Stroke in an annual established campaign for Siemens and has raisedtens of thousands over pounds for The Stroke Association.
  15. 15. QSoft ConsultingProblemGaydarRadio is broadcast via DAB and online and, as such, is not covered by the industry standard RAJAR figures.The problem, therefore, was how to engage potential advertisers and sponsors to establish the station as the UK’snumber one platform for reaching the LGBT (lesbian, gay, bisexual and transgender) market.As a part of this challenge, we needed to raise the profile of the GaydarRadio management team, as well as thestation itself, within the broadcast industry.SolutionIn order to reach decision makers at prospective brand partners and to establish GaydarRadio as a serious mediabrand with a stable listenership, we set out to secure profile and interview opportunities for senior executives in thenational, trade, business, marketing and gay media.ResultsWe secured profiles of Gaydar executives in a wide range of media, including Marketing, Broadcast magazine andAttitude.Our activity has helped Gaydar to secure sponsorship deals with a number of high-profile mainstream brandsincluding SKY and LOVEFiLM.
  16. 16. Westfield Stratford CityProblemWestfield Stratford City (WSC) had a host of roof top spaces available for brands to occupy during the 2012 Games. Theseunique spaces, with breath-taking views of the Olympic park could be used for a number of purposes including hospitalityand broadcasting. With a premium proposition on offer, WSC needed to reach decision makers at large corporates, aswell as within marketing and events agencies, in order to ensure all of the space was sold well in advance of the Games.SolutionTo announce the opportunities available at Westfield Stratford City during London 2012, and to promote the key messageof proximity to the Olympic Park itself, Threepipe created two events: one aimed at prospective clients andmarketing/events agencies, whilst the other was tailored specifically for media. Both groups had a unique opportunity totour the WSC site during its development phase, seeing first-hand the spaces available to brands and the views of theOlympic Park that they would provide. Both events were very well attended and included guests from companiesincluding Barclays, Rio Tinto and Royal Bank of Scotland, as well as journalists from various national broadsheets.ResultsThe PR campaign helped the London 2012 team at Westfield Stratford City to sell their entire inventory in time for theGames, with a number of high-profile brands, sponsors, broadcasters and National Olympic Committees signing up,including Cisco, BSkyB and Team GB.
  17. 17. Enterprise UKProblemEnterprise UK was founded as a campaigning organisation in 2004 by the British Chamber of Commerce, the Confederation ofBritish Industry, the Institute of Directors and the Federation of Small Businesses. It was created to give people the confidenceand ambition to be enterprising. Threepipe had to raise awareness of the charity, provide PR support to its 300 entrepreneurambassadors and promote its flagship campaigns, ‘Make your mark with a tenner’ and ‘Global Entrepreneurship Week’, toencourage young people in the UK to think entrepreneurially.SolutionThreepipe had access to a portfolio small business entrepreneurs who acted as ambassadors for Enterprise UK. We used theseas case studies for national enterprise sections and business pages. Additionally, by working closely with the entrepreneurs wewere able to determine topics they could comment on and were able to work with national media to place our ambassadorsas commentators around key calendar hooks such as the Budget.To build media awareness and engage young people in the campaigns we held a photo call with dozens of London schoolchildren to create a large green foot print to highlight the carbon-neutral theme. Another photo call with Peter Jones andmore school children – the business people of the future – was also held to provide us with additional content to maintainmomentum around the campaigns.ResultsThreepipe’s on-going press office activity and creative photo stories enabled us to secure coverage in a huge breadth of targetmedia from The Times Educational Supplement to The Guardian, The Independent, to Management Today and Sky News toReal Business. Importantly our work helped generate funding to support Enterprise UK’s campaigns.
  18. 18. SatmetrixProblemSatmetrix, the leading provider of customer experience software, was keen to investigate the sales opportunity that socialmedia could provide for the launch of Satmetrix Xperience, a brand new Net Promoter software product.The key objectives were to use the launch of Satmetrix Xperience as an opportunity to begin building a vibrant Satmetrixsocial community that could be commercialised on an on-going basis. Other objectives were to provide data capture ofsales prospects for the Satmetrix sales team, as well as drive word of mouth and recommendation for the new Xperienceproduct amongst the target audience groupsSolutionWe developed a series of Satmetrix branded video content that was designed to ‘go viral’ and be shared amongst thetarget industry professionals. To drive data capture we built a dedicated Facebook application, featuring the film content.Visitors to the Satmetrix Facebook page were able to view the hilarious video content and were asked competitionquestions on each video to win a free trial of the Satmetrix software. We collected all competition entrant details whichwere then passed to the Satmetrix sales team as sales prospects.ResultsThe video content received over 60,000 YouTube views and helped the Satmetrix Facebook page grow from a communityof just 300 to over 5,000 ‘Likes’ over the course of eight weeks. The campaign was the only Facebook promotion to berunning at this time and no paid for advertising took place during the period.The competition mechanic secured data capture for over 800 new sales leads for the Satmetrix sales team which arecurrently being pursued.
  19. 19. borroProblemborro, the UK’s leading personal asset lender, wanted to build its profile within the entrepreneurial community,a key audience, helping the brand to launch its social media channels and drive data capture in order to createsales leads.SolutionThreepipe developed a ‘Money Making Ideas’ competition through which borro would offer one entrepreneur a£10k prize fund to invest in their business, as well as a host of other prizes. To enter, participants had to createtheir own 60 second ‘elevator pitch’ discussing what they would use the investment for and how this would helpthem to grow their business.To launch the competition, we partnered with Business Circuit, an online community for entrepreneurs,business owners and investors, and Adam Street Club, a London-based private members venue targetedexclusively at small businesses and entrepreneurs, to host an event. The event was attended by more than 80entrepreneurs, and we had a film crew in attendance so those who wanted to could film their pitches on thenight. All videos were hosted on Facebook, and a panel of four judges, including borro’s CEO, shortlisted 10finalists with the Facebook community then voting for their eventual winner.ResultsThe launch event generated an initial bank of more than thirty video pitches which provided contact andbusiness details for the borro sales team. The video content was then seeded on Facebook to entice additionalentries, and with them, additional sales leads. The campaign grew the Facebook community from less than 50‘Likes’, to more than 8,000.
  20. 20. Casis MediaProblemLondonlovesBusiness.com is an editorial-led website launched by Casis Media, covering all aspects of business and business people inthe capital city. Our challenge was to raise awareness of the site amongst the London business community and also to turn it into abrand, positioned as the ‘go to’ media outlet for high quality news and features on the current issues and events affecting business inLondon.SolutionIn order to grab the attention of business people in and around London, Threepipe worked with the LondonlovesBusiness.comeditorial team to develop a large-scale piece of research in partnership with ComRes, entitled “A Manifesto for London Businesses”.The research was designed to connect with our target audience and demonstrate the site’s credentials as a reliable and authoritativesource of information on business in London. The study took in the views of 760 business leaders working in London, as well as 900other Londoners, and gauged their opinions on the core issues affecting them, such as strikes, transport and crime, which were seenas the key ‘business blockers’ in London.ResultsThe Manifesto for London Businesses struck a chord with the British media, and helped to secure an hour-long, live interview on LBCradio with the two founders of Casis Media, Graham Sherren and Mike Bokaie, the evening before LondonlovesBusiness.comlaunched.Following intensive media outreach, the LondonlovesBusiness.com Manifesto also achieved cut-through in hugely influentialbroadsheets such as Financial Times and The Times as well as key regional newspapers, London Evening Standard and City AM.
  21. 21. 43 Drury Lane, CoventGarden 43 Drury Lane, Covent Garden London, WC2B 5RT London, WC2B 5RTTel. +44 (0)20 7632 4800 E. tellmemore@threepipe.co.uk Tel. +44 (0)20 7632 4800 E. tellmemore@threepipe.co.uk
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