RESULTS THAT INSPIRE - Finn Partners · PROFESSIONAL SERVICES PUBLIC AFFAIRS. ... BSI SETTING...

2019-2020 ANNUAL REVIEW

RESULTS THAT INSPIRE

AMID CHAOS AND CLUTTER …A CLEARING

It’s hard to imagine things could get any worse. Dialogue has

all but broken down. Civil discourse has been marginalized.

And yet, we know this is not us. More of us seek to connect

than to confuse. More of us want our ideas to be shared or, at

the very least, considered and discussed.

While all around us is chaos, we are waving our flag in the

spirit of passionate harmony. Our clients still expect us to cut

through the clutter and deliver results—leads, sales, members

and loyalty, but, most of all, delight. Sheer, unadulterated

delight. Welcome to Finn Partners. Enjoy some of the work we

enjoyed creating. And, take a load off.

Image on this spread is from Getty Images.

flexibility

efficiency

process

security

dawn

agility

2 2019-2020 ANNUAL REVIEW www.finnpartners.com 3

EPIQ DEBUT

THE CHALLENGE Two of the biggest competitors in litigation support services for the legal sector—DTI and Epiq Systems—merged. When we were engaged to help brand the merged firms, neither the companies nor the reasons for the merger were well understood. The merged firm was uncertain which name to adopt and how to explain the value of the combination. Extensive market research with prospects and clients around the world led to the choice of Epiq as the name. Our research also steered the firm to features that the market valued most: speed, accuracy, clarity, agility, reliability and more.

THE SOLUTION The brand look and feel centers on the notion of Epiq performance delivered by Epiq people, in partnership with their high-achieving legal sector clients. All communications were completely transformed and finished in a record four months: the logo, subbrand (product) logos; a new website; all-new web content; a 25-foot trade show booth; e-marketing tools; dozens of brochures; 100+ sell sheets (in multiple languages); a radically reinvented new pitch, PowerPoint and proposal systems; an employer brand campaign; a careers microsite; brand standards; and a large-scale global advertising campaign.

Images on this spread are from Getty Images unless otherwise indicated. Manipulation and composites produced by Finn Partners.

i Whenever you see a coffee cup, know that we created the logo for that company or firm.

i

TECHNOLOGY


THE SOLUTIONAfter a post of a waffle keyboard performed especially well for Logitech, tying into the popularity of food on social, the Finn team and creative partner Praytell struck on the idea of hosting a #LogiTreats food truck at CES. The truck served custom waffles in the shape of Logitech products, with an accompanying custom coffee station, in an outdoor booth space. The on-site component was coupled with a social promotion for CES attendees and fans at home, driven by the hashtag #LogiTreats. There was strong engagement with the off-site promotional giveaway. At-home entries were up 151% over previous years. Social engagement around the campaign was up 42% from prior campaigns, and the total reach of the activation hit 64 million. Logitech was also consistently the most-talked-about brand within the broader CES social conversation—an enormous feat given that the brand didn’t make any corporate or product announcements. Approximately 621,000 tweets including #CES2018 were published at the show. Of those, #LogiTreats ranked 7th in overall volume—19,018, closely following IBM, which had official announcements at the show. Of the show’s top 10 hashtags, only two mentioned brands— Logitech and IBM.

For the past five years, Logitech has rejected the traditional trade show booth at the Consumer Electronics Show (CES), opting to invest in attention-earning social activations that keep the brand’s personality front and center. The challenge? How to create memorable experiences that resonate with attendees on site, as well as those tuning in from home.

THE CHALLENGE

BOSCH SAVORING QUALITY

Since Bosch’s introduction into the U.S. more than 20 years ago, the brand has become synonymous with quiet dishwashers. However, Bosch’s ability to grow market share requires U.S. consumers to recognize Bosch as a leader in the entire kitchen—from class-leading dishwashers to high-quality cooking appliances and innovative refrigerators—in improving quality of life.

THE CHALLENGE

Finn Partners developed an integrated marketing plan to demonstrate how quality appliances from Bosch help consumers “Savor the Details” of life. The concept was brought to life via an earned media blitz; a robust social media and influencer program; and an impactful partnership with chef Curtis Stone. Bosch led competitors

in consumer and trade media coverage and social buzz, and beat industry standards for video views on YouTube. The campaign’s success helped Bosch exceed its business goals, securing distribution with new major national retailers and better salesfloor placements with existing customers along the way.

THE SOLUTION

LOGITECH ATTENTION OUTSIDE THE SHOW CONSUMERTECHNOLOGY


JACK DANIEL’S AROUND THE BARREL

THE CHALLENGE The global mission of Jack Daniel’s, the No. 1 selling whiskey brand in the world, is simply this: to make every adult a friend of Jack. Fulfilling that mission requires us to reach out to a variety of people—from knowledgeable brand loyalists to those just beginning to explore whiskey, from millennials to baby boomers. This diverse audience represents a world of cultures. The Nashville office of Finn Partners is charged with providing a creative spark to brand expressions, engaging Jack’s growing number of friends.

THE SOLUTION We develop mediums, messages, and creative content to engage each of Jack Daniel’s audiences, while always remaining true to the time-honored and trusted Jack Daniel’s brand. Each communication’s expression of the brand maintains a distinctive look, tone, feel, and voice that draws, informs, and entertains old friends while reaching out and making new ones.

COMIN’ HOMESince 2011, 7,232 military service members and their families have been able to travel home thanks to Jack Daniel’s Operation Ride Home. Within just three months of its launch, the video logged 302,000 views and 1,652 shares.

CONSUMER

13 LOCATIONS AND BTLAW.COM

AT THE HEART OF LIFE SCIENCES

As our clients create innovations in biotechnology, pharmaceuticals, medical and laboratory devices, health services and bioinformatics, they rely on Barnes & Thornburg lawyers to represent their interests and guide them forward. You know our clients because they bring to market the ordinary medications you use every day and the drugs you depend on in times of crisis. We live at the heart of the life sciences industry.

Uncommon value for clients who shape our everyday lives.


AT THE HEART OF MANUFACTURINGBarnes & Thornburg lawyers have handled every type of legal matter across America and beyond for manufacturers of all kinds. We also appear before state and federal legislatures to promote our clients’ business concerns. You know our clients because they make the products you depend on in your everyday life. We live at the heart of manufacturing.



AT THE HEART OFRACE FOR THE CURE

Our everyday lives depend on the lives of our mothers and sisters and daughters. Cancer’s terrible scourge will end one day and we want to be there at the fi nish line. Barnes & Thornburg is proud to sponsor the 2017 Race for the Cure.



BARNES & THORNBURG AT THE HEART OF BUSINESS

THE SOLUTION We built the brand around the tagline “At the Heart of Business,” supported by the strapline “Uncommon value for clients who shape our everyday lives.” We supported the look and feel with images of the firm’s clients’ clients; i.e., the ultimate consumer of the everyday products and services manufactured or delivered by Barnes & Thornburg clients. The result is engaging, human and authentic.

Barnes & Thornburg—600 lawyers and 14 offices—is a fast-growing law firm in the dynamic legal market. Our research revealed that clients viewed the firm as a solid business firm with “working lawyers,” sharing a roll-up-your-sleeves core American work ethic. The line, “At the Heart of Business” was used not only to describe the entire firm, but also modified for individual practice areas such as “At the Heart of Life Sciences” and, in sponsorship ads, “At the Heart of Race for the Cure.”

THE CHALLENGE


AMERICAN EVOLUTION 400-YEAR COMMEMORATION

THE CHALLENGE

Over the past two years, Finn Partners has provided the 2019 Commemoration with communications strategy and delivered media relations for the multi-year campaign, which features 20+ programs, educational initiatives; and events of national and international significance. This resulted in more than 16,000 earned media placements with an audience exceeding 5.5 billion. In addition, the Finn team developed the client’s brand platform, messaging, branding video, and printed materials. Our team also provided event planning, speech writing, and social media.

THE SOLUTION

In a multi-year campaign, Virginia’s 2019 Commemoration, American Evolution, highlights the state’s key role in 400 years of our nation’s history. The statewide campaign commemorates formative 1619 events including the first representative legislative assembly in the New World; the arrival of the first Africans to English North America; the recruitment of English women in significant numbers to the Virginia colony; the first official English Thanksgiving in North America; and the development of the Virginia colony’s entrepreneurial and innovative spirit.

Press kit folder, rack card, website homepage design, and introductory video.

PUBLIC AFFAIRSPROFESSIONAL SERVICES


BSI SETTING GLOBAL STANDARDS

THE CHALLENGE With industry partners, BSI has published more than 60,000 standards for almost every conceivable business practice. But, BSI is so much more than just a standards body. So, in the U.S., we have been tasked with promoting it all. ONE BSI includes everything from consulting, to training, to standards certification, product certification, and much more.

THE SOLUTION BSI has traditionally presented its capabilities on- and offline as a series of ISO standards. ISO 45001 or ISO 27001, ISO this and ISO that. We brought a human face to all the communications we could affect—particularly online advertising, landing pages, brochureware and events. The salesforce has welcomed these new and friendlier materials, finally using the corporate collateral in favor of cobbling together their own.


PROFESSIONAL SERVICES


BE THE GIFT THAT KEEPS ON GIVING HMS VALUATION PARTNERS BEYOND THE NUMBERS

THE CHALLENGEThe partners at Health Management Solutions were marking 23 years in business as valuation experts in healthcare mergers and acquisitions, yet they had never done formal marketing beyond taking great care of existing clients. They had no brand or supporting material. Nothing. To chart new growth, Finn Partners was engaged to create the firm’s brand from scratch, achieve competitive differentiation, and dress the firm for market.

THE SOLUTIONIn this case, “new” began with a new name. Our research showed that the name Health Management Solutions was so vague that it could mean anything from IT to HR solutions. We shortened the name to HMS—what clients already call them—added Valuation Partners—what they do—and created their first logo. The tagline we settled on, “Delivering Value Beyond the Numbers,” speaks to what HMS does and how they care for their busy, deal-driven clients. A new website, their first, builds on that theme, and features key messages like accuracy; straight talk; seasoned experience; and the relief that comes from knowing valuations are done in compliance with healthcare fair-market value and Stark laws. All in, the new look is fresh, engaging and unlike any of the branding efforts in HMS’s competitive field.


THE SOLUTIONFinn Partners and DCIDS launched the three-year

#BeTheGift campaign in August 2018 to infuse new life into the push for more organ and tissue donors.

The idea is simple: Every single one of us can literally #BeTheGift of life. #BeTheGift urges people to register

online and encourage others to do the same by sharing the campaign’s symbol—the Big Red Bow. It’s fast, fun,

free, and important. It’s also working. In just six months: 1,842 people in the 50 states and DC have clicked to

register; 1,807 have used the app to take a Big Red Bow selfie; and 45,000 have visited BeTheGiftToday.com. We’ve

reached 5.25 million people; engaged 182,000 on social media; and earned support from dozens of influencers— including Ashton Kutcher and his twin brother, Michael,

whose life was saved by a heart transplant.

THE CHALLENGE

The frustrating reality in America is that 90% of us think that organ and tissue donation is a good thing, yet only 54% of us are registered donors. Meanwhile, 115,000 Americans are waiting for life-saving organs and 20 die every day, still waiting. DCI Donor Services (DCIDS), one of the country’s largest nonprofit organ-procurement organizations, was having a difficult time breaking through the public’s apathy. Even uplifting stories in the media about transplant recipients failed to move the needle. DCIDS asked Finn Partners for help to upend the whole conversation.

HEALTHCARENON-PROFIT


CARNEGIE MELLON UNIVERSITY COLLEGE OF ENGINEERING ADVANCED COLLABORATION

BIOMEDICALA healthier, stronger, longer-living you—courtesy of engineers who think holistically about the body. We spotlight work at the intersection of science, technology, and medi-cine that will transform health.

ARTIFICIAL INTELLIGENCESmart phones, smart homes, smart cities, jobs, purchases, and social activities: AI is everywhere, period. We help the College showcase exciting transformational research.

AUTONOMOUS VEHICLESCarnegie Mellon University’s College of Engineering is the birthplace of technology integral to the development of autonomous vehicles and continues to bring them to new heights. We help the College educate the public and affect policy to facilitate safe adoption.

CYBERSECURITYGlobal need for cybersecurity and demand for related skills have never been greater. CMU’s multi-disciplinary CyLab research think tank shapes cybersecurity technol-ogy, policy and the future workforce. We get the word out (and let kids as young as middle school know about this viable, lucrative career).

MTU ROLLS ROYCE POWER

THE SOLUTIONFinn Partners devised a multi-part program to include media relations and programmatic mobile advertising. The mobile ad campaign used geofencing technology to drive both ad engagement and booth traffic, resulting in more than 450,000 impressions and 5,300 clicks. A media briefing and tour were attended by 20 journalists and resulted in more than 60 pieces of coverage across print, online, and social platforms like WeChat and Weibo. The creative approach for the ads subtly drew on the tradition of forceful social spirit posters. Now that’s powerful.

THE SOLUTIONOur media relations program spotlights faculty, student, and institutional perspectives on timely, complex matters, so that journalists and others won’t miss some of today’s—and tomorrow’s—most advanced research and technology innovations.

HIGHER EDUCATIONMANUFACTURING

THE CHALLENGEEvery business attending a trade show knows how expensive they are—and how important it is to develop traffic in order to pay off their investment. MTU, the core business of Rolls-Royce Power Systems, showcased its industry-leading engines at the bauma CHINA exhibition, a top trade show for the Asian construction machinery industry. And a busy one! So, how could we use the latest technology to drive visitors to the MTU booth and create awareness across a larger audience via media relations?

THE CHALLENGECarnegie Mellon’s College of Engineering is among the world’s most respected institutions, renowned as much for its collaborative, nimble culture and transformative inventions as its academic rigor. Even so, it takes focused effort to drive breakthrough education and research to impact the world.


THE CHALLENGE With digital marketing on the rise and brands increasingly relying on social media to enhance their image and boost their bottom line, the Jamaica Tourist Board tasked Finn Partners to create a campaign with today’s savvy traveler in mind, as purchasing decisions are often made after a series of online searches.

THE SOLUTION Knowing that tourists seek to immerse themselves in local culture, connect with residents, and discover a feeling of self-fulfillment through micro-moments they experience in a new destination, the agency created a series of videos featuring local influencers from Jamaica. They share unique stories about the love for their profession and their homeland, and what makes it a great place to visit. The Join Me in Jamaica campaign reached more than 40 million people globally through organic and paid social as well as programmatic advertising.

TRAVEL & TOURISM


JAMAICA IMMERSED IN LOCAL CULTURE

Our clients have breakthrough goals. They don’t

have PR or advertising or digital or creative or

brand design objectives. They buy problem-solving

marketing ideas and programs. What begins with a

business goal, demands transformative results. Finn

teams deliver with a talented mix of researchers,

strategists, designers, technologists, content

specialists and campaigners. All to help your

company take flight. finnpartners.com

CONTACTPeter Finn (right)Founding [email protected]

Richard Funess (left) Senior Managing Partner212.593.6303. [email protected]

TRANSFORMATIVE RESULTS, THE BUSINESS WE’RE IN.

2012 BEST NEW AGENCY -The Holmes Report

2013 BEST MIDSIZE AGENCY TO WORK FOR -The Holmes Report

2013 FIRM OF THE YEAR (Midsize)-PR News

2015 NORTH AMERICA PR AGENCY OF THE YEAR (Midsize) -The Holmes Report

BEST PLACE TO WORK 2014, 2016, 2017, 2018-PR News

2018 HEALTHCARE AGENCY OF THE YEAR -The Holmes Report

2018 #1 IN TECH, HEALTH AND TRAVEL AND #3 TOP 50 PR FIRMS ON THE HOT LIST-NY Observer

2018 BEST PR FIRM DIVERSITY INITIATIVE-PR Week and the PR Council

THE RED PAPER SERIES

SOCIETAL ROI DO YOUR GOOD WORKS

DELIVER GOODWILL?A New Tool to Measure and Direct

Social Good Across Corporate America

RESULTS THAT INSPIRE - Finn Partners · PROFESSIONAL SERVICES PUBLIC AFFAIRS. ... BSI SETTING...

Documents

Transcript of RESULTS THAT INSPIRE - Finn Partners · PROFESSIONAL SERVICES PUBLIC AFFAIRS. ... BSI SETTING...