RBC
Rob Bailey Communications
Strategic Marketers and Media Mavens
Powered By A Passion For Results
Agency Capabilities & Select Case Studies
October 2009
RBC – Who We Are
Highly
Creative
Brand
Builders
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Masters
In All
Aspects
Of PR
Former
Big Agency
Leaders
RBC
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Hands-On,
Senior
Counselors
CrossCategory,
Multi-Target
Experts
Talented at building brand
preference via strategic,
integrated marketing efforts
Strong players in consumer
products, entertainment,
retail, sports, hospitality,
travel, B to B, animal health,
youth marketing, consumer
healthcare
In step with men, women,
seniors, kids, minorities and
trend-setters
Skilled in national and niche
media relations, event
planning, issues
management, internal
communications, Web
relations, grassroots
outreach and cause-related
programs
RBC – Why We Excel
WE
LOVE
PR
MEDIA SAVVY
IS IN OUR BLOOD
We started as reporters
and know what makes news
COLLABORATING
WITH CLIENTS IS KEY
We’re all on the same team and
share one goal – growing the brand
STRATEGY IS SECOND NATURE
We bring what’s best about brands to life in
compelling ways – reflecting the desires of consumer
constituents and influencers
PERSISTENCE & FRESH PERSPECTIVES
PAVE A SUCCESSFUL ROAD
We work until we achieve goals, shifting gears as necessary
RBC’s Hallmark:
Strategic Storytelling
It’s less about SPIN and more about a SOLID STORY
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Your target audience needs news that will forge emotional and
rational brand connections, yielding purchase preference
Information bombards targets from countless places – OUR
NEWS has to mean something to them to stand out
How we do it
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When there’s no news, we create it
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When a story already exists, we broaden its appeal
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Via a variety of means -- events, surveys, links to current headlines and
milestones, spin-offs of studies, etc.
Add new dimensions, convey stories in unexpected places
Our stories shine the light on clients where they want to be -- in
front of decision-makers, prospective purchasers
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Because it’s all about seeding awareness that blossoms into people
choosing your brand above the rest
Current/Past Clients
The Company We Keep
From Kids, Calories, Clothes
And Consultants…
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HIT Entertainment
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NutriSystem
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Brand non-branded category
Position venerable brand as a hip force behind the upward surge
in knitting’s popularity
Daffy’s
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Spearhead ongoing re-introduction of weight loss brand and
promote new innovations
Lion Brand Yarn
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Act as AOR for stage show tours, bringing 150+ markets the
opportunity to meet The Wiggles, Barney, Thomas the Tank
Engine and Bob the Builder
Maintain and increase awareness for the premier off-price
retailer
Faith Popcorn BrainReserve
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Lead media relations for foremost trend resource that helps
companies meet future consumer needs
…To Rides, Refreshments, Ringers
And Singers
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New York Skyride
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Fuze Beverage, Inc.
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Elevate awareness for this world-class brand of "show"
basketball
Shikatani Lacroix Brandesign
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Promote world’s first entry into new “smart beverage” category a line of “vitamin-infuzed” teas and juices
Harlem Wizards
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Implement over-the-top media effort for big screen NYC tour
Generate U.S. business interest in cutting-edge, Canadian
design agency
Total Entertainment, Inc.
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Drive business leads for event entertainment company that
features two-time “Today Show Throws A Wedding” band of the
year, Soul Solution
RBC
BRIEFCASES
SNAPSHOTS OF RECENT
CLIENT PROGRAMS
Relaunch A Diet Legend
NutriSystem:
Strategic Brand/Company Reintroduction
QuickTime™ and a
QuickTime™ and a
TIFF (LZW) decompressor
are needed to see this picture.
Quic kTime™ and a
TIFF (LZW) decompress or
are needed to see t his pic ture.
BEFORE
QuickTime™ and a
TIFF (LZW) decompressor
are needed to see this picture.
Embarrassing
TV Moment: Zora Can’t
Fit Into Her Dress…
NutriSystem
TO THE RESCUE
AFTER
Introducing…
The NEW NutriSystem
Goals
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Promote rebirth of ‘70s weight loss company as provider of a
REAL diet – one that works for REAL people
Create widespread national coverage for new company and diet
– NutriSystem Nourish
Drive Web site visits, NutriSystem food purchases, sales of
Nourish book
Generate positive awareness for new products/innovations
Strategic Actions
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Affiliate with select REALITY TV stars to help promote REAL diet
as contemporary and cutting-edge
Establish company as authority clearing up carb confusion
Position as innovative, diet regimen combining latest science and
portion control info, tailored for busy 21st century life
Feed Media’s
Good-Carb Appetite
Results
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Now fastest-growing U.S. diet company, surpassing corporate earnings
goals quarterly. (PR is a large part of marketing mix)
Launch engendered numerous national placements including Woman’s
World cover, People cover, Us, First For Women, VH-1 and “The View,”
and top-market hits in NYC, LA, Chicago, etc.
Evolve Into A REALITY TV Diet
Beyond The Launch
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Scent Science Scores
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Aquaescents introduced
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GMA, Daily Buzz, First For
Women, New York Daily News,
Fort Worth Star-Telegram,
Wireless News Flash, etc.
Flying High With “The Swan”
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Water bottle with scented caps
that “flavor” contents – without
calories
NutriSystem nutritionist is ‘04
diet expert on hit show
Women shed 200 lbs. on diet
Leno, US, Star Magazine, etc.
New Year’s Testimonials
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REAL diet successes
People (cover), First For Women
(again), All You
Total audience to date:
100 million+
.url
Brand A Generic Category
Goals
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Help brand a competitive category with little
differentiation
Continually make 126-year-old brand
appear as fashion-forward trend-setter
Strategic Actions
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Demonstrate Lion Brand’s innovative brand essence, especially among
young knitters and media
Transform “Knitting Is Hot Again” trend into spin-off stories for Lion
Brand
Appeal to primarily female audience through meaningful, cause-related
activities
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Promote Crochet For A Cause Kit to benefit Komen
Magnify and brand any opportunistic angles
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Stitch Lion Brand into Martha’s Prison-Break Poncho story via series of
angles, turning photo opp. into branded fashion statement
Martha, Martha, Martha!!!
Results
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Lion Brand brightly spotlighted amid Martha Stewart coverage
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Company recreates Martha’s Prison-Break Poncho
 Stewart commends brand for its pattern and for soft yarn in original
 Non-stop pitching transforms poncho into icon/revives fashion favorite
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Coverage fueled for 3+ weeks, reaching 100 million+ consumers via
WSJ (Marketplace Front Page), GMA, People, Newsweek, Fox News,
Scripps-Howard, L.A.Times, The Washington Post and hundreds of other
outlets
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500,000+ needlecrafters download pattern, drive significant yarn sales
 Deemed most popular pattern in Lion Brand Yarn’s 127-year history
No More No-Name Yarn
Results
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Beyond promoting Martha’s poncho, we’ve put the brand on the
map among 65 million+ additional consumers via hits covering a
plethora of other pitches
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Crochet For A Cause Kit appeared coast to coast in outlets including Harper’s
Bazaar, Health Magazine Online, Philadelphia Inquirer, Baltimore Sun,
Pittsburgh Post-Gazette
YM showcased brand in 2-page spread with packaging photo, contest, site link
Good Housekeeping featured holiday scarf pattern
American Baby promoted Learn To Knit Kit
Knight-Ridder, Tribune Media Service, The Chicago Tribune, Seattle Times,
Atlanta Journal-Constitution, WB11-TV NYC, KARE-TV, etc. endorse
“Man-cho,” (male poncho) and funky home décor fashions as fun gifts
Success For The Newly
Dressed
NYNE:
Introduce New Line of Versatile Clothes for
Today’s Multi-tasking Men
NYNE Clothing Line Debut
Goals
 Level 1 -- GENERATE AWARENESS
 Level 2 – SEED PREFERENCE, CREDIBILITY
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Building the brand by gaining positive articles and segments -- thirdparty endorsement by the media
Can be used internally by organizations to generate interest in their
products among key customers & retailers
Level 3 –DIRECTLY BOOST SALES VIA PR
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In 99 percent of plans, PR is just one element in an integrated
marketing effort to help sales (along with advertising, promotions,
etc.) – but it’s almost never a sales generator alone
However, when PR can directly create a sales spike (or several), it
has achieved a new level of success – surpassing many other
efforts
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TRANSLATION: It Doesn’t Get Better Than This…
“NYNE” Lives For One Brand
Strategic Actions
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Trumpet NYNE’s core brand values
Translate brand personality into everyday life and newsworthy
themes
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Promoted NYNE Lives and how the line transforms even average guys
into A-listers
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Pitch many different “New You” angles for men and the women who
like to dress them
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Spring Renewal -- Multi-Tasking Men With Clothes That Take Them
Anywhere
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Boardroom to Playground to Nightclub
Fashion-Forward Father’s Day
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A New You with New Energy
Male Make-over Fashion Show, Must-Have Gifts, etc.
Refreshing Line of Summer Styles (CoolMax angle)
Full-Line of Mix/Match Ensembles For Fall
Help journalists take our brand and weave it into their fashion and
lifestyle stories
New Clothes “Catch Fire”
Results
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Big national splash with Fox
& Friends NYNE Makeover
and Knight-Ridder wire
service feature
Key Father’s Day coverage
in target market daily print
and key Fashion Web sites,
including the coveted DAILY
CANDY
30 million+ consumers
reached with an incredible
CPM of $1.24 !!
For The
Of Shopping
:
Giving the press and shoppers a reason to start
talking about Daffy’s …
Making Daffy’s
Relevant Again
Goals
 Extend media buys with unpaid editorial to fill gaps
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Give the press and consumers a reason to start talking
about Daffy’s again
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Challenge -- smaller marketing budgets don’t usually interest
media, so need to highlight creative, unique mediums
purchased, and the local, historic significance of Daffy’s
A new “Mannequin” ad campaign offered a timely reason to look
at a five-decade success story
Create a call to action that drives traffic by reconnecting
with target
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Develop stories/stunts/events that engage media and consumers
with the brand and the campaign
Playing Cupid Between
Brand & Shoppers
Strategic Actions
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Tell the Daffy’s story within the NY/NJ/CT Tri-state area (because
this is a regional success story)
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Bring New Ad Campaign To Life
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History
Merchandise
Introduce Mannequins through public appearances utilizing Mannequin
Street Team
“Safe Sex Is Always In Fashion” Strategic Partnership Initiative
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Valentine’s Day event with the Women’s Institute at the GMHC
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Distributed safe sex packs throughout New York City
Capitalize on new store opening in Westchester to showcase
continued brand growth
Also “Travel” outside the Fashion Pages
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Daffy’s Shopping Experience awareness campaign targeted at Travel
media covering tourist destinations in New York City
Daffy’s Feels The Love
Results
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Regional media
homerun -- extensive
coverage of new
marketing campaign
and Westchester store
opening netting over 6
MILLION impressions
Distributed 25,000 safe
sex packs, as well as
promotional incentives
that spiked same-week,
in-store traffic by more
than 20% during the
“Safe Sex Is Always In
Fashion” initiative
Landed “fashion
consultant” segments
with Univision
Getting Noticed….
Everywhere You Go
Grass Roots Appeal:
Marketing Family Shows Creatively
Entertain Families Coast To Coast
The Wiggles, Day Out With Thomas, Barney’s Colorful World,
Bob The Builder LIVE!, Arthur LIVE, Stars on Ice
Goals
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Drive ticket sales/traffic at family stage shows and events
Showcase unique appeal of properties to attract new fans, as well
as strengthen existing consumer relationships
Maximize awareness of brands through stage show tours
Strategic Actions
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Position Wiggles, Barney, Thomas, Arthur and Bob as true
celebrities from a child’s POV -- creating major call to action among
feature TV/print, Web media outlets, as well as parents
Create anticipation for, ongoing buzz about and great photo/video
opportunities around local appearances/chances to meet these stars
Maximize coverage opportunities by announcing future visits and
layering tailored local angles on top of core story
Bring Characters To LIFE
Results
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Most events enjoy a nearcapacity turnout and strong
community buzz
All tours combined have netted
5,000+ media hits reaching more
than TWO BILLION PEOPLE
Broadcast coverage ranges from
national segments, including a
Sweeps Primetime appearance
on “Deal or No Deal,” to local live
remotes and fun packages in
nearly every market
Major print features regularly
appear in national and local
outlets including: US Weekly,
Parents, Attache (US Airways),
The New York Times, The Los
Angeles Times, etc.
Client Commentary
I can't tell you how thrilled we are with the partnership we
have formed. Your team has done an incredible job for
NutriSystem! You are true PR pros with patience and
unstoppable stamina
-
Sheri Keiles, VP, Communications, NutriSystem, Inc.
RBC has become a valuable and trusted partner for HIT.
They are a critical component in the success of our tours,
generating significant interest and excitement for
our shows in every market
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Sloan Coleman, VP, Wiggles USA
RBC’s Value Proposition
Just looking at the bottom line…
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For Hit Entertainment -- CPM = 27 CENTS
For NutriSystem -- CPM = 63 CENTS
For Lion Brand Yarn -- CPM = $1.69
PR industry standards state CPMs from $7-$12 are good, lower
CPMs are GREAT
RBC gives clients a service with true value
Top talent + great results + 0 big agency overhead =
Significant ROI you can bank on
That’s Just A Taste Of What
RBC Has Done In
8 Short Years
Here’s A Brief Glimpse Of RBC’s Leaders
And Other Clients We’ve Handled…
RBC Senior Leaders
Rob Bailey, President
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Founded RBC in 2002
15+ years in PR/communications
Former TV anchor/producer in NY, FLA
Known as first-rate problem-solver with NYC big agency experience
 Edelman, MS&L, Ruder Finn and Dan Klores Communications
Spearheaded successful image and brand-building campaigns across
many industries for clients including:
A few claims to fame: Subaru Turnaround Story, Pepsi Challenge PR,
Shell Robotic Gas “Smart Pump” launch, Glacéau vitaminwater and
smartwater launch, Champion 1996 Olympics Official Outfitter program
B.A. University of FLA’s School of Journalism and Communications
That’s Just A Glimpse Of What
We’ve Done For Others…
Let’s Talk About
What We Can Do For You…
Rob Bailey
rbailey@rbcpr.com
201-760-0200, X101