pan communications
TRANSCRIPT
RE-THINKING THE FUTURE OF PUBLIC RELATIONS2015
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ABOUT US
BOSTON-BASED (with aggressive expansion plans)mid-sized PR and digital media agency, 60+ employees
AWARD-WINNING COMMUNICATIONSearned, owned, shared and select paid media plusvisual integration for better storytelling o PAN was recognized with a Silver Stevie® Award in the
Company of the Year – Advertising, Marketing & Public Relations category in The 13th Annual American Business Awards
DATA-DRIVEN COMMUNICATION PROGRAMSthat map to business objectives and align to a customized measurement methodology that fuels critical KPI metrics
AN EMPLOYEE FRIENDLY CULTUREfocused on programs that drive employee growth, recognition and collaboration
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EXTENDED CLIENT VALUE
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OUR VOICE IN THE INDUSTRY
Beware the Rise of Crowdsourced Content Posing as Journalism by Phil Nardone on Jan 8, 2014Taco Bell’s ‘Blackout’ Offers New
Paths for Digital Marketing
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OUR EXPERTISE
HEALTHCARE PRCONSUMER TECH PRTECHNOLOGY PR
CONNECTED TO THE WORLDPAN’S GLOBAL SERVICES OFFER OUR CLIENTS THE FLEXIBILITY TO WORK WITH BEST-OF-BREED PARTNER AGENCIES OR A GLOBAL NETWORK THAT PROVIDES ACCESS TO EXPERTS IN MORE THAN 70 COUNTRIES. BELOW ARE SOME CLIENTS WHERE WE SERVE AS THE LEAD AGENCY FOR GLOBAL PR AND MARKETING.
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AN ENGAGED LEADERSHIP GROUP
PHIL NARDONEPresident
& Founder
MARK NARDONEExecutive
Vice President Biz Dev. & Marketing
ELIZABETH FAMGLIETTISenior Vice President
Human Resources
GARY TORPEYSenior Vice President
Finance
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A TEAM OF SEASONED EXPERTS
DAN MARTINVice President
LISA ASTORVice President
LAUREN ARNOLDVice President
GENE CAROZZAVice President
DARLENE DOYLEVice President
DAVID SAGGIOPANdigital Director
JENNIFER BONNEYCreative Director
TIM MUNROEVice President
Business Development
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PAN OVER THE LAST DECADE
10th
Anniversary
First CMORound Table
Acquired by Terdata
$7.8MIN ANNUAL REVENUE
Acquired by Software AG
Acquired by Samsung
PAN is voted one of Boston’s top PR
firms
Acquired by Oracle
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SOME OF OUR RECENT CLIENT WINS
HEALTHCARE PR
CONSUMER PRTECHNOLOGY PR
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MOVING TO THE INTEGRATED MODELEARNED MEDIAMEDIA RELATIONSBLOGGER RELATIONSINFLUENCER RELATIONSANALYST RELATIONS
SOCIAL MEDIAFACEBOOKTWITTERLINKEDINYOUTUBEPINTERESTINSTAGRAMVINE
OWNED CONTENTBRAND MESSAGINGEMPLOYEE STORIES
CUSTOMER STORIESWEBINARS, VIDEOS
WEBSITEBLOG
PAID MEDIAFACEBOOK SPONSORED POSTS
SPONSORED TWEETSTWITTER CARDS
LEAD GENERATIONOUTBRAIN
[ANALYTICS, DATA INSIGHTS, PANOPTIC]
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SAMPLE BRANDED CONTENT
A holistic method combining data-driven insight with reporting to provide clients with a richer understanding of the quantitative and qualitative successes of their programs
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INDUSTRY RECOGNITIONBOSTON’S BEST PLACES TO WORK (BOSTON BUSINESS JOURNAL) I HOLMES WORLD PR REPORT I 8 BELL RINGER AWARDS (2015) I TWITTER COMMUNICATIONS CATEGORY AWARD WINNER (PRNEWS DIGITAL AWARDS) I PAN RANKED 12 ON THE BBJ LIST OF LARGEST PUBLIC RELATIONS FIRMS IN MASSACHUSETTS
NAMED PRCHAMPION
CASE STUDIES18
A WHOLE NEW WAY OF DOING THINGS CASE STUDY
TARGETIntroduced Integrate to the marketing audience by taking a unified four-pronged approach of targeted media relations, strategic analyst and influencer engagement, compelling content development and a strong customer reference program.
ENGAGETook a laser-focused approach of an 80/20 split between marketing trades and business press resulting in great momentum building for Integrate.
AMPLIFYConverted key analysts and influencers into influential Integrate evangelists by thoughtful and regular social media engagement.
100+ PLACEMENTS IN BUSINESS AND MARKETING PUBLICATION IN ONLY 8 MONTHS INCLUDING FORBES, VENTURE BEAT, FORTUNE, INVESTOR’S BUSINESS DAILY, ADEXCHANGER, CMSWIRE & ENTREPRENEUR
DROVE QUALIFIED LEADTHE VENTURE BEAT ARTICLE RESULTED IN 4 DIRECT LEADS
10+ THOUGHT LEADERSHIP BYLINESPOSITIONING INTEGRATE EXECUTIVES AS INDUSTRY LEADERS
MAXIMIZING THE FIRST 30 DAYS
TARGETKick-start the association between the Black Duck brand and IT security with an aggressive, yet structured program of media and influencer education.
ENGAGEDeliver thoughtful Black Duck commentary, compelling content and unique insights that highlight the company’s deep expertise in open source security.
AMPLIFYGuide media perceptions and understanding of open source security and Black Duck’s important role within the space. Maintain momentum with steady stream of media interviews and strategic, on-message coverage.
10TOP TIER IT SECURITY MEDIA OPPORTUNITIES (INTERVIEWS AND BYLINES) IN THE FIRST MONTH
1.5MTOTAL UNIQUE VISITORS PER MONTH FEATURE COVERAGE: CSO, DARK READING, HACKSURFER, IDG, SC MAGAZINE
100%PROACTIVE, CREATIVE MEDIA OUTREACH. NO NEWS, NO PROBLEM!
CASE STUDY
100%YEAR-OVER-YEAR INCREASE IN MEDIA COVERAGE
MOBILE PAYMENTS GO MAINSTREAM CASE STUDY
TARGETMedia influencers in the high-tech and mobile payments space, and early adopter consumers looking for the best mobile payment option.
ENGAGEOffer editors unsupported demos of the unit to show brand confidence of its utility virtually anywhere.
AMPLIFYInfluencers and users spread the word to large audiences resulting in recent Samsung acquisition.
41PLACEMENTS
15MEDIA BRIEFINGS
FEATURED IN:YAHOO! TECH, GIZMODO, ENGADGET, BOSTON.COM, FORBES,ABC NEWS, INC., AND TECH CRUNCH 21
CASE STUDYTANGOE, INC. : STANDING OUT FROM THE CROWD
TARGETPosition Tangoe as an organization with a long history of successful customer deployments, recurring revenue and a vision that will lead the Telecom Expense Management marketplace while going public
ENGAGEEstablish Tangoe CEO Al Subbloie as an industry thought leader, market visionary and executive that has a focused approach to the continued growth of Tangoe, Inc.
AMPLIFYSecure a three-and-a-half-minute interview on FOX Business live from the NASDAQ building immediately following the ringing of the closing bell, and participate in a recorded interview with NPR and the Connecticut Post
RE-FRAMING ARIBA
TARGETReposition a company from a dot-com player to C-level exposure beyond its previous focus of spend management
ENGAGEPAN broadened messaging from procurement to a “Networked Economy” and created significant market visibility with cloud-based offering while increasing presence in business-level outlets around B2B collaboration.
AMPLIFYTargeted influential CFOs, PAN convened Fortune 500 CFOs, academia, SMEs and began a series of events to reach them with Ariba’s new messaging. PAN also developed assets appealing directly to this audience and CIOs to encourage dialogue and to facilitate engagement with Ariba’s sales team.
MEDIASECURED SIGNIFICANT BUSINESS PRESS THAT FOCUSED ON SHIFTING THE MINDSET OF CFOS W/ SPEND MANAGEMENT, INCLUDING THE NEW YORK TIMES, FORBES, THE WALL STREET JOURNAL.
ACQUISITIONPAN CREDITED AS SERVING AS A CATALYST IN THE $4.3 BILLION ACQUISITION OF ARIBA BY SAP. THIS ULTIMATELY LED TO SAP REACHING OUT TO PAN TO SUPPORT IT’S CLOUD INITIATIVE.
CASE STUDY
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JACKBE: HOW WE DID ITTARGETEarning trust among prolific influencers, media and analysts to ensure the launch of JackBe’s new Business Intelligence software Presto 3.2 resonated through both traditional and social channels.
ENGAGEImplemented an integrated PR program focused on extending JackBe’s thought leadership and core messaging across multiple channels and into new areas to engage key influencers by hosting webinars, creating digital content, and media outreach.
AMPLIFYSecured coverage on FastCompany.com and Entrepreneur.com, both key target publications, and the result of a multi-tiered media relations campaign.
550TWEETS OF COVERAGE
12% INCREASEIN WEB TRAFFIC TO JACKBE.COM
245SHARES ON LINKEDIN
CASE STUDY
128SHARES ON FACEBOOK
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CARBONITE: MAY THE 4TH BE WITH YOUTARGETPay homage to Carbonite’s brand roots by inserting Carbonite into the conversation around “May The 4th” on Twitter to increase awareness of the importance of data backup and Carbonite’s solutions
ENGAGELeverage Twitter, using the popular hashtag #MayTheFourthBeWithYou, with engaging content and a unique creative image
AMPLIFYDevelop content celebrating May the 4th with Star Wars fans to highlight Carbonite’s connection to Star Wars. Create custom image engaging and entertaining while communicating Carbonite’s solutions
CASE STUDY
500,491IMPRESSIONS
351RETWEETS
59,319CLICKS
36REPLIES
14.29%ENGAGEMENT RATE
CLOUDBEES: BREAKING BUILDS CASE STUDY
TARGETThe Jenkins Community, comprised of software developers including attendees at the JavaOne and Jenkins User conferences.
ENGAGELeverage popular TV show Breaking Bad to create ‘Breaking Builds’ campaign, ten unique themes reinforcing CloudBees messaging. The campaign ties the Jenkins and CloudBees brands closer together.
AMPLIFYThe Breaking Builds images were shared across all social platforms, and used as conference signage. T shirts using campaign images will be used for social contest prizes
36,743TWITTER IMPRESSIONS
1,826FACEBOOK IMPRESSIONS
66,008TOTAL IMPRESSIONS
27,439LINKEDIN IMPRESSIONS
CASE STUDY
TARGETPosition Hybris as the leading platform inside SAP’s CEC Marketing platform, targeting marketing and commerce professionals.
ENGAGEAs the first platform announcement in the unified CEC solution suite, PAN leveraged the quarter’s key “Digital Transformation” messaging to secure mainstream attention of Hybris’ role in the platforms’ performance.
AMPLIFYEngage with key influencers such as Christine Crandell, Jason Bloomberg and Bob Thompson as well as media from VentureBeat, CMSWire, CMO.com, AdExchanger and DestinationCRM.
10+PIECES OF COVERAGE
RELATIONSHIP BUILDINGKEY INFLUENCERS/MEDIA ATTENDING SAPPHIRE
NAILED KEY MESSAGING“Hybris: Bringing Digital Transformation To SAP” - Forbes
INFLUENCER MARKETING TO DRIVE MESSAGING
OUR IMPACT
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PAN has helped many of our emerging company clients successfully execute on their exit strategies; resulting in over $4B in marketing-specific acquisitions.
Terms not Disclosed
Terms not Disclosed
Acquired for $400M
Acquired for $600M
Acquired for $1.5B
Terms not Disclosed
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CONTACT INFORMATION
PAN Communications
255 State St. Boston, MA 02109617.502.4300www.pancommunications.com
Contact:
Mark NardoneExecutive Vice [email protected]
