451 Marketing workshop presentation delivered on 2/3/2011. Presentation details the stated of today's media, digital public relations tools, steps for building an integrated campaign, and several case studies.

1. Building a Public Relations Campaign for Today’s Digital World

2. The Early Days of Public Relations

5. 75% of all US Web users receive or find News online. That’s 199,500,000! Pew’s “Generations Online 2010” Report

6. Newspaper circulation is down 7 million over the last 25 years ??

7. The Changing Media Landscape Source: Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media

8. Media Consumption Percentage of news and information US consumers receive from media each month.

10. Building Your Digital PR Toolbox

13. #1 Position!

14. https://adwords.google.com/select/ KeywordTool External

16. Profnet/HARO Slide

19. The Importance of SEO/PR 76,632 Searches 31,260 Searches 141,360 Searches

20. Whoosh Announces New International Website Reuters, NYC – 5 days ago ,,,Whoosh today announced a new Website developed by legendary Web-build firm Molecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana Fashion World Excited By New Designer’s AMAZING Web Site Vogue – 3 hours ago “ This site carries an extraordinary range of designer women’s clothes and running shoes. We were delighted with the ease of navigation and the shopping cart functionality of this site. The free shipping and overnight options were particularly desirable. If there were shortcomings in the site, they were not immediately evident to this reporter… Press coverage sometimes show up in the natural search results, too. Whoosh Launches E-Commerce Site – BusinessWeek – 1 days ago Whoosh site a hit with women – Vogue – 3 hours ago

22. #1 Position!

23. Vitale Caturano Shareholder William Kracunas Named To Boston Business Journal’s 40 Under 40 List 6 days: 28,712 Impressions!

26. Online Surveys

28. Newswire Services

31. 1 Find your customers

32. 2 Listen to them

33. 3 Identify influencers

34. 4 Craft messages

35. 5 Utilize search + social

37. 6 Create content

38. 7

44. This resulted in a maximum reach of 2.5+ million impressions on twitter!

45. 81 Targeted Blogs +

47. Caturano and Company Case Study

48. Call To Action

52. Our actions resulted in $650,000!

53. 451 Marketing Founded 2004 20 FTE’s, Boston + Chicago PR + Social Media + Search

54. We work with and build great brands:

55. AJ Gerritson, Partner 451 Marketing 21 School Street, 3 rd Floor Boston, MA 02108 617-259-1605 x 204 www.451marketing.com www.451heat.com www.Linkedin.com/in/ajgerritson @AJGerritson