Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Russell Athletic case studyOnline PR, SEO and ...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.About
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Russell AthleticFounded in 1902, Russell Athle...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Brief
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Boosting a re-launchElemental worked on re-ene...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Increasing visibilityRussell Athletic wanted t...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Approach
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Search and socialWe analysed the microsite fro...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Extending reachWe created meta tags for main p...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Creating social assetsWe integrated conversati...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Viral marketingWe worked with the 80s-izer’s v...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Behind the scenesWe extended the longevity of ...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Impact
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Impact of SEOSEO sustained visibility and traffi...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.ConnectingWe successfully connected with blogg...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.The value of commsWe achieved first, second and...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Learn more with usCreating and launching a bra...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Elemental profile
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Background: Founded in London, England in 2001...
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Interested?
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Getting in touch
Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Emailinfo@elementalcomms.co.uk 
Telephone+44 (...
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Elemental Russell Athletic case study

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Elemental Russell Athletic case study for promoting 80s-izer with blogger relations, online PR, SEO and social media

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  • Reebok Launching Reebok.com
  • Brief
  • Global comms and PR Appointed directly by Reebok for B2B PR across UK, France, Ireland and US Raise awareness of new mobile initiative delivered by UK mobile agency Communicate new website launch off and online
  • Approach
  • Multiple regions Managed comms for EU countries on a regional and local level Worked with different time zones and publication deadlines from US to EU Off and online PR, social media and blogger outreach
  • Integrated comms News engine SEO to boost search engine visibility and social search Secured offline exclusives and timed online communications to compliment Ensured seamless off and online integration globally
  • Impact
  • Future proofed comms Articles, features and site reviews conveyed core objectives of messaging A progressive, user friendly, e-commerce driven site that is intuitive to users Future-proofed to adapt to digital and social arenas
  • In-depth website reviews Established key relationships with B2B media in each market Engaged online influencers to carry the story as far as Asia and Australia Include double page spread in Computer Arts magazine
  • Brand and site reach Coverage achieved in major titles for UK, Ireland, France and the US UK titles included Marketing, New Media Age (NMA) and BrandRepublic 750,000+ reach for both campaigns setting global agenda
  • You’ve got Rondo’d Increased awareness of mobile activity for Rajon Rondo campaign Coverage achieved in key mobile and marketing magazines in UK and US Significant spike in uptake as a direct result of PR
  • Reebok testimonial Elemental’s promotion of Rebook’s EU launch and their PR strategy for our global rollout of the new Reebok.com site had an important impact upon its visibility, and the understanding of new site developments. In a fragmented media environment, Elemental demonstrated how important it is to integrate communications in working across channels and connecting with consumers on their own level. Richard Prenderville, head of global brand marketing, Reebok
  • Elemental profile Check out our three minute profile, a brief summary about us and what we do. We think you’ll like it a lot!
  • Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand experience: adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio
  • Interested? Now you’re read about us and what we do, are you interested in getting in touch?
  • Getting in touch
  • Email [email_address] Telephone +44 (0) 843 208 4592 Learn more with us http://elementalcomms.co.uk/blog http://elementalcomms.co.uk/creds http://elementalcomms.co.uk/showreel Twitter goodness http://twitter.com/elementalcomms http://twitter.com/smponline
  • Elemental Russell Athletic case study

    1. 1. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Russell Athletic case studyOnline PR, SEO and social media
    2. 2. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.About
    3. 3. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Russell AthleticFounded in 1902, Russell Athletic is the original American sportswear brandIt began in Alabama, with just eight knitting and 12 sewing machines. It nowdresses American athletes across field, track and court
    4. 4. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Brief
    5. 5. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Boosting a re-launchElemental worked on re-energising the re-launch of Russell Athletic brandinto the UK market after the initial launch by their PR and social CRM agencyFocus of the campaign was the 80s themed microsite
    6. 6. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Increasing visibilityRussell Athletic wanted to increase visibility of the 80-izers microsite and the viral marketing creative designed to interest potential consumersback to the site and build the UK presence of the brand
    7. 7. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Approach
    8. 8. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Search and socialWe analysed the microsite from comms, search engine optimisation (SEO) and social CRM perspectives culminating in an integrated digital marketingStrategy with a focus on the content on and off the site
    9. 9. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Extending reachWe created meta tags for main pages of the site and aligned these with the email push, viral marketing and PR activity that was created by the other agencies and the social media assets we set up
    10. 10. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Creating social assetsWe integrated conversation into the social assets created, namelyFacebook, Flickr, Twitter and YouTube for the brand addressinglongevity beyond the launch and instilling brand legacy
    11. 11. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Viral marketingWe worked with the 80s-izer’s viral marketing video upload tool encouragingusers to create their own video and then share it across their social mediachannels to create buzz and increase interaction online
    12. 12. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Behind the scenesWe extended the longevity of the campaign by using behind the scenesfootage from the photo and video shoots by the dancers/actorsCreating another level of dialogue with media and users
    13. 13. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Impact
    14. 14. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Impact of SEOSEO sustained visibility and traffic to the 80-izers microsite in line With blogger relations, media relations, social media and UGC activityEnsuring the content was aligned, targeted and relevant
    15. 15. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.ConnectingWe successfully connected with bloggers, journalists and site owners Achieving competition placements, coverage and reviews for the brandIn addition to connecting directly with the target audience
    16. 16. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.The value of commsWe achieved first, second and third page positions in search engines such asGoogle with universal search, improving search visibility in addition to20 trade media mentions, 15 blog posts and 100,000 visits
    17. 17. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Learn more with usCreating and launching a brand is just the beginning. With us learn how tomanage your brand in off and online environments with confidenceUsing blogger relations, PR, marketing and social media
    18. 18. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Elemental profile
    19. 19. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Background: Founded in London, England in 2001, Elemental is an independently owned communicationsconsultancyBrand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE,experience: Reebok, Russell Athletic, Topman, Ubisoft, Universal and moreCore services: Content strategy, digital marketing, media relations, PR, online reputation management andsocial mediaClient sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups andtechnology (across B2B and B2C audiences)Mission: To create positive seamless relationships between brands and consumers through ethicalintegrated comms. Continually share our experiences through thought leadership articles, ourblog and/or media outlets. To be transparent in what we do and the production work that wedeliver challenging the industry and the environments we work withinMarkets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain andUnited KingdomWorldwide: Australia, Canada and United States of America (USA)Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts,Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works,Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA),PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web DesignerBooks: Quoted in Brilliant Online Marketing, Online Marketing for Business and The BloggersHandbookRadio: BBC RadioThree minute profile elemental
    20. 20. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Interested?
    21. 21. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Getting in touch
    22. 22. Elemental Communications Limited © Copyright 2001-2011. All rights reserved.Emailinfo@elementalcomms.co.uk 
Telephone+44 (0) 843 208 4592Learn more with ushttp://elementalcomms.co.uk/bloghttp://elementalcomms.co.uk/credshttp://elementalcomms.co.uk/showreel
Twitter goodnesshttp://twitter.com/elementalcommshttp://twitter.com/smponlineContact us

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