Coffin on Cake is a multi-service communications agency operating in the fashion and lifestyle markets. We create communication campaigns that enforce and elevate brand position, and deliver real results that support your global growth. We are the creative extension of your team.
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“The JuJu brand saw a huge increase in brand awareness and recognition both within the UK and internationally when we started working with Coffin on Cake. This has been reflected in both our sales growth and global distribution.� Andy Gadson Brand Manager - JuJu Footwear
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“The mark of a good PR company is one that is staffed by people who contact you with stories you are interested in and then do everything they can to make it happen. Coffin on Cake PR are just such a company.� James Mannion Commissioning Editor - Mail on Sunday
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“They are experts in brand elevation and positioning, driving products with the most important fashion players in the industry through strategic positioning and collaboration, whilst delivering strategies that give real results for sales growth. Balancing top tier and mainline consumers credibly.� Phil Borthwick EMEA Marketing Director Wolverine Worldwide
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Coffin on Cake PR - CONVERSE #MYCANVASJOURNEY event
“Coffin on Cake PR events are the best around. They are always intelligently laid out and spark a number of great ideas, the team are friendly, engaging and, above all, interesting. Jonathan Thompson Contributing Editor, MEN’S HEALTH
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“As a journalist often receiving over 200 emails a day from PRs, I have to be ruthless. But I always open any from Coffin on Cake PR. Their responses to my queries are always relevant, impressive and they get me the precise information I need - often within extremely tight deadlines. They are proactive too, but never interfering. Highly recommended.� Kate Hilpern Journalist - Independent
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SPORT & LIFESTYLE
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YO U R COMMUN I C AT I O NS TEAM
ACCOUNT DIRECTOR
CREATIVE DIRECTOR
ACCOUNT MANAGER (SPORTS)
1-2 ACCOUNT EXECUTIVE
ACCOUNT MANAGER SUPPORT(MENS)
SOCIAL MEDIA MANAGER
SOCIAL MEDIA TECHNICIAN
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CO M MUN I C AT I ON S STR ATEGY : 1 2015 Communications Campaign : Key Activations ISOSERIES : Engineered to make you want to run. Objectives : Creating WHOA Moments • • • • •
Create media worthy WHOA moments Create exciting feature stories for national press alongside specialist running and fitness media Highlight the ranges technical features and eye-catching design Drive a #WHOA specific social strategy upon launch that engages consumers Inspire and engage Saucony’s 3 target consumer groups
Actions- Performance in colour: • • • •
Create a media experiences day and the opportunity for an impressive ‘Whoa’ press photo call and picture story Use sensory environment to focus media on their awareness of the shoes technical feature and the fit of the shoe Use colourful fitness environments to showcase the styles’ powerful aesthetic Create a sensory experience that showcases that ‘Whoa’ moment as people discover their hidden potential
Examples: • • • • •
Treadmill colour experience (The Selfridges Silence Room) Inspire and run through senses (reference House of Martini) Implement 3 coloured runs (Dedicated/Fitness/Casual) set by lead ambassadors across cities Set Social challenges that encourage consumers to highlight their impressive statistics Training weekend with athlete coaches in the Northern Lights
Press: • • • •
Runners World, Kerry McCarthy Stuff Magazine, Mark Wilson Guardian, Kate Carter Sunday Times Style, Michael Hennegan
CO M MUN I C AT I ON S STR ATEGY : 2 2015 Communications Campaign : Key Activations ISOFIT : Redefining fit Objectives : • • • • •
Focus on the ISOFIT’s key technical features: adapts to foot shape, tactile sensation, flexibility and cushioning Create a #ISOFIT specific seeding strategy with influencers that reflect the shoe’s qualities and features Create interview opportunities for national press and features for running and fitness media Highlight the style’s messages: ‘Every foot’s a unique shape’ and ‘Average shape is no one’ Highlight the brand’s appeal to influential runners of all disciplines and inspire others
Actions: • Partner with unexpected flexible athletes/influencers who use running as a performance enhancer/fitness sport • Focus on sports where the importance of the individual’s feet is paramount - highlight the style’s flexibility and fit • Create 1 on 1 experiences with media to train and run with an interesting athlete • Experiential Media day featuring projected neon sports spaces to reflect the style’s aesthetic and message • Flexibility photo call featuring athletes undertaking sports wearing Saucony • Follow Ambassadors’ stories via social media platforms Examples: • Run like a Boxer • Run like a Ballerina • Run like a Gymnast • Run like a Surfer Press: • Men’s Fitness, Matthew Huckle is training as an amateur boxer and has taken part in a featherweight fight. • Chris Sayer, FHM Has spent 3 months training • Debi Simpson, Marie Claire has just finished her first half marathon and wants to explore how to strengthen her running • Lucy McKay, Evening Standard
DIGITAL C AMPAI G NS We create engaging Social Media platforms that increase brand awareness, encourage loyalty and drive sales: • JuJu Footwear: Launched and engaged 19,000 new fans in just 9 months • CAT Footwear UK: Showcase product and deliver high interaction levels - 700+ likes on key product posts and retailer engagement with ASOS, Schuh and Office. • Saucony Originals: Drove 16,000 new fans in 8 just months
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MA N AGEMEN T O F TH E SAU CONY U K T WIT TER , FAC EB O O K AN D IN STAG R AM • We will develop the Saucony UK brand voice: to inspire, showcase innovation & expertise, be passionate about performance, and to engage not intimidate • Connect with your active audience and seek-out that fan base • Create UK content over 5 key themes to create familiar content and offer exclusives • Encourage UK fans to engage & create content • Leverage the global assets and highlight the brand’s international acclaim • Never become a customer services platform
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P R,SE EDING AND EXPE RI E N T I A L: £2500 • Creation, implementation and management of brand specific communications campaign that will deliver consistent and meaningful results and hit brief objectives and agreed KPI’s • Daily press office activity, capitalising on and creating on-goingcommunication opportunity for the brand, working to agreed media targets and focused on leading consumer titles • Team of PR professionals and dedicated account handlers who clearly understand the brand, it’s opportunities and how to develop it them • Target media and bloggers developed in-line with brand and brief objectives, with regular and consistent brand placement throughout leading channels, both in print and online • Creation and distribution of brand press releases to support all activity as necessary • On-site support from the Coffin on Cake team as necessary at all brand events • Constant brand and product representation in the Coffin on Cake PRshowrooms • Representation within our seasonal press days (2 x per year) • Daily PR updates highlighting immediate PR placements that appear (e.g. Newspapers, Online, Social, TV, Radio etc.) for the benefit of sales development, and further increase PR reach internally and externally • Scheduled end of month reports , detailing all achieved media placements for that month and including standard PR calculations covering OTS, AVE, Key Messaging and further Quantative and Qualative Analysis as required, and containing high resolution digital clippings of all PR
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• Full PR evaluation as necessary of all PR activity, calculating OTS, PR value, and ROI analysis, as well as qualitative analysis of activity andrelations developed, covering all key brand and campaign messages and accuracy to brief and brand objectives • Scheduled KPI meetings as necessary to assess campaign development and fine-tune the communications strategy • Quarterly and periodical reporting of PR figures provided as necessary
BR A N D S U PPO R T: INCLU D E D • Marketing and brand development go-to for the brand – working as an in-house team • Identification and implementation of partnership marketing and brand alignment opportunities
SOCI A L MEDIA: £ 2 0 0 0 • Manage, Network and Populate Facebook, Twitter and Instagram pages • Establish clear brand identity and relevance in the market, with careful curation of relevant trend-led content • Develop and create daily content relevant for each social media platform and audience to ensure steady streaming and engagement from individual audiences • Encourage audience brand engagement, consumer demand, and sharing of brand specific content • Networking of audiences throughout, and back to, each platform • Develop workarounds and re-strategize for each platform as algorithms change to ensure brand and product visibility • Develop all platforms in-line with global brand plans • Supply platform specific social media insights, reports and updates to highlight digital activity and campaign progress.
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Coffin on Cake PR, 28 Redchurch Street, London, E2 7DP