Brandware Agency Overview, Services & Capabilities

Brandware Public Relations
Agency Overview, Services & Capabilities

“Nothing great in the world has ever been
accomplished without passion.”
- Georg Wilhelm Friedrich Hegel, Philosopher

Copyright © 2012 The Brandware Group, Inc.
brandwaregroup.com 2

Agency Snapshot

 A Top 100 U.S. Independent Public Relations Agency (O’Dwyer’s)

 Founded in 2000 by Elke Martin and David Krysiek

 Headquartered in Atlanta, with offices in New York, and Los Angeles

 Award-winning consumer and B2B public relations and communications programs

 Areas of expertise include automotive, powersports, consumer electronics, health
technology, destinations, enthusiast brand and luxury lifestyle categories

 Trusted agency partner for:
 Iconic enthusiast brands such as Porsche and Vespa
 Technology leaders such as HUGHES Telematics , Carestream Health and Adap.tv
 Cult-followed consumer brands such as Popeyes Louisiana Kitchen
 Category leaders such as Penguin Brand® Dry Ice
 Online retail leaders such as The Tire Rack
 Globally recognized thought leaders such as J.D. Power and Associates
 Small and innovative start-ups such as Wheego electric vehicles


Our Services

Research, Analysis & Public and Media Social/Digital Media Thought Leadership
Measurement Relations

Events & Experiences Marketing Internal Content and Editorial
Communications Communications


Our Clients


Our Five-Step Approach

ASSESSING TURNING
PULSE POINTS MEASUREMENT INTO
IGNITING MOMENTUM
Before we talk, we ask COMPELLING
ENTHUSIASM BUILDING
questions and listen. ACTION Media impressions,
Our work begins with Knowledge sets the PASSION shares, comments,
stage for seamless Our content and
research, analysis and E.M.Forster wrote: campaigns create clicks: every key
consumer insights. strategy and effective “One person with performance indicator
tactics. Media, events, quality leads and
Understanding passion is better than sales, not just “Likes” offers a new opportunity
customers and experiences, social or 40 people merely to learn and adjust to
digital – we’ll spark and followers. Our
prospects (and your interested.” Our goal: convert lookers swiftly changing
competition) is the audience interest with programs focus to act into lifetime markets. Ongoing
foundation of our work. the right message in passion. on moving measurement and
the right channel. customers
audiences to act.. analysis means you
never fall behind the
Copyright © 2012 The Brandware Group, Inc. curve

Recent Work

Marketing
Public Relations Research
Communication

 New model launch event for  On-site product test of a new  Design, development and
luxury auto manufacturer HVAC filter for a leading content production for
chemical company consumer product microsite
 Trade-show media tour and targeting new demographic
events for technology brand  Message bundling
optimization for a new  Award-winning consumer
 “Test kitchen” food blogger product being introduced by education product brochure for
event for popular QSR an international coffee chain grocery store point-of-
restaurant purchase
 Customer database
 CEO broadcast and trade segmentation for a major  Comprehensive rebranding
media tour during network retailer of consumer campaign for B2C client,
event week n New York City electronics including truck wraps, in-store

 National dealer meeting for  Social media platform  Web site redesign for
powersports manufacturer integration for global B2B membership association of
corporation management professionals
 Wall Street Journal, USA
Today, New York Times, et al  Online sentiment analysis for  Peer-to-peer lead generation
coverage for national airline a new home furnishings campaign for health tech OEM
study brand


Client Coverage Examples:
National Media

HUGHES Telematics: You Can Reboot Vespa: Like Father, Like Daughter: Adap.tv: The Future of
Your Computer; Why Not Your Car? How To Co-Opt Dad’s Style Online Video Ads

J.D. Power: Small Biz Least Popeyes: What Tastes Like Porsche: Who Really Drives
Satisfied with Biggest Banks Chicken But Dips Like Chips? the Porsche 911?


Thanks!

We’d love to earn your business.

Elke Martin
President
8399 Dunwoody Place
Atlanta, GA 30350
emartin@brandwarepr.com
770.649.0880 Ext 305
770.596.8444 (mobile)



MORE ABOUT BUILDING PASSION

Assessing Pulse Points

 Too many PR programs are based on
guesswork. We understand the Attribute Attitude Analysis
audience before we start the dialogue.
Our research and analysis uncovers:

 How you should segment your
audience

 The behaviors and attitudes that
motivate them

 Where they get their information

 Who and what influences their
actions and decisions

 The messages and creative that are
most effective

 The social media platforms that
target customers are most active on

Igniting Enthusiasm

 Sound strategy and big ideas fuel
turnkey programs designed to get you
noticed by:

 Turning data and trends into thought-
provoking media, analyst and
influencer coverage

 Educating publics and stakeholders
about compelling and unique brand
benefits

 Developing newsworthy events and
experiences that get people talking -
enthusiastically

 Writing and developing shareable
content that measurably differentiates
your brand


Building Passion

 Campaigns and content must inspire
desire. We create and build passion at
every level of media and consumer
interaction with:
 Brand ambassadors that open the
door to new fans and followers
through organic endorsement

 Two-way consumer and B2B
conversation that sparks word-of-
mouth referrals

 Online destinations, hubs and offers
that attract customer and prospect
participation

 Programs with affinity partners that
extend brand and product reach
beyond tried-and-true channels

 Initiatives that target brand
enthusiasts in clubs, forums and
other specialty groups


Compelling Action

 Let’s not build it and hope they’ll
come. Brandware programs are
always actionable. We help you:

 Increase leads and inquiries
through multi-platform media and
programs

 Build customer databases through
branded destinations, such as micro
sites, blogs or video

 Establish sought-after expertise
through thought leadership
opportunities at trade shows,
conferences and forums


Turning Measurement into Momentum

 We see opportunities whenever
there are gaps in media coverage,
digital conversation or consumer
response. We set and analyze key
performance indicators to:

 Identify which sources deliver the
most coverage, comments or leads

 Pinpoint which media or
influencers aren’t talking about
you…yet

 Analyze how you’re stacking up
against your key competitors

 Adjust strategy and tactics based on
real-time data



PASSION POINTS

Brandware Passion Points:
The Automotive Lifestyle and Industry

We have a special passion for the art, business, lifestyle and science of automobiles.
Collectively, we have represented some of the most coveted marques in the world, and we
have a media and industry network – and successes – second to none.
Our work touches:
 The auction, track and concours
events and ride-n-drives where auto
enthusiasts get and spread “the religion”

 The must-have accessories, parts,
gear and gadgets that turn vehicles into
personal style statements

 The technology that is turning a simple
drive into a connected car experience

 Wholesale to retail, the business of
designing, engineering, building,
distributing, retailing and owning what
we love: cars!


The Powersports Lifestyle and Industry

In addition to cars and trucks, it’s motorcycles, scooters. RVs, boats, yachts and other power
toys and gear that inspire tremendous consumer passion and loyalty. Decades of experience
working with brands and products in this category means we can apply proven best practices
for measurable, fast results, such as:
 Digital campaigns that get rave
reviews from core loyalists but also
attract “newbie” audiences

 Brand ambassador programs that
create vocal enthusiasts and
advocates among media and
consumers

 B2B campaigns that give distributors
and dealers access to powerful PR,
sales and marketing tools

 Events and experiences that let
everyone share the passion


The Luxury Brand Lifestyle

At Brandware, we have extensive experience in connecting clients with qualified luxury brand
consumers and the media and influencers that cover the category. From invitation-only influencer
events to targeted media programs, we create opportunities to tell your unique story to high net-
worth individuals and trendsetters.

Our work has included:

 Robb Report “Best of the Best” consumer
and media functions that celebrate the finest
brands in in top luxury markets like
Greenwich, West Hampton and Beverly Hills

 Vespa brand integration at a private media
and fashion industry influencer preview event
in New York City for the 2012 kate spade new
york spring collection

 Multiple exclusive lifestyle media events for
Porsche Cars North America


Good Medicine and Healthy Living

Brandware’s innovative campaigns for B2B and B2C health tech clients get measurable results.
We create opportunities to tell your unique story to influencers and decision makers, from
physicians and practice managers to trade and consumer media audiences.

Work includes:

 For Carestream Dental, the global leader in
medical imaging and practice management
solutions, the Brandware team delivers PR,
social media, marketing collateral and event
strategies that build awareness and sales

 For Lifecomm, a joint venture between
Qualcomm and Verizon, Brandware is
developing product launch programs for a
mobile personal emergency response
system, including pre-launch tradeshow,
media and social media campaigns.



CASE STUDIES

Brandware Case Study:
Mitigating a High-Risk Business Threat

Carestream Dental, a global leader in dental practice management software and cone beam
imaging technology turned to Brandware for help in responding to high-profile, negative
media coverage that threatened its business.
 Strategy: Reframe the conversation by
developing a series of articles by clinicians
that focused on the diagnostic benefits of
CBCT

 Results: Cover stories in both print and
online versions of Dental Economics (DE),
the United States’ leading business journal
for the dental profession. DE also featured
the content in its B2B eNewsletter, “DE
Expert Tips & Tricks.” A second article was
featured in Oral Health Journal, Canada’s
leading dental journal.

 Brandware also received a 2011 Public
Relations Society of America (PRSA)
Bronze Anvil Award of Commendation for
these bylined pieces.


Taking a Technology Start-Up from Launch to
Category Leadership
As the “upstart” entrant in the On-Star dominated automotive telematics category, HUGHES
Telematics (HTI) turned to Brandware to develop their public voice.

Since their 2006 launch – and through the company’s acquisition by Verizon in July 2012 – we
have helped them establish category leadership through a full range of public relations
programs, from product launch events to thought leadership initiatives.
 Strategy: Use thought leadership to earn customer
awareness and trade media-driven credibility

 Tactics and Results: What says thought leadership
better than being the sole telematics company to weigh
in on the category’s future trends? Our bylined piece
for HTI’s chief technology officer did just that in the
Society of Automotive Engineer (SAE) Automotive
Engineering International magazine

 We also ensured that HTI’s point of view on the new
insurance telematics category was first to be featured
in leading insurance trade journal Insurance &
Technology.


Building an Award-Winning Online Destination

Italian motorcycle brand Moto Guzzi’s North American parent company Piaggio Group
Americas challenged Brandware to create a cost-effective but impactful social media solution
to celebrate the company’s 90th anniversary.
 Strategy: Brandware developed
www.motoguzzioriginals.com, a new lifestyle
destination celebrating Originals across multiple
lifestyle categories and designed to attract 18-
34 year old style-conscious consumers who
had not previously considered the brand

 Tactics and Results: Over x media
impressions were generated during the first
week of the launch alone. Over 1000 leads
(customers who opted to receive additional
information from Moto Guzzi) were generated
during the first month, exceeding targets

 Over 30+ contributors who fit the “Originals”
profile, from ground-breaking designers to
artists were secured – without pay - to
contribute blog content


Building National Awareness for
an Atlanta Family Business
Moulthrop Studios, a three generation-strong wood turning studio tapped Brandware to help
build media awareness in anticipation of their admission to the Smithsonian Institution’s
Museum of American History collection. The family had not previously worked with an agency,
 Strategy: A limited budget meant
fast, surgical strikes aimed at key
media. With an average entry price
point of $1000+ for pieces, media
also had to fit a narrow
demographic profile

 Tactics and Results: As part of
the overall brand-building
campaign that also focused on
local media coverage (profiles
appeared in the Atlanta Journal-
Constitution and The Atlantan), we
placed a multi-page feature in
luxury lifestyle magazine The Robb
Report that resulted in
commissions from buyers as far
away as Tokoy, Japan.


Connecting Porsche with the
Next Generation of Enthusiasts
As public relations agency of record, Brandware supports Porsche Cars North America with the
full range of brand, product and lifestyle programs. But, while work with automotive
enthusiasts and luxury lifestyle audiences is a daily occurrence, reaching a future generation
of owners with brand and product messages required a fresh approach.
 Strategy: To reach an 18-34 male audience with
an affinity for performance, technology and
competition, Brandware identified 5+ million
circulation Game Informer as an ideal medium.

 Tactics and Results: To cut through the clutter of
pitches that editors get, we created a custom
story scenario that would pit a seasoned virtual
racing pro on the GI staff against real-world
Porsche racing professional Patrick Long – both
behind the controls of Forza 3 and in the driver’s
seat of a real Porsche 911.

 The custom media experience resulted in a 6-
page feature story and 8-minute video on their
website – shared across digital platforms.


Using Social Media to Give
Consumers a New Reason to Buy
Penguin Brand® Dry Ice tapped Brandware for its first B2C marketing program. As the wholly-
owned subsidiary of a global industrial B2B, the company had limited experience with
consumer-direct communications – and zero experience with social media.
 Strategy: Brandware developed a multi-channel
marketing, social media and point-of-sale strategy to get
more consumers thinking about, talking about, locating
and buying Penguin Brand Dry Ice around the country,

 Tactics and Results: We shifted and grew consumer
conversation about dry ice with the creation of a new
online destination and blog, www.dryiceideas.com.

 Collateral rebranding, from delivery trucks to POP
included an award-winning consumer education
brochure.

 Consumer engagement soared – the brand is now at the
top of Google-ranked search results for multiple
categories of dry ice use, including entertainment,
storage and transport.


Getting Maximum Mileage out of Partnerships

When Vespa USA partnered with personal finance website leader Mint.com Brandware was
asked to create media opportunities that would benefit both brands, and measurably cross-
pollinate consumer subscriptions to both web sites’ content, such as a Vespa newsletter.
 Strategy: Using a Mint.com infographic as a foundation,
Brandware developed a narrative that showcased the
financial and environmental benefits of two-wheel
transportation.

 Tactics and Results: Targeted pitching secured
coverage in top media channels such as Mashable.com,
Fox Business and CNNMoney.

 Brandware tracked volume, tone and sentiment of
subsequent conversation, including blog use. Resulting
stories appeared on more than 90 blogs, with nearly
2,200 tweets and 1,600 Facebook “likes.”

 More than 6 million unique users were exposed to the
campaign – and the company saw a 50% unit sales
increase over the same period vs. the previous year.


A Fresh Twist on an Automotive Lifestyle Event

Porsche Cars North America tasked Brandware with getting influencers outside of the
automotive category to pay attention to the benefits and styling of their hybrid Cayenne.
 Strategy: Brandware developed a multi-media lifestyle campaign that
focused on promoting the fitness and nutrition requirements of race
car drivers. Our target audience was health, fitness, organic/natural
food and shelter media

 Tactics and Results: Brandware recruited two special partners –
luxury kitchen brand Poggenpohl, which features a Porsche Design
line and Bravo Top Chef Angelo Sosa.

 A video featuring Sosa and Long shopping for healthy ingredients at
New York’s Union Square farmer’s market reinforced the ergonomic
and cargo capacity benefits of the Cayenne.

 A launch event turned ingredients into a healthy menu for nearly 30
media, including bloggers invited to tune in via a streaming hub.

 Event and post-event media coverage has resulted in over 1.5
million impressions to-date.


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