Brandware Public Relations Agency Capabilities

5/10/2017
2010 Brandware Group, Inc. All rights
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B R A N D W A R E
Copyright ® The Brandware Group Inc. 2017
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Ready to show the world why you’re a visionary?
April 2017

B R A N D W A R E
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We’re revved up to help you score more wins….
April 2017

B R A N D W A R E
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April 2017
Compete to win in a commoditized world.
...fueled by fresh ideas and clear strategies that spark
coverage, content and engaging conversation….

B R A N D W A R E
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…built on world-class in-house research that delivers
data, analytics and actionable insights
April 2017

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BRANDWARE
BACKGROUND
Founded in 2000 with 20+ employees in
Atlanta (headquarters), Los Angeles,
Charleston and New York
Areas of specialization include
automotive, technology, consumer
electronics, home and garden
Top 100 U.S. Independent PR Agency
(O’Dwyer’s Agency Ranking)
Top 20 Atlanta agency (Atlanta Business
Chronicle)
TOP 20 marketing agency (Agency
Spotter 2017)
Agile boutique firm with big ideas, top
talent and few layers
Blue-chip as well as start-up clients
April 2017

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CLIENT EXAMPLES
Ashton Woods
Consumer Reports
CXC Simulations
Equifax Automotive
Evox Virtual Reality
Ferrari North America
Hilton Head Motoring Festival
Husqvarna Outdoor Products
Isotrak Fleet
JD Power and Associates
Mohawk Industries
Motul USA
North Fulton CID
Porsche North America
The Tire Rack
Union Savings Bank
April 2017

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PUBLIC
RELATIONS
Media Strategy
Media Relations and Publicity
Product and Go-to-Market Launch
Media Events and Experiences
National/Local Media Tours
Trade/Consumer Show Programs
Reputation Management
Community Relations
Influencer Programs
Crisis Communications
Thought Leadership
Media Training
Messaging Workshops
Cause Marketing
April 2017

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DIGITAL+ SOCIAL
Social Media Strategy
Social Community Management
Social Media Engagement + Events
Social Media Marketing
Content Development + Distribution
Online Newsroom Development
Digital Newsletters
Email Campaigns
Search Engine Optimization
Search Engine Marketing
April 2017

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CREATIVE +
CONTENT
Podcast Programs
Infographic Design
Speechwriting
Bylined Article Writing
Blog Design and Writing
Presentation Development
Annual Report Development
Video Creation and Production
Live Video Creation and Production
April 2017

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MARKET
RESEARCH
Consumer and B2B Segmentation
Chorus™ Message Modeling
Customer Journey Mapping
Motherlode™ Graphic Testing
Brand and Product Naming Strategy
Sentiment Analysis
Customer Surveys and Testing
PlanFood™ Buyer Demographics
Modeling Tools Development
Big Data Mining and Insights
Custom research for PR campaigns
Focus Groups
April 2017

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OUR APPROACH
Analyze your advantage with in-house
brand and market research tools and
methodologies
Build a creative strategy based on data,
analytics and insights – not guesswork
Develop the best mix of earned, paid,
owned and amplified tactics, aligned with
client business goals
Use multi-media channels to spread the
message, from social platforms to
broadcast, print, digital and events
April 2017

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OUR EXPERIENCE
Brandware PR has been immersed in the
technology category since its
formation. In fact, our first client 17
years ago was an online car shopping
technology innovator who became
Amazon.com’s first automotive channel.
From introducing trade and consumer
audiences to satellite radio, vehicle
telematics services, robotic mowers,
spaceports and today’s virtual reality
technology and apps, we love to be in
the middle of this always-changing
category.
April 2017

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OUR EXPERIENCE
The automotive industry is a part of
Brandware’s DNA.
Our founders spent years on the
corporate side of the industry and since
then, we’ve served as the Agency of
Record for a variety of automotive
brands, including OEMs, aftermarket,
technology, financial services and
national Concours.
We have spent years developing our
automotive media, influencer and events
relationships and we live and breathe
the space for our clients.
April 2017

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OUR EXPERIENCE
Brandware has deep roots in the home
and garden category.
We serve as the Agency of Record for
national homebuilders, are social
community managers for a global lawn
and landscaping brand and regularly
conduct custom research for Fortune
500s in this category.
Whether developing a campaign around
future design trends or hands-on media
experiences, we know how to dig into
the raw material and create content
gold.
April 2017

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OUR EXPERIENCE
Brandware offers extensive experience in
the financial services category.
We represent banks, one of our top
three credit reporting agencies and auto
industry F+I service suppliers. If the
topic is consumer credit, we’re regularly
blogging, posting and pitching today’s
leading stories.
From white papers to industry
presentations, we know how to
transform data and trends into sharable
content and media coverage success.
April 2017

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OUR EXPERIENCE
Brandware PR specializes in creating
consumer enthusiasm for a variety of
products and services.
Whether we are helping brands to
capitalize on relevant holidays and gift
guides or creating positions and
messages that set you apart on the shelf
or in a showroom, we develop brand
connections that result in sales and
loyalty.
From tires to jump starters, dry ice to
wines and scooters to mowers, we help
brands win consumer attention,
engagement and action.
April 2017

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Elke Martin, Co-Founder and CEO, Brandware Public
Relations
Before co-founding Brandware in 2000, Elke spent nearly 20
years on the of client-side of corporate communications and
publishing, including executive positions at several automakers,
the world’s largest membership organization and a leading
enthusiast media company. As someone who used to hire and
manage agencies, she’s a seasoned pragmatist when it comes to
ensuring that every campaign, program and project is designed
to support business goals and deliver real measurable results
instead of promises. And, she’ll tell you straight up if your
expectations aren’t realistic.
Elke’s worked with leading consumer and B2B brands in the
automotive, powersports, technology, consumer electronics and
luxury goods categories. Whether it’s bringing a new brand or
product into the spotlight, developing strategy for an integrated
multi-media channel product launch campaign or creating a
memorable lifestyle event concept, Elke’s vision for Brandware is
to exceed client expectations at every turn.
OUR LEADERS
April 2017

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David Krysiek, Co-founder and CEO, Brandware Research
Prior to co-founding Brandware with Elke, Dave sold his
partnership interest in a national brand-consulting firm to form
The Brandware Group, Inc. Dave leads our sister agency,
Brandware Research, along with brand strategy and consumer
insights for all Brandware clients.
Dave has previously held executive marketing positions at Kohler
Co. and General Motors. He’s passionate about teaching others
that the usefulness of nearly every study can be improved by
using validated measures and creatively applying advanced
statistical analyses.
He’s taught promotional strategy and brand management to
undergraduates and MBA students at Marquette University, the
University of Iowa, and at the Iowa’s overseas EMBA program in
China.
OUR LEADERS
April 2017

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Jennifer Jones-Mitchell, President, Brandware Public Relations
Jennifer has been at the center of social media and digital
communications since the mid-90s when she helped define the dot-
coms that shaped the decade. Since then, she’s held senior
positions within top global agencies developing integrated
strategies across consumer, Internet, B2B, technology,
entertainment, healthcare, aerospace and retail/restaurant
categories.
As an award-winning strategist, she is known for creating
connections that convert calls to action. Jennifer’s passion for story
telling ensures she uncovers the most meaningful messages for
your brand. Her understanding of digital media and its ever-
changing paths to purchase ensures she delivers measurable results
for your business. A leading voice in the industry, Jennifer blogs and
speaks about public relations, social and digital media as well as
leadership and brand innovation. As president of Brandware PR, she
helps keep the agency and our clients focused on what’s new and
what’s next in brand engagement.
OUR LEADERS
April 2017

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Tyler Sartin, Vice President, Research
Tyler leads Brandware’s research, advanced analytics and
consumer insights team. An engineer by training, he previously
developed statistical tools and research for clients like NASA and
the US Department of Defense. Prior to that, Tyler worked for the
US Air Force, performing engineering analyses, reliability and risk
assessments, and market research for multiple aircraft systems.
At Brandware, Tyler ensures that research and resulting data
becomes ammunition for business success, whether it’s defining
target customer segments prior to a national marketing
campaign or validating brand Tyler Sartin messages and product
offers before they’re deployed to B2B and consumer audiences.
He develops qualitative and quantitative brand and market
research for Fortune 500 as well as emerging brands in industries
such as automotive and transportation, building products,
financial services, media, retail/packaged goods, pharma,
technology and hospitality.
OUR LEADERS
April 2017

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CASE STUDY
Husqvarna Outdoor Products
Category: Consumer Lifestyle
Strategy: Influencer Engagement – PR
Situation
Introduce the functional (and fun) benefits of Husqvarna’s
new robotic mower to homeowners within unique dealer
areas.
Strategy
Create an influencer program to generate authentic
product reviews and shareable social content from real
homeowners near dealer zip codes.
Success
With 30+ influencers creating over 500 social media posts,
the brand’s overall positive sentiment ratio increased from
3:1 to 9:1 with a likelihood of online conversation doubling
from 33% to 66% within 3 months.
By the end of the campaign, the consumer influencer
program had driven more than 325,000 video views and
over 20,000 incremental engagements.
April 2017

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CASE STUDY
CXC Simulations
Category: Consumer Tech and Gaming
Strategy: Media Relations and PR Strategy
Situation
Support sales of the world’s most sophisticated racing
simulator machine by showing why it’s not just a “toy” for
the affluent, but a world of fun for anyone who loves to
compete.
Strategy
Connect more lifestyle, business and general consumer
media with the experience by scheduling demo “drives”
and interviews at the company’s Los Angeles headquarters.
Prove that CXC machines are a must-have for the successful
individual with competitive spirit.
Success
Consistent national media coverage from multi-page
features in magazines like Automobile to digital content
from CNET, TechCrunch and Mashable.
April 2017

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CASE STUDY
Evox Images
B2B Technology – Media Relations – PR
Strategy: Media Relations and PR Strategy
Situation
Establish EVOX Images as a virtual reality technology
leader within the automotive category.
Strategy
Get top business media and industry influencers to
experience EVOX VR expertise first-hand via a new app
showcasing the technology.
Success
In-person demos and briefings with EVOX executives at
top automotive industry events and via a national media
tour targeting key reporters, including The Wall Street
Journal, Automotive News, Ward’s Auto, Associated Press
and more.
Earned media coverage across technology and automotive
media helped generate 700,000 app downloads in four
months.
April 2017

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CASE STUDY
Union Savings Bank
Category: Consumer and B2B Banking
Strategy: Thought Leadership – Content Blog Writing
Situation
Establish a position of progressive thought leadership for
this 23-branch Connecticut-based mutual bank while
honoring USB’s 150-year history.
Strategy
Create and promote content that shows target business
customers how USB helps then compete and win – a “can
do” community-based approach the bank has pioneered
and excelled in for 150 years.
Success
Developed a business blog that quickly exceeded target
unique visitor and time-spent goals – including a 21.8%
open rate when distributed via newsletter. Secured
thought leadership content in key financial service trade
publications, including ABA Banking Journal and American
Banker. Generate consistent regional and local coverage
for key bank initiatives and new-generation tools and
services.
April 2017

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CASE STUDY
Ashton Woods Homes
Category: Home Design
Strategy: Media Relations and PR
Situation
Differentiate homebuilder Ashton Woods from competitors
Strategy
Position Ashton Woods design executives as thought
leaders with consumer media by coordinating exclusive
interviews, sharing case studies of model and customer
homes, and touring The Studios by Ashton Woods to exhibit
a homebuyer’s journey designing their home and all of the
possibilities.
Success
Slideshow and feature stories in top consumer outlets such
as The Wall Street Journal, CNBC.com, Huffington Post,
Realtor.com, USA Today and HGTV, with coverage
repurposed on the company’s website and in multiple social
media channels.
April 2017

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CASE STUDY
Elco Motor Yachts
Consumer Lifestyle – Media Relations – PR
Situation
Increase marine and lifestyle media coverage of electric
boating benefits in a category dominated by traditional
boat motors.
Strategy
Adopted a “show and tell” approach leveraging the
brand’s footprint at consumer boat shows, fishing
tournaments and lakeside locations. Tapped into our
automotive lifestyle media network to reach editors
already familiar with the benefits of electric propulsion.
Used early coverage to create added opportunity within
marine media.
Success
Created extensive and consistent media coverage in both
marine industry and top tier national media, including
The Wall Street Journal, Robb Report and more.
April 2017

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CASE STUDY
Air Gas Penguin Brand Dry Ice®
Category: Consumer Product
Strategy: Online Contest – PR
Situation
Inspire increased use of Penguin Brand Dry ice during the
company’s key Halloween selling season.
Strategy
Expand brand reach and increase entries in the annual
Halloween photo/video contest – the 5th annual campaign
we’ve managed for the client – by adding high-profile
celebrity guest judges and adding a targeted paid social
marketing campaign.
Success
Judges with high social reach, such as Netherworld’s Roy
Wooley, were the trick to the treat: entries increased by 30%
over the prior year and the brand saw a sales uptick of 18%
over previous years.
April 2017

Brandware Public Relations Agency Capabilities

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