PC Agency Overview


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Parker Communications Agency Overview

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PC Agency Overview

  1. 1. Overview of Professional Experience & Capabilities Updated: March 2010 We Get Your Story Told. www.parkercomms.com -1-
  2. 2. Where's B2B selling headed? The world of marketing for B2B companies in the software, IT, Internet and services sectors is changing Selling is becoming a customer- driven buying process Social media offer new ways to enhance and enable that process Increasingly, new online communities are playing a key role in buying A whole new basis for aligning marketing and sales -2-
  3. 3. How Do You Get There? Our mission: guiding you to your future, with the marketing, PR and social media services you need to augment your internal team A balance of sound strategy, effective content, inbound marketing and outreach tactics Using the right tools and metrics for results We help increase awareness, foster conversation, engage your audiences and influencers, enhance your brand and build a strong, competitive positioning for your organization Ultimately, this will increase and accelerate sales by helping your customers to find you and then buy -3-
  4. 4. What We Do We create marketing programs that focus on Content, Community and Connection. Hone your positioning and messages to a razor’s edge that lets you cut through clutter Develop original, high quality content that gets your story told Provide senior strategic marketing/PR counsel and expert tactical execution Apply our experience to your challenges Understand your business and how you fit in to your market to help you set priorities -4-
  5. 5. Who We Are We're a group of senior marketing and communications professionals dedicated to helping you achieve your business goals An agency where you only work with the principal and senior professionals with many years working as a team Founded in 2002, with a core staff of 8 plus an extended national network and European partners A strategic, creative and effective firm where strategy and tactics balance and everyone is hands-on Formed by the principal and key staff of The Launch Company, for 10 years one of the top 25 independent high tech PR agencies in the U.S. -5-
  6. 6. Our Principal Steve Parker, CEO 30+ years as a journalist, agency principal, and in-house marketing communications director 2nd marketing hire at two fast-growth software startups: Phoenix Technologies pre-IPO phase and Object Design, #1 on the Inc. 500: fastest growing private co. in the U.S. Key strategist and consultant for AT&T, IBM, Lotus, Digital, Xerox, BBN, Open Software Foundation VP/Senior Consultant - Hill & Knowlton tech unit Co-Founder/CEO of The Launch Company Winner of PRSA Silver Anvil (the PR "Emmy") -6-
  7. 7. Marketing Deliverables Strategic Marketing Consulting Market Research - Focus Groups - Online Surveys - Competitive Analysis Business/Channel Partner Programs Sales/Marketing Collateral Copywriting Advertising Program Development Marcom, Social Media & PR Training Blog Creative, Editing, Coaching Web Site Copywriting & Creative Podcast & Video Production -7-
  8. 8. PR Deliverables Strategic Positioning & Message Development Editorial Research Proactive Media & Blogger Relations Industry Analyst Relations Press Kit Research & Writing By-Lined & Technical Articles Executive Thought Leadership Customer Caselets & White Papers Social Media Outreach & Monitoring Webinars & Teleconferences Awards, Speaking Opportunities Trade Shows and Event Management -8-
  9. 9. Parker “By the Numbers” Years in Business as Parker: 7 Longest Relationship: 6 years Experience: Average 22 years Clients: 154* Campaigns: 524* Staff: core team of 8 (plus extended network) Award-Winning Results: Best Start-Up PR Campaign Nationwide - Software Marketing Journal, NetBalance *Includes work at our prior agency, Launch Co. -9-
  10. 10. Track Record PR traction we created helped to drive over $5 Billion of client shareholder value in 30 acquisitions: AppNet/CommerceOne Early, Cloud/IBM AXENT/Symantec Amber Wave/3Com BBN/GTE OLiVR/Live Pictures Torrent/Ericsson FutureTense/Open Market Omnia/CIENA Haley/Oracle SALIX/Tellabs Compete/TNS EpiCON/Nortel NetBalance/Tally Vermeer/Microsoft NxN/Avid LightStream/Cisco RiverSoft/MicroMUSE Quadritek/Lucent UltraDNS/Neustar -10-
  11. 11. Recent Clients -11-
  12. 12. Software Industry Experience Enterprise Software Risk Management Web Content Mgmt. Regulatory Compliance Web Analytics IT Asset Management Security DNS Infrastructure BPM & Decision Support Application Dev. Tools SOA Programming Languages Call Center/CRM Media/Publishing Systems Business Rules Mgmt. Web Dev. Tools Network Management Help Desk/Service Desk Knowledge Management Utilities -12-
  13. 13. Differentiation via PR Effective PR tells your story in a clear and compelling way. What is truly unique about your product or service? How can it best be articulated via the media? - How can you make it newsworthy? - What must your target audiences know to “get it”? - How can you make it “pop” and be memorable? - What trends support you? Which must be overcome? - How can you activate and engage social media? - How can you best get your story told by others? -13-
  14. 14. For Impact, Target All Media Targeting social and Mainstream mainstream media is not an "either/or." Business/Trade Business/Trade Industry Industry Target both to Media Media Analysts Analysts leverage each against the other and achieve the results you need. Social media best practices for B2B are just emerging Social Content: Social Networks: Social Content: Social Networks: and are highly Blogs, Podcasts, FaceBook, Blogs, Podcasts, FaceBook, dependent on your Twitter, Tags, LinkedIn, Ning Twitter, Tags, LinkedIn, Ning objectives. UGC many more UGC many more Social Media -14-
  15. 15. The Parker Difference Traditional Agencies vs. Parker Communications • Formulaic Thinking • Inventive, Original, Firsts • “Full Service” • Focused Capabilities • Do It Our Way • Virtual Team Flexibility • Do What Client Does • Do What Client Can’t • Chaotic Impact of Churn • Bring Order to Chaos • Fudge the Hard Stuff • Excel at the Hard Stuff • Junior Account Staff • All Senior Professionals • Usually Tactical • Always Strategic • Shallow Understanding • Deep Knowledge • Low Impact/High Risk • High Impact/Low Risk • Retainer Model • Project Model -15-
  16. 16. Client Success Stories … -16-
  17. 17. BBN Planet Rolling Out a Major Business Partnership: Developed strategy, rebranded unit, launched Produced major joint event with AT&T – satellite video, audio broadcast to 180 participants in 3 locations Successfully established BBN as premium national brand commercial broadband provider with AT&T as partner Spiked 83 Million media impressions in 2 weeks Wall Street Journal, NY Times, major IT trades Unit grew from 14 to 450+ employees in 2 years Acquired by GTE for $660 Million, rebranded as Genuity -17-
  18. 18. Repositioning in changing markets: CMS vendor aiming for growth 1st goal: reposition into ECM market Achieved ECM goal in first year—working with analysts Second challenge: move to differentiation in WCM space Final repositioning was into the Web 2.0 space; also handled successful spin-off of Notes tools unit Major coverage in trades and verticals at each stage; many awards; added and deepened analyst relationships Successfully repositioned company and product 3 times in 6 years as market changes required -18-
  19. 19. Launching a true “first-of-a-kind” product: Vermeer was unknown Cambridge/MIT start-up First commercial HTML authoring tool on market Successfully introduced product at beta stage Pioneered the market category, educated media and analysts on category and the need for the tool Coined “Webtop Publishing” and received significant coverage and analyst interest Acquired by Microsoft for $140M Product became FrontPage (CEO wrote a book) -19-
  20. 20. IT Asset Cost Analysis Promoting a Little-Known Problem ... Renamed company (was Netsolv) to fit product/market category Produced teleconference that combined customers, partners, press, analysts, prospects Successfully positioned IT Ledger as leader in IT asset management category; tied to TCO trend in media Achieved 18 Million trade impressions within 6 months: InformationWEEK, Computerworld, Internet Week, InfoWorld, LAN Times, online portals, etc. Software Marketing Journal’s “Best Start-Up PR Campaign of the Year” -20-
  21. 21. Leveraging top industry analysts: Well established but tiny start-up -- roots in AI at Carnegie Mellon Technically superior business rules system competing against much larger vendors Successfully introduced company to top analysts at Gartner, Forrester, IDC, Burton, Insights, Yankee, others Educated media and analysts on Haley solutions and their technical edge Significant vertical media coverage: case studies, bylines Acquired by RuleBurst, then Oracle – now the Haley unit of Oracle -21-
  22. 22. Productizing Call Center Services: Launched Early, Cloud & Co. and its product into message-oriented middleware market Leveraged customers with breakthrough press testimonials and customer events Developed PR strategy based on acquisition plan Developed, placed Chase Manhattan Bank story in: Computerworld, American Banker, US Banker, Bank Systems & Technology, Call Center, etc. Acquired by IBM after successful 3-year AOR relationship; account continued with IBM 2 more years -22-
  23. 23. What Our Clients Say … "Steve Parker has a gift for articulating and communicating a company's positioning in a powerful and direct manner. I've seen him weave his magic for many companies. He's a true professional who brings passion and vision to his work." --Eugene A. Bonte, Co-Founder, Object Design, Inc. & SVP, Pegasystems "Parker Communications really excels at messaging and positioning. They provided strong strategic counsel and added value in many other ways, including our Web site, market research, white papers and our blog." --Linda Stewart, Founder & CEO EPOCH Partners -23-
  24. 24. What Our Clients Say … "…One of the few PR firms I've seen who truly excel at both the strategic and tactical aspects of PR - due to the diverse mix of skills and strengths of each team member. This is the first time in my career that my PR firm has exceeded my expectations." --Susan Challenger, VP of Marketing Percussion Software "In less than nine months we gained invaluable media exposure and achieved top rankings by key industry analysts." --Joan Tesla, Director of Marketing Haley Systems -24-
  25. 25. What Our Clients Say … "Their team got up to speed quickly, helped refine our messaging and added value with executive coaching and bylined article development and placements. I recommend them highly." --Su Doyle, V.P. of Marketing Providus Software "Parker helped us to redefine our category and articulate Compete’s unique, compelling vision of predictive analytics services. They have helped put Compete back on the map." --Man Jit Singh, Director and Former CEO Compete, Inc. -25-
  26. 26. Why Parker? We do our homework to understand your business and your goals We offer strategic counsel informed by research and years of experience We’re a senior team that sweats the details on both tactics and strategy We intentionally over-service you and become an extension of your staff We're creative, learn quickly and always tell it like it is We deliver results with market impact to help you grow your business -26-
  27. 27. We Get Your Story Told. www.parkercomms.com Parker Communications P.O. Box 802 North Andover, MA 01845-0802 T 978-975-7339 Steve's blog: @sparker9 www.marketingdissector.com Thank You. -27-