CURRENCY VOLUME 1
JANUARY 2013
7 Days of PayPal Discoveries Are You An Action Brand? Follow our checklist
Make Every Day Pay Day
+
How Edelman Helps GSD
TABLE OF CONTENTS
Outline Editor's Letter
The Buzz C o n v e r s at i o n T i m e l i n e 3 0
What’s Now Landscape 6 Point of view 9
Strategy A CTION 1 0 Audience 11
Campaign
Measurement S . M . A . R . T R e s u lt s 3 2
E+P2 = GSD L e t ' s d o g r e at things together 33 Y o u r T e am 3 4
P L A TFO R M 1 3 O f f i c i al S p o n s o r o f E v e ryDay 1 6 7 Day s o f D i s c o v e r i n g Pay p al 2 0 T h e T o m o rr o w T e am 2 2 E v e ry d ay i s p ay d ay 2 4 D e v e l o p e r ' s Da i ly 2 6
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EDITOR’S LETTER
Dear Reader, There are few industries as challenging, fast moving and exciting as the payments industry. The space is at a massive inflection point. The leading driver for the industry for the past few years, mobile is but one piece of the puzzle; for those in the payments business, ubiquity is the new necessity. The key is to be everywhere at once—off- and online, with virtual and physical payment options—and to offer consumers and merchants the power to manage everything simply. To do this, you have to stay current and have "currency." At Edelman, we believe that PayPal is uniquely positioned to win in this race. Given your foundation in online payments, the strength of your brand, your connection to eBay Inc., and your early forays into mobile, you are without a doubt the favorite. But you are in for the fight of your life. You can no longer just be future-forward; you must be future-proofed. We want to do this with you. We want to be in this fight right by your side. We love a good challenge. And for the past four years, we have committed our time, team and talent to the eBay Inc. vision. We understand how you fit within the eBay landscape, yet we appreciate what makes you unique. At the end of the day, we all know that an agency is only as good as its people. Should you choose to work with Edelman, I personally guarantee we’ll bring our very best to this fight...everyday. With unparalleled skills in consumer, SMB, developer and employee engagement, your team has worked on some of the most innovative PR campaigns of our time for some of the biggest brands. No challenge is too tough, no timeline too tight. In short, this team Gets Shit Done. On behalf of the entire Edelman team, we thank you for this opportunity and look forward to the possibility of embarking on this thrilling adventure together. C
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What’s NOW
What’s Now Landscape
With an influx of new players and near-constant technological advances, it’s a transformative time for the payments industry. From online and mobile payment options to credit cards, debit cards, prepaid cards, and even virtual currencies and credits, payment offerings are more plentiful than ever. But doesn't that mean people are ready to leave cash behind? Barron's recently reported that cash is down 7-percent in retail payments, and CNN called the wallet a "dying breed." Credit cards are reliable and conventional, but trust in traditional financial institutions continues to erode. Our soonto-be-released Edelman Trust Barometer
examines trust in four key institutions – government, business, media, and NGOs – as well as communications channels and sources. In 2013, financial businesses and banks remain the least trusted. Mobile payment is progressive, but most people don’t yet see it as reliable. Some consumers are anxious about security, and many merchants do not yet have the necessary tools to accept it.
Out of 11 industries surveyed, Financial Services ranked as least trusted. Edelman 2013 Trust Barometer
Is this the Death Of Cash? If you’ve been following the news lately, you might think so. From notches on a stick, to the drachma, to the dollar, to the mobile wallet, as civilization moves along the continuum, so does the way we pay for goods and services. Now, we’ve come to a fork in the road, and all signs point to the “end of cash.” TO DOWNLOAD THE VIDEO: visit bit.ly/XDuIMN
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What’s NOW
Landscape
PayPal: While everybody knows you, not everybody gets you. Here’s the good news: Your key stakeholders don’t lump you in as a stodgy financial institution, a traditional payment option or a sophomore start-up. PayPal is progressive and proven, pioneering and personal— something you won’t find in any other brand in the
1 Easy 2 Online 3 Convenient
4 Payment 5 Safe 6 Fast
commerce space. In fact, they consider you: •
But, consumers are confused. We asked nearly 600 people across North America—from millennials, to boomers (12-65 year old), to small business owners, to hardcore eBay enthusiasts—about shopping behaviors, PayPal perceptions and found different levels of understanding. The community ran over four weeks with over 30 separate discussions and surveys exploring a wide range of topics that generated over 8,000 responses. From current shopping and payment behavior to what’s important and how they describe themselves, we used these insights in our development of the strategic platform, which resulted in our concepts and tactics. These elements were co-created alongside the community members through a process of iteratively testing and refining the concepts. •
83%
42%
51%
of community
of participants
of participants
members
were unclear
incorrectly
have a PayPal
on whether
believed that
account,
or not there
they don’t get
but PayPal was
is a fee to
their credit
mistakenly
use PayPal.
card points
seen as limited
when they use
to online
PayPal.
purchases only.
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What’s NOW
Landscape
SMBs Care About Many Things... ...Navigating economic uncertainty and tax complexity,
PayPal works, how easy it is to use and how it can impact
managing talent and raising customer awareness. But
their business. Second, we need to drive customer
ultimately, they are motivated by business success—
demand for PayPal. If more shops accept PayPal, more
selling more product and streamlining operations.
users will see it as a viable option; if people start asking
If owners think accepting PayPal will help them with
if they can use PayPal, adoption will follow. These two
either of these, they will do it.
efforts are tightly linked and support one another. We
Our job is to bring customer and vendor demands
need to attack this from both sides.
together. First we need to help owners understand how
It’s Chilly in the Valley PayPal developers feel homeless. X.commerce carried
It’s time to reclaim your Silicon Valley throne. You are
the promise of a central home, but the move away from
highly innovative, but don’t get credit for it. Wildly
a universal platform has only resulted in more confusion.
disruptive, but aren’t seen as a disruptor. You have the
Without any clarity, developers can’t help but be drawn
size and resources to enable developers to do exciting
to the other platforms that heavily court them.
things for their clients and employers, but you aren’t
You need to reconnect.
invited to the party nearly as much as you should be. It’s time to (re)romance the technorati and get the credit you deserve.
What’s NOW
Point of View
Opportunity knocks. better answer quickly! PayPal has a lot going for it—experience, credibility,
You’re agnostic, open and forward-thinking. Not tied
innovation, reach—but you need to set yourself apart
to a single ecosystem, and flexible enough to function
from the financial dinosaurs and the shiny new kids on
regardless of how the industry evolves.
the block.
Plus, it’s your birthright.
You’re in the fight of your life for people’s minds and wallets on multiple fronts and every day is a different fight.
But the status quo just won’t cut it. No one holds a candle to your depth and breadth of
One brand is ultimately going to dominate the new world of payments and it should be you.
services, but you need to capture people’s hearts in order to reign supreme. It’s time to go from former “start up” to stardom!
You need a knockout punch. Because you're not winning on points.
Report Card + Positive - Negative O Neutral
visa
amex
Mastercard
square
google wallet
Perception
+
+
+
O
+
+
Value
+
-
+
-
-
O
Perception
O
+
O
O
O
-
Value
O
O
O
+
+
O
paypal
Consumer
SMBs
Developers Perception
O
O
O
+
+
-
Value
O
O
O
+
O
O
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Strategy
Strategy Action
overcome inertia and build an Action Brand It’s nice to be popular. But it’s a whole other level when a brand becomes a verb. Think Google, Facebook and Instagram. PayPal should be something people do every day.
To make PayPal a part of people’s everyday actions, we need to make the product so damn irresistible that they WANT to use it every day. To do that:
Have a Swagger in Your Step:
We need to win people’s hearts…
Sometimes it's not what you do but how you do it.
•
Charm the pants off them:
Excellent customer care goes a very long way. Be a Good Listener:
The best brands hear and respond to their stakeholders.
Demonstrate Usefulness:
People’s minds…
•
You’ve got it, so flaunt it. Show people all the ways you work (online, mobile, PayPal Card) and why you make sense in their busy lives. Show Up Every Day and Everywhere:
From the parking meter, to the Post Office, to the PTA bake sale, be top of mind wherever your customers are.
And their wallets…
•
Differentiate Dramatically:
In a sea of sameness, what stands out? The brand that stylishly delivers what’s different and offers a unique value exchange.
So who’s with us? Edelman for Paypal / 10
Strategy
AUDIENCE
Meet the Effici-anados They're our ringleaders.
call and climbing into a car
They’re the folks who will
summoned via Uber is just
inspire others to get engaged
another moment-in-life for
and feel excited. We need
them. They are multi-channel
to reach and teach these
shoppers, hopping from
core stakeholders through
online to off, mobile to brick-
education, accessibility and
and-mortar. Right now, they
our very own evangelists.
use PayPal on some of their
Meet, the Efficianados. Nothing holds them back. They fly through life because they’re incredibly efficient. They live on-demand,
THE EFFICI-ANADOS
favorite sites—like Etsy and eBay—but they would use it more often if only they knew they could. Because core to their beliefs is that carrying less—fewer cards, less money—actually allows them to do more.
whenever they demand. They don’t wear watches because their phones vibrate whenever they’re supposed to be somewhere. They don’t
Among the Effici-anados in our Research community*
just passively experience life; they explore their options at every turn and are fearless about embracing technology because it makes their lives easier. Their app
98%
74%
84%
like technology that makes their life easier
think that mobile apps streamline their life
wish they could carry less cards and less money on them
collections are worthy of admiration. Finishing up a quick game of Scramble while
*Both current PayPal users and non-users who stated that they are open to using PayPal more
connecting to a conference
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Strategy
AUDIENCE
It’s time to show effici-anados What's Possible While the opportunity for PayPal is massive, so is the challenge – there is inertia in the payment space and behavior is entrenched. People are generally satisfied with the payment options they have because they don’t know there is something better. The good news: This is not an impossible or unfamiliar scenario. There are entire product categories that people never imagined could get any better, until one day they did.
Remember when we… Took film to get developed? Bought CDs to hear our favorite songs? Needed exact change for the tollbooth? That was then; this is now. Technology should propel you, not hold you back. We Google It. Instagram It. Facebook It. Now, let's PayPal It. Paypal Your Way, Every Day.
TO DOWNLOAD THE VIDEO: visit bit.ly/ZYWbIv
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PLATFORM
PayPal Your Way, Every Day Every day we face a myriad of choices. They come at us fast and furiously – where to go, what to bring, what to buy, how to pay. So we try to stay prepared, lugging heavy handbags to the beauty salon and carrying thick wallets to the wine store. We think we’re ready for anything. But inevitably we end up fumbling for cash at the deli counter and searching for security codes on credit cards while juggling a toddler and mobile phone.
PayPal liberates you from that—it takes the guesswork and the grunt work out of purchasing. Whether that’s cab fare, toothpaste or tickets to next month’s Black Keys concert. PayPal is your ultimate sidekick in everyday life’s adventures—where you pay as you go, with the funds you want, at the speed that you choose. Where you PayPal Your Way, Every Day. Smarter, faster, freer.
Our Campaign
SMB
We bring this to life through a campaign that demonstrates that only PayPal lets people choose how they use their money and enables Effici-anados to live that full-tilt, never-stop, on-my-own terms life they demand. All program elements will form a virtuous circle that creates positive supply and demand between consumers and SMBs, with developers as our continuous innovation engine.
50 % +
of respondents said this concept makes them want to use PayPal more often
Members associated “PayPal Your Way, Every Day” with flexibility, simplicity and forward thinking
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Dev
CO
40 %
NSUMER
of respondents said this platform would make them consider using PayPal as opposed to cash in retail environments
l a i c ffi o e h T sor of n o sp y Day r e v E
Daily purchases and daily necessities are the things people want to be able to pay their own way, every day. Let other brands offer the velvet rope experience or the backstage concert passes. PayPal supports every business and every purchase.
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1 2 3 4 5 6
Official Sponsor of Every Day Seven Days of Discovering PayPal The Tomorrow Team Every Day is Pay Day Developers, Daily
365 Days of News
1 Anyone Can Sponsor Extraordinary Experiences – the Olympics (Visa), the Barclays Center (AMEX), Canada's NHL teams (MasterCard) – but PayPal sponsors the everyday things that keep people’s lives moving. q S ee It Every Day Who wants to wait for points to accumulate?
Content Creation
You reap the benefit right now. Consumers will
From the brilliant minds of Funny or Die or The Onion Network, simple and clear “how-to” PayPal videos will appear on New York’s Taxi TV or CNN Airport Network. Further service pieces could include personal finance experts advocating PayPal to manage your money more precisely. Videos are placed on owned and social channels, as well as part of paid placements. Example: in movie theaters—“how to PayPal going to the movies”; at airports—“how to PayPal your ticket or magazine.”
be buzzing about the perks of using PayPal and the surprise and delight it brings every day. From gas to groceries to gum, every day for the month of March, PayPal will “pay your way” on everyday purchases made using PayPal. Because it’s the little things that count, right? Whether it’s online, p2p, or with PayPal Here,
The “Fake” Parks & Recreation
users can register to have their everyday transactions at participating drug stores, flower shops, bookstores, auto stores, juice shops and dollar stores, comped when they pay with PayPal. Not a PayPal user? That’s okay, you can open an account now to reap the benefits. Not sure how PayPal works for everyday purchases? That’s okay, we’ll show you.
The Real Parks & Recreation (And Other City Billing Services)
At the end of the month, we launch a series of entertaining and educational videos featuring familiar faces to show people how easy PayPal is to use for everyday life purchases. And to reach the noise level we want at launch, this campaign will need both earned media and a perfectly placed OOH dose of paid media that delivers the Every Day message literally at the point-of-purchase.
Imagine if the (fictional) town of Pawnee, IN decided to streamline their overall city management by allowing PayPal to pay for Pawnee Park Permits. Videos starring Aubrey Plaza, Aziz Ansari and Nick Offerman show how PayPal makes something that’s usually complicated, easy. [Possible interstitial on Season 6 premiere—if there is one OR with the syndication placements once re-runs start].
Red-tape-busting your city, optimized by PayPal. In partnership with the mayor of St. Petersburg, FL and Oakville, Ontario (or another small town), announce that the city will now accept PayPal for parking meters, water bills, dog registration, marriage licenses and beach permits. The streamlining of the city’s operations is widely hailed among city clerks and comptrollers' professional organizations, and we’ll share the documentation and proclamation through innovative channels.
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1 From buskers and babysitters to barber shops – we’re celebrating the small(est) businesses. So many of our everyday transactions still require a pit stop at the ATM for the cash we wouldn’t otherwise need. What if we could change that? q T he Payoff What if... • Parents coordinated their date night schedules around the babysitter who accepts PayPal? • The fruit stand or farmer's market stall with a “PayPal Here” sticker became every foodie’s secret find? • The neighborhood barber shop where you pay by phone introduced the convenience of modern retail without losing its old-world authenticity?
can sign up for “PayPal in a Box” kits, complete with stickers for store windows (or guitar cases) and other easy, fun merchandising materials. We’ll inspire the community to rethink their smallest business spending with geo-targeted social media ads and local news stories. Participants are encouraged to capture new experiences with customers through video, twitpix and other quick content that lives on a
• That street performer you actually like suddenly had a PayPal sticker on his guitar case – and you finally tipped him?
dedicated microsite celebrating the
• Your daughter could definitely sell the most Girl Scout cookies
high points. We learn from the
with PayPal? PayPal can arm even the smallest local businesses with smart, simple
smallest businesses. Amplification across PayPal social media adds extra exposure. We celebrate the questions and share feedback with product development teams who continually work to improve these everyday experiences.
technology that makes it easier for
Making it easier to pay, every day,
them to get paid.
is about more than big business
We'll launch the “Small(est) Business Initiative” in select mid-size markets in the US and Canada where Wall Street might seem far away, but
and cutting edge technology. It’s about the way we interact with real people and the way we fund our communities.
Main Street bustles. Entrepreneurs
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Your busker with PayPal Here in his guitar case becomes the photo of the day. Your babysitter who accepts credit cards becomes your news at 5. The local barber shop becomes a symbol of the changing face of retail across America and Canada. And for you, there’s no more messing up your nails as you reach for the tip in your wallet. The “Small(est) Business Initiative” happen throughout the year, with monthly activations and local media outreach sustaining steady momentum.
THE NAKED COWBOY NOW
TAKES TIPS BY PAYPAL
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2 Seven Days of Discovering PayPal. The launch of the Discoverbacked PayPal card means instant scale for millions of users and even more traffic for merchants who accept the Discover card. q Outcome Now that sounds like a reason to
Avenue: They say you can never
celebrate! And we’ll do it with a
have too many pairs of shoes and
week-long series of events and brand-
top retailers have been creating shoe
building moments in Atlanta, New York,
meccas with full floors and top-
Los Angeles, Chicago, San Francisco,
notch service. PayPal card holders
Dallas, and DC. Every activity will be
are invited to indulge with special
designed to showcase the abundance
offers for flats and heels at local
of top-name retail partners and
shoemakers as well as sexy photos of
celebrate the power of the PayPal user.
fantasy shoes to post to Facebook,
Monday
Instagram and Pinterest.
Seven days of simple, visually compelling and unique PayPal-driven experiences will drive interest and extensive coverage from outlets that run the gamut from the New York Times and CNN to Patch and Pennysavers. The content also has the potential to be amplified considerably via social media and owned channels.
Sizzling Party Coverage from
Wednesday
kids and parents get to “test drive” the
Bloomingdale’s: Host PayPal users-
Food Day: PayPal sweeps Safeway
newest top toys.
only events with the help of TV stars
(or Wegmans, Kroger, etc.): 0ne lane.
like Aziz Ansari and Kat Dennings
One day. Shoppers receive express
Saturday
and performances by tech-savvy
checkout at the grocery store when
musicians like Pharrell or Will.i.Am.
they use their new PayPal Discover
Your PayPal card becomes your
card and carry out service to their
admission ticket—a way to pay for cool
cars. “Top Chef Just Desserts” and
merch (like t-shirts or bags created
other food celebrities host tastings of
by designer Zac Posen or products
specially created PayPal cupcakes.
curated by blogger Tavi Gevinson) or to
Thursday/Friday
make donations to charities chosen by the performers. We'll also host parties at key PayPal corporate sites to get employees in on the excitement and share branded swag.
Tuesday Is Shoe Day at Nordstrom/Saks Fifth
Toys/Sporting Goods: Toys"R"Us, Dick’s Sporting Goods and PayPal host top retired and active athletes in target markets for pre-teens, teens and adult fans. Stores create obstacle courses or fitness classes in parking lots—only for PayPal card holders. At Toys"R"Us,
Home Sweet Home: Home Depot experts in gardening, painting and basic plumbing (from HGTV or DIY networks) host classes and meet and greets. PayPal card holders receive discounts or exclusive tips.
Sunday Charity Begins At Home: PayPal donates 1 percent of all purchases made via the PayPal network to organizations that help people on a daily basis, from the Red Cross to Meals on Wheels to the Salvation Army and local food banks.
While the Discover partnership won't initially be available in Canada, these ideas can still be scaled for more Canadian PayPal exposure.
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3 The Tomorrow Team. While we change the lives of shoppers today, let’s make sure we’re also thinking about their tomorrows.
q
Team up with a cadre of experts
Gutsche (Trend Hunter). They
to serve as a built-in echo
give PayPal needed cache in the
chamber for PayPal ideas. The
SMB space.
group drives the conversation around the future of retail and the possibilities tomorrow can bring.
Convened Daily and Quarterly: Throughout the year, the team is deployed through media and
PayPal is changing the way
speaking appearances to support
consumers and businesses
PayPal executive perspectives
operate, every day. Shaping the
on the intersection of technology
future, it rubs shoulders with
and consumer trends. Quarterly,
an elite group of minds: valley
they gather for a roundtable
geeks, business leaders and
discussion with key media across
entrepreneurs. PayPal has the
industries.
opportunity—and the ability— to bring these experts together
Content Drives Mindshare
and amplify the discussion,
The team co-authors a series of
collaborating to reveal not just
white papers that provide context
what people expect but what they
around the massive data machine
never thought was possible.
that PayPal manages, along with
Big Names Think Neil Blumenthal (Warby
a smart video series reacting to breaking news trends.
Parker), Carla Schmitzberger (Havaianas), Andy Dunn (Bonobos), and Brian Chesky
Every Day Angels
PayPal puts out the call for video submissions from potential startups across North America, looking for bold ideas that are ready to launch—and that help people every day. Submissions are accepted through a microsite, promoted by the candidates and voted upon by the general public. The 24 most popular submissions are whittled to the final 12 and PayPal will jumpstart the winning SMBs by supplying seed money and mentorship from the Tomorrow Team. Businesses are profiled in “30 Second MBA” segments for Fast Company (paid integration) and the Globe and Mail (Canada) or La Presse (Quebec) where they relay key lessons learned in week, month and Q1 of operation, including how they set up their payment system. We’ll offer a media exclusive for one journalist to join in the process with us. The videos are used as case studies for business development and other executive media activities. Throughout, we’re driving a key point of differentiation between PayPal and other card providers—speed and efficiency for a new business owner.
(Airbnb). In Canada, think David Segal (David's Tea), Michael Corrin (Freshii) or Jeremy
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Neil Blumenthal WARBY PARKER
Brian Chesky AIRBNB
Andy DuNN BONOBOS
4 Every Day is Pay Day. Before we can convince the consuming public that PayPal should be part of their everyday transactions, employees within the company need to believe in the product. PayPal’s 6,000 employees should
other credit cards. This commitment
be the company’s strongest brand
solidifies his position as a believer in
ambassadors, engaged in the fight to
the product and it opens up a number
make this product the dominant form
of tactical options. Through his blog,
of payment. A key part of the path
David gets personal and talks about
forward is the strategic use of your
his path to paying with PayPal, every
fearless leader: David Marcus.
day. Taking his commitment a step
The Official Sponsor of Every Day On Campus We start right in your backyard by optimizing PayPal’s campuses across North America (and across the globe!) for the product, ensuring the product works at all campus points
further, Marcus issues a challenge to employees to just PayPal it – using PayPal for all their daily purchases. PayPal monitors total employee spend and when the company hits $1 Million in spending everyone gets a vacation.
of sale. Vending machines, every cafeteria, and the company store become a developer testing ground for product innovations and allow employees the chance to purchase everyday items through their account. The David Marcus Every Day Challenge Setting the tone, David Marcus issues a proclamation that he will only use PayPal for all of his work and personal purchases. No more cash and no
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5 The PayPal Innovation Truck. PayPal brings developers together and takes your evangelists on the road, bringing ideas and merchants to developers’ doorsteps all across the country. q Outcome You’ve already got a lot happening for developers, from Sandbox to your Certification program. You’ll want to better connect the dots between them and make more of what you have: Amp up your role at Innovate. Turn hackathon highlights into cases. Share insider insights on new APIs. Harness your certified stars as ambassadors. That also means taking PayPal evangelists like Jonathan LaBlanc and your supporting cast of enthusiasts on the road in a hyperlocal rollout. An 18-wheeler tour will show PayPal in action through live demos and help build credibility and excitement in the developer community. It also anchors Paypal’s hackathons and other existing activity and enables developers to create new apps in compressed time periods—competing against one another for bragging rights and a chance to represent their market at an annual PayPal Show Tell Share Summit that happens in conjunction with other eBay Inc. developer events.
tying ourselves more tightly with your existing roster. The Summit focuses on enabling the future of the payments ecosystem specifically for developers. And, we’ll better engage your baseline. We’ll identify existing communities in known developer hubs like Silicon Valley as well as less traditional locations where PayPal can develop share of mind. We’ll seize the opportunity for more thought leadership around the issues you know better than anyone: Identity, Security, Adaptive Payment and Payflow integration. Finally, we’ll help you better manage these communities, particularly your developer forums— and give them the TLC they deserve.
The outcome for this initiative is to create a network of hundreds of developers that feel supported, appreciated and championed. More engaged current developers: We’ll set measureable goals that transform your current network of developers to vocal supporters and advocates for the PayPal vision. They’ve already built one million applications with your API, and we’ll increase that number. We’ll get more developers to play in the PayPal Sandbox. And we’ll increase the number of developer conversations mentioning PayPal online and offline, to grow mindshare and share of voice. Increased number of new developers to PayPal: You already have 750,000 unique registrations. Taking PayPal on the road and driving ubiquity will grow that number in addition to building out the buzz. More newly minted developers: Our goal is to dramatically increase the number of certified developers following our mobile roadshow and Show Tell Share Summit.
Why a Show Tell Share Summit? eBay and X.commerce already host a number of events, but PayPal’s playground is even broader, in addition to being platform-agnostic. We can highlight this strength while
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6
Daily Must-Do's bread & butter
365 Days of News PayPal’s rise to the coveted “essential” status will require a mix of big thinking ideas and everyday execution. This robust, real-time campaign approach will keep PayPal top of mind for consumers and small businesses every day.
1 A Non-Stop News Bureau—
Research-Driven Media Targeting From MuckRack Pro (watching Twitter feeds of influential
Everyday Media Relations
subject matter experts) and ProfNet to the expertise of
Our everyday media execution runs through a well—
our Edelman Media Network and daily headline monitoring
architected media machine that identifies storylines,
staff, the Edelman team will engage in a research-based
outlets and content months in advance but also tunes
approach to media targeting that goes beyond impressions
into the news of the day to ensure we're building on
and circulation, bringing new reporters/influencers into the
what's trending.
PayPal bulls-eye every day.
Story Engine
2 T ranslating Data into Mindshare
We start by creating a quarterly calendar of storylines, angles and pitches mapped to specific media targets. We then drive coverage through media roundtables, oneon-one interactions with reporters and bloggers, opinion pieces, guest blog posts and webinars.
The data you collect through PayPal transactions tells a story: What are people buying? Are they making purchases from big boxes or small retailers? How does this trend vary in different months or seasons? How does this vary between the US and Canada? It’s time to better leverage
Content Development Action brands have a point of view around consumer,
those insights into media coverage.
developer and small business issues. That POV can
We Make the Complex Simple
be articulated through op-eds, guest blog posts and provocative video statements. We’ll develop seasonal, audience-specific angles for groups like mothers and business travelers.
After working with your data teams to analyze data for trends and storylines, we bring specific insights to life through infographics, data visualizations and slide shows.
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BREAD & BUTTER
We Socialize What We Know We use these strong visuals and clean insights to pitch media and reach consumers and small business owners directly through social channels. And we feed this data to developers to inform their innovation.
Bureau—The Right People 3 Sinpeakers the Right Places How do we mobilize David Marcus, Darrel MacMillan and other PayPal spokespeople to get them in front of the right audiences? Where are developers, SMBs and leading consumer voices meeting, exchanging ideas and discussing what’s next? From TechCrunch Disrupt to CTIA to hyperlocal developer and retail events, we’ll identify conferences that inspire and connect with each of your audiences and build a roster of events where your executives can speak. Our version of the traditional speakers' bureau goes a step further than booking gigs. We’ll execute a true “360 amplification” model at each event, weaving in meetings and meals with attending influencers and promoting content through social channels like Twitter, Instagram, Slideshare and Facebook. While we’ll use events as a bullhorn to drive program
What will this all add up to?
We’ll be looking, feeling and acting like an action brand. We’ll be executing a robust, fullthrottle, innovative campaign, mixing big ideas with brilliant execution.
messaging, we’ll also use them as a sponge, gathering video of customers discussing issues, capturing audio from PayPal team members that we can pitch to online media. This fuels a cache of real world content that we drive through social media channels throughout the year.
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THE BUZZ
The Buzz Every day is Pay Day at PayPal
From buskers to babysitters to barber shops – we’re celebrating the small(est) businesses
MARCH
APRIL
From gas to groceries to gum – every day for the month of March, PayPal will “pay your way” on everyday purchases made using PayPal
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MAY
THE BUZZ
JUNE
JULY
AUGUST
The launch of the Discover-backed PayPal card means instant scale for millions of users and even more traffic for merchants who accept the Discover card
Team up with a cadre of experts to serve as a built-in echo chamber for PayPal ideas
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MEASUREMENT
S.M.A.R.T. Results MEASUREMENT
There is no “one size fits all” approach to measurement. We create customizable measurement programs that are informed by sophisticated text-mining collection and analytics tools, and overseen by professional analysts who bring insight, passion and dedication to their work. Here’s how:
1. Define the objectives. Start by asking the right questions to clearly define objectives that are S.M.A.R.T.: specific, measureable, actionable, relevant and timely.
2.
4.
3.
Determine the right program.
Establish a benchmark.
We will work together to determine a program that is effective and efficient and stays within budgetary constraints.
There are a host of metrics to choose from, whether it is competitive positioning, campaign efficacy or corporate reputation, to name a few. The metrics we choose are customized to meet your needs.
Metrics:
Ongoing Measurement. Regardless of the metric set, we believe that in nearly all cases, we need to engage in measurement on an ongoing basis—be it weekly, monthly, quarterly or bi-annually. Doing so provides strategic intelligence into program impact over time and enables us to address strengths, weaknesses, opportunities and threats as they arise.
✔✔ AWARENESS
✔✔ PARTICIPATION
We measure articles and impressions (traditional media),
We measure sentiment and consumer affiliation on
blog posts and comments, Tweets, views (social media
Facebook, Twitter and video and photo channels.
and channels) and primary research.
✔✔ ADVOCACY
✔✔ PERCEPTION
We measure endorsements, likelihood to recommend
We measure sentiment (positive, neutral or balanced, and negative), key message delivery, competitive positioning and primary research.
and repeat usage. ✔✔ CREDIBILITY We measure attribute positioning and primary research
✔✔ INFLUENCE
(past behavior, predictability).
We measure authority of coverage sources, third-party validation, depth of coverage and awards and rankings.
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WE WANT TO WORK WITH YOU!
E+P² = GSD Let’s Do Great Things Together Communications today is in perpetual fast forward. That means you not only have to dream up game-changing ideas to stand apart but you have to act on them in record time. This is Edelman’s sweet spot—the intersection where bold thinking meets quick feet. And this is what PayPal needs from a communications partner. With this plan, we ensure you: •
Remind and encourage people to use PayPal every single day
•
Capture the attention and affection of the SMB community
•
Build meaningful, mutually—rewarding relationships with developers
•
Ensure your employees are your unwavering evangelists
•
Demonstrate substance and sizzle
•
Communicate consistently to all stakeholders
•
Saturate the US and Canada (with the potential to take these ideas across the globe)
•
Capture the hearts, minds and wallets of all these key audiences
Our recent digital work on PayPal makes it even easier for us to integrate quickly and seamlessly as your PR partner. We also work with PayPal in other key markets and can ensure there is no duplication of effort and that we’re not recreating the wheel. We can hit the ground running because we know and understand you well, and believe fervently in PayPal’s power and future. Together, we can forge an exciting and magical partnership to take PayPal’s communications in engaging new directions.
Meet the folks that will get it done.
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TEAM BIOS
Robyn Adelson Canada Lead
Jennifer Babbit Bodner GCRM
Katya Block Consumer Activation
SaraH Brandon Canada Activation
A passion for those irresistible stories that compel consumers to fall in love with brands, Senior Vice President, Robyn Adelson oversees the consumer marketing team at Edelman Toronto which is Canada’s largest consumer practice. She’s been responsible for some of Canada’s largest launches and also everyday engagement for clients such as: Kraft, expedia. ca, Indigo Books & Music, Swarovski, Johnson & Johnson, Best Buy, and Hasbro. In the past two years, Edelman’s consumer marketing practice has won two coveted awards from the PR industry for most creative campaign on behalf of Red Bull’s Crashed Ice program and also Large agency of the year in 2012.
Jennifer is the Global Client Relationship Manager for eBay Inc. For the past two years, she has overseen Edelman’s relationship Inc. across business units and across the globe. She’s played an integral role on key moments in time for the company including Let’s Make a Daily Deal in Times Square, eBay On Location, and the launch of the new eBay on 10.10.12.
Katya is an Assistant Account Executive in the consumer marketing group and provides day-to-day account support with a focus on media outreach, research, and monitoring brand development. Part of the New York team, Katya currently works on Hampton Hotels and Embratur, the Brazil Tourism Board.
Fueled by a passion to help brands authentically connect with consumers and a desire to establish genuine client partnerships that add real value and deliver results, Sarah has provided client relationship leadership, senior strategic counsel and oversight across a range of consumer marketing campaigns for some of the world’s top brands both in Canada, as well as abroad.
Before working with eBay Inc., Jennifer worked on awardwinning campaigns for some of the biggest brands in the world including working Starbucks to launch Via ReadyBrew in multiple markets across the globe and leading the global media program for Xbox’s Kinect launch.
Katya joined Edelman as an intern in January 2012 and worked on a variety of consumer packaged goods accounts including BelVita Breakfast Biscuits, Barilla, and Planters. Prior to Edelman, Katya interned at MSNBC for The ED Show and assisted with video production , research, and script writing. She also interned at a local Seattle radio station and was provided the opportunity to conduct interviews, edit sound bites, and create radio scripts.
PayPal to me is: Today and tomorrow.
PayPal to me is: The Future
First PayPal Purchase: Dawson’s Creek: season 1 (seriously)
My favorite PayPal Purchase: My new pillows for my sofa – super chic!
PayPal to me is: an easy method to pay for purchases online.
My homebase: Toronto
My homebase: Atlanta
Travel Essential: Extra bag for any… extras!
Favorite View: My children…. asleep
My favorite PayPal Purchase: A personalized iPhone 5 case from CafePress.com. My homebase: New York Guilty Pleasure: Chocolate
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From making U.S. apparel retailer LOFT resonate as a new fashion destination for style savvy shoppers North of the border, to launching a new loyalty card and mobile payment application for Starbucks Coffee drinkers in Canada, as Vice President of Edelman Toronto’s consumer marketing team, Sarah has helped a number of high profile retail clients build affinity and engage with Canadian consumers. PayPal to me is Convenient, Secure and Reliable My favorite PayPal Purchase: The maid of honour dress that I wore to my sister ’s wedding! My homebase: Toronto Guilty Pleasure: Those extra couple hours of sleep on the weekend
TEAM BIOS
Rob Discher U.S. Lead
Alafair Hall Consumer Activation
Suzy kiwala North america Lead
Amy Kot Employee Engagement
Rob Discher joined Edelman in March 2006 in the Washington, D.C. office. Now living in Austin as a Vice President, Rob leads multiple teams and counsels on corporate positioning , digital strategy and crisis management. Rob combines a decade’s experience working in top-tier media relations with a deep understanding of social media and digital channels, helping clients transition to what Edelman calls “Transmedia Storytelling ” – an approach to corporate positioning and issues management that fully leverages owned properties, search engine optimization, social channels and media outreach for maximum impact.
An Account Executive in Edelman’s San Francisco office, Alafair develops and executes media relations campaigns for the Consumer Marketing team. She currently works with Yountville, Calif., 24 Hour Fitness and Brain Resource. She is supporting Yountville, Napa Valley’s culinary capital, to promote “The Flavors of Yountville” promotions to generate excitement for tourists throughout the town’s off-season.
Suzy develops and drives innovative campaigns that help brands make an impact. She brings global experience in brand reputation management, consumer engagement, new product positioning, and strategic partnerships. As a group head in the consumer marketing practice in New York, Suzy oversees a number of Edelman’s social and lifestyle accounts, including Starbucks, Pepsi, eBay and Microsoft.
A Vice President with Edelman’s Employee Engagement practice, Amy brings 15 years of hands-on experience leading and driving strategic internal communications, change management and employee engagement programs.
PayPal to me is: a way to make things simpler My favorite PayPal Purchase: my registration for the Dirty Kanza 200, a 205 mile mountain bike race this June My homebase: Austin Favorite Restaurant: Curra’s Mexican Grill
She enjoys supporting social media platforms both for clients and internally, where she is part of a team that develops content for Edelman San Francisco’s Twitter handle. Alafair moved to California in 2010 and graduated from Indiana University with a B.A. in journalism and a minor in business.
In her 10 years at the agency, Suzy has led high profile and award-winning campaigns. One of the most celebrated – Starbucks logo change and 40th anniversary – garnered industry recognition, including PRWeek's Global Campaign of the Year and a Diamond SABRE for Superior Achievement in Brand Building. PayPal to me is: Simple, Secure, Shopping!
PayPal to me is: Fast, No-hassle and Techie
My favorite PayPal Purchase: A Vince leather jacket on eBay
My favorite PayPal Purchase: March Madness competition
My homebase: New York City
My homebase: San Francisco Favorite Restaurant: Sage Vegan Bistro in LA
Favorite View: Lower Manhattan from the Hudson River Guilty Pleasure: Shopping…. online, offline, everywhere! Just ask my husband.
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A former management consultant, Amy has partnered with many of the world’s leading brands – including Nestlé, Sony Pictures Entertainment, Yahoo!, Microsoft and BP Canada – to develop and implement awardwinning programs that improve employee morale, enhance leadership effectiveness, impact recruiting and retention efforts and accel-erate business performance. Amy has been recognized for her work with a number of industry awards, including the IABC (International Association of Business Communicators) Gold Quill for communications excellence. PayPal to me is: Credible, Compelling and at a Crossroads… My favorite PayPal Purchase: Tickets to a sold-out Lakers game (a surprise birthday gift for my husband) My home base: Los Angeles Favorite View: Sunset over the Andes in Mendoza, Argentina
TEAM BIOS
Lisa KovitZ Media Strategy
TONY NIKOLLA Media Relations
Will o'Connor Mobile & Tech
Matt Torres Developers
A pop culture savant with a journalist’s knack for mining the client’s most compelling stories, Lisa is a rare breed of traditional media relations expert crossed with social media savvy. With three decades of experience, Lisa leads a six-member embedded media team in the consumer group. Lisa put eBay on Oprah within a month of winning the business and her work on eBay’s West 57th Street pop-up netted mobile shopping features on the CBS Evening News and on every NYC local TV station.
With a background specializing in media relations, Senior Account Executive Tony works on the consumer marketing team at Edelman New York. During his time at Edelman, he has worked on the Unilever Dove and Dove Men+Care accounts, in addition to playing a role on the Edelman consumer media team, where he is currently working on a project for Knoll that will help bring his Vassar senior thesis to life – working on a collaboration with the acclaimed architect Rem Koolhaas. Tony previously worked at a boutique PR agency specializing in food & wine, where his clients included chefs, restaurants, hotels, winemakers, and others in the culinary space.
A versatile mobile and technology specialist, Will moved to New York after five year’s in Edelman’s London office.
Matt serves Edelman Silicon Valley’s portfolio of Enterprise and business-to-business technology clients including Juniper, eBay X.commerce and Click Fox. Prior to Edelman, Matt was an Account Executive at Trainer communications with a heavy focus on information security technologies. During his time at Trainer, Matt also serviced B2B technology accounts ranging from HR performance software, knowledge management solutions, WAN optimization as a service, and identity and access management technologies. Previous clients include Aryaka, eEye Digital Security, Fox Technologies, InQuira, TriNet, and Venafi. In addition to client work, Matt also aided in new business development planning and executing two consecutive prospecting luncheons targeting marketing contacts at the annual RSA conference hosted at the Moscone Center.
Lisa joined Edelman in June 2006, driving storytelling for the agency’s top clients including Volkswagen’s top-rated Super Bowl ads, Chipotle’s “Food with Integrity” mission and the opening of the National 9/11 Memorial. She chairs the agency’s Edelman Media Network and builds a culture of media savvy with her entertaining weekly email on media relations trends.
Pay Pal to me is: The way I fuel my eBay shopping habit My favorite PayPal Purchase: Electric blue patent leather stiletto pumps (for $10) My Homebase: New York City My favorite view: The Hudson River – from my bedroom window Guilty Pleasure: The Real Housewives of….you name it
PayPal to me is: Secure, Easy and Preferred My favorite PayPal Purchase: A bookshelf
As Senior Vice President in the Technology practice, he’s been respon-sible for Samsung ’s global content program, helping the electronics giant tell its story around the world. He oversaw the launch strategy of the landmark Galaxy S2 smartphone and helped the company’s mobile business manage its corporate reputa-tion on its rise to be the world’s most successful phone manufacturer. Matching his corporate experience with a consumer background, he is a veteran of the digital entertainment revolution. He worked with Creative Labs to launch the world’s first MP3 players, brought music to mobile phones with Orange and helped Microsoft revolutionize gaming with Xbox Kinect.
My homebase: New York City Favorite View: The NYC skyline at The River Café
PayPal to me is: Convenient, Liberating and Growing
PayPal to me is: Carefree Secure Freedom
My favorite PayPal Purchase: New iPhone 5 case
My favorite PayPal Purchase: A herringbone tweed jacket
My homebase: San Francisco
My homebase: New York City Travel Essential: Smartphone and What’sApp, keeping me connected wherever I fly.
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Guilty Pleasure: Honey Boo Boo Child
TEAM BIOS
TOM SARGENT Canada Media Strategy
SHERRY SHEN Consumer
Kendra staggs Consumer Activation
Jonathan Woods Consumer Engagement
As an Account Manager in the Corporate & Public Affairs practice at Edelman, Toronto, Tom plays a key role in developing and executing results-oriented PR campaigns on behalf of some of Canada’s most recognizable companies. In his four year tenure at Edelman, Tom has launched a national quarterly small business sentiment index for American Express Canada, helped Manulife Financial (owner of John Hancock) communicate its growing presence in emerging markets in Asia and supported Research In Motion protect its reputation through the longest service outage in company history.
Sherry is a Vice President at Edelman, bringing expertise in managing and coordinating all aspects of communications programs with an emphasis on consumer products and services. She joined Edelman in 2006 and has contributed to accounts such as Starbucks, Adobe, Microsoft and LinkedIn.
Kendra is an Assistant Account Executive at Edelman San Francisco, where she joined the team as an intern in November 2011. Kendra currently works for the Consumer Marketing team, working on the Shutterfly, Yountville, and Hungry Jack accounts. She is responsible for a wide range of client services including media relations, monitoring and reporting, and account management. Prior to her time at Edelman, Kendra worked as a public relations intern at Environmental Defense Fund in San Francisco where she was responsible for media relations and monitoring and reporting for the Land, Water and Wildlife sector of the organization.
As a senior account executive in the consumer marketing group, Jonathan joined Edelman’s Corporate and Public Affairs practice as an assistant account executive in July of 2007 where he focused on strategic influencer initiatives. Since then, his project management skills on important client assignments and thoughtful creativity has led to many meaningful contributions for clients such as Dannon, Foot Locker, Timer Warner Cable, Starbucks, Heineken and others. Jonathan is an integral component in developing tactical strategy supporting Multicultural engagement platforms for a number of clients in the health, consumer and non-profit sector. Jonathan also consulted with the National Trust for Historic Preservation in the communications department where he supported media outreach for a national initiative.
Tom’s passion for travel and exploration recently sent him on a journey across the Tibetan Plateau to spend a cold night at Everest Base Camp before heading to the streets of Kathmandu, Nepal. PayPal to me is: Convenience My favorite PayPal Purchase: Anything on Etsy My homebase: Toronto Favorite View: Everest Base Camp, looking up!
Previously, Sherry led the HP Consumer team, which supported the company’s consumer business units, initiatives and seasonal demand generation programs. Her responsibilities included providing client counsel on product launches, media strategies and crisis communications, coordinating with regional PR teams in Europe and Asia to drive global programming, and supporting large-scale consumer initiatives in the fashion, music and design segments. PayPal to me is: Simple, Fast and Friendly My favorite PayPal Purchase: Chanel bag on eBay for my sister-in-law My homebase: San Francisco Travel Essential: Camera to capture the memories!
Kendra grew up in Clovis and moved to San Francisco in 2011 after completing her Bachelor of Arts degrees in English and communication from the University of California, Davis. Her hobbies include swimming, traveling, photography, reading and scrapbooking. PayPal to me is: Fast, easy, convenient. My first PayPal Purchase: Cheese plates made out of melted wine bottles My homebase: San Francisco Travel essential: I couldn’t live without my camera.
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PayPal to me is: The new central portal for money transfers My favorite PayPal Purchase: Annual trip to Deep Creek Mountains with friends My homebase: New York City Guilty Pleasure: Reality TV
TEAM BIOS STRATEGIC COUNSEL
Creative COUNSEL
Michael Berland
ADRIENNE HAYES
CEO, Edelman Berland
General Manager, New York Consumer
“When I get my PayPal card, I will take it on all my rides”
“I just split my Tulum vacation with friends using PayPal”
Ben Boyd
LISA KIMMEL
Global Chair, Corporate
General Manager, Toronto
“PayPal is going to make my daily Dunkin Donuts run much faster”
“I just used PayPal to book my next vacation through VRBO”
Jen Cohan
JIMMIE STONE
Global Chair, Consumer
Executive Creative DirectOR, New York Digital
“I can’t wait to take my PayPal card on all my travels”
“PayPal equals more hats”
Mark Hass
CRICKET WARDEIN
President & CEO, Edelman U.S.
Managing Director, Digital West
“I can’t wait to use PayPal for my coffee and bagel every morning”
Kevin King Global Chair, Digital “I can’t wait to intentionally forget my wallet”
Pete Pedersen Global Chair, Technology “I can’t wait to use PayPal to buy my lunch in the PayPal cafeteria”
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“Just used PayPal to buy Girl Scout Cookies, how cool”
60 Years of Public Relations Excellence Independent. Agile. Global. Fiercely Committed to Our Clients Edelman for Paypal / 39