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Public relations is the ongoing action of fostering and cultivating two way communication and shared conversations between a given entity and its target publics, encouraging those publics to take a desired form of action. — RODGER ROESER

The Eisen Agency Book

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The Eisen Agency builds, creates, promotes and protects the businesses and brands of our clientele through our expertise at brand and communications strategy development, followed by our strategic planning and implementation of expertly and fully integrated public relations programs, strategies and tactics.

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Page 1: The Eisen Agency Book

Public relations

is the ongoing action of

fostering and cultivating

two way communication and shared conversations between

a given entity and its

target publics,

encouraging those publics to take a desired

form of action.

— R O D G E R R O E S E R

Page 2: The Eisen Agency Book

The Eisen Agency builds, creates, promotes and protects the businesses and brands of our clientele through our expertise at brand and communications strategy development, followed by our strategic planning and implementation of expertly and fully integrated public relations programs, strategies and tactics.

Organizations hire a public relations firm for a number of reasons -- firepower, fresh perspectives and creativity, the right contacts or tools. But when you strip away all the bells, whistles, gizmos and methodologies, what it really comes down to is honest, hard working people who are passionately engaged in giving their best effort for clients each time, every time. In an industry filled with hyperbole and self proclaimed greatness, we feel it’s our obligation to be brutally honest. You will not find a harder working, more dedicated team when it comes to quality and integrity in public relations.

Dare To Be Extraordinary

Public Relations Investor Relations Social Media Business Consulting

Page 3: The Eisen Agency Book

Roeser is the founder, owner and president of The Eisen Agency – Cincinnati’s largest and highest rated Public Relations Firm. He served as the 2005 president of the Cincinnati Chapter of the Public Relations Society of America and for several years on its Board of Directors. He is the founder of the chapter’s Blacksmith Awards Program and in 2010 was named PRSA PR Professional of the Year.

Roeser is the national chairman of the Public Relations Agency Owners Association, and serves on several boards and committees. He founded The Eisen Agency’s Operation: Outreach program which provides non profit groups professional marketing services pro bono, and he is also the founder of the Rodger Roeser Scholarship Fund, which provides dollars to minority and other graduating high school students seeking to enter a career in journalism or public relations.

Roeser is an award winning print, radio and television journalist and has worked in both agency side and corporate side public relations. He is a graduate of Kent State University and holds a degree in broadcast news. He continues to write for a number of publications, and also is the host of the award winning audio podcast “That Marketing Show,” and the host of online webisode series Business Focus.

A quarter a bale. From age nine to age 15, a young boy from the country outside of Cleveland would labor in the hot summer sun to work on his family farm – baling hay, mucking stalls, mowing lawns, and cultivating fields of soy and alfalfa. He can ride a horse with the best of them, owns an honest to goodness cowboy hat, and even knows how to wrangle a bull – and did this all for a quarter a bale – enough to buy his first car. The 1979 Oldsmobile Cutlass Supreme took this country boy named “Roddy” through high school and college, where he graduated with honors. During college, Roeser held only one job – rock star – which paid him enough by playing clubs and smoky bars to help pay his way through, and oddly enough, forged his first foray into public relations. The lead singer and bass slinger in an ‘80s Cleveland band, Roeser scored his first and only Billboard 100 hit in 1990 with a “hair band ballad” called Was It You, and even had a video on MTV. He continues to write and record to this day.

He understands the value of hard work. And while the leather pants or cowboy hats have been traded in for a suit and tie, Roeser appreciates the power of growing up from nothing and working tirelessly to affect change and to bring the full expertise of his vision, clarity and tenacity to bear for marketing clients. The only child has even learned humility and sharing, and practices it occasionally. Through it all, Roeser understands the legacy of hard work, of creating real and lasting value, and that you say what you do and do what you say. Roeser creates ideas, and puts ideas into motion.

While most marketing agencies are adept at generating reports and invoices – Roeser generates consistent results and opportunities for growth. The transplant to Cincinnati by way of Cleveland and New York, believes that when working hard and working smart are combined with the will and tenacity to know what needs done and get things done expertly, nothing can stop you from achieving your objectives.

Our President

RODGER ROESER, [email protected] /RODGER ROESER

Page 4: The Eisen Agency Book

IT IS SAID YOU ARE JUDGED BY THE FRIENDS YOU KEEP. WE ARE PROUD OF OUR CLIENTELE AND THE HARD WORK, COMMITMENT AND EXPERTISE THAT GOES INTO GROWING, CREATING, PROMOTING AND PROTECTING THESE BRANDS. WHILE WE COULD TELL YOU HOW GREAT WE ARE, WE LET OUR CLIENTS AND OUR WORK SPEAK VOLUMES.

We continually face challenges in the area of public relations. Even from the beginning of our partnership, you immediately recognized those challenges and worked with us to formulate a fresh, new marketing and public relations plan specific to our needs. You have helped raise public awareness for the work we have accomplished and the positive coverage has been invaluable to us.

LINDA FIELDS, DEPUTY DIRECTOR, NEIGHBORHOOD FOUNDATIONS

Page 5: The Eisen Agency Book

referencesANGIE STRUNK Vice [email protected]

KATIE SPRINGOB Marketing DirectorRippe & [email protected]

PAUL ABRAMSPublic Relations ManagerRoto-Rooter Services [email protected]

LINDA FIELDSDeputy DirectorNeighborhood [email protected]

rippe&kingston

Page 6: The Eisen Agency Book

If You’re Thinking of Changing or Selecting a Marketing Agency, Read This.

Do’s and Musts:

The right marketing agency will amplify your team’s capabilities, offer experience, fresh ideas and expertise to help you grow your business. With the exploding media landscape, it’s both challenging and unrealistic to have all marketing expertise in house. However, it takes time and resources to effectively hire a marketing company. Most businesses don’t realize it’s not just about capabilities and industry experience; there’s a host of other factors that come into play. Here are some best practices to consider when selecting a marketing agency:

Money Matters. Establish a budget range and timing upfront, or you’ll prolong your search, spin wheels and waste time. You can spend weeks or months interviewing marketing companies, and after rounds of meetings and proposals, experience sticker shock and find it’s not a good fit after all. Right Size. Get an idea of the size and scope of the marketing agency’s average clients over the past 12-18 months. If you have an accurate picture of their typical engagements, there’s a greater chance the relationship has the potential to grow over time. Manage Expectations. Develop a clear scope of work, concrete deliverables and a timeline. What happens in the first 30 days? What are the deliverables after 3 months? What are the key points for approvals? Recent Results. Most marketing companies have downsized staff to some degree. Be sure to check to see if the top talent that did all those great campaigns still active or laid-off and long-gone? Look for recent successes, and meet the team. Expertise. Is their work good or great? Amateur or expert? Is the work adequate, or do you admire it? Look for seasoned professionals, proven track records with successes against similar objectives, and lots of examples and case studies to prove it. Culture Counts. Are they communicative and responsive? Are they too schlocky? Or, too corporate? Would they fit in your office environment? How they act, think, what they value, their style and how they communicate should be ideally aligned with your team’s culture.

Page 7: The Eisen Agency Book

Don’ts and Pitfalls:Assume “Full-Service.” Larger firms have the in-house staff—although you may pay for overhead you don’t need. Don’t hire an “ad agency” with a couple PR folks, when you need a PR firm. Many small marketing companies claim to be “full-service,” but outsource to accommodate solutions. Specialty firms offer value. Identify your needs, understand what’s handled in-house and meet the team. Focus on “The Hottest.” A fabulous campaign done for somebody else—or notably, your competitor—doesn’t necessarily mean they’ll do the same for your business. Is your company’s situation, challenges, timing, and budget, exactly the same? (Of course not.) Avoid ‘Signature’ Looks. Lots of creative agencies have a signature look, and canned cookie-cutter style. Does their work all have a similar style? Your branding should come first—not theirs. Look for a varied portfolio, across industries. Range is power. Chemistry. Yes, chemistry is very important. However, it should not be the primary decision driver. You need to remain objective. Think rationally, and value big ideas that can drive your brand and your business. Small Fish. It’s easy to get sold on—and then lost in—a big shop. Beware of the recession rat-trap: hungry marketing companies take smaller clients. Yet, they are still better suited for bigger ones. A good deal can turn into a disaster, and service will suffer if the marketing agency is taking a loss. For example, if your anticipated budget is $100,000 and you’re talking with a $100,000,000 dollar firm – you are 1 percent of their business. Find a firm that’s the right size for you.

Page 8: The Eisen Agency Book

A Little Work

AURORAIN THE NEWS:

AurOrA SAyS ITS NeW CreMATION SySTeM IS PAyING DIvIDeNDS By: Tom Parmalee, September 13, 2010

Aurora Casket Co. rolled out its new Journey Cremation

System to educate families about cremation choices about

a year ago, and so far, the company says the funeral homes

using it are pretty happy.

The system offers funeral homes free, personalized brochures

that present packages that coincide with a funeral home’s

offerings, according to Marty Strohofer, director of marketing

for Aurora.

Strohofer says that when Aurora looked at the challenges that

its consumers were facing, it found that cremation ranked at

the top of the list. Funeral homes would say that they were

trying to educate families about different choices, but a closer

examination found that there was no uniform method…

[Full article available online at www.funeralserviceinsider.com]

TO AvOID eMPLOyee WAITS, AurOrA CASKeT’S DOCTOr IS IN By: James Ritchie, October 22, 2010

Aurora Casket Co. officials wanted to make sure employees

in rural southeast Indiana had quick and convenient access

to primary health care. So, they contracted for their own

company doctor.

“In this area, you can’t always get in to see a doctor the

same day you call,” said Tom Heintz, chief financial officer. “If

you fall ill on the weekend and then can’t see a doctor until

Wednesday, you could end up missing several days of work.”

So Aurora enlisted St. elizabeth Healthcare in Northern

Kentucky to open the Aurora Primary Care Center in

downtown Aurora, about five minutes from the casket

manufacturer’s headquarters…

[Full article available online at bizjournals.com/cincinnati]

CASKeT BuSINeSS FAr FrOM DeAD By: Jon Newberry, September 27, 2010

Bill “Bax” Backman is the son of a son of a casket maker who

founded Aurora Casket Co. 120 years ago. He followed in his

father’s footsteps as president of the company, which is still

family-owned, and has seen tremendous changes in the past

35 years. “We are literally reinventing ourselves on a daily basis

to stay ahead of the trends,” he said. One big change is the

increased preference for cremation over traditional burials.

That’s a trend Aurora has embraced as a way to continually

improve its service to family-owned funeral homes, he said. It

now makes a separate line of products, from caskets to urns,

specifically for cremations. The bulk of Aurora’s caskets are

made in the united States…

[Full article available online at bizjournals.com/cincinnati]

THE AURORA REPORT | SPRING 2011 PAGE 9

S P R I N G 2 0 1 1

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A LOT MORE WORK CAN BE FOUND AThttp://www.flickr.com/photos/theeisenagency/

Aurora Casket: In 2009, Aurora Casket underwent a rebranding campaign, and worked with Eisen on our flagship BOA program. A fully integrated campaign was developed, that included trade and national mainstream publicity, social media and rich media development, internal relations, an entirely new and fresh creative direction, direct response, trade shows and even a custom magazine. 2010 ECD PRSA Diamond Award – Best Integrated Campaign 2010 PRSA Silver – Best Webinar/Web Video

Undercover Boss: It was the highest rated new TV show in its debut season, and on its 7th episode, featured Roto-Rooter president Rick Arquilla. The Eisen team not only secured the opportunity, but also created a nationwide publicity and speaking campaign to follow. Millions of impressions later, including features in the New York Times, Wall Street Journal and others earned the campaign PRSA Silver Honors for Investor Relations Campaign of the Year. 2010 PRSA Silver – Investor Relations Campaign of the Year 2010 Platinum MarCom – Best Media Placement

Chilling Tales: The Chilling Tales campaign featured a fully integrated PR campaign of social media, national media relations, events, promotions and the creation of a successful book. The program earned in excess of $100M in advertising equivalencies, and produced a media ROI of nearly 200:1. 2010 Platinum MarCom – Best Media Promotion 2010 PRSA Blacksmith – Best Satellite Media Tour

Page 9: The Eisen Agency Book

MARCH 2011

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Smith & Schaefer After going through our proven BOA program, Smith & Schaefer reinvented its entire outward expression to their internal and external publics. A new brand and messaging, all new award winning brand identity pieces, national trade publicity, interactive and direct response have resulted in significant increases in leads, and significant increases in sales. 2010 ECD PRSA Diamond Award – Best Brand Identity

Neighborhood Foundations One of our most award winning programs, the Housing Authority of Newport came to us with an identity and awareness crisis. After a complete reinvention, including a renaming to Neighborhood Foundations, the organization completed a dramatic brand turnaround complete with feature articles, new collateral, updated website and a new attitude – winning Hope VI honors as one of the finest city housing programs in the United States. 2009 PRSA Blacksmith – Government Affairs Campaign of the Year 2009 PRSA Blacksmith – Best Brand Identity

Page 10: The Eisen Agency Book

1. Exactly who will be working on my account, and what is their role and background/level of expertise?

2. Do you mark up purchased services? If so, exactly how much?

3. Do you outsource any services you claim to offer? If so, exactly which ones and why?

4. In which tools and software has your firm invested to assist me with my efforts, and how specifically does each help you to achieve the goals and objectives clients set before you?

5. Exactly how many Public Relations/Investor Relations personnel do you employ full time in house? Are any APR accredited professionals?

6. What exactly is the hourly rate of your staff, and how do you invoice clients?

7. Is your team versed on the most current strategies, tactics and tools? Please provide some specific examples and how they have helped.

Agency Selection Checklist: Seven Critical Questions You Must Ask Before Hiring a Firm or Independent Consultant.

Page 11: The Eisen Agency Book

The Eisen Agency is the most award winning PR firm in Cincinnati in 2010, earning PRSA Blacksmith,

PRSA Diamond and national MarCom honors for a variety of our work. In 2011, The Eisen Agency is

the only Cincinnati PR agency to be awarded a Smart Business Pillar Award for Outstanding Community Service,

and in 2010 was the only Cincinnati PR agency to earn a Cincy Magazine TriState Success Award as one of Greater

Cincinnati’s 30 most successful businesses.

In 2009 and 2010, The Eisen Agency was the only Cincinnati PR firm named as a finalist as one of Greater Cincinnati’s Best Places

to Work, and in 2010 was the only Cincinnati PR firm on the Business Courier Fast 55 list – named the third fastest growing business of any

kind in Cincinnati.

As You Consider Hiring a Professional Firm, Consider These Two Points: Of all the agencies in Greater Cincinnati, there is only one large firm whose owner holds APR designation – The Eisen Agency. Holding an APR means you are accredited nationally by the Public Relations Society of America (PRSA), and uphold the highest levels of expertise, integrity and ethics. Ask yourself, when considering a firm, why no other large agency owner is APR accredited. Roeser has held his APR designation since 1999. And, of all the large firms in Greater Cincinnati, only one agency owner served as president of PRSA. Rodger Roeser served as president of the Cincinnati Chapter of PRSA in 2005, and served on the board for several years. So, ask yourself when considering PR firms (or are you considering an ad agency that claims to have PR expertise?), why no other owner of any large firm served with PRSA. When it’s your brand, your message and your business on the line, trust the experience, expertise and excellence of The Eisen Agency.

Page 12: The Eisen Agency Book

The Eisen Agency is the largest and highest ranked public relations firms in Greater Cincinnati and one of the highest rated in the nation. Business, marketing and public leaders rely upon on us to be their marketing communications partner, and in helping them to build, protect and promote their people, their ideas, their products and their brand. When most firms ask “what can we do for you,” we say, “let us show you how, together, we can help you to grow,” and do so efficiently, expertly and with a little flair. We are a team, tenaciously working and proactively finding better and more efficient ways to help our clients grow through proven marketing communications strategies and tactics. We are “whatever it takes” experts who will roll up our sleeves, get down in the trenches, develop strategic communications plans and implement those plans with incredible expertise, responsiveness, passion and efficiency.

The Eisen Agency – Dare To Be Extraordinary

CO

NTA

CT 515 MONMOUTH STREET

SUITE 302NEWPORT, KY 41071

859.291.4302 P859.291.4360 F

THEEISENAGENCY.COM@