Grayling

1. creatingadvantage
Prepared for Harman
February 2016

2. ourphilosophy
At Grayling we develop inventive, integrated communications
solutions that are rapidly scalable to deliver against
organizational needs. With on-call senior counsel, powerful
content, and unrivalled connections, we help our clients to
engage, adapt and evolve in fast-changing landscapes —
building brand resilience and creating measurable advantage.

3. globalnetwork
Americas
BOULDER, CO
DENVER, CO
LOS ANGELES, CA
NEW YORK, NY
SAN FRANCISCO, CA
SACRAMENTO, CA
SEATTLE, WA
TALLAHASSEE, FL
WASHINGTON D.C.
Europe
AUSTRIA
BELGIUM
BULGARIA
CROATIA
CZECH REPUBLIC
FRANCE
GERMANY
HUNGARY
IRELAND
NETHERLANDS
POLAND
ROMANIA
RUSSIA
SERBIA
SLOVENIA
SLOVAKIA
SPAIN
SWEDEN
SWITZERLAND
UNITED KINGDOM
Middle East, Turkey
and Africa
KENYA
OMAN
QATAR
TURKEY
UNITED ARAB EMIRATES
Asia Pacific
BEIJING
SHANGHAI
HONG KONG
SINGAPORE

4. integratedservices
Business-to-Business Communications
Risk and Crisis Comms
Corporate Comms
Investor Relations
Government Relations
Corporate Social Responsibility (CSR)
Media and Influencer Relations
Media Training
Consumer Brand Marketing

5. multimarketclients

6. industryexperience

7. Faraday Future
Pioneer
Sony X
Consumer Technology and Audio
casestudies

8. Faraday Future
Challenge
Grayling was engaged by Faraday in November 2015 and tasked with introducing
Faraday and unveiling the company’s high-performance race concept (FFZERO1) at
CES in January 2016.
With very little preparation time, Grayling needed to raise awareness for a brand
that had little credibility due to their low visibility. Faraday needed to capture the
imagination of key audiences while also validating the company in the eyes of critics.
All of this needed to be achieved while cutting through the noise of CES.
The Grayling Solution
Grayling developed an integrated communications plan that included pre-CES tactics
such as: media placements, teaser content on social channels, an augmented reality
app, community engagement and digital video. Additionally, Grayling executed a
reveal event ahead of CES with a livestreamed press conference and over 285 media
and 300 VIP influencers. During CES, Grayling arranged 150+ briefings on the show
floor and shifted the focus to the company itself: it’s growth momentum, its talent,
corporate partnerships, its commitment to building a $1B manufacturing facility,
and the FFZERO1 technology.
Result
The program generated significant social media chatter including more than 10,000
Instagram posts, 75,000 tweets, and 100,000 Facebook likes. The program also had
overwhelming traditional media coverage that highlighted how Faraday Future
could be the wave of the future for the automobile industry.

9. SONY
Challenge
Create sustained, mass awareness for the new X Headphones, created
in partnership with Simon Cowell, and differentiate from the glut of
celeb-inspired headphones.
The Grayling Solution
Recommended pairing Sony Music artists with Cowell to promote the
new headphones, and leaning heavily on Sony’s audio heritage to cater
to tech and trade. We pitched a series of announcements and
roundtables, and seeded pre-launch product to generate momentum
leading into the announcement. Then we took the ‘phones on a
regional media tour, and integrated them into festivals, concerts, and a
star-studded X Factor viewing party to hit lifestyle and entertainment
media during and post-announce.
Result
The program generated 140 articles and over 300 million impressions
from the Sept. 10 launch through the holiday gift giving season, with
media coverage routinely citing X audio quality and Sony heritage as a
key differentiator from other celeb product.

10. Pioneer
Challenge
Coming off of a rough year complete with financial losses, layoffs and
the exit from their television business, position our brand in a positive
light and promote awareness of the largest part of our business, the
Car Electronics Division.
The Grayling Solution
Grayling repositioned Pioneer as an in-car lifestyle – rather than a
technology – brand and shifted the manner and content of its
communication, leading to widespread media coverage and positive
growth. Program activities included top 10 lists, consumer facing
surveys including American’s favorite road trip songs tied to the
Thanksgiving driving holiday, thought leadership opportunities
including keynotes on distracted driving, B2B panel opportunities with
Pandora and retail partnership promotions, to help drive traffic into
stores and move product.
Result
In less than six months, grew coverage volume by 400%; grew
mainstream, non-enthusiast media coverage by 550%; and grew
feature and quote coverage by more than 1000%.

11. HOW WE WORK

12. Global Quality Assurance Program
Global Chief Performance Officer 360° Satisfaction Reviews Client Success Programs

13. We Measure Outputs, Outcomes and Inputs
ON-GOING
ANALYSIS
OBJECTIVES
& STRATEGY
OUTPUTS
OUTCOMES
IMPACTS
EFFICIENCY
ENGAGEMENT
ROI
REACH:
Awareness
RESPONSE:
Appreciation
Action
Advocacy
CONVERSION
Leads
Sales
New Behaviors

14. Results At A Glance
TAILOR-MADE REPORTING
TRACKING AGREED METRICS
REPORTING CADENCE TO
MEET CLIENT NEEDS

15. SERVICES

16. Digital skills and expertise
embedded throughout the
network
DIGITAL IS IN OUR DNA
Regional centers of excellence Digital skills program
Data-driven campaigns with
outcome-focused
measurement

17. Digital Services We Offer
STRAGETY CONTENT DELIVERY
Community management O
Social media audits O
Digital monitoring, measurement & data analytics O
SEO audits & services O O
Content marketing strategies O
Content creation O
Mobile strategy & development O
Website build counsel and execution O
Email marketing services O
Business transformation consultancy O
Crisis communications O
Social listening & reputation management O
Online advertising O
Online influence identification and outreach O
Social media guidelines O

18. HIGH QUALITY, CREATIVE SOLUTIONS TO MEET OUR CLIENTS’ NEEDS:
DESIGN SERVICES
BRANDING
+ Brand audit
Concept development
+ Assets & guidelines
+ Collateral design
DIGITAL
+ Website design
+ Content creation
+ Social media design
+ Online events & marketing
+ Cross-platform apps
ADVERTISING & DESIGN
+ Campaign concept & development
+ Marketing collateral
+ Presentations
+ Event materials
+ Infographics
+ Photography
+ Video and animation

19. TOOLS

20. OUR WORK IS DATA-DRIVEN
Strategies and campaigns are informed by killer insights, derived from a rigorous approach to the
smart use of research, data and on-the-ground intelligence

21. A powerful social media
monitoring tool
(Contextual Online Brand Resilience Analysis) - a
proprietary tool developed by Grayling to analyse online
brand resilience and inform future content strategies
A Grayling proprietary tool
that analyses cut-through
versus competitors and informs
future strategies
World-leading business research tool, owned by Dow
Jones
Global market research, trends, insights and intelligence
company,
to whom we have access
A leading social media monitoring and analytics tool
Grayling’s Planning Toolbox

22. Contextual Online Brand
Reputation Analysis
Provides data-driven insights to
inform future content strategy
Measures and controls reputational
impact
of content
Proprietary analytics tool

23. Provides data-driven insights to
inform future content strategy
Analyzes message penetration,
breadth and depth of media
coverage and share of voice vs
competitors
Proprietary Grayling planning tool
Insights inform future media
strategies

24. thankyou
QUESTIONS