Verde PR and Consulting

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Verde PR and Consulting
Verde PR Consulting Osprey Packs 2010 Public
Relations
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Verde PR and Consulting
Verde PR and Consulting
Founded in 2001, Verde is a full-service, public
relations, communications and consulting agency
with an emphasis in new media and Corporate
Social Responsibility. Verde provides best in
class media relations with integrated,
multi-faceted communication strategies. We
were founded in the outdoor, snowsports, cycling,
fitness, health and wellness, travel, and
lifestyle markets.
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Verde PR A Journalistic Approach
Verde PR 2010 Overview

• Verde PR and Osprey Packs 2010
• Thank you Osprey for being Verdes most
  important and defining client.
• Thank you for your trust and partnership
  Osprey Packs is a FOUNDING client of Verde PR
• Were committed to creating even stronger
  results this year, a critical year for Osprey
  Packs.

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Verde PR A Journalistic Approach
Verde PR 2010 Overview

• Verde PR and Osprey Packs - 2010
• Our companies are integrated.
• The way we communicate on your behalf is all
  about INTEGRATION

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Verde PR A Journalistic Approach
Verde PR 2010 Overview

• 2010 AGENCY FOCUS
• Offering Integrated Communications Solutions for
  our Family of Clients
• Traditional Public Relations, Media Relations,
  Product Placement
• Highly Personalized Media Relationships and
  Interaction
• Social Web Relations
• SEO / SEM
• Online Community Management and Optimization
• Monitoring
• Content

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Verde PR A Journalistic Approach
Retail Communication

• These Services Work Best as a Tightly Managed,
  Integrated System executed by your trusted
  communications partner

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Verde PR A Journalistic Approach
Verde PR 2010 Overview

• PS
• We invented the internet
•  

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Verde PR A Journalistic Approach
Verde PR 2010 Overview

• Verde PR
• Seriously, heres a summary of Agency Investments
  for 2010
•  

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Verde PR A Journalistic Approach
Verde PR 2010 Overview

• Verde Brings Osprey Packs to the Media
• Verde continues to be a leading public relations
  agency in the outdoor, snowsports, bike, fitness,
  health and wellness, travel and lifestyle
  markets.
• We specialize in creativity, innovation and a
  high level of service.
• We Get Results for our Clients period

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Verde PR A Journalistic Approach
Verde PR 2010 Overview

• Best-in-class media relationships Strong
  Results for Osprey
• Weve built relationships in our core markets and
  in New York for over a decade
• Weve been working to build these relationships
  on the social web for over three years
• In 2010 well continue to build on our strong
  media relations in our core markets
•  

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Verde PR A Journalistic Approach
Verde PR 2010 Overview

• Verde 2010 Media Face Time
• Well be getting outside with our media friends
  in Santa Fe, Boulder and Carbondale at least once
  per quarter
• Were adding one-on-one and multi-client
  destination press trips in 2010
• Were planning more trips to Manhattan per year
  including media suites and events in the Big City
  
•  

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Verde PR A Journalistic Approach
Verde PR 2010 Overview

• Verde Brings Osprey to Media and to the Public
• - Media relations and a deep understanding of
  the news gathering process are still the
  cornerstones of public relations success
• - This remains true despite the fact that
  communications is changing.

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Verde PR A Journalistic Approach
Verde PR 2010 Overview

• Media and the Publics Connecting to Osprey
  Packs
• - Many of Ospreys customers are getting the
  majority of their news and entertainment from
  online sources
• - Verde brings the capabilities and tools that
  take advantage of the new opportunities the web
  provides to attract and communicate directly with
  the people interested in all things Osprey
  Packs!!!

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Verde PR A Journalistic Approach
Verde PR 2010 Overview

• In 2010 Print Placements will continue to be
  The Oscars
• However.
• Media are working in print and online
  simultaneously
• Publishing, researching and interacting

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Verde PR A Journalistic Approach
Verde PR 2010 Overview

• Concurrently. .
• Consumers online presence is increasing
  exponentially
• Researching, interacting and buying

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Verde PR A Journalistic Approach
Verde PR A Journalistic Approach

• Increasing CONNECTION for Osprey Media
  Relations, Print Placements
• While
• Building, Managing and Optimization of Osprey
  Packs Online Community

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Verde PR A Journalistic Approach
Verde PR A Journalistic Approach

• Increasing CONNECTION for Osprey
• Brand-specific Osprey content
• Innovative vehicles for Osprey content
• Monitoring to ensure effectiveness of engagement
• SEO and SEM tactics to bring NEW people to target
  Osprey portals

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Verde PR A Journalistic Approach
Verde PR A Journalistic Approach

• Osprey Packs trusts Verde to communicate
• Branding, news, product and product launches,
  the Osprey Packs company culture, employee
  happenings, athlete initiatives, trade shows and
  Corporate Social Responsibility
• This is content.
• Our job is to bridge it to media, to retailers
  and retail buyers, and direct to consumers

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Verde PR A Journalistic Approach
Verde PR A Journalistic Approach

• New Verde Tools for Reaching Consumers (and
  media) online in 2010
• - Content generation for our clients in the
  Verde Content Bank
• - Verde introduces new systems and tools for
  stronger Search Engine Optimization and Search
  Engine Marketing with TechRigy, the leading
  Social Media Monitoring tool on market

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Verde PR A Journalistic Approach
Verde PR A Journalistic Approach

• Introducing the Verde Content Bank
• In addition to our build-out, editorial planning
  and management capabilities around Ospreys
  social web portals, Verde now has a stable of
  professional writers contracted for 2010.
• These writers can produce compelling,
  brand-driven content that will engage new and
  existing Osprey fans, while boosting Ospreys SEO
  and SEM.

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Verde PR A Journalistic Approach
Verde PR A Journalistic Approach

• Verde Content Bank
• We want to be a one-stop solution for Ospreys
  social web communication needs.
• The content can be about Osprey as a company,
  its brand and products, but it can also be about
  topics that customers gravitate to.
• That means NEW visitors to target Osprey portals
  through enhanced SEO and SEM.
• This content will be easily sharable

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Verde PR A Journalistic Approach
Verde PR A Journalistic Approach

• TechRigy Software Effective Community
  Management
• Were about to learn A LOT more about how people
  can discover Osprey online
• Verde is making a significant investment in
  TechRigy Social Media Monitoring software, which
  integrates monitoring to our online
  communications offerings.

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Verde PR A Journalistic Approach
Specific Market Experience

• Okay, great!
• Now lets go climbing!

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Verde PR A Journalistic Approach
Specific Market Experience

• Whoa!
• Not so fast 98 more PPT slides to go
• Now we show you what this means to your sales and
  marketing goals for 2010

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Verde PR A Journalistic Approach
Specific Market Experience

• Osprey Packs Sales Marketing Goals for 2010
• Osprey Hydraulics consumer launch to outdoor in
  Spring 2010
• Osprey Hydraulics trade launch to bike market in
  Fall 2010
• Osprey Hydraulics and other new 2010 Spring and
  Fall product traditional PR and social media
  campaigns
• Social web campaign to support 2011 launch
  products, starting in July and August 2010
• Major new Design Center to open in Bay Area
• Formalization of CSR within company
• New Hires
• New retail constituent (REI?) partnerships

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Verde PR A Journalistic Approach
Specific Market Experience

• Osprey Packs Sales Marketing Goals for 2010
• Other?

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Osprey Packs Core Markets 2009
• Outdoor Backpacking, day hiking, climbing,
  trail, running
• Snowsports Skiing and riding, snowshoeing
• Travel Wheels and Convertible, Travel Trek
• Lifestyle Active Everyday
• Kids Sprint Series

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Osprey Packs Core Markets 2010
• Outdoor Backpacking, day hiking, climbing,
  trail, running
• Bike Hydraulics Launch to bike market ongoing
  2010
• Snowsports Skiing and riding, snowshoeing
• Travel Wheels and Convertible, Travel Trek
• Lifestyle Active Everyday
• Kids Sprint Series

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Need Bike Slide here
• Mountain Bike please.

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Ospreys Bike Market Launch
• Efforts began Fall, 2009 with bike-market seeding
  with core bike media
• Goal Introduction and branding of Osprey to bike
  community, industry and Independent Bike Dealers
  (IBDs) with new Hydraulics collection
• Goal Continued Relationship building /
  engagement with core bike market and media on
  Ospreys behalf
• Core bike media education on Osprey
• Key reps
• Bike market vendor constituents
• Advocacy group affiliation
• Expansion of CSR to incorporate bicycle-friendly
  investment?
• Commuting?

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Ospreys Bike Market Launch
• Goal Continuing Engagement and Momentum through
  2010.
• Ongoing social web campaigns, focused on driving
  traffic to bike-specific blog and (possibly
  microsite on Ospreypacks.com)
• Discover search terms and topics for hydration,
  cycling packs, bridging Ospreys heritage and
  independence as strength to bike market
• Forum and blog engagement
• Ongoing media relations with bike media
• Trade
• Consumer
• Online
• Forum Participation and Reputation Management
• Competitive monitoring with CamelBak, UD, Trek,
  and other bike-market hydration players

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Ospreys Bike Market Launch
• Goal Continuing Engagement and Momentum through
  2010.
• Engagement through traditional and online PR
  campaigns
• Trade and consumer media relations and coverage
• Product placement core and peripheral market
  focus
• REI is a bike shop Hydraulics can be placed in
  bike media in 2010
• Specific outreach on Mike and Osprey design team,
  tying in new Osprey Packs Design Center
• Retail-specific Independent Bike Dealer list
  building and direct outreach
• Amassing of direct to consumer bike emails and
  corresponding outreach (goal by Q3 and Q4)
• Advocacy partner tie in?

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Ospreys Bike Market Launch
• Goal Continuing Engagement and Momentum through
  2010.
• Authenticity in community management
• Social Media Release page specific to bike market
• Blog.ospreypacks.com bike microsite or complete
  bike blog launch
• Management of bike community, content, monitoring
  (including all-important bike forum monitoring)
• Bike ambassadors Verde can screen and manage if
  needed
• Online test sessions with Osprey Design team
  quarterly
• Contests
• SEO/SEM
• Bike video campaigns and optimization

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Ospreys Bike Market Launch
• Goal Continuing Engagement and Momentum through
  2010.
• In-person Media Relations
• Formalizing product testing process/transparency
  of feedback
• Ride with Osprey campaign one on one media
  rides through Intermountain West
• Co-promo with GoPro and Verde bike clients
• Screen and support constituent bike market
  relationships
• Full launch support at Interbike 2010

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Ospreys Formal Bike Market
  Launch 2010
• Goal Continuing Engagement and Momentum through
  2010.
• Services needed for bike market support
• Traditional and social web public
  relations/messaging
• Content Bank for bike-specific content
• Monitoring to refine messaging, drive traffic,
  improve brand positioning and market knowledge
  through social web

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Osprey Hydraulics to Outdoor
  Market
• Efforts began Summer, 2009 with media seeding and
  trade news push
• Goal Continued momentum building in
  traditional/social (trade and consumer) media
  outlets through PR successes/tests/awards
• Goal In-person media engagement at press trip,
  office visits (Boulder, Santa Fe, New York) and
  one-on-one media trips
• Goal Market research on outdoor hydration
  competitors and ongoing identification of SEO/SEM
  on this category through monitoring
• Goal Hydration-specific resource information,
  blog posts, athlete testimonials
  (Hydraulics-specific content on
  blog.ospreypacks.com) traffic driving
• Goal Quarterly consumer-direct communication to
  Osprey readership via newsletter and blog

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Osprey Packs to Core Markets
• Core Markets 2010
• Outdoor (climbing, lifestyle, kids)
• Snowsports
• Adventure-travel
• Kids
• Broad market when relevant
• Bike (discussed previous slide set)

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Osprey Packs to Core Markets
• Core Markets Traditional/Social Public Relations
  Tactics 2010
• Traditional and social web public relations
• Media relations, product placement
• Media trips / media one on ones and in-house
  magazine visits
• Trade show support (outdoor, other?)
• Trade show events
• Tracking, blogging results and quarterly
  reporting

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Osprey Packs to Core Markets
• Core Markets Blog Tactics 2010
• TKTKT
• Content/monitoring/community/funnel or starfish

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Osprey Packs to Core Markets
• Core Markets Direct-to-Consumer Tactics 2010
• We have a list of consumer emails Now what?

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verde Consumer Direct Communication Options
• Consumer direct e-newsletter (and not just any
  old newsletter)
• Slick and branded, Journalism-quality, compelling
  writing target outdoor consumer
• Plugs in/connects all of Ospreys online outposts
• Announces company news, culture highlights, CSR
  initiatives, designer column each issue
• Highlights a retailer each issue
• Highlights product category each issue
• Contests
• Monthly or Quarterly distribution?
• Parked on home page of Ospreypacks.com to
  encourage sign ups and NEW email addresses

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verde Consumer Direct Communication Options
• Flash paper Osprey Packs Magazine
• Slick and branded, Journalism-quality, compelling
  writing target outdoor consumer
• Plugs in/connects all of Ospreys online outposts
• Announces company news, culture highlights, CSR
  initiatives, designer column each issue
• Highlights a retailer each issue
• Highlights product category each issue
• Contests
• Monthly or Quarterly distribution?
• Parked on home page of Ospreypacks.com to
  encourage sign ups and NEW email addresses

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Example of Client Newsletters
• William, insert Julbo and Veltec newsletters here

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Osprey Hydraulics Consumer
  Launch to Outdoor Market 2010
• Goal Continuing Engagement and Momentum through
  2010.
• In-person Media Relations
• Formalizing product testing process/transparency
  of feedback
• Ride with Osprey campaign one on one media
  rides through Intermountain West
• Co-promo with GoPro and Verde bike clients
• Screen and support constituent bike market
  relationships
• Full launch support at Interbike 2010

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Ospreys Formal Bike Market
  Launch 2010
• Goal Continuing Engagement and Momentum through
  2010.
• Services needed for bike market support
• Traditional and social web public
  relations/messaging
• Content Bank for bike-specific content
• Monitoring to refine messaging, drive traffic,
  improve brand positioning and market knowledge
  through social web

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Ospreys Formal Bike Market
  Launch 2010
• Goal Continuing Engagement and Momentum through
  2010.
• Services needed for bike market support
• Traditional and social web public
  relations/messaging
• Content Bank for bike-specific content
• Monitoring to refine messaging, drive traffic,
  improve brand positioning and market knowledge
  through social web

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Verde PR A Journalistic Approach
Traditional / Social Web PR

• Verdes Support of Ospreys Formal Bike Market
  Launch 2010
• Goal Continuing Engagement and Momentum through
  2010.
• Services needed for bike market support
• Traditional and social web public
  relations/messaging
• Content Bank for bike-specific content
• Monitoring to refine messaging, drive traffic,
  improve brand positioning and market knowledge
  through social web

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Social Media and PR 2.0
Social Media PR 2.0

• Osprey Packs Blog 2009
• blog.ospreypacks.com
• The Osprey Blog was launched as an integral part
  of communicating the Osprey Packs brand and
  products online.
• Team efforts in the field from events and
  individual adventures from Avalanche course in
  Valdez, Alaska and the Grand Traverse from
  Crested Butte to Aspen, to guided rock climbing
  trips in Red Rocks, hiking in New England and
  news reports on environmental initiatives.

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Social Media and PR 2.0
Social Media PR 2.0

• Osprey Packs Blog 2010
• blog.ospreypacks.com
• TKTKTK

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Social Media and PR 2.0
Social Media PR 2.0

• Osprey Packs Email Aggregation 2009
• As part of our PR goals for 2009, Verde worked
  with Osprey to obtain a list of
  direct-to-consumer email addresses.
• Goal To create an Osprey Packs opted-in
  readership

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Social Media and PR 2.0
Social Media PR 2.0

• Osprey Packs Direct to Consumer Campaigns - 2010
• Goal Communicate authentic and compelling
  content packages to consumers every month.
• Verde will create and manage a customized and
  professional direct to consumer newsletter

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Social Media and PR 2.0
Social Media PR 2.0

• Osprey Packs Direct to Consumer Campaigns - 2010
• Working with Osprey marketing, Verde will map
  out seasonal initiatives and create a
  consumer-specific editorial calendar for direct
  communications
• Customized newsletter will be integrated with
  Osprey online outposts include Osprey online
  outposts
• OTHER?

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Social Media and PR 2.0
Social Media PR 2.0

• Osprey Packs Direct to Consumer Campaigns - 2010
• Brand-specific information
• Osprey community digest (featuring athletes,
  employees, company initiatives
• Monthly product highlight
• Quarterly contest

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Social Media Landscape
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Corporate Social Responsibility
Corporate Social Responsibility

• Verde can help Scarpa develop a CSR platform to
  showcase its global responsible business
  practices.
• We can develop a CSR platform and transparently
  communicate it to internal and external
  stakeholders.
• Verdes President and CEO, Kristin
  Carpenter-Ogden, is completing a sustainable
  business MBA program at Green Mountain College.
• Her experience and knowledge base has helped La
  Sportiva, Julbo, eVent Fabrics, Nikwax, Mion,
  Sierra Designs, Osprey, Bela Olhao, and prAna,
  among other clients, create and effectively
  communicate CSR platforms that are transparent
  and authentic.

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Supportive Strategic Outreach
Verdes Support of Scarpa

• Verde will tailor our core competencies into a
  tactical PR plan for Scarpa that will include
• Systematic outreach approach that melds
  traditional and social-web-based campaign work,
  resulting in strong earned media placements
• Blog launch and online community management
• Direct to consumer communication
• Promotion of Scarpa brand team online and to
  trade
• Retail constituent outreach
• Sales rep sales support

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PR for a change