Break on Through In today’s media environment there are numerous ways to get your message
blogs, podcasts, consumer-generated video, events, traditional media, branded content and more. This across—
gives you
options and flexibility, but also creates clutter.
How will you ensure your message
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breaks through?
Qorvis was founded to be a better way of performing strategic communications. We created a company that offers every available communications tool and the experience to choose and use the right ones—whether your challenge requires a traditional approach, a new media campaign or a mixture of new and old. In doing so, Qorvis has elevated the practice of communications.
work silos and, most importantly, billable hours—all aspects of a tired business model that hinders client relationships. Qorvis people have the energy and incentive to focus on providing legendary client service. The Qorvis approach gives us the freedom to collaborate with our clients on creative and effective solutions, to develop strategies that Break on Through.
To give our people the freedom to develop strategies using the right tools, we freed ourselves from the trappings of traditional public relations—practice areas,
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Smithsonian Latino Center
Results that Break on Through Beam Becomes a Global Industry Leader
PhRMA Bus Tour to Promote Health Benefits
Following the acquisition of more
The Pharmaceutical Research and
than 20 leading brands, Beam Global
Manufacturers of America (PhRMA)
Spirits & Wine, Inc. evolved into a
wanted to help the uninsured and
global leader in the competitive
under-insured gain access to the
spirits and wine industry. Beam Global
prescription medicines they need.
hired Qorvis to craft and carry out a
They launched a nationwide bus tour
communications plan to spotlight the
to highlight, in local news outlets, the
company’s global identity and brands,
hundreds of programs available for
which include Jim Beam, Maker’s
free or nearly free medicines. Using
Mark, Sauza and Courvoisier, among
our state-of-the-art media training
many others.
center, Qorvis worked with PhRMA execs to develop effective messages
Virginia Lottery: Helping Virginia Public Schools
and ensure they were delivered with
The Virginia Lottery is an independent
impressions, and traffic to the PhRMA
agency of the Commonwealth of Virginia
website more than tripled.
and one of the top-performing lotteries in
Following the initial phase of the
the United States. The Lottery’s
campaign, PhRMA gave Qorvis the
mission is to raise funds for Virginia’s
expanded mission to provide nation-
K-12 public schools. Qorvis was selected
wide communications support.
maximum impact. The bus tour received millions of local media
as the agency of record for the Virginia Lottery following a rigorous six-month, multi-round competition. Television advertising, produced by Qorvis and
Pratt & Whitney Revolutionizes Aviation Industry
SmithGifford, is raising awareness
When the jet engine manufacturer
and driving ticket sales, and has won two
Pratt & Whitney wanted to announce
prestigious Addy Awards for our creative
Global Material Solutions, an
team in the process.
unprecedented new business in the aviation industry, they engaged Qorvis to coordinate a global launch and communications program. Using multiple internal and external
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channels—from initial branding and materials to outreach to the media, customers and employees—
Supporting America’s Green Movement
Qorvis generated extensive global
To build on decades of some of
media coverage. Target audiences
the most important and enduring
tested after the launch gauged a
communications efforts in history,
more than 75% positive response on
Keep America Beautiful, Inc., the
the impact of this initiative on the
nation’s largest volunteer-based
industry. Pratt & Whitney went on to
community improvement organi-
name Qorvis its agency of record.
zation, chose Qorvis to create and manage a new nationwide image
Driving Cisco Thought Leadership in the Public Sector
and public service advertising
Having established a strong
including advertising, research,
presence in federal, state and local
interactive and branding—the
government markets over the past
campaign is reaching out to
several years, Cisco wanted to take
communities throughout the U.S.
this program to the next level by
to inspire the public to protect and
driving thought leadership with key
preserve America’s communities.
campaign. Using Qorvis’ integrated communications capabilities—
customers and influencers in the intelligence, defense and civilian communities. Qorvis is executing an aggressive plan to ensure that Cisco
A Premier Cultural Portal for Latino Resources
is top-of-mind with key stakeholders
To draw increased attention to Latino
through media, speaking
heritage and culture, Qorvis worked
engagements, awards and events.
closely with staff at the Smithsonian
Cisco accomplished record media
Latino Center to create an engaging,
coverage at the 2007 FOSE (Federal
bilingual, content-rich website—a
Office Systems Exposition), more
premier cultural portal that functions
than doubling the number of media
as the hub for Latino resources. Since
briefings, print and online articles
the new site launched, web traffic has
over the previous year.
increased by 300%. The email database along with donations have increased as well. In addition to outstanding feedback, including features in many Latino publications, the Smithsonian Latino Center website won a coveted Sabre Award.
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The Best of Big and Small Qorvis represents the best of big and small: the reach and resources of a large agency and the quality customer attention of a boutique firm. Since Qorvis was founded in 2000, the company has
grown to become the
sixth largest independent communications firm in the United States. We are rapidly becoming one of the largest advertising agencies in the region. Qorvis has more than 100
employees in our core office in the greater
Washington area, as well as more than 500 grassroots field operatives throughout the nation.
Qorvis’
international partners help us preserve our client service-
focused culture on the global a dozen countries worldwide.
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level, as we operate in more than
Words Around Washington
When someone calls from Qorvis, they know what they’re talking about. Qorvis succeeds for two big reasons. Rather than keeping time sheets and billing by the hour, Qorvis negotiates monthly retainers with clients, along with a scope of work and performance benchmarks. This puts the emphasis on being successful rather than busy, Managing Partner Michael Petruzzello says.
Equally important, Qorvis doesn’t organize itself by specialty or departments. The aim is to get everyone to think about integrated approaches to client problems. Big firms claim to do that, too, but in most cases they can’t cut through bureaucracy well enough to deliver. By Steven Pearlstein | The Washington Post | 10.27.2006; D01
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Integrated Communications Qorvis is unique. Most firms sell tactics. PR firms sell media
hits. Marketing
agencies sell ads. Grassroots firms sell letters. And so on. At Qorvis, we create
integrated communications
strategies, plans designed collaboratively with our clients and tailored to their specific needs. So when
you need to be heard—when you need your message
to break
through the media clutter—your Qorvis strategy will guide you efficiently and effectively.
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Clarus Research Group Media Training Government Relations Grassroots Media & Public Relations Crisis Communications
Marketing & Event Management
& Public Affairs
Advertising Investor Relations & Financial Services Communications s Social Media Strategies Interactive Strategies Qorvis Legal Group Marketing & Event Management Clarus Research Group Media Training Government Relations & Public Affairs Grassroots Media & Public Relations Crisis Communications Advertising Investor Relations & Financial Services Communications Social Media Strategies Interactive Strategies Qorvis Legal Group Marketing & Event Management Clarus Research Group Media Training Government Relations & Public Affairs Grassroots Media & Public Relations Crisis Communications Advertising Investor Relations & Financial Services Communications Social Media Strategies Interactive Strategies Qorvis Legal Group Marketing & Event Management Clarus Research Group Media Training Government Relations & Public Affairs Grassroots Media & Public Relations Crisis Communications Advertising Investor Relations & Financial Services Communications Social Media Strategies Interactive Strategies Qorvis Legal Group Marketing & Event Management Clarus Research Group Media Training Government Relations & Public Affairs Grassroots Media & Public Relations Crisis Communications Advertising Investor Relations & Financial Services Communications Social Media Strategies Interactive Strategies Qorvis Legal Group Marketing & Event Management Clarus Research Group Media Training Government Relations & Public Affairs Grassroots Media & Public Relations Crisis Communications Advertising Investor Relations & Financial Services Communications Social Media Strategies Interactive Strategies Qorvis Legal Group Marketing & Event Management Clarus Research Group Media Training Government Relations & Public Affairs Grassroots Media & Public Relations Crisis Communications Advertising Investor Relations & Financial Services Communications Social Media Strategies Interactive Strategies Qorvis Legal Group Marketing & Event Management Clarus Research Group Media Training Government Relations & Public Affairs Grassroots 11
Service Areas Clarus Research Group
Interactive Strategies
If you don’t know where you’re headed, any road will
Producing a great website is the first step in creating a
take you there. At Qorvis, we prefer to have a map.
comprehensive communications strategy, but it is def-
That’s why we built our own in-house polling and
initely not enough. The plan Qorvis develops for a new
research company. Clarus Research Group mini-
website is as unique as a client’s organization. Every
mizes uncertainty and determines what is truly
decision is informed, not only by insight and research,
important, thereby greatly improving strategies,
but also by what our clients tell us about their needs.
tactics, credibility, and ultimately performance.
Search Engine Optimization, blogs, social networking
We specialize in assessing the views of high-level,
sites, destination sites, and online games are comple-
hard-to-reach audiences in the worlds of business,
mentary to a great website and a natural extension of
technolog y, entertainment, academia and politics.
the overall communications strategy.
We create your roadmap and deliver a plan that brings you to your destination.
Media Training
Media & Public Relations
Media training is about more than learning how to sit,
Qor vis has sought out the best talent in their
think on your feet by being prepared. That’s why at
disciplines with the expertise to deliver break-
Qorvis we take a holistic approach to media training. Our
through results: individuals who have ser ved at the
media specialists, who have spent decades as journal-
highest levels of management in Fortune 500
ists themselves, have prepared Presidents, Members of
corporations and associations, in government—from
Congress, celebrities, professional athletes, corporate
Capitol Hill to the White House—along with the
executives, even Nobel Laureates for media or public
news media, from television to print. We encourage
appearances. At our state-of-the-art media training
interaction, debate and discussion from ever y
center in Washington, DC, Qorvis will prepare you to
viewpoint. If you’re going before a Senate hearing,
face the toughest situations and to tell your story the
we’ll bring you our colleague who has worked on
way you want to be heard.
stand, speak and what to wear. It’s about being able to
that committee. If you’re going on television, we’ll bring you our former CNN producers. As they say, it takes one to know one.
Government Relations & Public Affairs When it comes to being heard at the highest levels
Advertising
of power, you need experience on your side. Qorvis’
We have a simple philosophy when it comes to
Executive Branch experience. We draw on our
advertising: know risk, know reward. The consumer
association with Patton Boggs, influential lobbyists,
is inundated with advertising, and to break through
communications professionals and researchers to
this clutter you have to make sure your message doesn’t
break through the chatter that attends power.
blend in with the rest of the crowd. That means taking chances: not simply for the sake of standing out, but with the objective of standing apart. When you do that, things happen. People respond. They develop affinities for brands that touch them, and that allegiance follows them to the cash register.
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team has more than 100 years of Capitol Hill and
Grassroots Sending postcards and letters isn’t enough anymore. Those tactics require truck loads of money, countless hours of inefficient work, and a lot of luck to have any impact. That’s why Qorvis has a local presence wherever our clients need it, with more than 500 local field staff in ever y district in the U.S. We work closely with these dedicated field people and use their local knowledge so we have the right reporters and third-parties to support our side of the stor y. We don’t just send out a press release; our field staff engage local reporters—even meet up with them for coffee—to ensure coverage is not only favorable, but on the front page.
Crisis Communications Picking a crisis communications firm is like putting together a basketball team. You can choose from those out there who play pick-up games on the weekend; those who play in semi-pro leagues; or those who have been to the NBA Finals. At Qorvis, our specialists have managed crisis communications for the most highprofile clients of the last 20 years—including for the Clinton White House during the Lewinsky scandal and for the Kingdom of Saudi Arabia following the events
Investor Relations & Financial Services Communications Today’s increasingly volatile financial markets and Washington’s growing attention to Wall Street make it imperative that financial institutions pay attention to their reputations and public affairs. Qorvis’ highly experienced professionals have worked on virtually all positive and negative issues that affect corporations, start-ups, private equity, and other financial institutions—including sudden changes in valuation, M&A, shareholder suits, and dealing with regulatory agencies and congressional committees.
Social Media Strategies Qor vis integrates Social Media strategies—online networking, mobile connectivity, blogging and other emerging communications technologies—into broader public relations and public affairs efforts wherever appropriate to achieve our clients’ goals. Our team is constantly researching and exploring new ways of communicating to ensure we employ the most efficient tools to reach the most effective audiences.
Qorvis Legal Group
of September 11. Our clients choose us and trust our approach because we have the experience and a track
QLG seamlessly blends legal counsel with media
record of performance.
relations expertise to tackle our clients’ legal
Marketing & Event Management
crisis communications and investor and financial
In the competitive corporate landscape, effective branding and positioning mean the difference between success and failure. Our experienced professionals help our clients identify their competitive positioning to win in the marketplace. We build programs that establish brand recognition,
challenges—including public affairs issues, problems. Our experts have worked with Fortune 500 corporations, associations, non-profits, public officials (both domestic and international) and government entities to successfully address the most complex issues. Our experience, creativity and strategic approach supply our clients with the confidence and support needed to tackle any issue.
highlight specific product launches and create memorable events. From local to global, Qorvis has built successful campaigns for some of the biggest players out there.
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Innovative Thinking Success in communications is not marked by cookie-cutter solutions. It’s about a highly
individualized strategy employing a variety of tactics, and
drawing upon a comprehensive toolkit and finely tuned professional skills. Qorvis uses a
proven process for understanding our clients’
communications challenges. We build a campaign that is dynamic
efficient to deliver upon clearly defined goals.
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and
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Define Each Qorvis campaign has an “election day”—a clearly identified goal, agreed upon with clients, that includes business, communications and policy objectives.
2
Research Every thing we do at Qorvis is guided by research—whether full, quantitative analysis or in-depth background reporting. Clarus Research Group, a Qorvis company, provides access to comprehensive capabilities.
3
Identify Our research findings identify allies, supporters and stakeholders who can be recruited to carry the campaign’s messages efficiently to their own audiences—an essential aspect of generating action and results.
4
Strategize Informed by this foundation, strategies are developed that incorporate target audiences and use a blend of traditional and new media tactics to inf luence perception and outcomes.
5
Execute Working closely with the client, we conduct the campaign, which evolves as needs arise. An ongoing evaluation of tactics ensures we achieve the desired results. The entire process is supported by our legendary client service.
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Innovative Thinking
Revolution Health
“Empowering Healthy Living” Website design, Interactive, Strategic Consulting Created by some of the same founders of AOL, Revolution Health
In addition to building a site that is intriguing and immersive, Qorvis
provides expert content and robust communities for health-conscious
also created a website that is cutting edge in its aesthetics. We
people. Revolution Health enlisted Qorvis to launch an online initiative
established a visual identity for Revolution Health Goals that
called “Revolution Health Goals” as a way for people to rally others who
encompasses custom Flash video and imagery, which streamlines the
share the same interests and track progress towards a goal.
goal selection process and makes for a visually appealing website.
Qor vis developed the online presence with research, which showed
As a result of the new site and a major publicity push, Revolution
that people who share their goal with just one other person are
Health saw significant increases in web traffic, especially among
significantly more likely to achieve it. Therefore, the platform was built
its primary audience of women aged 25 to 49. The Qorvis work was
to enable sharing and goal-setting for maximum results. Another key
widely praised within the company for propelling Revolution Health
development element was the use of free expert tips and advice easily
further as a destination site for health-conscious people.
accessible throughout.
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Innovative Thinking
ACIR
“Secure Our Borders, but Save Our Farms” Research, Media Relations, Public Affairs, Grassroots Organizing, Event Management, Advertising When a security and enforcement bill was passed in the House that was
story. Qorvis then replicated the event in key states and congressional
widely seen as anti-employer and anti-immigrant, the debate shifted
districts to give courage and comfort to wavering pro-business
to the Senate, with many competing interests seeking to influence the
Republicans who were hearing nothing but Right Wing talk radio
legislation. Looking to amplify their voice, the Agriculture Coalition
blasting immigration reform legislation as nothing more than amnesty
for Immigration Reform (ACIR) turned to Qorvis for an integrated
for illegal immigrants.
communications strategy.
Before our engagement, the debate centered solely on the extremes—
To break through the noise, Qorvis supported the ACIR effort by conducting
the brick carrying “Build a Fence and Keep ‘em Out” crowd and the
a fly-in news conference on Capitol Hill with 200 growers from across the
Mexican flag waving, pro-immigration crowd. We helped reframe the
country, and we turned it into a “Farmers’ Market”—to make for a highly
debate and give voice to moderate business people and tell the story
visual event. It was covered by all the major news outlets in DC because
about the economic consequences facing American businesses without
it offered a strong visual component to an otherwise boring legislative
an adequate workforce.
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Innovative Thinking
SaveNetRadio
“Protecting a Fledgling Industry” Coalition-Building, Public Relations, Grassroots Lobbying, Web Communications, Advertising When the Copyright Royalty Board, an obscure arm of Congress,
their stories. They testified in the House, held staff briefings, met with
drastically raised the royalty rates paid by Internet radio webcasters by a
Members of Congress and their staff and held concerts on the park
whopping 300%-1200%, the industry came to Qorvis to help them reverse
grounds of the Senate, right in front of the U.S. Capitol.
the decision and save them before the bill came due.
The campaign generated more than one million calls and 400,000
Qorvis mobilized and within two weeks created SaveNetRadio, a broad-
letters to Congress in less than three months, and the overwhelming
based coalition of more than 100,000 webcasters, listeners, artists and
response forced Congress to introduce the “Internet Radio Equality Act”
labels that catapulted the issue onto front pages across the country.
in both the House and the Senate. Congressional staffers have called
Using our powerful combination of coalition-building, public relations, grassroots lobbying and web communications, Qorvis kept the issue alive and kicking in the press and helped the coalition bring groups of Internet radio executives and independent artists to Capitol Hill to tell
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SaveNetRadio the “grassroots campaign of the year” and it was a national finalist for PRWeek’s Crisis/Issues Management Campaign of the Year.
Innovative Thinking
LSU Hospital
“All for Charity” Media Relations, Special Events, Web Communications Among the wreckage Hurricane Katrina left behind was Louisiana State
Hospital was indeed going to continue. As a way to distinguish and high-
University Health Sciences Center, which includes “Big Charity” Hospi-
light Charity’s story, the campaign made the numerous stories of
tal—the crown jewel of Louisiana’s state-run healthcare system and the
Charity’s survivors reflective of nationally topical and locally pertinent
oldest continuously operated public hospital in the nation. Surveyors
issues through countless media conference calls, issuing sometimes
found that Charity Hospital was beyond repair, declaring the facility un-
daily press releases, and holding news conferences in both Washington,
salvageable. To ensure that Charity was going to be able to continue its
DC and New Orleans.
centuries-old role of providing top-quality healthcare to the public, LSU Health Sciences Center asked Qorvis to generate awareness about Char-
In doing so, we secured an exclusive with ABC’s 20/20: “No Way Out:
ity’s plight to save its indigent-care system and to retain its
The Story of Charity Hospital and the Hurricane.” The segment went on
invaluable employees.
to win an Emmy for Outstanding Continuing Coverage of a News Story in a News Magazine. In addition, Qorvis attained media coverage in almost
The first order of business was to get out the critical message to the local
every major news outlet in the nation and helped “Big Charity” continue
community and to LSU’s staff that public healthcare at Charity
to serve its community.
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Senior Level Involvement Michael Petruzzello A veteran in the communications industry, Petruzzello drew on his large-agency experiences to create a new type of firm focused on client service. As managing partner, he has brought in-house the most talented professionals in their fields and has provided them with all the tools necessary to create innovative strategies tailored to each client.
Doug Poretz As a founding partner of Qorvis Communications, Poretz brings more than four decades of broad public relations experience, including 20-plus years in investor relations, enterprise valuation issues, and corporate communications and positioning.
Maura Colleton Corbett Maura brings nearly 20 years of communications, public affairs and coalition-building experience, and leads Qorvis’ technology public affairs services. She is the go-to person for companies and coalitions seeking to make their position heard by policymakers, consumers and the media.
Don Goldberg Don brings more than 25 years of Washington experience in communications, public affairs and crisis management. A renowned crisis expert, Don was a Special Assistant to President Clinton, for whom he developed strategic responses to investigations and helped pioneer the integration of communications and legal strategy.
Rich Masters Rich is recognized as one of the top political and media relations experts in the U.S. and manages Qorvis’ media relations services. In addition to offering public relations consultation to major clients, Rich initiated Qorvis’ state-of-the-art media training studio, where clients learn to “meet the press” and communicate their messages through any broadcast media.
Karen Vahouny As a founding partner of Qorvis Communications, Karen brings 25 years of experience in corporate communications and investor relations. She has particular expertise with corporate image strategy and message development, merger and acquisition communications, and integrated communications campaigns.
Chuck Conconi The consummate Washington man-about-town, Chuck is quoted regularly in The Washington Post and other media. With more than 40 years experience in television, radio and print journalism and as a longtime editor and columnist in the Post’s Style section, Chuck seems to know everyone, and everyone, it seems, knows him.
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Qorvis people are campaign people. We’re driven by the understanding that there will be an “election day” and that we’ll have to deliver results. We are creative and experienced and will guide your campaign every step of the way, taking your calls, answering your questions, proactively nurturing our relationship, while most importantly delivering breakthrough results.
Esther Smith Esther is an icon in the Washington region business community. A visionary who recognized that Washington was more than a “government town,” she was founder and president of TechNews Inc., publishers of Washington Technology, and earlier was founding editor of the Washington Business Journal and Business Review of Washington.
In a recent survey of Qorvis clients, more than 98% said they were either satisfied or very satisfied with our work.
Kelley McCormick Kelley has more than 15 years of public relations agency experience, focusing on consumer marketing, corporate affairs and reputation management. She manages large global corporate communications campaigns, as well as oversees pro-bono accounts such as YouthAIDS.
Susan Murphy
96% of our clients said they would recommend us to everyone but their competition.
With more than 20 years experience, Susan has developed a unique combination of strategic communications and direct and grassroots lobbying experience. Building on a foundation in Presidential politics, on Capitol Hill and for a Presidential administration, she has run communications and government affairs efforts for large international corporations, trade associations and public interest groups.
Bill Replogle With more than 20 years of advertising experience, Bill has developed a love of brands that is reflected in all of his work as the head of Qorvis advertising. Prior to joining Qorvis, Replogle headed Sparky’s Garage, an award-winning ad shop known for its outside-the-gearbox thinking.
Jason Siegel Jason is an accomplished web and brand strategist and interface design expert. As head of Qorvis’ award-winning creative services group, Siegel manages and directs development of a wide range of interactive and branding services and is a frequent speaker on the creative means of communicating.
Ron Faucheux Ron Faucheux, the president of Clarus Research Group, is a nationally known public opinion analyst, author and public affairs professional. He has managed and analyzed major survey research projects for corporate, political, association and nonprofit clients, and is a recognized expert in using research for strategy and message development.
Stan Collender During his more than two decades in communications, Stan has designed and implemented awardwinning communications efforts for financial companies, associations, federal agencies, and trade associations. As one of the leading experts on federal fiscal and monetary policies, Congress, and Wall Street’s response to Washington tax and spending policies, Stan is a frequent commentator in all forms of media, including his blog Capital Gains & Games.com.
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The Qorvis Guarantee We Promise Only What We Can Deliver and Deliver All That We Promise. At Qorvis, we believe no one should be paid for trying. This understanding gives us an exceptional incentive for clearly identifying the exact expectations of our clients, setting defined benchmarks and timetables, and then executing the agreed-upon strategy. It has also shown clear results. Since 2000, we’ve grown from a dozen dedicated individuals to one of the largest independently-owned communications groups in the nation, winning numerous industry awards and accolades, including a nomination for Agency of the Year by PR Week.
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Credits etc.?
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