Capabilities presentation for FELD February 3, 2015 AGENCY OVERVIEW Consistently recognized as one of the nations top public relations firms, Fineman PR founded in 1988 and headquartered in San Francisco provides award-winning services to clients ranging from small wineries to Fortune 500 corporations. Specializing in consumer PR, crisis communications, community relations and multicultural communications, we are uniquely positioned to help Jamestown achieve its goals of elevating, enhancing and protecting its brand and individual assets. AT A GLANCE 27 years in San Francisco. Our agency unites large-agency talent with small-agency responsiveness industry awards; 2014 Silver Anvil award for food/consumer campaign - the Public Relations Society of Americas highest recognition. Mosaico, Fineman PRs multicultural division, keeps finger on the pulse of diverse communities. We have been named among the top creative agencies nationally for the past 18+ years With more than 25 years in the city, Fineman PR has deep experience in San Francisco community relations and communications ranging from advocacy to issue management to event promotion. Weve partnered with local governmental, nonprofit, community organizations, events and politicians. WE KNOW THE BAY AREA RELEVANT SERVICES Why is it important? Internal alignment with stakeholders to reach communications objectives Identify SWOT (strengths, weaknesses, opportunities, threats) for PR impact on brand Internalize brand attributes as part of organizational culture Pinpoint business shifts for major media impact BRAND PR APPROACH AGENCY CAPABILITIES Brand PR/Corporate Media/Trade Relations Internal Communications Messaging + Marketing Materials Crisis Preparedness/Issues Management Executive Positioning + Media Training Social Media / Digital Content Strategy + Creation Website Design + Development Community Management Graphics, Video Influencer Outreach Event Planning Footprint Design Sponsorship + Partnerships Ambassador/Spokespeople Training Integrated Promotions Community Relations/Partnerships Latino/Multicultural Communications Stakeholder Outreach Reputation Management Corporate Social Responsibility Initiatives CONSUMER PR With an extensive history working with high-profile clients including Foster Farms, REI, The Limited and Girl Scouts of Northern California, Fineman PR is well-versed in providing consumer-driven public relations services. We will employ a comprehensive toolkit to excite audiences about what Jamestown is doing and offering: Consumer Marketing Brand Messaging Event Planning & Execution Media Relations Content Development Reputation Management CRISIS COMMUNICATIONS We hope a crisis never strikes, but if you encounter an issue that threatens your credibility and reputation, well be ready. Scenario planning and tabletop drills Media training Response strategy Message development Stakeholder outreach Social media monitoring and response Industry and third-party partnerships Reputation recovery COMMUNITY RELATIONS Our community relations expertise helps you build lasting, meaningful relationships in the communities where you do business. Whether on a regional or statewide scale, Fineman PR knows how to break down barriers between an organization and its community audiences. We build trust among community influencers and at the grassroots level both by listening attentively and by ensuring your story is compellingly presented and heard with attention to tone, context and nuance. Employing the right tools e.g., sponsorships, site tours, community networking and meetings, business openings and special events, credible and forthright positioning can awaken the support of an entire community. Our community relations team will work closely with you to chart and forge a path that benefits Jamestown, its properties and the communities you wish to influence, creating win-win-win situations. Our community relations capabilities extend to multicultural audiences through Mosaico, our multicultural division. SAMPLE TACTICS YOUR MEDIA AUDIENCE CRISIS COMMUNICATIONS Below is an outline of several crisis preparedness options for your consideration. Message Development Develop and/or review and refine existing messaging designed for various audiences related to specific potential crisis situations. Fineman PR recommends developing messages tailored to each audience in any given crisis situation. Review/Audit of Existing Risk Management Materials/Plan for suggested revisions, updates, etc. Also, review upcoming schedule of real estate development and acquisitions. Issues Management Audit Research media coverage and online consumer buzz on any specific issue of concern; provide detailed analysis on new developments, consumer/media reaction, tone of conversation/coverage; identify messaging and communications opportunities. Scenario Planning Our deliverable would be a brief plan or outline for 3-4 of the most likely crisis scenarios that would include possible iterations, the communications trigger in each case, a positioning statement on the larger issue, and the recommended communications vehicle, or combination of vehicles, for responding to the situation. Table Top Crisis Communications Drills/Simulations Conduct drill to fully engage all crisis responders and simulate a realistic custom-designed drill (employee operations simulations are also an option). MEASUREMENT & MONITORING To help measure program effectiveness, we will establish the most relevant metrics, benchmarks and expectations. We establish a pre-campaign baseline and measure throughout the programs duration to ensure the program is on track to meet objectives. Below is a sample of a measurement program we would seek to develop: Media coverage metrics: Pre-campaign audit Impressions Content analysis Tonality Delivery of key messages Share of conversation Website metrics: Traffic trends Referrers Search terms Average time spent on website, number of pages viewed Social media metrics: Mentions Links to client content (website, video, media coverage) Tonality Engagement (measured though retweets and post shares) Event metrics: Attendees Meetings and speaking engagements Requests for information from potential clients and partners CASE STUDIES COMMUNICATIONS OBJECTIVES Strengthen TSFMs identity and personality Raise media profile of TSFM Work with TSFM organizers, government relations coordinator, and other external agencies to identify press opportunities Develop relevant media angles to raise awareness, communicate brand meaning, and spark interest in runner registration and spectator participation Maintain press interest on Race Day STRATEGY Focus media communications to Bay Area audiences: Establish Bay Area original identity for The San Francisco Marathon Generate awareness among Bay Area residents Cultivate relationships with Bay Area media Support outreach to San Francisco/Bay Area government officials, transit decision makers SUMMARY OF RESULTS Saturation of Bay Area media: All local TV stations/network affiliates (CBS, ABC, FOX, NBC) Coverage on local/community/neighborhood blogs Events calendar listings Achieved 4 out of 5 wish list placements: SF Examiner, 7x7, Huffington Post, The Bold Italic Media coverage extended beyond Bay Area Increased brand awareness 63% of impressions (395.3 M) due to Ronnie Goodman/Hospitality House tie-in Reach: M impressions (unique monthly views, circulation, TV audience) MARATHON MONDAY (APRIL) Coverage on all five Bay Area TV stations and major talk radio TV and radio interviews with TSFM spokesperson Broadcast Reach: 418,303 #RUNWITHRONNIE (JUNE-JULY) Reach: M unique monthly views Video: Every Runner Has A Reason RACE DAY COVERAGE (JULY-AUGUST) Reach: M impressions (unique monthly views, circulation, TV audience) 3+ years representing one of the largest councils in the nation Media relations for major news, events, and happenings Integrated/communication strategic planning and positioning High-level strategic counsel on crisis management issues High-level counsel, daily involvement from senior-level managers Award-winning experience in leveraging and pairing issues, education and advocacy with brand messaging Original Brand PR approach creative and strategic National reputation for results IPREX partner for national/global reach YOUR TEAM Thank you. MEET THE FINEMAN TEAM TRAVIS TAYLOR, Vice President Travis specializes in a full range of executive-level consulting and communications strategies and services for the agencys broad array of clients. He has extensive experience in corporate communications, community relations, media training, crisis communications and public affairs. Travis has led several accounts in California and in Hawaii, including General Motors, American Humane Association, Hawaii Medical Assurance Association, Hawaii Gas, The Modern Honolulu, Pacific Gas and Electric Company and HNTB. In Hawaii, Travis served as senior communications advisor for the Office of the Lieutenant Governor, where he advanced communications and policy objectives on critical public issues. SERENE BUCKLEY, Director of Content Strategy With more than 12 years of experience in the industry, Serene has worked on strategic planning and tactical execution for clients, with an emphasis on brand messaging, media relations, event planning and social media strategy for regional and national campaigns. Serene has worked for an eclectic range of clients and across a vast array of industries including arts and entertainment, events, travel/hospitality, higher education, health care, consumer, luxury, green, nonprofit and more. Past and current client work includes Golden Gate University, Lennar Bay Area, Walmart, Girl Scouts of Northern California, Reno/Tahoe USA tourism, Shelter Co. luxury camping, Foster Farms, Mill Valley Film Festival, Marin County Fair, Oktoberfest, and The Grand National Rodeo.