fast horse
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Consumer Marketing AgencyTRANSCRIPT
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
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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
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Our ClientsWe’re proud of the partners we work with – a strong mix of local, regional, national and global clients
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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
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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.
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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
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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
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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
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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.
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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
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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
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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
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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
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Fast Horse Blue CrossP A R T N E R S H I P
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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
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Our work with the do Campaign
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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
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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
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Recent Projects
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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
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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
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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.
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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
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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.
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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