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CREDENTIALS PRESENTATION about us markettiers4dc was founded in 1994 with the aim of

effectively incorporating broadcast media as a central part of communications strategies and providing the resource and experience to do this for in-house and agency clients alike.

With the internet emerging as arguably the most impactful media channel, so markettiers4dc has consistently led the PR industry in developing online tools and tactics to engage brands with their increasingly sophisticated and fragmented audiences via the web.

That dedication to innovation was publicly acknowledged last year when markettiers4dc won a prestigious PR Week award for the second year running.

Our facilities are unmatched across the industry, with a traditional TV broadcast-specification WebTV studio amongst our five in-house broadcast studios. We have a link via BT tower allowing us to conduct down the line TV interviews with any broadcaster across the world.

We are the only marcomms agency specialising in above, below and through the line broadcast coverage to boast such a major technical and production infrastructure. This delivers tight project management and efficiency savings for you, the client. It also means we are able to respond proactively to the demands of a 24/7 media.

This results-driven attitude and pioneering approach is the hallmark of markettiers4dc.

The company is structured around the expertise and professionalism of the 80+ staff across dedicated client consultancy, media liaison, production and studio teams to offer clients a total service under one roof.

industry profile Perhaps the greatest testimonial to our online broadcast expertise is the fact so many major PR and marketing bodies use us to help them engage online with the industry. markettiers4dc is: • • • • • • • •

CIPR Partner Founding Member of the Digital Convergence Panel IAB Social Media Council member IAB podcast partner and member of IAB Video Council BrandRepublic Web TV series producer MediaWeek.TV web TV producer PR week Vodcast producer PRCA partner, delivering seminars, workshops & training

WINNERS 2007 & 2008

Best companies ‘One To Watch’ 2009

EDITORIAL SERVICES consultancy

media relations

We provide strategic broadcast consultancy to create campaigns campaigns that will cost-effectively maximise your brand’s messaging with its target audiences.

Within our full-time media relations department of 16 people, we have a dedicated online team. They liaise on a daily basis with around 100 different websites, ranging from massmarket ISPs and consumer sites like MSN, AOL and thesun. co.uk, to niche and specialist sites.

Our 40-strong Editorial Services department is responsible for all client liaison. Account teams manage day-to-day activity with their clients, under the direction of ten highly experienced consultants and directors.

While clients have constant access to their dedicated account team and senior management consultancy, the collegiate approach within the editorial team ensures that clients benefit from the range of skills and experiences across the entire division.

They have relationships with more than 300 sites and growing, having placed in excess of 2,500 items of online coverage in the past year alone.

content distribution Our media portal - Broadcast Hub - has been completely redeveloped to service the needs and greater demands of media and clients alike.

It provides a seamless transfer and review of digital content between us and your brand in a password-protected extranet environment.

From a media perspective, it is a rich source of material which is quick and easy to access, maximising the potential for brand content to feature online.

integrated approach To enhance editorial PR campaigns, we develop and implement bespoke activity with our media partnerships division, Sound.

Their boutique service ensures cost effective media planning and buying, with a creative approach that perfectly compliments the PR messaging.

Media partnerships deliver controlled messaging in highlyindexed online media channels.

Middle and Right: Our interactive media portal provides rich media content for websites and broadcasters

production The tactics we implement to secure online media coverage include: Live, interactive Web TV programming Presenter-led, chat show style with editorial content completely controlled by the brand.

Video Feature Streamed from websites, short, information-led digital content Vodcast Downloadable video content, consumed at leisure by users Podcast Audio-only content, consumed as the Vodcast Digital press kit Combination of text, images, links and rich media content forming a complete online press release

WebTV show

produc ed for Born Fr ee

Microsite A dedicated online environment hosting rich media content LinkTo™ Proprietal technology created by markettiers4dc that provides true engagement by enabling viewers to link to any webpage by clicking on the video, for example to purchase products, donate to charity or sign up to a mailling list for further information.

digital technical services

podcast site featuring a Profiling micro ttery Lo l e Nationa created for Th

Our highly experienced team consists of: • • • • •

Senior Web Designer LAMP Web Programmers Media Encoding Engineer Server Administrator Technical Support

The team is responsible for building and maintaining the online framework for all digital broadcast content, such as the interactive webchat engine used on our portal www.webchats.tv and by clients such as Dell & The British Chambers of Commerce at www.smallbusinessadvice.tv.

Smallbusinessadv ice.tv website crea ted for client Dell in pa rtnership with the Br itish Chambers of Com merce

video & audio production We have a video and audio production team of seven multi-skilled producers, camera operators, editors and a graphic artist with a wide range of broadcast and corporate experience.

They are responsible for delivering all the video content detailed above through the following processes: Pre-production • Identification of story angles, appropriate spokespeople, filming locations etc.

• Scripting of dialogue or voiceover • Setting up of agreed production and interviewees

Pre-production • Establishing duration, tone, style and content of the show • Creation of any video or still content to be included in the show • Drafting of programme running order • Moderation of advance public questions • Briefing of presenter Live Production • Direction of live camera operation • Live moderation of public questions and direction of presenter • Insertion of additional content; video/graphics/ screengrabs/props • Live streaming to the web

Production • Direction • Filming & sound recording • On screen presentation (if required)

Post Production • Editing • Dubbing/digital encoding

Post Production • Editing • Voiceovers • Explanatory motion Graphics/Titles/Slates etc • Dubbing/digital encoding

io 1 ing Stud Record

In Web TV shows, the team is also reponsible for:

Video produc tion te am

technical resources

shootin g a We bTV sh ow

Studios

Video and Audio Editing

Our five multi-purpose broadcast studios enable us to deliver everything from multimedia broadcasts streaming live on the internet, to TV and radio.

All video editing is delivered in house using the following equipment: 3 x Avid Media Composer edit suites 2 x dedicated voiceover booths 1 x Adobe After Effects Graphics Suite

Studio Five is the dedicated web broadcast suite. It has a full set environment and comes with state of the art cameras, autocue, a fully functioning gallery with editing and effects systems, experienced engineers and a ‘green’ area.

Studio Five also has a chroma key backdrop and connection to the BT Tower meaning we can connect to any broadcaster across the world to conduct live down-the-line interviews.

All audio editing is delivered in house using the following 5 x Sadie Audio Edit stations *Please note that all our studios and OB Unit have all the ISDN codecs required to connect up to any radio station in the UK or overseas

wider pr support services Within the markettiers4dc group of companies, we can provide a range of additional PR services to deliver fullyintegrated broadcast and digital media campaigns.

In addition to media partnership development through Sound, this includes: • Radio and TV production and media relations • Market Research via Opinion Matters, incorporating the online Tickbox.net and OMLive! digital brands • Interactive brand funded video content with HowTo.tv

OUR EXPERTISE social marketing Audiences are constantly evolving and fragmenting into different interest and behaviour groups. Media appetites are changing, and we no longer rely solely on mass media to provide for our information: we go online to search for it. Crucially, we can help you engage with audiences in this environment, developing a genuine dialogue with them through existing and emerging digital platforms and channels.

From Facebook to LinkedIn, Twitter to Spotify, and the entire blogosphere, we understand these communications trends. We will integrate them in a strategy alongside ‘traditional’ online PR techniques such as video and audio podcasting, Web TV programming and editorial coverage.

Affecting behavioural and social change beyond selling product is a key objective for many of our clients and campaigns. In particular our public sector, Governmental and charity clients share this common aim, meaning we have a significant depth of experience in delivering against such a brief.

Just a few of the dozens of non-commercial clients / campaigns where social marketing has been a requirement include: • • • •

NSPCC ‘Don’t Hide It’ Samaritans ‘Stress Down Day’ Department of Health ‘5 a day’ UK Transplant ‘Organ Donor Register’

• DirectGov ‘Overcoming Social Obstacles’ • NHS ‘Careers Website’ • Foreign and Commonwealth Office ‘Know Before You Go for 18 – 25s’ • Health and Safety Executive ‘Noise at Work regulations launch’ • Devon Wildlife Trust ‘Save the Reefs’

charity clients Our roster of charity clients is vast. In addition to those named above, we also work with:

The Prince’s Trust British Lung Foundation Born Free MacMillan Cancer Relief Oxfam The Prostate Cancer Charity British Heart Foundation Child Accident Prevention Trust Sightsavers Royal Blind Cricket Foundation Dogs’ Trust Blue Cross Leonard Cheshire Clic Sargeant Gingerbread

BEING REACTIVE

PLANNING & HIGH SPEED ESSENTIAL

hyundai hijacks news • Rumours abounded of a European style scrappage scheme but no-one outside of Govt knew the exact details until 1.25pm on Budget Day • Hyundai UK MD Tony Whitehorn joined markettiers4dc on Budget Day to react instantly to the government scrappage scheme announcement – we pre recorded comment for all possible scenarios & distributed to media, as well as provided immediate interview opportunities for TV, radio, and online media • Thanks to speed of broadcast media, Hyundai became the first motor manufacturer in the UK to publicly back the scheme and announce their participation • Further broadcast activity as Hyundai announce sales increases of 40% year on year in May and 91% year on year through the Summer, coinciding with official SMMT figures • Media coverage across 3 phases of activity including multiple spots on Sky News TV, BBC News Channel, BBC One o’clock news, CNBC, Today Programme, Wake Up to Money, LBC, and breaking news features on telegraph.co.uk, FT.com and the Sun.co.uk

“We took advice from people in the broadcast industry and they told us markettiers4dc are the only agency editors will take seriously. They were right. Our campaign reached more than 100 million people thanks to the professionalism and hard work of everyone at markettiers4dc.”

- Tony Whitehorn, MD, Hyundai Motors UK

MANAGING REPUTATIONS

PROVIDING COMMENT & BALANCE

kellogg’s on record • As the world’s largest cereal manufacturer, Kellogg’s can sometimes take the brunt of criticism from media, government and consumer groups alike on issues such as salt and sugar in food • It is important to provide media with an editorially balanced counterpoint to certain health claims, ensuring maximum consumer information and communicating the healthyeating messaging at the brands core

• Meanwhile, speed was key in securing BBC Radio 4, 5 Live, BBC Scotland & Sky News live interviews to rebut claims published by Which? earlier in the year • Both balance and scale are important – it was key not to push the rebuttal so hard that it propelled the original news story harder

• In order to ensure the media landscape has balance it is key to not only offer up reactive comment but to create comment that works for digital media • Creation of editorially balanced video features, using Kellogg’s Chief Nutritionist, rebutting specific (& generic) FSA claims over salt/sugar content, added both scientific integrity and consumer appeal to Kellogg’s counter-claims, enabling direct video rebuttals to news articles on the likes of the telegraph.co.uk

Examples of editorial coverage featuring podcast placement

GETTING THE INGREDIENTS RIGHT

MAXIMISING RELEVANCE, REACH & CUT-THROUGH

booktrust revives reading • Charity Booktrust’s annual Booktime scheme sees free books sent to children all over the UK. Reception age (4-5) children received a free book by leading author to encourage life-long love of reading • Independent research (for the fourth year in a row) to discover what creates life-long love of reading, surveying 1300 children and 1700 parents, delivering powerful regional angles and building a story around the ‘barriers to booktime’ of national interest

• Broadcast media engaged using author Ed Vere, (his acclaimed Mr Big was given free to all reception age children), other local kids authors and examples of the book-packs sent to stations in advance of activity enabled powerful cut through amidst numerous competing stories • Media coverage included an appearance on BBC Breakfast TV, a total of 127 stations across the UK network including Radio 5 Live (Breakfast and Up All Night), Sky News Radio and the entire Heart network

CROSSING MEDIA BOUNDARIES

EMBRACING NEW & TRADITIONAL ROUTES TO AUDIENCE

national grid and student safety • With thousands of university students moving into their new private rented accommodation, National Grid wanted to create a campaign to raise awareness of the importance of gas safety and the risk of carbon monoxide poisoning amongst the student population.

• Cult student icon Alan Fletcher, who plays Dr Karl Kennedy in Aussie soap Neighbours was chosen to front the campaign and to reach students in their own ‘environment’ the Student Safety campaign was focused around a Facebook Fan Page – the ‘National Grid Student Union’ – featuring a Video Theatre (including the ‘Student Safety’ video feature we produced alongside Alan Fletcher’s top 10 video tips for surviving student life • The National Grid Student Union also included competition mechanics to win a year’s rent and a multi-festival VIP package next summer.

• To drive the safety message further, we also teamed up with the National Union of Students, individual student union websites and student radio • To launch the campaign, Alan appeared on ITV’s This Morning and Radio 1’s Jo Whiley Show, where he played his very own gas safety song – to the tune of The Rolling Stones’ ‘Jumping Jack Flash’. Not only did Alan write the campaign song, he used his blog and Twitter page to promote the campaign to his massive student fan-base.

Alan was also interviewed by ITN and PA – whose copy – also pushing the Facebook Fan Page and video feature – ran on Yahoo, MSN, Virgin amongst others.

CREATING A PLATFORM TO DELIVER MESSAGING

THOUGHT LEADERSHIP & ISSUE OWNERSHIP intelligent business communications • With thousands of university students moving into their new private rented accommodation, National Grid wanted to create a campaign to raise awareness of the importance of gas safety and the risk of carbon monoxide poisoning amongst the student population.

• Cult student icon Alan Fletcher, who plays Dr Karl Kennedy in Aussie soap Neighbours was chosen to front the campaign and to reach students in their own ‘environment’ the Student Safety campaign was focused around a Facebook Fan Page – the ‘National Grid Student Union’ – featuring a Video Theatre (including the ‘Student Safety’ video feature we produced alongside Alan Fletcher’s top 10 video tips for surviving student life • The National Grid Student Union also included competition mechanics to win a year’s rent and a multi-festival VIP package next summer.

• To drive the safety message further, we also teamed up with the National Union of Students, individual student union websites and student radio • To launch the campaign, Alan appeared on ITV’s This Morning and Radio 1’s Jo Whiley Show, where he played his very own gas safety song – to the tune of The Rolling Stones’ ‘Jumping Jack Flash’. Not only did Alan write the campaign song, he used his blog and Twitter page to promote the campaign to his massive student fan-base.

Alan was also interviewed by ITN and PA – whose copy – also pushing the Facebook Fan Page and video feature – ran on Yahoo, MSN, Virgin amongst others.