major media accomplishments
TRANSCRIPT
MAJOR MEDIA ACCOMPLISHMENTS
Government of Egypt (Ministry of Investment (GAFI):
Summary
From 2005 to 2006, as Vice President of Public Affairs for Fleishman-Hillard (MENA), I managed the Government of Egypt’s global communications campaign to increase foreign direct investment (FDI) into the country.
Strategy
The strategy centered on communicating the campaign’s key message: “Egypt – Open for Business” to specifically targeted nations including: United Kingdom, France, Germany, Italy, Egypt, Saudi Arabia, Kuwait, UAE and Qatar, China, India, and the United States.
Tactics
The campaign tactics included using video news releases, targeted ads, TV commercials, article placements in key global business magazines and newspapers, media roundtables with Egyptian government officials in Europe and the Middle East, in-bound media trips to Cairo, and leveraging media opportunities at key economic conferences: 2006 Euromoney Conference – Egypt: A Commitment to Reform Conference in London, the 2006 American Chamber of Commerce Egypt Investment Conference in New York, the 2006 World Economic Forum in Davos and the 2006 World Economic Forum on the Middle East in Sharm el Sheikh, Egypt.
Results
The campaign helped garner third party endorsements from the United Nations Conference on Trade and Development and the World Bank naming Egypt as one of the best places in the world to invest. And more importantly, the campaign helped increase FDI into Egypt from $1 billion to $5 billion.
Campaign Highlights
“Egypt – Open for Business” TV Commercial
I produced this TV commercial with Creative Labs of Egypt, which was initially broadcast in the Middle East and North Africa.
http://vimeo.com/20054419
Media coverage for the 2006 Euromoney Conference – Egypt: A Commitment to Reform Conference in London and the 2006 American Chamber of Commerce Egypt Investment Conference in New York The highlight of the campaign occurred during the week of March 14 – 17th, 2006 where I was responsible for simultaneously generating media coverage for both events.
Interviews of Egyptian government officials, including the Prime Minister, the Chairman of the Cairo Stock Exchange, the Minister of Finance, the Minister of Investment, and the Chairman of GAFI appeared on:
Egypt Channel One, Nile TV, Nile News, Egyptian Radio, MENA TV, Egypt Channel One, Dow Jones, Bloomberg TV, Dandana TV, BBC World Service, Business Monitor International, CNN, CNBC World , Bloomberg TV, BBC 2 News Night with Jeremy Paxman, BBC World, BBC Hard Talk, BBC World Service (Radio), CNBC Arabia, Reuters, Bloomberg, Fortune Magazine, USA Today, Dow Jones, Business Week, Forbes Magazine, Wall Street Journal, Bloomberg , CNN International, PAX, DirecTV (which aired on CNBC, CNN, MSNBC, Bloomberg, FOX News, and CNN Headline News), and World Business (which reaches 250 million people worldwide on broadcasters such as CNBC in Europe, PBS in the US, Orbit in the Middle East & Africa and Star World in Asia).
The total global television coverage achieved for the Euromoney London (March 14) and AmCham Egypt New York (March 16) events was 828.1 million homes.
Genoil Corporation:
Summary
From 2007 – 2008, as Vice President of Global Sales and Marketing, I rebranded, developed and managed strategic media, investor and public relations programs for Genoil, a Canadian based international engineering technology development company, including the successful global launch of a new commercial marine product, the Crystal Sea Separator.
Strategy
The strategy centered on positioning the company as an innovative technology leader that develops innovative oil and gas separation technologies and marine technologies. This included rebranding the website http://genoil.ca/ and all marketing materials.
Focusing on the new branding tagline, “engineering technology for the future”, the key messages to the media were that the company’s GHU® oil and gas separation technology is a cost-effective, efficient process for the simultaneous desulfurization and upgrading of heavy, high-sulfur crude oil. The higher quality and cleaner oil produced provides a superior feedstock to conventional refineries and increases the yield of gasoline, diesel and jet fuel.
On the marine side of the business, the key message was that the Crystal Sea Separator is a cost-effective, efficient system for the treatment of bilge water in ships resulting in the elimination of ship pollution.
Tactics and Results
Genoil Hydroconversion Upgrader GHU®
We aggressively positioned the COO/EVP with key industry and trade publications like: Oilsands Review, Hydrocarbon Processing, and major news outlets like Reuters as an expert on heavy oil refinement. We then positioned our Global Head of Business Development, the former chief geologist for ARAMCO, as an oil industry and oil market expert with cable news outlets like CNBC and Bloomberg News.
A look at three up-and-coming field
upgrading systems.
Oilsands Review -
Is bottomless-barrel refining possible?
Hydrocarbon Processing - September 2007
INTERVIEW - Tech firm Genoil aims to lighten China crude
slateReuters - 09 May 2007
October 2007
Crystal Sea Separator
Targeting key industry and trade publications beginning in November 2007, we launched an aggressive and new media relations strategy resulting in stories about the Crystal Sea and its technology in key trade industry publications: Tradewinds, Mariner Life, Marine News, Marine Propulsion, Engineering News, and Sea Technology.
Investment is needed to curb oily violations Tradewinds - November 2007
Bilge-water-treatment system prevents ship bilge pollutionEngineering News – November 2007
Genoil’s Crystal Sea Bilgewater SeparatorMariner Life - August 2007
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Genoil’s New Water TreatmentMarine News - August 2007
Satisfying tougher bilge discharge standards Marine Propulsion - July 2007
Kontek Industries:
Summary
From 2004 to 2005, I co-created and managed a strategic communications for the company, an innovative homeland security manufacturer.
Strategy
The centerpiece of the strategy was to re-position the company, which was recovering from the fallout of the telecom industry turndown, as an innovative technology leader providing state-of-the-art homeland security, critical infrastructure, and force protection solutions for U.S. government and private sector facilities.
Tactics
Re-branding the company included creating a corporate website: http://kontekindustries.com/ . Then using a media campaign targeted towards the U.S. military, homeland security trade publications, TV, and radio along with key business champions (the Missouri congressional delegation, the U.S. military, and private sector customers), we were able to garner national attention (including the Wall St. Journal, New York Times, and Washington Post) and build the company’s reputation for manufacturing the world's most technologically advanced vehicle and delay access barriers, blast resistant barriers, guardhouse shelters, and telecommunication shelters.
Results
The new communications program resulted in numerous new contracts being awarded to the company and total sales increasing from $2,000,000 to $40,000,000.