dan klores communications public relations capabilities overview november 13, 2006
TRANSCRIPT
Dan Klores CommunicationsPublic Relations Capabilities Overview
November 13, 2006
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Contents The DKC Facts
The DKC Difference
DKC & Sprint
About DKC
Among Our Clients
Relevant Snapshots
Additional Case Studies
Budget
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The DKC Facts Founded in 1991 -- Public Relations & Integrated Marketing
Fifth Largest Independent Public Relations Agency in the Country
More than 100 PR and Marketing Professionals
Named Consumer Agency of the Year by the Holmes Report
Specialties Include: sports, entertainment, consumer products, health care, hospitality, media properties, travel, corporate, music, fashion, government relations, not-for-profit, education, film, special events and crisis management
DKC -- A strategic public relations and integrated marketing agency, known for its out-of-the-box thinking and results-oriented solutions, driven by the ability to build relationships between and among clients, media and target audiences
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The DKC Difference
Competitive Differences Far Less Bureaucratic vs. Large, Holding-Company Owned Agencies
Move Faster More Results-Oriented
Deeper Resources, Expertise and Client Base vs. Small Independent Firms Diversity of Staff Media Leverage Client Connections
Breadth of Capabilities Strategic Communications Counsel -- Message Development
to Crisis Management News Architects -- Creation to Placement Relationship Builders -- Ability to Connect the Players
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DKC CONNECTS YOU TO THE KEY PLAYERS
ManagementCompanies
ManagementCompanies
Key Industry
Influencers
Key Industry
Influencers
Film, MusicFashion
Companies
Film, MusicFashion
Companies
National Media
National Media
Media Partners
Media Partners
DKC & Sprint Entertainment
Marketing
DKC & Sprint Entertainment
Marketing
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DKC CONNECTS YOU TO THE KEY PLAYERS
ManagementCompanies
ManagementCompanies
TopSports
Leagues
TopSports
Leagues
KeyIndustry
Influencers
KeyIndustry
Influencers
National Media
National Media
MediaPartners
MediaPartners
DKC & SprintSports
Marketing
DKC & SprintSports
Marketing
DKC &
Sprint Sports and Entertainment Marketing
December 1, 2005 – October 31, 2006
“POWER UP”
DKC Highlights
DKC VALUE TO SPRINT December 1, 2005 – October 31, 2006
TOTAL CAV: $ 715,814,869
TOTAL Impressions: 1,928,598,117
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THE HEADLINES
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What They Are Saying About Sprint…. “Academy of Television Arts and Sciences chief operating officer Alana Perris said the initiative fit well with the Emmy
telecasts tradition of embracing new technologies and innovative elements.”- The Hollywood Reporter, August 25, 2006, on Sprint’s debut of Emmys AirPlay Live allowing Sprint subscribers to vote and play along with the Emmy Awards.
“The NFL’s deal to give Sprint rights to stream the coverage of the 2006 draft from the NFL Network to 20 million cell phone users should make TV sports executives sit up and take notice.”- USA Today, April 14, 2006
“Sprint will become the first mobile company to offer original college hoops content to cell phone users.”- Sporting News, March 14, 2006
“No self-respecting Olympian would be without a top-of-the-line cell phone like the Sprint Power Vision Multimedia Samsung MM-A900.”- Daily News, February 16, 2006
“Perennial rockers go high-tech with first live concert on ‘third screen’.”- Associated Press, December 5, 2005
“This summer only Sprint customers hold the ultimate ‘tickets’ and ‘backstage passes’ to the music world’s hottest new virtual ‘club’.”- Forbes.com, June 24, 2006
What They Are Saying About Sprint…. “(Forrester Research analyst Charles) Golvin says Sprint’s edge is that it understands what content works on phones.”
- USA Today, September 12, 2006
“Sprint unveils Power View this week, the industry’s first made-for-mobile sports and entertainment video programming network.”- New York Daily News, September 25, 2006
“’Delivering compelling content is a huge priority for us,’ Chad Biggs said, to help persuade customers that Sprint Nextel is a media company as well as a telecommunications provider.”- New York Times, February 2, 2006
“The Electronic Entertainment Expo proved not to be just another convention for corporate types and computer geeks. Nicole Ritchie, modeling a new Sprint phone, hung out with video game icon Pac-Man.”- OK! Magazine, May 29, 2006
“More than half of Sprint’s direct base of 40 million customers use handsets capable of receiving the live feed from NFL Network, according to Steve Gaffney, Sprint’s director of Sports Marketing.”- USA Today, April 14, 2006
“Sprint and Interscope recording artists collaborated to deliver the first Sprint Music Series, which will be made exclusively available for mobile phones in the United States.”- Vibe.com, June 29, 2006
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PR Value Breakdown By Campaign NFL Draft
CAV: $7,924,626 Impressions: 6,315,035
Super Bowl XL CAV: $672,646,645 Impressions: 410,041,858
NFL Mobile - Emmitt Smith CAV: $985,196 Impressions : 18,450,705
NFL Mobile - Total CAV: $4,649,084 Impressions: 39,950,599
Bon Jovi CAV: $5,405,033.20 Impressions: 66,000,615
Tony Awards CAV: $409,555.11 Impressions: 97,775,418
EMMY Awards CAV: $3,004,406 Impressions: 66,223,623
E3 CAV: $224,258 Impressions: 312,437,734
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PR Value Breakdown By Campaign
MLB Baseball CAV: $1,832,398 Impressions: 86,757,581
NCAA Tournament CAV: $12,577,824 Impressions: 734,238,005
Torino Olympics CAV: $1,339,086.16 Impressions: 9,645,028
Talladega Nights CAV: $3,381,713.75 Impressions: 9,655,656
Sprint Music Series CAV: $897,417 Impressions:16,595,239
Powerview CAV: $537,627 Impressions: 54,511,021
ABOUT DKC
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DKC CapabilitiesBranding and Strategic Development
From positioning to message development; business and communications strategies
Public Relations Internal and external communications
Media Relations National, regional, local; consumer, B-2-B, trade
Integrated Marketing Identification and development of partnership opportunities and promotional initiatives
DKC Events Known for excellence in conceiving, organizing and running special events
Multicultural & Niche Communications Programs From stand-alone programs to campaign components – Hispanic-American, African-American, Gay & Lesbian
Crisis Management Long and respected record -- individuals, corporations, government and political arenas
Collateral and Design From concept and design development to production supervision
Managing ROI Qualitative and quantitative
DKC DIVISIONS
Consumer Products
Consumer Products
Corporate/Crisis Management
Corporate/Crisis Management
HospitalityLifestyle
HospitalityLifestyle
Health CareHealth Care Public AffairsPublic Affairs
GovernmentNot-For-Profit
GovernmentNot-For-Profit
Media PropertiesMedia Properties
EntertainmentMusic
Fashion
EntertainmentMusic
Fashion
SportsSports
DKCDKC
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Among Our Clients Showtime Networks Vitaminwater Russell Athletic Foxwoods Resort & Casino Sirius Satellite Radio The Children’s Health Fund Giuliani Partners Estée Lauder Junior’s Cheesecake Rockwell Architecture Alicia Keys Jay Leno Sean “Diddy” Combs Coach Michael Eisner/Tornante EMI Music
Sprint/Nextel Delta Air Lines New Balance Athletic Shoe, Inc. Microsoft National Basketball Association Major League Baseball Modell’s Sporting Goods Warner Home Video Henri Bendel Kate Spade Reuters New York Daily News Wall Street Journal Weekend Edition Esquire US Weekly MTV Networks
WHY DKC?
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DKC Knows the Power of Sports Major League Baseball
National Football League
United States Tennis Association
ESPN
National Basketball Association
Arena Football League
Women’s National Basketball Association
Warner Home Video
New Jersey Nets
Cablevision/Madison Square Garden
Modell’s Sporting Goods
Tiger Woods Foundation
HOK
Liberty National Golf Club
Travis Pastrana
New Balance Athletic Shoe, Inc.
Delta Air Lines
New Era
Foxwoods Resort & Casino
Wasserman Media Group
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DKC Knows Major Brands & Branding Delta Air Lines
Henri Bendel
Piaget
W Hotels/Starwood
General Motors
Scotts Company
J. Crew
Coach
Tommy Hilfiger
Kate Spade
Giuliani & Partners
Ian Schrager
New Balance Athletic Shoe, Inc.
FAO Schwarz
Avon
M·A·C Cosmetics
Estée Lauder
Jo Malone
Movado
Exhale Spa
David Barton Gyms
Foxwoods
Hard Rock Hotels
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DKC Knows Celebrities & Entertainment Alicia Keys
Ashlee Simpson
Bon Jovi
Carey Hart
Dave Mirra
Howard Stern
Jay Leno
JC Chasez
Carly Simon
Travis Pastrana
Jennifer Lopez
Jessica Simpson
Naomi Campbell
Paul Simon
Petra Nemcova
Rob Thomas
Sean “Diddy” Combs
Tim Robbins
Trudie Styler
Donny Deutsch
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DKC Knows the Media Esquire
The New York Daily News
SportsBusiness Journal
ESPN
Reuters
King Features Syndicate
Sirius Satellite Radio
Reader’s Digest
TV Guide
Court TV
Every Day with Rachael Ray
HBO
Wall Street Journal Weekend Edition
US Weekly
Entertainment Weekly
Self
Fox News Channel
Cosmo Wire
Scholastic Media
CNB
Life
New York
Nightly Business Report
Showtime
DKC Knows New Media & Technology Sprint/Nextel
Michael Eisner’s Veoh
US Weekly.com
Reuters / Reuters.com
Glam.com
Daily Candy
Huffington Post
Efonica
FTD/FTD.com
Limbo 41414
Rainbow
Screenvision
InDemand
Sirius
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Relevant SnapshotsDKC Sports and Entertainment Programs
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DKC SportsWarner Home Video
DKC has guided the nation’s No. 1 DVD company through its launch and growth in the sports category. In its role, DKC counsels Warner through strategic negotiation process with Wayne Gretzky, Mark Messier, Shaquille O’Neal and Terrell Owens (among others). DKC is also
responsible for all media campaigns supporting NFL (including Super Bowl), NBA and NHL titles. In two years revenue has grown 300%.
ESPN Asked to support ESPN’s “Without Sports” brand campaign, DKC turned the Watersmeet Nimrods (“Without Sports Who Would Cheer for the
Nimrods?”) into a cultural phenomenon. The Nimrods were featured in the New York Times Magazine, appeared on the “Tonight Show with Jay Leno” and “CBS Sunday Morning.” Over $300,000 in Nimrod merchandise sold nationwide helped fund the school’s new auditorium.
Liberty National Golf Club DKC was charged with building a buzz of excitement and anticipation for the opening of the $129 million golf course and to create a distinct luxury
golf brand image driving membership sales. DKC set the tone with an A1 Wall Street Journal story followed by a strategic PR blitz to extremely targeted media outlets i.e. lifestyle and high end publications. By placing specific stories on amenities such as yacht, ferry and
helicopter services to and from Manhattan, food by renowned chef Tom Colicchio and waiter service on the course, DKC built the brand that is “Liberty.” Each of these pieces emphasized that golfers would enjoy more than just a golf course by becoming a member of Liberty. With
little to no advertising support, the public relations campaign was so successful that memberships sold out, there is now a two-year waiting list and such luminaries as Rudolph Giuliani, Robert Kraft, Bill Getty and David Simon have all become members of Liberty National Golf Club.
Tiger Woods FoundationAs the only agency representing Tiger Woods’ endeavors, DKC was tasked with developing a strategy to reposition his philanthropic efforts – The
Tiger Woods Foundation – from what was perceived to be a youth golf academy into what is now recognized today as youth- empowering organization with a focus on academics. The process began with a USA Today cover story on Tiger’s devotion to advancing education for children and continued over two a two-year period through generation of strategic media placements devoted strictly to philanthropy and
education. DKC’s efforts culminated with last January’s launch of the first Tiger Woods Learning Center. DKC counseled on the launch event, helped garner the participation of President Bill Clinton and produced a landmark profile of the Tiger Woods Learning Center for “60 Minutes.”
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DKC Entertainment EMI Music
Developed a strategic, long-term communications plan that guided EMI through merger talks, executive changes and fluctuations in the music industry to cement EMI’s position as the world’s third largest music company and brand it as the only pure, stand-alone label. DKC was instrumental in
shifting perception of the label from a catalogue heavy dinosaur to the ultimate artist friendly home and nurturer of new talent such as Coldplay, Norah Jones and Joss Stone.
General Motors
Turned a simple program sponsorship of Ken Burns’s “JAZZ,” into a blueprint on good corporate citizenship. DKC recruited marketing partners and embarked on a dual purpose campaign to not only gain viewers for the mini-series, but also draw supporters to General Motors’ efforts on behalf of “JAZZ.” The campaign resulted in 13 New York Times pieces alone, as well as GM-centric stories in USA Today, Entertainment Weekly, Newsweek
and the Associated Press, and inclusions in Vogue, GQ, Vibe, and Time; doubled jazz music sales in America; garnered more than 40 million viewers for the 18-part series and won goodwill for GM’s efforts to help sustain an American cultural institution .
American ExpressConverted a traditional credit card launch for the Blue card to a major pop culture happening that reached a young, savvy consumer. A major, free Central
Park concert, coupled with a network special, and out of the gate PR launch, made the American Express Blue Card a must-own for people across the country, and helped underscore that American Express is a hip company in touch with an increasingly tech-conscious customer.
Sirius Satellite RadioAsked to help brand Sirius as the place for quality programming, DKC has successfully ingratiated individual stations such as Eminem’s Shade 45 channel
into not only widespread community acceptance, but also to a leadership position for all things hip-hop, resulting in many imitators. DKC also oversaw a seismic sea change in the radio industry with the announcement that Howard Stern was moving to Sirius, guided both Stern and Sirius
through the move and are still activating programs that underscore the value of partnership. Cover stories on the relationship were secured in Entertainment Weekly, Esquire, New York magazine, as well as cover of the Arts & Leisure section of nearly every major daily newspaper across
the country.
Sean “Diddy” CombsDKC built this original personality brand and has spearheaded all of Comb’s endeavors and business venture roll outs with long term goals and short term
execution, always maintaining the goal of enhancing and protecting Combs’ image and businesses. Campaigns included: restaurants, clothing and fragrance lines, music, publishing, production work, acting, athletic achievements, auto licensing deals, fragrances and books. The result is a
personality brand name who continually reinvents himself and attains success every time.
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Additional Case Studies Delta
Elvis # 1 Hits
GM/Ken Burns’ “JAZZ ”
Sirius
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Delta Air Lines retained DKC in January 2003 to develop and implement an integrated marketing communications program to launch Song, a new low-cost carrier.
In an atmosphere of economic uncertainty and industry layoffs (including those being incurred by Delta), DKC's main challenge was to develop a PR driven communications program that would generate enthusiasm among employees and the media alike.
The strategy was to break Song out by positioning the airline as a fun, exciting lifestyle brand across a wide range of media platforms.
DKC deconstructed the onboard experience, then created and supported partnerships with numerous DKC clients, including Kate Spade and Rande Gerber.
DKC implemented an extremely aggressive and successful marketing/public relations program directed at lifestyle and travel media, not only airline business press.
DKC utilized a wide range of online and virtual tactics aimed at younger flyers. These included extensive online polling, online contests and blogging linked to onboard in-flight entertainment content.
Song performed ahead of plan, delivered profitability and further raised the bar for budget travel in style.
CAV over $20 million and 100 million impressions in first six weeks; over 1,500,000,000 impressions generated by 2006.
Due to DKC’s success in launching and positioning Song, Delta has retained DKC to develop and roll out the “New Delta” based on lessons-learned from Song.
Retained by SIRIUS Satellite Radio to announce the acquisition of Howard Stern’s radio show and to promote Sirius’ original content.
DKC developed and executed a major media blitz to promote SIRIUS Satellite Radio and to drive holiday radio sales timed with the start of The Howard Stern Show on SIRIUS.
DKC developed unconventional initiatives to generate widespread media coverage and build buzz around SIRIUS Satellite Radio including: a Thanksgiving rally in Union Square during which Howard Stern handed out gifts to fans.
Announced partnership with Eminem, Shady Records and Interscope Records to create a cutting-edge hip-hop music channel exclusively for SIRIUS; the “World’s Sexiest Voice” contest with Motley Crue, Gilbert Gottfried and Jim Breuer as celebrity hosts for SIRIUS’ Maxim Radio; announced Catholic Radio channel with New York Times exclusive.
Media coverage has included: New York Times, USA Today, Wall Street Journal, Billboard, AP, Reuters, Washington Post, LA Times, Hollywood Reporter, cover stories in Entertainment Weekly, New York Magazine and Esquire, Today Show, 60 Minutes, Late Show with David Letterman and coverage in all other major markets.
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BMG was to release a remixed “greatest hits” collection to commemorate the 25th anniversary of Elvis Presley’s death, as part of a multi integrated Elvis campaign that also included books, magazines, collectors boxed sets, etc.
With no star or family spokesperson, and an eroding brand essence that had gone from being a harbinger of pop culture to Vegas lounge act, DKC was retained to ensure the album and the Presley legacy stood out from the onslaught of commemorative coverage.
DKC came out of the gate early, and secured continuous media coverage for more than seven months in a cross platform of media e.g. Rolling Stone, Esquire, Parade, LA Times, Newsweek, Details, Interview, “Today Show,” and “Dateline” that highlighted the Presley voice, music and multitude of cultural contributions.
DKC created a partnership with NBC to create the one-hour tribute special “Elvis Lives” for November sweeps.
As a result, “Elv1s: 30 #1 Hits” sold more than 10 million albums worldwide, spawned other Elvis branded initiatives and DKC retained for AOR for all BMG licensed Elvis products.
GM hired DKC to win recognition for its support of Ken Burns’ films on PBS.
For “JAZZ,” DKC executed the largest-ever marketing campaign on behalf of a documentary film, including partnerships with NBA, Starbucks, United Negro College Fund, American Airlines, Sony, Verve and Amazon, to gain recognition for GM.
DKC organized a national press conference emceed by Wynton Marsalis, to introduce GM as the corporate ringleader who aims to resuscitate jazz music in America.
DKC organized a nationwide media blitz, as well as a 19-city promotional tour comprised of screenings, appearances, book and CD signings, and music events.
Feature and cover stories in USA Weekend, NY Times, Newsweek, Time, Entertainment Weekly, Vanity Fair, GQ, Details, Esquire, Glamour, Cosmopolitan, Time Out NY, and multi part series on “Today Show,” “CBS Sunday Morning,” “Charlie Rose,” “Larry King,” etc.
Efforts doubled overall Jazz sales in America, and tune-in for PBS, propels companion CD to the top of Billboard charts, companion book to top of New York Times bestseller list.
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Budget - Scope
Unlike many agencies, DKC does not bill by the hour; rather, we work to meet our very high standards on a retainer basis (and until the job gets done). The fee structure is based upon the scope of work and the team needed to make it happen. DKC’s current monthly structure with Sprint provides for a $25,000 fee in January and February and $20,000/month for the rest of the year.
The fee would include account management, development and execution of a comprehensive communications and publicity program, writing of basic press materials, implementation of agreed upon media relations campaign and client counseling. Out-of-pocket expenses are billed separately plus a 15% mark-up. Fees for special event development or other special projects would be negotiated separately.
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Budget - Hourly RatesThis hourly grid represents the estimated value of the work performed by DKC on behalf of Sprint ona monthly basis. We are able to work with you to establish a billing structure to meet your needsthrough a retainer, hourly billing or a combination of the two.
Name Title RateEstimated Hours per year Estimated Hours per month Per Month Avg
Sean Cassidy President $400.00 52 4.34 $1,736.00Scott Novak Senior Vice President $350.00 260 21.67 $7,584.50Susan Makarichev Senior Vice President $350.00 260 21.67 $7,584.50Philip Crimaldi Account Supervisor $250.00 260 21.67 $5,417.50Schuyler Baehman Senior Account Executive $225.00 208 17.33 $3,900.00Debra Carey Senior Account Executive $225.00 208 17.33 $3,900.00Eva Karloczy Senior Account Executive $225.00 208 17.33 $3,900.00
1456 121.34 $34,022.50
Dan Klores Communications (DKC) Pricing Spreadsheet For Sprint