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Consumer Marketing Agency

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Page 1: Fast Horse
Page 2: Fast Horse

AG E N C Y O V E RV I E W 2

About Fast Horse E S T A B L I S H E D I N 2 0 0 1

+ Integrated, non-traditional proposition

+ Big agency experience in an independent, creatively driven boutique

+ Consistent, award-winning work highlighted by fresh thinking and top-

of-the-industry execution

+ Reputation for building some of the country’s most respected brands

+ Core philosophy: Big ideas trump big budgets

Page 3: Fast Horse

AG E N C Y O V E RV I E W 3

Our Services STRATEGIC PLANNING BRAND STRATEGY DEVELOPMENT

CONNECTION PLANNING

CONTENT MARKETING CONTENT STRATEGY

SOCIAL MEDIA MARKETING

BRANDED ENTERTAINMENT

E-MARKETING

SEARCH ENGINE OPTIMIZATION

INTERACTIVE / DIGITALAPP DEVELOPMENT

WEBSITE DEVELOPMENT

CONTENT MANAGEMENT SYSTEMS

SOCIAL MEDIA PLATFORMS

MEDIA / INFLUENCER RELATIONS

SPORTS MARKETING

GRAPHIC DESIGN

VIDEO

ADVERTISING

PROMOTIONS

STREET MARKETING

Page 4: Fast Horse

AG E N C Y O V E RV I E W 4

Our ClientsWe’re proud of the partners we work with – a strong mix of local, regional, national and global clients

Page 5: Fast Horse

AG E N C Y O V E RV I E W 5

3M

Airstream

Best Buy

Bristol-Myers (Excedrin)

Cargill

CNS/Breathe Right

Fairview Health Services

General Mills

General Motors

H&R Block

Hallmark

Hormel Foods

Harley-Davidson

Engine Corp.

Jim Beam Brands

Kellogg’s

Kodak

Land O’ Lakes

Lawson Software

Leinenkugels

Lennox

Mall of America

Merrill Lynch

Microsoft

Miller Brewing

Minute Maid

Our Collective E X P E R I E N C ESeasoned staff with big-agency background. Our collective

experience includes work for some of the world’s best-known brands

Northwest Airlines

Pillsbury

Pure Fishing

Polaris

Sprint

Target

Unilever (Ragu)

United Airlines

Volvo Penta

Wells Fargo

Wendy’s

Page 6: Fast Horse

AG E N C Y O V E RV I E W 6

Among the first agencies in the U.S. to specialize in consumer engagement

Our heritage lies in public relations, where building relationships, creating buzz, engaging influencers

and other non-traditional brand-building approaches have always been the norm. As we’ve evolved into

a full-service agency, we translate that experience and philosophy into reaching target consumers with

integrated campaigns ranging from traditional media to a variety of social media platforms that didn’t

exist just a few years ago.

Page 7: Fast Horse

AG E N C Y O V E RV I E W 7

W E H A V E A R E P U T A T I O N F O R C R E A T I V I T Y backed by numerous high-profile awards, ranging from PR Week

awards to an Effie, the “Oscar” of the advertising world. Whether

it’s a significant innovation or a simple twist that takes an idea from

good to great, we pride ourselves bringing creative capital to

every campaign we touch.

Highly Creative

Page 8: Fast Horse

AG E N C Y O V E RV I E W 8

Planning &IdeationWe're brand stewards with the creativity, experience and resources to challenge convention when partnering with our clients to build

their brand.

We ensure strategies and ideas are grounded in appropriate insights and that the proposed tactics are validated prior to execution.

We have a step-by-step process to get us there. We call it ThoroughBrand™.

+ Influencers

+ Where consumers get info

+ Trends

+ Media Analysis

+ Competitive Analysis

Business/Culture/Media Audit Workshop

Consumer Learning Qualitative/Quantitative

Brand Blueprint Recommendation

Consumer Insight Research

Marketing Brief/Strategic Platform

Generate Program Ideas

Consumer Feed on Ideas Qualitative

Final Marketing Plan

Implementation

Measurement

+ Key Competitive Differentiator

+ Vital Product Attributes

+ Product Benefits

+ Emotional Benefits

+ Shared Benefits

+ Vital Icons

+ Brand Archetype

BRAND POSITIONING

THOROUGHBRANDTM

Page 9: Fast Horse

AG E N C Y O V E RV I E W 9

UN

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IRRELEVANT

HIGHLY RELEVANT

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BRANDS THAT DRIVE

SUPERIOR ECONOMIC

PERFORMANCE

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A WELL-INFORMED BRAND POSITIONING – and the strategies, messaging and visual

identity that bring it to life – is crucial to

communicating effectively and engaging

and motivating your audiences. Fast Horse’s

ThoroughBrand™ process is designed

to bring the voice of the consumer into

the planning process, helping determine

differentiation and relevance while ensuring

we reach the right people with the right

content in the right context.

ThoroughbrandTM

Page 10: Fast Horse

AG E N C Y O V E RV I E W 10

Social Media SavvyW E G E T S O C I A L M E D I A

Fast Horse just helped Coca-Cola take its social media strategy

global with the launch of a campaign touching 206 countries in

365 days. While the stage may be bigger, Coke’s social media

challenges are no different than yours. Social media is about

engagement. It’s about establishing relevance. It’s about integration

with the rest of your marketing. Marvin Windows and Doors. Insight

Schools. Pepin Heights Orchards. Odwalla. Minneapolis Parks

Foundation, Radisson. We’ve helped them all figure out how social

media can help reach their business objectives.

Page 11: Fast Horse

AG E N C Y O V E RV I E W 11

We help brands communicate key messages online and empower

their customers to become advocates and loyalists

+ Assist national and regional brands in creating a powerful web presence –

both on and off the brand’s website

+ Promote websites through e-marketing, online outreach and strategic offline campaigns

+ Blogger relations campaigns

+ Branded content for distribution on video-sharing sites like YouTube

+ Manage Facebook activation and content

+ Develop mobile applications

+ Search engine optimization

+ Use Twitter to connect with consumers, bloggers, reporters and other influencers

+ Share links and important information with delicious.com social bookmarking

+ Develop presence on niche and special-interest social networking sites

+ Monitor and analyze blog coverage and other social media chatter

+ Build corporate blogs and create fresh content

Top-of-the-industryC ON T E N T M A R K E T I NG ST R AT E G Y & E X E C U T ION

Page 12: Fast Horse

AG E N C Y O V E RV I E W 12

Big ideas trump big budgetIn a fractured, rapidly changing media environment, we know it’s not the size of the marketing budget, but the amount of creative capital that

ultimately determines consumer brand engagement and marketplace momentum. We have a reputation for creativity and a track record of

producing results. We’ve recently designed and launched an iPhone app, rebranded a scrapbooking industry leader, promoted the nation’s

largest public art installation, created a national frenzy around a new apple, generated awareness and donor support for a local non-profit with

the help of a Lake Creature, produced a short film that helped generate 90 million impressions for a hotel promotion, and executed Coca-Cola’s

most ambitious social media campaign. And we did all of these projects with budgets comparable to or less than what you have to spend.

CORE PHILOSOPHY

Page 13: Fast Horse

AG E N C Y O V E RV I E W 13

Our unique and nationally recognized business model allows highly experienced staff to stay close to our clients’ day-to-day business. The

traditional hourly billing and hierarchical staffing model found at most agencies promotes delegation of client work to the least experienced

staffers. That’s how agencies have traditionally made their money. Five years ago, we formalized a blended-rate, project-fee model and created

a flatter organizational structure that allows the more seasoned account team members at Fast Horse to bring the full weight of their collective

experience to delivering on and exceeding client expectations. We call it FastTrack, and the approach has been recognized by Upsize Magazine

with a “Business Builder” Award for Financial Excellence and Innovation.

With FastTrack™, a project fee and deliverables are agreed to up front, and then it’s up to us to determine the best way to use our experience

and resources to get the agreed-upon results. That means our clients never have to worry about their projects being over budget because some

kid fresh out of college is spinning his or her wheels on their account. In short, our FastTrack™ billing and staffing model ensures we’re in the

business of selling results, not hours.

FastTrack staffing & billing modelTM

Page 14: Fast Horse

AG E N C Y O V E RV I E W 14

WE WORK WITH OUR PARTNERS TO DETERMINE THE BEST MEASUREMENT TOOLS, WHICH MAY INCLUDE:

Measurement+ Publicity/Cost Per Impression

+ Share of Voice Online

+ Website Visitors

+ Page/Video Views

+ Click-Through Rates/Paths

+ Sales/Donations

+ Key Messages Delivered

+ Pre/Post Awareness Surveys

Consumer Engagement

+ Event Attendance

+ Activity Participation

+ Social Network Participation

+ Word of Mouth/Pass-alongs

Page 15: Fast Horse

PA RT N E R S H I P 15

Fast Horse Blue CrossP A R T N E R S H I P

Page 16: Fast Horse

PA RT N E R S H I P 16

In the past six years, Fast Horse has worked with a number of

group inside Blue Cross including:

+ Corporate communications

+ Marketing

+ Internal communications

+ Blue Cross Foundation

+ Center for Prevention

Work includes:

+ Strategic consulting

+ Planning

+ Event planning

+ Design

+ Program fact sheets

+ CEO presentation development

+ ideo concept and editing

+ Social media development/implementation

+ Street marketing

+ Media relations

Fast Horse Blue CrossP A R T N E R S H I P B E G A N I N 2 0 0 4

Page 17: Fast Horse

PA RT N E R S H I P 17

Our work with the do Campaign

Page 18: Fast Horse

PA RT N E R S H I P 18

FAST HORSE WAS AN INTEGRAL PARTNER IN THE CAMPAIGN FROM THE TEST PHASE TO STATEWIDE ACTIVATION

We developed creative guerilla, community and media programs to reach people where they live, work and play

do Climb Day

event named 10 Twin Cities landmarks as great places to take the stairs – including a famous set of church steps – and encouraged people to climb one or all 10 locations

do Play in the Snow

contest challenged people to build a snowman performing an everyday do activity

do Year’s Resolution

playful campaign asked people to write down their “do Year’s Resolution” – a 10-minute activity that would increase their cardiovascular health in the New Year

do Dance

Dance Dance Revolution games at popular rest stops during holiday weekends

do Crew

guerilla marketing team dispatched to educate and reward people participating in everyday activities that raise their heart rate.

do in the Workplace

seminars held for human resources and wellness coordinators at major businesses, providing hands-on tools to help employees make more active choices.

do PR advertisements

photos of people “do-ing” everyday activities to feature in weekly personalized newspaper advertorials.

do Campaign

Page 19: Fast Horse

PA RT N E R S H I P 19

W E R E C E I V E D NAT I O NA L A N D L O C A L R E C O G N I T I O N F O R O U R WO R K O N T H E C A M PA I G N F R O M S O M E O F T H E M O S T P R E S T I G I O U S P R A N D M A R K E T I N G G R O U P S

Campaign Highlights + Fast Horse created the do Crew concept and developed key messages for consumer interactions. In its first year, the do Crew reached more than 84,000 Minnesota residents with the message and rewarded them with do-branded items + The response of Twin Cities businesses to the do worksite seminar was so enormous, a second event was held to accommodate overflow

+ The PR ad concept showcased real people in the community grooving their body

+ A comprehensive video was developed to highlight the campaign mission and how it came to life where people lived, worked and played

+ During do Play in the Snow, Web site traffic increased more than 200%

+ Programs like do Climb Day generated a plethora of media attention. do Climb Day alone secured 13 local market placements and more than 20 minutes of combined local tele vision broadcast coverage + Community events provided an opportunity for participation by residents. More than 1,000 residents took part in do Climb Day, while do Play in the Snow generated nearly 100 entries from individuals and families across the state

+ In its first year statewide, do secured more than 120 media stories and 11.5 million impressions

do Campaign

Page 20: Fast Horse

R E C E N T P R O J E C T S 20

Recent Projects

Page 21: Fast Horse

R E C E N T P R O J E C T S 21

Marvin Windows and DoorsFast Horse takes a fully integrated approach to telling the Marvin

story, including media relations, social media engagement,

e-mail marketing, advertising, promotions and more to help

Marvin engage key audiences

Page 22: Fast Horse

R E C E N T P R O J E C T S 22

Marvin Windows and DoorsELEMENTS OF OUR WORK INCLUDE: + Consumer/trade media relations and blog outreach to support product launches,

sales promotions, thought leadership and corporate reputation

+ Campaigns built around key spokespeople, such as home improvement expert

Lou Manfredini and architect/author Sarah Susanka

+ Writing, designing and building year-round e-mail marketing campaigns

+ Developing new content for marvin.com

+ Designing and developing Marvin iPhone application, the first in the industry

+ Building and managing content creation for two different blogs and two online

newsrooms

+ Supporting and consulting on Marvin’s use of key social media tools, including

Facebook, Twitter, Flickr and YouTube, which are used for consumer engagement,

dealer and partner communication, and media and blogger relations

+ Collateral and web design

Page 23: Fast Horse

R E C E N T P R O J E C T S 23

Coca-Cola Expedition 206Expedition 206 is a year-long project sending three young

travelers to all 206 countries where Coke is sold to seek out

and document what makes people happy in different cultures.

The ambitious campaign is designed to engage an audience

of teens and 20-somethings online and offline as the team of

“happiness ambassadors” documents their adventures in real

time using a blog, Twitter, Facebook, YouTube, Flickr and other

social media platforms.

Page 24: Fast Horse

R E C E N T P R O J E C T S 24

Coca-Cola Expedition 206ELEMENTS OF OUR WORK INCLUDE: + Coordinating the announcement of the program with a worldwide media blitz, led

by an exclusive advance story pitch to the Associated Press

+ Staging a travel-themed Ambassador Training Camp event with high-profile

media and bloggers in attendance, followed by a fully booked, five-hour satel

lite media tour

+ Special activation in New York City’s Times Square to turn Coke’s digital billboard

into an interactive platform showcasing consumers’ photos and stories of happiness

+ Strategic and tactical support for all of the expedition’s social media elements to

amplify the content created throughout the journey

+ Driving Web traffic and engagement from around the world: 75 percent of the

website’s visitors come from outside of the United States

+ Total media impressions to date have totaled more than 640 million from around the globe

Page 25: Fast Horse

R E C E N T P R O J E C T S 25

SweeTangoFrom initial branding and positioning strategy to a

national product launch, Fast Horse has helped launch

SweeTango apples generate unprecedented buzz in a

crowded marketplace – all on a shoestring budget.

Page 26: Fast Horse

R E C E N T P R O J E C T S 26

SweeTango+ Fast Horse developed market positioning that focused on SweeTango’s differentiators,

which included a complex flavor combination and superior apple-eating experience

+ Engaged the “tastemakers” (influencers) with first taste mailings encouraging them to

deliver key messages on SweeTango’s behalf

+ Media and blog outreach conducted around 40 community growers drew attention to

the apple’s availability and put a local spin to the story

+ Social media outreach caused consumers to turn to Twitter and Facebook to find places

to purchase the next big thing in apples

+ Website and blog created online point of engagement for consumers seeking product

information

+ All retailers carrying SweeTango in 2009 sold out in record time, with some depleting

supplies in less than 24 hrs

+ Campaign garnered more than 35 million social media and media relations

impressions, resulting in an estimated cost per impression of $.001