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Pull up a Chair: How to Ensure re. PResentation at the Marketing Table PRSA Pull up a Chair: How to Ensure re. PResentation at the Marketing Table PRSA Chesapeake Region Conference June 4, 2015 MODERN MARKETING

Chris Mc. Murry, Sr. VP, Public Relations, MGH • • 15 years of PR Chris Mc. Murry, Sr. VP, Public Relations, MGH • • 15 years of PR experience, including 11 at MGH • • Strategy consultant for all MGH public relations accounts Strategy/day-to-day lead for “Call 811 before you dig” integrated marketing communications campaign on national and local level Graduate of Syracuse University’s S. I. Newhouse School of Public Communications 2

About MGH • • • Integrated full-service marketing communications agency based in Owings Mills, About MGH • • • Integrated full-service marketing communications agency based in Owings Mills, Md. , that started as an advertising agency in 1995. Added PR to services a few years later. Work was typically “PR only” or “PR as a service in a silo” for client who used other agency services. Shift toward more integrated efforts came out of 2008 -09 recession and growth in digital media. Clients began expecting more ROI and more integrated marketing for their dollars spent. 3

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PR’s Role: Past and Present 5 PR’s Role: Past and Present 5

In the past: • C-level executives and even some top marketing execs once viewed In the past: • C-level executives and even some top marketing execs once viewed PR as an independent discipline that managed: – – Media requests – – Image enhancement Press conferences/events Earning “publicity” Increasing awareness of a product or service Crisis communications 6

Today: • • • Push toward integrating public relations into marketing communications. Management expects Today: • • • Push toward integrating public relations into marketing communications. Management expects departments to maximize budgets with smart ideas that work across disciplines. PR should help directly drive sales/conversions. 7

The Challenge: • • Top decision maker is typically a Director/VP/SVP of Marketing (CMO) The Challenge: • • Top decision maker is typically a Director/VP/SVP of Marketing (CMO) who may have biases toward marketing disciplines from her/his past. C-level executives (CEO/COO/CFO) are often guided by CMO’s viewpoint on marketing. 8

The Opportunity: • • • PR practitioners must integrate with other marketing communications disciplines The Opportunity: • • • PR practitioners must integrate with other marketing communications disciplines in ways that matter to the “C suite. ” Directly affect online actions by target audience. Go beyond impressions and media value and measure PR success using sales/marketing metrics. 9

The top three ways to earn re. PResentation at the marketing table (and gain The top three ways to earn re. PResentation at the marketing table (and gain larger budgets) 10

1. Use website analytics to tell your PR success story 11 1. Use website analytics to tell your PR success story 11

Web Analytics and PR • Three layers of PR success: 1. Exposure earned 2. Web Analytics and PR • Three layers of PR success: 1. Exposure earned 2. Consumer action taken as a result of the exposure earned 3. Conversion/sales increases around the time that exposure was earned 12

Web Analytics and PR • Three levels of PR success: 1. Exposure earned 2. Web Analytics and PR • Three levels of PR success: 1. Exposure earned 2. Consumer action taken as a result of the exposure earned 3. Conversion/sale increases around the time that exposure was earned • Levels 1 and 3 don’t guarantee attribution of overall organization success to PR, but often they can be the “go-to” metrics for PR campaigns. • Level 2 must be considered a top priority to connect PR results with conversion/sales increases. 13

Short Case Study: 14 Short Case Study: 14

811 and Victor Espinoza • • • National association with a small budget collected 811 and Victor Espinoza • • • National association with a small budget collected funds from members to sponsor. Goal was to educate general public about free 811 “call before you dig” service. Difficult to measure role of PR in driving calls, putting a premium on being able to measure the 2 nd level of PR results. 15

Measuring Campaign Effectiveness • • • Client made sports marketing decision to sponsor jockey Measuring Campaign Effectiveness • • • Client made sports marketing decision to sponsor jockey of California Chrome in 2014 and American Pharoah in 2015. Sought to maximize reach of marketing effort through PR, primarily via interviews. Needed to demonstrate that consumers learned about 811 so they knew what to do the next time they had a reason to dig. 16

Key Results from 2014 Campaign • • • More than 45 million people saw Key Results from 2014 Campaign • • • More than 45 million people saw 811 on race broadcasts alone, with hundreds of millions of additional impressions. Total website traffic on the three race days in 2014 was up 200% compared to the same three days in 2013 when no sponsorship was in place. Race days are top three single days for Web traffic in site’s history. 17

“Next Level Stats” Show the Real Value of PR • More than 90 percent “Next Level Stats” Show the Real Value of PR • More than 90 percent of visits to Call 811. com were generated by search engines on Triple Crown race days in 2014, compared to 65 percent on an average 2014 day. • 70 percent of traffic came from mobile devices, compared to 26 percent on an average 2014 day. 18

A Results Story for the “C-Level” • The integrated 811/Victor Espinoza sponsorship and PR A Results Story for the “C-Level” • The integrated 811/Victor Espinoza sponsorship and PR campaign was positioned as successful to c-level executives at CGA member companies because it: – – Reached a massive number of consumers (Results layer 1)… – Which led to increased public education about the 811 message, increasing the likelihood of an 811 phone call in the future (Results layer 3). With those impressions leading to a specific action: Searching for more information about 811 while watching TV coverage of Victor/the races and seeing the “Call 811” logo (Results layer 2)… 19

Bonus Tips for Better Measurement • • Approach online media relations with the mindset Bonus Tips for Better Measurement • • Approach online media relations with the mindset of direct response advertising by providing custom links to reporters for use in their stories. Integrate key words used in news releases and media trained spokesperson quotes with organization’s SEO goals. 20

2. Make your marketing the news story 21 2. Make your marketing the news story 21

Marketing as News • • • There’s a belief held by many that people Marketing as News • • • There’s a belief held by many that people want to block out all marketing messages. This just isn’t true. People try to avoid BAD marketing/advertising. Study in 2014 by an ad agency in San Francisco found: – – 78 percent of Americans look forward to Super Bowl ads more than the game. 70 percent seek out ads online before the game. 22

Marketing as News • Super Bowl ads become a story of their own before Marketing as News • Super Bowl ads become a story of their own before and after the game every year. 23

Making the “Super Bowl” Model Work for You • • • Most ads aren’t Making the “Super Bowl” Model Work for You • • • Most ads aren’t Super Bowl ads, but it is possible to earn news coverage from good advertising and earn respect for the value of PR from the Clevel in the process. One of the best ways to get true re. PResentation is to brainstorm with other marketers, especially for advertising campaigns. Key questions to ask when concepting ideas with ad people: – – – Can we make news as we produce the ad campaign? Can we make news leading up to the campaign launch? Can we extend the reach of the campaign by earning coverage after it launches? 24

Short Case Study: 25 Short Case Study: 25

OLD BAY’s “Summer of Baytriotism” • Situation: OLD BAY wanted to reconnect with the OLD BAY’s “Summer of Baytriotism” • Situation: OLD BAY wanted to reconnect with the Baltimore area and increase sales in this long-time major market for the seasoning. • Strategy: An integrated team at MGH brainstormed together and recommended that OLD BAY execute a campaign that showcased OLD BAY’s authentic Baltimore roots. • Key Tactic: The campaign needed a “voice” that represented all of Baltimore. PR and advertising both recognized the potential to create news surrounding the search for this voice – The Voice of Baltimore. 26

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Short Case Study: 28 Short Case Study: 28

Ocean City’s Advertising/PR Integration • Situation: Ocean City doesn’t change much year to year, Ocean City’s Advertising/PR Integration • Situation: Ocean City doesn’t change much year to year, making earning media coverage on destination enhancements alone a challenge. • Strategy: Create advertising campaigns that have PR and social media extensions to reinvent/repackage what makes Ocean City great to the people who love it. • Tactical approach: Creative ingenuity in advertising becomes the news hook. 29

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Short Case Study: 31 Short Case Study: 31

Smyth Jewelers’ Advertising/PR Integration • Situation: Iconic engagement billboard had been posted for several Smyth Jewelers’ Advertising/PR Integration • Situation: Iconic engagement billboard had been posted for several years. It was seeming as if Mr. Boh was having commitment issues, since he and the Utz Girl had yet to “tie the knot. ” • Strategy: Complete the story (and promote Smyth as a place to get wedding bands…not just engagement rings) by having the two Baltimore icons get married. • Tactical approach: Host a real, live wedding…with just two weeks of planning time. 32

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3. Sell your successes 34 3. Sell your successes 34

Merchandising the Work • • Not just for agency-client relationships; also important for in-house Merchandising the Work • • Not just for agency-client relationships; also important for in-house PR staff to management. It’s natural to just sell work back to your primary day-to-day contacts. – – That’s not enough to guarantee re. PResentation at the table in the future. The budget decision makers are usually higher up than the top marketing person in an organization. 35

Sell your PR successes as high up as you can until you get your Sell your PR successes as high up as you can until you get your hand slapped 36

Tools of the “Sell Back” • Simple text only mail – – • For Tools of the “Sell Back” • Simple text only mail – – • For a single tactical win, such as earning a placement in a strategically important media outlet Includes key data from section 1 of this presentation (why was it so important? ) Designed one-pagers – – – For short campaigns Includes data and images Allows for integration with sales/new business development/fundraising staff 37

Tools of the “Sell Back” • • • Video sizzle reels – – Can Tools of the “Sell Back” • • • Video sizzle reels – – Can be used for short campaigns or full-year recaps. Helps to highlight PR’s role in supporting integrated efforts in a dynamic way. Media relations – Pitch business stories about your organization’s/client’s success and attribute success to the PR/marketing campaign. Awards – – Awards programs continue to grow, but remember, winning awards is more about the people who funded the work. Awards can provide a news peg for media relations efforts. 38

Tone of the “Sell Back” • Highlights public relations success in the context of Tone of the “Sell Back” • Highlights public relations success in the context of full marketing communications integration and overall organizational goal achievement (helps avoid territorial battles with others). • Thanks everyone who played a role: • • Key client decision makers if you’re an agency. Key members of other departments (especially sales, product development, etc. ) to showcase how PR can serve as the center point in promoting the best parts about an organization. 39

In Summary: Ensuring you get re. PResentation • • • Find shared goals. • In Summary: Ensuring you get re. PResentation • • • Find shared goals. • Sell back the success of public relations to the C-level until you’re told not to do so. • • • Focus on PR goals/measurements that matter most. Consider and pursue all ways that PR and other forms of marketing can work together. Focus on business results when communicating with C-level. Point to past successes as justification for future PR funding needs. Integrate to maximize budgets. 40

Chris Mc. Murry MGH Senior VP, Public Relations Director 410 -902 -5036 cmcmurry@mghus. com Chris Mc. Murry MGH Senior VP, Public Relations Director 410 -902 -5036 [email protected] com 41