Creative Corporate CommunicationsCreative Corporate Communications

The Corporate Conundrum

Organisations are under intense pressure and the traditional approach to corporate communications is bending under the strain. That pressure is built from a demand for greater transparency from a wider range of key stakeholders than ever before.

We offer corporate organisations a fresh and effective approach to their campaigns across all earned, owned and paid media channels.

We combine the experience of running award-winning corporate reputation programmes together with the creative spark and social media know how that many campaigns often lack.

To put it simply, we build trust between organisations and their audiences.

Welcome to Threepipe Unlimited

Don’t be limited in your approach to Corporate PR

Jim Hawker Creative Director

Speciality: creative spark

• More than 15 years in-house and agency PR experience

• Has run corporate PR programmes for the likes of EDS, CSC, AT Kearney and Siemens

Mark DoonanAccount ManagerSpeciality: campaign

management

• Dedicated B2B PR background

• Worked with a number of high-profile blue chip companies such as KPMG, Capita and Hay Group

David RobsonHead of Planning

Speciality: crisis management

• Wide breadth of corporate experience having worked with brands such as Shell Global, Energy UK, Volkswagen and Enterprise UK

Heather MilnerSenior Account ExecutiveSpeciality: media relations

• Has worked in-house and agency side for clients including The Electrical Safety Council, Casis Media and QSoft Consulting

Beth CarrollHead of Social Media

Speciality: digital strategy

• A decade of experience working in communication, specialising in digital and social media since 2006

• Works with prominent FTSE companies, including Vodafone and Rio Tinto

The Threepipe Unlimited Team

An independent, creative, award-winning PR and social media agency with a track record ofproven success in creating communications campaigns which connect with audiences andadd value to clients.

A strategic and creative approach designed to deliver a powerful combination of engagementthrough traditional, digital and social media channels

2012 Holmes Report Consumer Consultancy of the Year, Shortlisted2011 PR Week Boutique Consultancy of the Year, Finalist2011 PRCA Medium Consultancy of the Year, Finalist2009 PRCA Small Consultancy of the Year, Winner

Unlimited: A Division Of Threepipe…

Corporate Social

Responsibility

Messaging & Positioning Workshops

Social Media Influencer Campaigns

Social Media Monitoring

Crisis Management

Government Engagement

Analyst Relations

Community Engagement

Internal Comms

Strategic Comms

Planning

Our Unlimited Offering

The Facts:• 69% of B2B marketers are shifting their budgets toward social media• 41% of B2B companies are acquiring customers through Facebook• 86% of B2B companies are using social media, compared to 82% of B2C companies

Social media is the catalyst for a new way of approaching corporate reputation programmes

Working with Three_D, our in-house social media team, we integrate traditional and digital communications to create social media strategies which engage key audiences, influence the influencers and create brand advocates.

Our team offers the full range of social media services across all platforms all designed to integrate with traditional media campaigns.

1. MarketingSherpa, October 20102. Hubspot, State of Inbound Marketing Report, 20113. White Horse, March 2010

Integrating Social Media

Corporate Experience

“Threepipe developed our internal and external comms strategies when we were seeking investment for the business, as well as

closely monitoring social media channels for discussions on the topic. Threepipe secured a number of high-profile news pieces in the national media, and we’re currently negotiating a number of

investment offers.”

Trevor Martin, Managing Director

“Threepipe’s campaign proved the value of social media marketing to our business. It took a subject which could be perceived as ‘dry’

and turned it into a highly creative campaign which our sales prospects enjoyed and which also highlighted the key USP’s of our

new product. We are now investing more marketing spend into social media and especially the use of video .”

Britt Davies, Field Marketing Director

“Threepipe built a highly creative and successful campaign which tackled a very serious issue to the Vodafone business and which genuinely made a difference in discussions we were having at

Governmental level.”Caroline Dewing, Senior Communications Manager

“The Stroke for Stroke campaign, which Threepipe devised, created a wonderful platform for our business to engage with key external

stakeholders as well developing an initiative which formed a central part of our internal comms programme.”

F

Anne Keogh, Head of Media Relations

What Clients Say

Best Digital ActivationHollis AwardsEricsson Money

Best Marcoms Campaign SABRE Awards ATP World Tour

Best Digital Campaign PRCA Awards The ECB

Best CSR Campaign PRCA Awards Vodafone

Campaign of the Year PRCA Awards Vodafone

CSR Campaign of the YearEuropean Excellence AwardsVodafone

Best Campaign CorpComms Awards Vodafone

Best B2B CampaignPRCA Awards Siemens

Best Use of Digital CorpComms Awards The ECB

WINNER

WINNER

WINNER

WINNER

FINALIST

WINNER

WINNER

WINNER

WINNER

Our Client Awards

We passionately believe that PR can, and should, be measured

Sherlock, our bespoke evaluation system allows us to:• Set clear objectives that make sense for your business• Track audience reach and media impacts• Analyse key message delivery• Monitor and analyse social media engagement• Monitor progress towards our targets through each campaign• Demonstrate ROI based on cost per impact

Sherlock helped us to be shortlisted for the 2011 PRCA Evaluation Award

Return On Investment

Case Studies

ProblemFor global brands like Rio Tinto and other FTSE100 companies, the volume of online discussion about the brand can be difficult to both track and manage. Rio Tinto tasked Threepipe with building a platform that would allow the brand to measure the conversations taking place in the social media space, on topics such as the brand’s sponsorship of the Olympic medals, then use the data to advise the team on how to evolve their own social media strategy.

SolutionOver a period of six months we monitored all conversations across the social web, which mentioned either Rio Tinto or any of its key competitors. During this time we identified the key topics of discussion, the influencers that regularly discuss the brand, potential challenges for the brand and opportunities to drive discussion across social media platforms.Working with the global in house PR, digital and marketing teams we held a series of sessions using our findings to advise the brand on how to build its social media strategy in a way that will have a tangible impact on the business in the long term.

Listening and MonitoringWe offer a range of listening and monitoring services for our clients, which can be tailored to any size of business, whether B2B or consumer facing. Rather than simply packaging the results of our audits, we use the data we find to advise brands on how to hone their social media strategies and present solutions to their business challenges.

Rio Tinto

ProblemVodafone wished to educate school children on coping and dealing with bullying, in line with the company’s corporate responsibility strategy.

SolutionThe Threepipe solution was ‘Cut-it-Out’, a unique collaboration with the Joseph musical, in which kids were invited to design a new “Dreamcoat” to be worn by Lee Mead during Anti Bullying Week.The campaign also involved the BeatBullying charity, teen magazine Bliss, The Mirror and the London College of Fashion, in a multi-layered partnership.

ResultsInterviews with Lee Mead were secured in a variety of top-tier print and broadcast media, including GMTV, ITN and The Mirror. Additionally, 2,000 schools were inspired to enter and 40,000 teenagers voted for their favourite coat designs.

The campaign generated 16 pieces of national coverage, 23 regional and 33 online, with a total reach of more than 50 million. The campaign won ‘Best CSR Campaign’ at the PRCA Awards and raised over £20k for BeatBullying.

Vodafone

ProblemSiemens needed to leverage its GB Rowing sponsorship with a campaign to engage with the business and consumer audience, whilst also supporting the company’s corporate responsibility objectives.

SolutionThreepipe created ‘Stroke for Stroke’, a national event challenging people to row 10km in aid of The Stroke Association. Using research showing the benefits of regular exercise in combating stress, the campaign aimed to motivate people to start rowing, with gym chain LA Fitness as a partner.

Olympic rower, James Cracknell, launched the campaign to the media and Threepipe ran an integrated PR programme to raise awareness of the campaign in business, national, fitness, consumer and regional media.

ResultsThe campaign resulted in a total of 97 pieces of media coverage, with a reach of 45,000,000. 95% of the coverage featured the Siemens brand, as well as a link to the campaign website.

Now in its third year, Stroke for Stroke in an annual established campaign for Siemens and has raised tens of thousands over pounds for The Stroke Association.

Siemens

ProblemGaydarRadio is broadcast via DAB and online and, as such, is not covered by the industry standard RAJAR figures. The problem, therefore, was how to engage potential advertisers and sponsors to establish the station as the UK’s number one platform for reaching the LGBT (lesbian, gay, bisexual and transgender) market. As a part of this challenge, we needed to raise the profile of the GaydarRadio management team, as well as the station itself, within the broadcast industry.

SolutionIn order to reach decision makers at prospective brand partners and to establish GaydarRadio as a serious media brand with a stable listenership, we set out to secure profile and interview opportunities for senior executives in the national, trade, business, marketing and gay media.

ResultsWe secured profiles of Gaydar executives in a wide range of media, including Marketing, Broadcast magazine and Attitude. Our activity has helped Gaydar to secure sponsorship deals with a number of high-profile mainstream brands including SKY and LOVEFiLM.

QSoft Consulting

ProblemWestfield Stratford City (WSC) had a host of roof top spaces available for brands to occupy during the 2012 Games. These unique spaces, with breath-taking views of the Olympic park could be used for a number of purposes including hospitality and broadcasting. With a premium proposition on offer, WSC needed to reach decision makers at large corporates, as well as within marketing and events agencies, in order to ensure all of the space was sold well in advance of the Games.

SolutionTo announce the opportunities available at Westfield Stratford City during London 2012, and to promote the key message of proximity to the Olympic Park itself, Threepipe created two events: one aimed at prospective clients and marketing/events agencies, whilst the other was tailored specifically for media. Both groups had a unique opportunity to tour the WSC site during its development phase, seeing first-hand the spaces available to brands and the views of the Olympic Park that they would provide. Both events were very well attended and included guests from companies including Barclays, Rio Tinto and Royal Bank of Scotland, as well as journalists from various national broadsheets.

ResultsThe PR campaign helped the London 2012 team at Westfield Stratford City to sell their entire inventory in time for the Games, with a number of high-profile brands, sponsors, broadcasters and National Olympic Committees signing up, including Cisco, BSkyB and Team GB.

Westfield Stratford City

ProblemEnterprise UK was founded as a campaigning organisation in 2004 by the British Chamber of Commerce, the Confederation of British Industry, the Institute of Directors and the Federation of Small Businesses. It was created to give people the confidence and ambition to be enterprising. Threepipe had to raise awareness of the charity, provide PR support to its 300 entrepreneur ambassadors and promote its flagship campaigns, ‘Make your mark with a tenner’ and ‘Global Entrepreneurship Week’, to encourage young people in the UK to think entrepreneurially.

SolutionThreepipe had access to a portfolio small business entrepreneurs who acted as ambassadors for Enterprise UK. We used these as case studies for national enterprise sections and business pages. Additionally, by working closely with the entrepreneurs we were able to determine topics they could comment on and were able to work with national media to place our ambassadors as commentators around key calendar hooks such as the Budget.To build media awareness and engage young people in the campaigns we held a photo call with dozens of London school children to create a large green foot print to highlight the carbon-neutral theme. Another photo call with Peter Jones and more school children – the business people of the future – was also held to provide us with additional content to maintain momentum around the campaigns.

ResultsThreepipe’s on-going press office activity and creative photo stories enabled us to secure coverage in a huge breadth of target media from The Times Educational Supplement to The Guardian, The Independent, to Management Today and Sky News to Real Business. Importantly our work helped generate funding to support Enterprise UK’s campaigns.

Enterprise UK

ProblemSatmetrix, the leading provider of customer experience software, was keen to investigate the sales opportunity that social media could provide for the launch of Satmetrix Xperience, a brand new Net Promoter software product. The key objectives were to use the launch of Satmetrix Xperience as an opportunity to begin building a vibrant Satmetrix social community that could be commercialised on an on-going basis. Other objectives were to provide data capture of sales prospects for the Satmetrix sales team, as well as drive word of mouth and recommendation for the new Xperience product amongst the target audience groups

SolutionWe developed a series of Satmetrix branded video content that was designed to ‘go viral’ and be shared amongst the target industry professionals. To drive data capture we built a dedicated Facebook application, featuring the film content. Visitors to the Satmetrix Facebook page were able to view the hilarious video content and were asked competition questions on each video to win a free trial of the Satmetrix software. We collected all competition entrant details which were then passed to the Satmetrix sales team as sales prospects.

ResultsThe video content received over 60,000 YouTube views and helped the Satmetrix Facebook page grow from a community of just 300 to over 5,000 ‘Likes’ over the course of eight weeks. The campaign was the only Facebook promotion to be running at this time and no paid for advertising took place during the period. The competition mechanic secured data capture for over 800 new sales leads for the Satmetrix sales team which are currently being pursued.

Satmetrix

Problemborro, the UK’s leading personal asset lender, wanted to build its profile within the entrepreneurial community, a key audience, helping the brand to launch its social media channels and drive data capture in order to create sales leads.

SolutionThreepipe developed a ‘Money Making Ideas’ competition through which borro would offer one entrepreneur a £10k prize fund to invest in their business, as well as a host of other prizes. To enter, participants had to create their own 60 second ‘elevator pitch’ discussing what they would use the investment for and how this would help them to grow their business.

To launch the competition, we partnered with Business Circuit, an online community for entrepreneurs, business owners and investors, and Adam Street Club, a London-based private members venue targeted exclusively at small businesses and entrepreneurs, to host an event. The event was attended by more than 80 entrepreneurs, and we had a film crew in attendance so those who wanted to could film their pitches on the night. All videos were hosted on Facebook, and a panel of four judges, including borro’s CEO, shortlisted 10 finalists with the Facebook community then voting for their eventual winner.

ResultsThe launch event generated an initial bank of more than thirty video pitches which provided contact and business details for the borro sales team. The video content was then seeded on Facebook to entice additional entries, and with them, additional sales leads. The campaign grew the Facebook community from less than 50 ‘Likes’, to more than 8,000.

borro

ProblemLondonlovesBusiness.com is an editorial-led website launched by Casis Media, covering all aspects of business and business people in the capital city. Our challenge was to raise awareness of the site amongst the London business community and also to turn it into a brand, positioned as the ‘go to’ media outlet for high quality news and features on the current issues and events affecting business in London.

SolutionIn order to grab the attention of business people in and around London, Threepipe worked with the LondonlovesBusiness.com editorial team to develop a large-scale piece of research in partnership with ComRes, entitled “A Manifesto for London Businesses”. The research was designed to connect with our target audience and demonstrate the site’s credentials as a reliable and authoritative source of information on business in London. The study took in the views of 760 business leaders working in London, as well as 900 other Londoners, and gauged their opinions on the core issues affecting them, such as strikes, transport and crime, which were seen as the key ‘business blockers’ in London.

ResultsThe Manifesto for London Businesses struck a chord with the British media, and helped to secure an hour-long, live interview on LBC radio with the two founders of Casis Media, Graham Sherren and Mike Bokaie, the evening before LondonlovesBusiness.com launched.Following intensive media outreach, the LondonlovesBusiness.com Manifesto also achieved cut-through in hugely influential broadsheets such as Financial Times and The Times as well as key regional newspapers, London Evening Standard and City AM.

Casis Media

43 Drury Lane, Covent GardenLondon, WC2B 5RT

Tel. +44 (0)20 7632 4800 E. tellmemore@threepipe.co.uk

43 Drury Lane, Covent GardenLondon, WC2B 5RT

Tel. +44 (0)20 7632 4800 E. tellmemore@threepipe.co.uk