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Request for Proposal for Isabella Products
- 1. REQUEST FOR PROPOSAL March 24, 2009
- 2. ABOUT WEBER Three in one Global presence Subsidiary of IPG PR News’ Large PR Agency of the Year in 2008 “Best of the Best” in IT by PRSourceCode’s annual Top Tech Communications Study in 2008.
- 3. Get to Know Your Team… Lisa Pintchman Executive Vice President, Technology, Cambridge Office Gail Heimann Director of Global Consumer Marketing, New York Office
- 4. Zayna Fayyad Co-President of Global Consumer Practice, Chicago Office Helen Koutsourades Senior Account Executive, Cambridge Office
- 5. Tanya Elm Account Manager, Cambridge Office Cassie Oliver Consumer Marketing Specialist, New York Office
- 6. Insight into Luxury Consumer Market Media connections Over 25 years of practice Over 400 global specialists Consumer technology is our specialty Client experience
- 7. Previous Clients HD DVD H2go Vonage Microsoft Electrolux
- 8. Target Market & Media Coverage Target audience: Parents age 25-45 with young-teenage children Fringe audiences: Men who have a gadget fetish Savvy travelers Media contacts
- 9. Current Market Analysis Strengths: Weaknesses: •High cost •Unknown brand name •Competitive market Strengths: •High-tech luxury product •Secure network •Highly specialized in digital frames •Low threat of new entrants
- 10. Threats: •Competitors •Substitute products •Unfavorable economic conditions •High competitor brand recognition Opportunities: •Expansion of product line •Increasing amounts of cell phones •Tech savvy target market
- 11. Goal: Increase Vizit™ Public & Brand Awareness Generate online presence through usage of social media and personal web pages. Revamp Isabella Products website with a specific Vizit™ section Create Facebook fan page Create Twitter account updating/ uploading photos, and utilizing key words that target bloggers will follow (travel, family, gift, etc.)
- 12. Measurement Count online traffic Count fans on Facebook Count Twitter followers/compare to competitor’s followers/fans
- 13. Gain worldwide media coverage and generate online buzz Target consumer and trade magazines/newspaper journalists with technology, photography, gift guide and family beats Wired Tech News World Mobile Magazine Invention & Technology InfoWorld Discover Magazine Family Circle Parenting World Parents Conde Nast Traveler Travel and Leisure
- 14. Target morning and afternoon news and talk shows on broadcast channels as well as MSNBC, CNN, CNBC, and Fox News in order to feature the product and interview the Isabella representative Target technology, photography, family, gift guide and travel bloggers Create blast e-mails targeted toward journalists with photography; technology, consumer, family, travel and gift guide beats Include digital press kit
- 15. Measurement: Calculate percentage of targeted journalists that write stories (use PRtrak) Count viewers of broadcasted shows Count hits on website of bloggers
- 16. Create public awareness of Vizit™ through public events Sponsor the AIDS Walk New York through donating a Vizit™ and setting up picture booth (with free Vizit™ giveaway) prior to the walk
- 17. Hire famed photographer Nigel Barker to photograph people in Golden Gate Park in San Francisco, uploading the photographs onto a Vizit™ showing how to use the product to potential consumers, while uploading the photographs to an official event website
- 18. Create Vizit™ website with photographs, company/product information, purchasing procedures and links from all events connecting to the Isabella Products website
- 19. Measure: Count number of people who visit the booth and entered the contest Measure web traffic on new photo page and Isabella website Follow media buzz through PRtrak
- 20. Budget Breakdown
- 21. Client Service Commitment Main Contact: Tanya Elm Daily Create media-hit reports Weekly Submit bundled media reports Analysis of online presence Hold Friday morning conference calls with account team for outreach/update on media coverage Monthly Lunch meeting with account executive (Helen) E-mail measurement analysis report of media coverage
- 22. Case Study #1 Introduce an Innovative Consumer Electronic Product H2go Case Study
- 23. Case Study #2 Launch an Appliance in a Competitive Environment and Increase Brand Awareness Electrolux Case Study
- 24. Passion is Our Priority Weber-Shandwick will go above and beyond to not only meet your expectations, but to raise them.
- 25. What Makes Us Different Social Intelligence
- 26. Global Network
- 27. Tech Expertise
- 28. Thank You! Advocacy Starts Here
Editor's Notes
- SPEAKING ORDER: Lisa (Katie) = Open, About Weber, Intro Team Consumer Market Specialist (Cassie)= Lux Consumer Market, Previous Client, Current Market Analysis Account Exec/Account Manager (Helen and Tanya)= Strategies and Client Service Zayna = Case Studies Shirley= Closing/Passion is out Priority
- Three in One The Weber group and Shandwick International merged to form Weber Shandwick Worldwide in January 2001. The Weber Group was founded in 1987 in Cambridge, Massachusetts. It gained recognition through its work in the technology sector, including launching mobile phones and the internet into the communication world. Shandwick International was founded in 1974 in London, and grew to be the largest public relations agency in the UK within 25 years. It also gained presence throughout Europe and Asia. The newly formed company then merged with BSMG Worldwide in September 2001. Global Presence Weber Shandwick has strategically located offices on five continents, 115 global offices covering over 79 markets around the world. The firm has 24 offices across the United States and Canada and has affiliate offices in Latin America. The firm employs over 600 individuals. Subsidiary of Interpublic Group (IPG) IPG is based in New York City and employs about 45,000 individuals in about 130 countries. McCann-Erickson and Hill Holiday are two of Weber Shandwick’s sister companies under IPG. PR News’ Large PR Agency of the Year in 2008 Weber Shandwick was accompanied by Edelman, Ketchum, Ogilvy, and Waggener Edstrom Worldwide in the final selection for the award.
- Lisa Pintchman Executive Vice President, Technology, Cambridge Office Began working for The Weber Group’s European branch and stayed with the company through its merger with Shandwick International Served as a key member of the management team since 1987 Has served as vice president of Weber Shandwick for over two years Co-headed the Cambridge office’s technology practice Prior to working at Weber Shandwick, dealt with a diverse portfolio of clients in the financial services, publishing, technology, and consumer/retail markets at Creamer Dickson Bradford Capable of managing complex global teams Gail Heimann Director of Global Consumer Marketing, New York Office Manages campaigns with a variety of top brands such as KFC, Hanes, and M&M. Developed strategic campaigns for technology clients Microsoft, Hewlett Packard and Electrolux Currently bridging technology and entertainment together by helping Microsoft and NBC Universal promote the HD-DVD format.
- Zayna Fayyad Co-President of Global Consumer Practice, Chicago Office Graduated from S.I. Newhouse School of Communication with a B.S. in Public Relations and Marketing Over 8 years of experience in the public relations industry Expertise in social media, specifically blogs, MySpace, Facebook, Twitter, etc. Puts to practice guerilla marketing techniques and grassroots campaigns Works on both new product launches and brand repositioning Helen Koutsourades Senior Account Executive, Cambridge Office Graduated from the S.I. Newhouse School of Communication with a B.S. in Public Relations and Marketing Formally an account manager at Ogilvy where she worked on accounts such as Cannon, LG Electronics and DuPont. Over 10 years experience in public relations industry Specific expertise and practice in technology consumer products Helen has practiced within the New England area her whole career and has thus constructed close relationships with numerous media outlets within key markets.
- Tanya Elm Account Manager, Cambridge Office Graduated from S. I. Newhouse School of Communication with a B.S. in Public Relations and International Relations Expertise in consumer marketing via pop culture penetration and word-of-mouth methodology. Worked on the Electrolux account. I will be having a junior associate who will be assisting me in day-to-day activities and responsibilities. Cassie Oliver Consumer Marketing Specialist, New York Office Graduated from S.I. Newhouse School of Communication with a B.S. in Public Relations and Marketing Previous to Weber Shandwick, worked at the Chicago Office of Hill and Knowlton for five years where she worked on accounts such as Kellogg and Fisher-Price toys Currently works on new product launches, brand repositioning and consumer education campaigns
- Consumer technology is our specialty Weber Shandwick has over 25 years of experience in the technology industry. Unique value proposition to clients: Multiple expertise funnels without forgoing any industry knowledge. Over 400 global specialists Spanning 36 countries and over 47 technology teams The New York office is home to the consumer marketing team, with a major service offered in technology public relations. Weber Shandwick’s professional network allows its clients access to a team of practitioners that will share knowledge and converge expertise for client. Strong media connections built over 25 years of practice Executive Vice President of Corporate and Crisis Communications Peter Mancusi was the former Business Editor of the Boston Globe Having over 25 years of experience in the consumer technology sector, a large database of contacts have been formed through previously used media sources Client experience (next slide)
- Client experience includes: HD DVD, Vonage, Microsoft and Electrolux Similar to Isabella Product’s objective, Weber Shandwick worked on the Electrolux account to launch the new ICON line of high-end kitchen appliances to the North America market. A series of campaign strategies were implemented, such as installing Electrolux products aboard the Queen Mary 2. Over 100 million media impressions and more than 30 installs in key influencer homes were accomplished.
- The Target audience: Parents age 25-45 with young-teenage children Mainly female who are in charge of the photos in the household Target parents who will buy the product as a gift for grandparents Family-oriented Fringe audiences: Men who have a gadget fetish Savvy travelers Media Contacts Technology Writers: Paul Hochman, The TODAY ShowSean Captain, Popular Science Robin Raskin, Yahoo! Tech David Pogue, The New York Times Becky Worley, Good Morning America Cat Schwartz, HiTechMommy.com Wendy Manwarren, Every Day with Rachael Ray
- Strengths: Very high-tech luxury product Secure photo-sharing/ transporting network The inherent design of the product makes it impossible for customers to receive unwanted images. You register the product to receive images onlyfrom phones you want to get pictures from. Therefore, you must trust your friends, because they are the only people you receive photos from (never receive unsolicited photos). Customers also have the ability to disable numbers. Highly Specialized in digital frames (only product) Low threat of new entrants Weaknesses High cost Unknown brand name Very competitive market
- Threats: Competitors T-Mobile’s Cameo Ceiva Digital Frames Frames with Wi-Fi coverage Sho-Go, Pixxa Photobucket mobile Other mainstream, but not top end, companies including: Sony Samsung Coby Substitute products Online photo sharing websites – Flickr, Webshots, Photobucket, Picasa Unfavorable economic conditions High competitor brand recognition Opportunities: Expansion of product line “cellular phone the fastest-selling single item of consumer electronics by far” (Plunkett, J. W. (Last updated July 17, 2008). Introduction to the Wireless Industry. [Electronic version]. Wireless, Cellular & RFID Industry. Retrieved March 21, 2009 from http://www.plunkettresearchonline.com.) Target market is rapidly becoming more tech savvy
- MEDIA STRATEGIES: Media relations capabilities, creative ideas, regional/national basis, 4 creative ideas and ability enhance results seeking. MEASURE: Measure and point out PR adds to their bottom line, how it’s going to help them get profit GOAL: To increase public awareness around Vizit’s product launch and to increase brand awareness Objective #1: Generate an online presence through usage of social media and personal webpage (Facebook, Twitter, Blogs, etc.) Revamp Isabella Products website with a specific Vizit section Add a blog written by Matthew Growney (CEO and Founder) Updates about the company, the product, upload pictures from events and visits Link on website to podcast which shows how to work a Vizit Create Facebook fan page Create Twitter account with constant updates and photo uploads, as well as utilizing key words that target bloggers will follow (travel, family, gift, etc.)
- MEASURE- online traffic, number of Fans on FB, number of followers on twitter and compare to competitor’s followers/fans For instance: T-Mobile- 1,050 twitter followers and Cevia 175 twitter followers
- Objective #2: Gain worldwide media coverage and generate online buzz. Target consumer and trade magazines and newspaper journalists with technology, photography, gift guide and family beats Target morning and afternoon news and talk shows on broadcast channels as well as MSNBC, CNN, CNBC, and Fox News in order to feature the product and interview the Isabella representative. Target technology, photography, family, gift guide and travel bloggers. Create blast e-mails targeted toward journalists with photography; technology, consumer, family, travel and gift guide beats. Include digital press kit MEASURE: Percentage of targeted journalists that write stories -> measure via PRtrak the worth of the article (based on location, etc.), measure broadcast shows on the number of viewers, measure blogs based on the number of hits the website of the blogger has.
- Objective #3: Create public awareness of the product and its uses through a publicity stunt Sponsor the AIDS Walk New York through donating a Vizit and setting up a picture booth (with a free Vizit giveaway) prior to the walk where everyone can get their picture taken and then see how to use the Vizit
- Choose famous photographer (Nigel Barker) to take people’s pictures in Golden Gate Park in San Francisco, upload it onto a Vizit, and have them personally send the picture to wherever they like.
- In addition, create Vizit website that has all the pictures from each event as well as product information, company information, links to Isabella and the AIDS Walk website, and how to purchase
- MEASURE: Number of people who visited booth and entered the contest, measure web traffic on new photo page and Isabella website, measure media buzz through PRtrak.
- Client Service: communication, how will you listen, how will you work with the client, who will specifically contact the client, etc.
- H2go Case Study: Weber Shandwick was asked to help generate significant visibility around the announcement and launch of the H2go, the world’s first fuel-cell-powered remote control toy car. To do this, Weber Shandwick worked quickly to unveil the product at the New York City Toy Fair. The firm followed the launch with extensive media coverage, hoping to especially ensure saturation in holiday gift guides. The campaign resulted in “surround sound” media buzz in media outlets such as business media, social media, toy trades and mainstream gift guides. Mission: Generate significant visibility around the announcement and subsequent launch of the H2go, the world’s first fuel-cell powered remote control toy car – in the face of limited samples and severe budgetary constraints. Campaign: Got smart on the product in a matter of days and unveiled the H2go at the New York City Toy Fair. Sustained the buzz by leveraging in-store timing to “launch” H2go and build buzz with broadcast and short-leads around back-to-school Conducted comprehensive outreach to make sure H2Go blanketed holiday gift guide coverage Results: Generated “surround sound” coverage – from business media to toy trades; from green tech to mainstream gift guides. CEO interviewed on FOX Business News The Associated Press, The New York Times , The Washington Post , National Geographic, Popular Science and more helped announce the H2go Pending holiday coverage on The Early Show, in The Chicago Tribune, USA Weekend and many more
- Electrolux Case Study: Electrolux chose Weber Shandwick to help introduce a new line of kitchen appliances in the competitive North American market and to drive consumers to the Electrolux web site to increase brand awareness. Weber Shandwick promoted Kelly Ripa as the face of the brand to highlight the line’s ability to make life easier while remaining sleek and stylish. The firm partnered with Ripa to support The Ovarian Cancer Research Fund to differentiate the brand and committed to raise $500,000 over two years. During the campaign, over 400 million consumer media impressions were generated. Finally, Weber Shandwick increased web site traffic to over 3 million consumers by redesigning and adding interactive elements to the site. Our Mission: Introduce a new line of Electrolux kitchen appliances in North America in competitive landscape Drive consumers to the Electrolux Web site to increase brand awareness The Campaign: Tapped Kelly Ripa, America’s most stylish, multi-tasking Mom, to highlight the line’s sleek design and innovative features designed to make life run a bit more smoothly Partnered with Ripa to support The Ovarian Cancer Research Fund, and committed to raise $500,000 over two years Launched integrated on-line effort including a redesigned Web site, Web film with Ripa and a first of its kind on-line game, “Kelly’s Bags,” to drive Web traffic and engage the target Results: Extensive media coverage, from prime time to late night (and every day part in between), generating more than 400 million consumer impressions to-date More than 3 million consumers visited Electrolux Web site (electroluxappliances.com) following the launch
- Social Intelligence Information on Radian6 network throughout Weber offices. More information… Global network Our size provides public relations experts throughout the world with knowledge and experience in the Americas, Europe, Middle East, Africa and Asia Pacific. This allows unlimited expansion, while keeping quality professionals at the client’s service. Custom-built teams across companies within the Interpublic Group help achieve multidisciplinary interconnections for the client’s needs.. Because of our vast expertise in a variety of specialties, we are able to utilize these talents and cater specifically to Isabella Product’s public relations goals. Technology Expertise Includes Cleantech, digital media and entertainment, telecom/mobile/wireless. Weber Shandwick’s specialty practice of Emerging Technology is conveniently located in Cambridge, MA Case study references/previous technology clients
- Radian6 Radian6 Monitors social media effectively with its user-friendly web dashboard. Radian6 allows topics to be quickly and easily set up for monitoring, queries and analysis. This is very useful tool particularly because of the targets we are trying to reach. We can use this as a beneficial tool in altering our campaigns and strategies to real time feedback. It also allows us to share the real-time analysis with Isabella products to support our recommendations and proposals.
- Global Network Our size provides public relations experts throughout the world with knowledge and experience in the Americas, Europe, Middle East, Africa and Asia Pacific. This allows unlimited expansion, while keeping quality professionals at the client’s service. Custom-built teams across companies within the Interpublic Group help achieve multidisciplinary interconnections for the client’s needs. Because of our vast expertise in a variety of specialties, we are able to utilize these talents and cater specifically to Isabella Product’s public relations goals.
- Technology Expertise Includes digital media and entertainment, telecom/mobile/wireless. Just like Weber Shandwick was able to accomplish great things for Electrolux, we will carry out that passion and expertise for Isabella Products. Weber Shandwick’s specialty practice of Emerging Technology is conveniently located in Cambridge, MA