Yulu Media Kit

Yulu Communications Media Kit 2012 – of 6

YULU COMMUNICATIONS MEDIA KIT Yulu Communications is a Vancouver-based public relations agency, made up of a

small team of creative communicators. Founded in the summer of 2011, the

agency now has a diverse group of clients, from the lifestyle and hospitality to

luxury real estate.

“Yulu” as a word, translates to “words to a journey” and we like to think of

ourselves as the professional storytellers. By discovering the nugget in our client’s

stories, we pride ourselves in the way in which we enthusiastically share their

stories with the world, while producing unique, thoughtful and impactful

campaigns.

TABLE OF CONTENTS

About Yulu Communications...1

Meet the Yulu Team…………..2

Communications Services…....3

Cancer Talk Case Study……...4

Client Expertise………………...5


Meet the Yulu Team Melissa Orozco – Director of Public Relations

Melissa began her career in communications nearly a decade ago in New York City. She worked in PR and marketing

positions at several New York agencies that specialize in consumer, hospitality, lifestyle, fashion and real estate PR.

With clients all around the world, she was in travel heaven. Eventually, her work brought her north to Vancouver, BC.

While consumer and lifestyle PR has continued to keep Melissa’s portfolio full over the last few years, she has gained

a reputation for being one of the top consultants for real estate PR in Vancouver. Since 2008, she has worked with

almost every major real estate developer in Western Canada. And in January of 2011, she was appointed Chair of

Communications for the Urban Land Institute YLG. In the summer of 2011, Melissa launched Yulu Communications, a

Vancouver PR firm that specializes in media relations, public relations, social media and developing creative concepts.

Melissa loves the challenges that PR brings – finding the nugget in a client’s story that will resonate with media and

public, writing with flair and getting great attention for clients that will help them reach their goals. A native New

Mexican, Melissa holds strong to her roots and will challenge anyone to a chili cook-off. Any takers?

Ashley Letts – Account Executive

Whether she does the cultivating or the devouring, there’s nothing Ashley loves more than a good story. She came

close to pursuing a career in journalism, but once she found public relations she was hooked. In 2010, Ashley

graduated with a diploma in PR from Kwantlen Polytechnic University and also holds a BA in Professional

Communication from Royal Roads University. She has a particular interest in the hospitality industry, sustainability

movement and investor relations. Ashley has worked with a number of non-profits on research projects and social

media campaigns. Though the bulk of her previous experience is in corporate communications, Ashley loves the

creative license that comes with agency work and is delighted to be telling stories for a living at Yulu. Ashley is both a

volunteer for, and member of the Canadian Public Relations Society and Canadian Investor Relations Institute. Ashley

grew up on Vancouver Island but stints in Dublin, Montreal and Calgary made a city girl of her. She’s been happily

calling Vancouver, B.C. home since 2006.

Saschie MacLean – Account Coordinator

After starting her education at Simon Fraser University with the intention of pursuing medicine, Saschie soon found

herself wanting to trade in her lab coat for a laptop and focus on writing. Realizing that she wanted a career in public

relations she enrolled into Kwantlen University’s Public Relations program and topped off her education experience

with a fruitful summer internship in New York City. But that’s not all, while earning her diploma in PR, Saschie made

good use of her time through freelance PR work and several internships along the way. With a naturally social

demeanour, Saschie excels with social media and has worked with one of Vancouver’s best digital agencies, helping

to strategize and manage client accounts within Vancouver’s highly competitive restaurant industry. Joining Yulu

Communications as Account Coordinator and Social Media Specialist, Saschie brings to the team years of event

planning, public relations and social marketing experience with fashion, hospitality and technology brands. When

she’s not busy reading up on the most recent PR trends, you’d most likely find Saschie by her Kitchen-Aid mixer

baking up a storm or exploring her favourite boutiques in Gastown.


Communications Services

Media Relations: Different agencies specialize and shine in specific facets of

communications (i.e crisis management or event planning). We can deliver those services

too, but media relations is where we really shine; and we’re confident we do media relations

better than any firm in Vancouver. For nearly a decade we have been building relationships

with writers from around the globe; writers that can change a company’s fate with just one

glowing review. We don’t use newswire services – we find them lazy and ineffective. We pick

up the phone and tell your story enthusiastically.

Community Relations/PR: Sometimes a story is best told directly from source to

audience, without a media middleman. For this reason, we encourage various forms of

community relations for all our campaigns. From booking public speaking events and news

conferences, to facilitating community giving and charity initiatives, we’ll assist along the way

from conception through execution.

Creative Concepts: The trademark of Yulu’s PR campaigns is developing “creative

concepts.” We help companies develop and promote the unique aspects of their brand,

which results in significant coverage. Don’t have a creative concept? Even better! We enjoy

the brainstorming sessions where these concepts come to life. By the end of our huddle,

your company will be known for being the “most, best, first, last, highest, lowest, shortest, or

longest” at something and whatever it is, we’ll use it to maximize your media coverage and

brand exposure.

Online Relations: In today’s world, no PR campaign is complete without social media in

play. Yulu’s social media campaigns are always integrated into our PR strategy to maximize

our client’s exposure, while helping them build relationships with the public. Our social media

campaigns focus on creating organic communication between our clients and their online

audience. We educate people about our clients’ products or services through contests,

giveaways, trivia, surveys, sharing industry news and most importantly, engagement.

Creative and Corporate Copywriting: A tiny typo in your marketing brochure can leave a

potential customer with major doubts about your company’s ability to deliver professional

services in a manner they can rely on. However, a compelling editorial or blog post can

improve your business’ SEO and brand reach. Yulu’s copywriting services include: creating

verbiage for marketing materials; website and brochure copywriting; and editorials.


Cancer Talk Case Study

Working with our client F Cancer, a Vancouver-based cancer detection education charity, Yulu Communications has

had many opportunities to execute exciting and impactful community outreach campaigns. To date, the most

audience-captivating campaign we have executed with F Cancer is “The Cancer Talk.”

The aim was to motivate Gen Y (AKA millennials) to make a difference in fighting cancer by talking to their parents

about early detection. With 90 per cent of cancers being curable if caught in stage one, it's extremely important to

take a proactive rather than reactive approach to this disease. “The Cancer Talk” title roots from the awkward "sex

talk" our parents had with us growing up. The message we're trying to share with today's youth is: "hey, your parents

took the time to have the awkward sex talk with you, now it's your turn to pay it forward and have the awkward

cancer talk with them.”

To execute this campaign we have established relationships with influential celebrities to have them share the story of

when their parents had the sex talk with them. The stories are personal and funny and each celebrity-featured video

ends with the star bringing the attention back around to the main goal; to have today’s youth now pay it forward and

have the cancer talk with their parents.

You can see many of these “Cancer Talk” videos online at cancertalk.letsfcancer.com. Through just one of the 16

celebrity endorsement videos that were facilitated for the campaign, F Cancer was able to spread their message to

more than 54 million followers in less than three weeks.

Wanting to capitalize on the massive success we were experiencing with our digital media campaign, Yulu

Communications suggested that we send F Cancer’s founder Yael Cohen on a New York City media tour. With less

than one week’s notice, Yulu secured Yael interviews with leading media outlets including: CNN, VOGUE, Forbes,

ELLE, Teen VOGUE, Fitness Magazine, Fast Company, Marie Claire and more. We are now looking into doing the

same type of media tour for LA media and are hopeful and confident we’ll have a similar response. Click here to see

Yael’s interview on CNN talking about “The Cancer Talk”: http://youtu.be/TzAP8WBbbAI

http://youtu.be/TzAP8WBbbAI


More bragging…


Client Expertise

Yulu Media Kit

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