STRATEGIC COMMUNICATIONS CAPABILITIES

STRATEGIC COMMUNICATIONS EXPERTISE

‣ media relations‣ event publicity‣ thought leadership‣ crisis communications

‣ sponsorship activation‣ sports/event marketing‣ partnership marketing‣ ROI impact reporting

‣ online communications‣ social media marketing‣ branded content‣ B2B inbound marketing

PUBLIC RELATIONS DIGITAL PR BRAND ACTIVATION+ +

Consumer | Sports | B2B

» content marketing strategies to fuel brand awareness, purchase intent and inbound leads

» strategic public and media relations programs to generate awareness, build credibility and drive market leadership

» unique access to dynamic partnerships and promotions

» social media marketing and digital PR programs to drive online/offline awareness, community growth and engagement

» creative publicity events that command media coverage and consumer attention

A New Era of Communications | Our Integrated Approach

PR/Media Relations

Events

Digital/Social

Partnerships/Promotions

Content Marketing

‣ speed-branding‣ interviews with

executives, staff, competitors, customers

‣ site visits‣ research

I. Immersion II. Strategy III. Activation IV. Analysis ‣ interview findings,

insight driven analysis and research yield a strategic action plan in the form of a communications playbook

‣ tactical activation plan

‣ responsibilities divided between internal-staff, third-party agencies, all managed by elevate

‣ monthly tracking reports

‣ digital and social media analytics

‣ media impressions

Our Process

INDUSTRY EXPERTISE | Our Client Partners

Our Client Partners

We are fortunate to work with some of the world’s most recognized & respected brands, including:» Major consumer brands » Professional sports teams/venues » Leading financial service institutions » Prominent media entities » High profile hospitality companies » Innovative technology companies » All-star athletes» World-class special events

Consumer, Brand,

Hospitality

Technology,B2B

Sports, Entertainment,

Events

Trust Completely/Somewhat Don’t Trust Much/At All

Increase Consumer Trust‣ Capitalize on PR’s

power to fuel positive attributes and online and offline conversations via recommendations, editorial content, social media and branded content.

Source: Nielsen

Recommendations from people I knowConsumer opinions online

Editorial contentBranded websites

Emails I signed up forTV Ads

Brand sponsorshipsMagazines ads

Outdoor billboardsNewspaper ads

Radio adsAds before movies

TV product placementsSearch engine ads

Online video adsSocial network adsOnline banner ads

Display ads on mobileText ads on mobile 29%

33%33%36%36%40%40%41%42%46%47%47%47%47%50%58%58%

70%92%

PR Drives Consumer Trust & Awareness

If I was launching a new sports brand, growing an established one, or trying to drive sales and engagement for my product, my first call would be to Elevate. They are a team of true experienced pros that consistently drive measurable results and valuable business ROI.

-Sam Kennedy, President, Boston Red Sox

Key Advantages‣ Cost-effective support to fuel local, national and industry

corporate communications and consumer PR objectives, and maximize its social/digital resources for revenue growth

‣ Outside perspective with national best practices insight, allowing you to stay informed and ahead of the curve

‣ Full integration of best-in-class reporting tools and tactics to track all online, offline and viral communications efforts

‣ Opportunity to deliver greater perceived value and tangible ROI metrics to partners, and leverage Elevate’s industry contacts for new business development

‣ For less than the monthly cost of one traditional outdoor billboard, more effectively generate millions of impressions through highly-targeted PR and digital communications programs

Why Elevate?

“ ”

Expertise‣ Direct market knowledge - consumer, business,

sports, media, entertainment & hospitality markets‣ Extensive experience in defining brands, establishing

market leadership, and developing PR and promotional traffic-driving programs

‣ Skilled at creating and implementing integrated, effective B2C and B2B programs that resonate with target audience and result in client’s desired outcome

‣ Expert in developing and executing brand campaigns in national and regional markets

‣ Strategic programs that achieve communications objectives, maximize coverage and build consumer awareness while driving sales

Thank youWe appreciate the opportunity to present our capabilities and our process to you. We look forward to working with you on your strategic communications needs. We look forward to discussing the action steps for getting your roadmap in place, and how we can integrate as a valuable extension of your in-house team.

We’re confident we have the right blend of skills, experience, tools and connections to help you maximize your brand and revenue growth. Now, let’s craft a plan to fit your budget, achieve your goals and meet your current needs.

Contact InfoKeith Gainsboro617.861.3650 kgainsboro@elevatecom.com

John Gates617.861.3651 jgates@elevatecom.com

Elevate Communications545 Boylston Street, Ste 300, Boston, MA 02215

Next Steps

CASE STUDIES

Dunkin’ Donuts | local/regional sports sponsorship activation

Objectives‣ Generate exposure that established Dunkin’

Donuts as a major Boston Celtics & Boston Bruins sponsor & created competitive barriers to entry into coffee & baked goods category

‣ Build buzz & heighten market awareness of Dunkin’s “Caught Cold” ticket promotion

‣ Promote Dunkin’ Donuts iced coffee

Approach‣ Developed and implemented comprehensive

public relations program designed to generate extensive media coverage surrounding the Celtics sponsorship renewal announcement, Ray Allen’s promotional appearance and the Tyler Seguin partnership announcement.

17Print stories

684Online stories

10TV hits

18.2BTotal gross impressions

$764.8KTotal ad value

$2.3MTotal PR value

Programs‣ Media relations ‣ Social Media ‣ Event management

& logistics

Fenway Sports Management | sports activation publicity

Objectives‣ Position FSG as leading global sports leader.‣ Facilitate sponsorship sales and PR activation

in US & key int’l markets (Europe, Asia, etc.)‣ Convey unwavering commitment to

establishing winning franchises on/off the field. ‣ Establish distinct voice that transcends all

properties while maintaining brand identities ‣ Introduce executives to decision makers at

target multi-national corporations that invest in sports marketing.

Approach‣ Generating exposure & media coverage that

consistently reaches target audiences & promotes executives to marketing decision-makers worldwide.

Programs‣ Media relations‣ Property PR‣ Expert source positioning‣ Executive press awards ‣ Thought leadership‣ Partnership

announcements/activation‣ Roush Fenway Racing‣ Liverpool acquisition‣ FSM & LeBron James

partnership ‣ Event marketing, including

Football at Fenway, Winter Classic, Frozen Fenway, etc.

732media placements

576,286,186gross impressions

$21.4Mest. media value

3,925,923,763LeBron James announcement impressions

Objectives‣ Reinforce Big Night Entertainment Group’s

position as a hospitality leader‣ Position Executive Chef Kevin Long as a local

chef expert‣ Raise Long’s profile among local & national

foodies‣ Drive awareness of Empire’s dinner program

and increase a la carte business ‣ Drive ticket sales to Empire’s Celebrity Chef

Series

Approach‣ Create signature Celebrity Chef Series hosted

by Chef Long and visiting chefs, including Eddie Huang of Baohaus‣ Identify & target brand-appropriate and media-

worthy chefs for series ‣ Leverage partner chef networks to maximize

series awareness ‣ Generate exposure and coverage that

consistently reaches target audiences

57,395,363online monthly impressions

2,958,384print impressions

299,481social media impressions

BNEG Celebrity Chef Series | celebrity event marketing & PR

Sun Life Financial | sponsorship activation PR

Objectives‣ Heighten market awareness of Sun

Life Financial's sponsorship & brand marketing initiatives ‣ Generate exposure that enhances Sun

Life's position as an emerging leader in the sports marketing arena. ‣ Increase value, impact & effectiveness

of Sun Life’s sports & entertainment sponsorships.‣ Engage prospective clients & reinforce

relationships with existing customers ‣ Establish Sun Life Financial as

committed corporate citizen through advocacy of financial literacy

 

Approach‣ Generate media coverage that

consistently reaches and engages target audiences.

Programs‣ Media Relations: brand

communications, expert source positioning, corporate & financial PR, executive press, awards ‣ Thought Leadership:

Op/eds, speaking opportunities‣ Sponsorship

Activation: Sun Life Stadium, Hunter Mahan, Boston Celtics, Cirque du Soleil‣ Cause Marketing: Sun Life Rising Stars

715original story placements

12,878,906,086gross media impressions

Deutsche Bank Championship | premier event marketing/PR

Objectives‣ Generate exposure for Massachusetts’ signature PGA TOUR

tournament and drive ticket sales.‣ Heighten brand recognition for title sponsor Deutsche Bank & its

sports marketing initiatives.‣ Enhance value & impact for sponsors through on- and off-sight

activation.‣ Forge connections with clients & reinforce relationships with

existing customers.    

Program‣ Media relations ‣ Media production (satellite media tours, video news releases) ‣ Advertising & promotions‣ Sponsor activation ‣ Partner & event marketing ‣ On-site media management

496,543,491online page views

35,056,896gross print impressions

390+media stories generated (local, regional, nat’l)

45+executive interviews (radio/TV)

Paul Pierce | athlete positioning/publicity

Objectives‣ Position Paul Pierce as the leading national athlete advocate for

children’s fitness & nutrition.‣ Solidify Pierce’s legacy as a Champion on-&-off the court.‣ Mitigate national epidemic of childhood obesity  

Approach‣ Leverage Pierce’s star power to generate media coverage that

reaches 9-12 year olds & inspires them to incorporate physical fitness into their daily routines.‣ Provide media partners with access to Pierce and TOH marketing

assets in exchange for extensive advertising exposure‣ Create, distribute & promote compelling TOH branded content

featuring Pierce’s affinity for & expertise in fitness, nutrition & healthy living‣ Produce series of interstitial on-demand children’s exercise video

vignettes starring Pierce; Distribute through Comcast On Demand

965,341,356Truth Strikes Againimpressions

1,547,908,083Million Hour Challenge impressions

$1.5Mannual advertising value from partnerships

‘Hot Stove Cool Music’ Chicago | executive positioning & publicity

Objectives‣ Maximize exposure & revenue

for inaugural Hot Stove Cool Music (HSCM) Chicago.‣ Push ticket on sale messaging

for concert ‣ Launch HSCM in new market;

shine spotlight on participating parties’ commitment to local communities & mission of charities

Approach‣ Generate media coverage that

introduces HSCM to Chicago market and reaches and engages target audiences.

65Unique stories

$175,000+Raised at the event

8,893,709Total media impressions

Programs‣ Media relations ‣ Ticket sales marketing‣ Media partnerships ‣ Event marketing

Foxwoods | national and regional PR/activation/promotions

Objectives‣ Reinforce Foxwoods’ positioning as

the gaming & entertainment industry leader ‣ Drive traffic & sales ‣ Communicate “the Foxwoods story” –

predicated on value proposition & market expertise – to regional & national audiences ‣ Heighten public awareness of the

Mashantucket Pequot Tribe’s rich history, cultural heritage & charitable giving

Approach‣ Generate media coverage & exposure

that communicates Foxwoods’ offerings, value proposition & competitive differentiators.

Programs‣ Media relations (entertainment,

gaming, travel & hospitality, retail & dining, corporate communications, tribal communications, personal press, expert source positioning, B2B) ‣ Thought leadership (speaking,

op/eds, byline articles) ‣ Event marketing ‣ Social media/PR integration ‣ Sponsorship activation

773Television hits

7,536total stories

$21.6Mpublicity value

$7.2MTotal ad value

357Radio hits

3,324Print stories

3,082Online stories

Red Bull | epic event brand activation

Objectives‣ Provide regional event marketing and

PR support to Red Bull North America’s brand-building and sales efforts.‣ Execute large-scale annual PR events

that spark widespread community buzz and excitement, as well as national and int’l media attention.‣ Strengthen Red Bull’s relationships

with local influencers and city officials.

In all key areas such as sales, revenues, productivity and operating profit, the figures recorded were the best in the company's history in 2011.

Programs‣ City services & permitting‣ Influencer marketing‣ Sponsorship activation‣ Media relations

545 Boylston Street, Ste. 300, Boston, MA 02116617.536.8695 | elevatecom.com