Quorum PR Credentials 2013

Credentials

Milan, June 2013

Influencing Influencers

Credentials

Current Clients

Cambium Networks : Wireless BroadbandAvnet : value added IT distributionMEF: networking consortiumAST Modular: modular data centersExtreme Networks: networkingLumata: mobile marketing solutionsFhoster: cloud solutionsBlackBox : IT infrastructure & networking DG Line Web 2.0 solutionsLibreOffice.org: office suite (pro bono)

Past: Computer

Past: Peripherals

Past: Software

Past: Networking

Past: Other Hi-Tech

Past: Others

Influencing Influencers

Our Vision of PR

Our Vision of PR Agencies

Old Business ModelBig officeMany juniorsMany magazinesA lot of paperworkExtremely tacticalFocus on time

New Business ModelSmall officeOnly seniorsMany mediaAlmost no paperHighly strategicalFocus on objectives

Our Vision of PR

A group of experienced PR professionals who provide best-in-class communication services to a wide range of national and international clientsNo time sheets, no silos and no “practice areas”, for a completely new idea of PRThe close relations of a “boutique” firm with the resources of a large agency, to provide first-class service to clients

Strengths

Over 25 years of uninterrupted relations with Italian high-technology mediaSolid network of personal relationships with editors writing about hi-techAbility to develop new relations with emerging media (i.e., blogs, etc.)

How to Influence

We used to talk about:Messaging to AudiencesNow we talk about:Interacting with Communities

Message 1

Message 2

Message 3

Message 1

Message 2

How We Work

Objectives identificationScenario and variables analisysCommunication targets mappingKey message definitionOperating strategy definitionMessage distribution to targetsResults measurement

Influencing Influencers

Methodology

Methodology

PUSH PULL&

Communication Objectives

Generic aims are not to be confused with objectives, which are specific and measurableIn order to be measurable, the objective must be set according to time and quantity parametersFor instance: in six months 70% of the target has to be informed of the new serviceOur methodology allows to define and measure objectives with a reasonable precision

Communication Tactics

Target opinion articles on the market and the technologyFor key announcements use interviews rather than press conferencesPlan regular meeting with top journalists (editors in chief and columnists)Position the company as a key supplier of "interesting" opinions

Communication Tools

Press releases, in order to ensure continuity of presenceInterviews and opinions on the Italian enterprise IT market and on wide-area data servicesApplication stories: press releases with additional informationSpecial features: survey responses and technology profiles

What We Do

Corporate and product communication(offline and online )Press office and product testSocial Media CommunicationMedia monitoring (offline and online)Media training for company speakersMarketing and point-of-sale communicationMarkets and scenarios trends researchEvents planning, production and managementSmall advertising campaigns managementGuerilla e viral marketing projects

Proactive Attitude

With business mediaA personalized approach

With trade mediaQuick and complete answersCreativity in articles approach

In meetings with the pressOnly few, with “strong” contents

In building messagesOngoing attention for the marketAdvanced use of Internet sources

Media Relations Tools

Press kitPress releaseCompany profileWhite paperPress conferencePress briefing/tourCase study with key clientsOnline press room

Media Relations Services

Media list management and updateEditorial plans managementDirect contact with key journalistsDirect support for exhibitions and eventsPlanning and logistics for special events“Speaking platform” managementCompany speakers media training

Press Releases

Press releasesTechnology and productsCorporate and financialCustomer stories

Each type a different targetMailing list tailored to releasePitch/follow-up tailored to target

Supporting documentsResearches and/or white papers

Editorial Calendars

Quorum PR monitors all editorial calendars through direct relations with publishersMonitoring is updated on a monthly basis with non-planned forward featuresThe agency works with the editorial staff in order to ensure an optimal presence

Articles

In Italy, are welcomed by most tech media and some business mediaThe source can be a white paper for business media or a technical briefing paper for tech mediaDemonstrate market and technology competence

Case Studies

Demonstrate use of productsShow “problem solving” capabilityDemonstrate commitment to marketStrengthen client relationship

Interviews & Opinions

Interviews (one-on-one)Support major announcementsUnderline the company leadership

Opinions (inside articles)Position amongst market leadersStrengthen technology positioning

Briefings

Strategy briefingsTechnology editors writing on business mediaSupport the company technology vision

Technology briefingsTechnology editors writing on technology mediaSupport the company tech innovations

Product Reviews

Ensure the placement of the company products in every Italian labPush the usage of these products as add-ons in all relevant product reviews

Channel Press

Maintain a consistent flow of information about channel activities and promotionsSupport the idea that the company products and technologies are a good opportunity for the channel

Influencing Influencers

Measure & Report

Press Clippings

Online articles are forwarded on a weekly basisAll clippings - online and paper - are collected on a monthly basis as PDFs

Press Monitoring

Offline and online media monitoring gives continuous visibility on:

Coverage coming from PR activities "signed"by the company"Spontaneous" coverageA selection of articles about market trends and key competitors

Clippings are sent via e-mail and collected every month in a press-book

Measurement

Quantitative in terms of:

CoverageNumber of articlesMention in titlesMention in scenario articles

Qualitative in terms of:Understanding of messagesPositive vs negative messages

Reporting

Standard: MonthlyActivitiesDocumentsOpen issuesResults

Following client rules

Quorum PR online

Facebook page: https://www.facebook.com/pages/Quorum-PR/37467097005

Twitter: https://twitter.com/quorum

Linkedin: http://www.linkedin.com/company/quorum-pr

Italo Vignoliitalo.vignoli@quorum-pr.com

Enrico Bianchessienrico.bianchessi@quorum-pr.com

Giovanna Benvenutigiovanna.benvenuti@quorum-pr.com