creatingadvantage

Prepared for HarmanFebruary 2016

ourphilosophy

At Grayling we develop inventive, integrated communications solutions that are rapidly scalable to deliver against

organizational needs. With on-call senior counsel, powerful content, and unrivalled connections, we help our clients to engage, adapt and evolve in fast-changing landscapes —

building brand resilience and creating measurable advantage.

globalnetwork

Americas BOULDER, CODENVER, COLOS ANGELES, CANEW YORK, NYSAN FRANCISCO, CASACRAMENTO, CASEATTLE, WATALLAHASSEE, FLWASHINGTON D.C.

EuropeAUSTRIABELGIUMBULGARIACROATIACZECH REPUBLIC FRANCEGERMANYHUNGARYIRELANDNETHERLANDS

POLANDROMANIARUSSIASERBIASLOVENIASLOVAKIASPAINSWEDENSWITZERLANDUNITED KINGDOM

Middle East, Turkey and AfricaKENYAOMANQATARTURKEYUNITED ARAB EMIRATES

Asia PacificBEIJINGSHANGHAIHONG KONGSINGAPORE

integratedservices

Business-to-Business Communications

Risk and Crisis Comms

Corporate Comms

Investor Relations

Government Relations

Corporate Social Responsibility (CSR)

Media and Influencer Relations

Media Training

Consumer Brand Marketing

multimarketclients

industryexperience

Faraday Future

Pioneer

Sony X

Consumer Technology and Audio

casestudies

Faraday FutureChallenge

Grayling was engaged by Faraday in November 2015 and tasked with introducing Faraday and unveiling the company’s high-performance race concept (FFZERO1) at CES in January 2016.

With very little preparation time, Grayling needed to raise awareness for a brand that had little credibility due to their low visibility. Faraday needed to capture the imagination of key audiences while also validating the company in the eyes of critics. All of this needed to be achieved while cutting through the noise of CES.

The Grayling Solution

Grayling developed an integrated communications plan that included pre-CES tactics such as: media placements, teaser content on social channels, an augmented reality app, community engagement and digital video. Additionally, Grayling executed a reveal event ahead of CES with a livestreamed press conference and over 285 media and 300 VIP influencers. During CES, Grayling arranged 150+ briefings on the show floor and shifted the focus to the company itself: it’s growth momentum, its talent, corporate partnerships, its commitment to building a $1B manufacturing facility, and the FFZERO1 technology.

Result

The program generated significant social media chatter including more than 10,000 Instagram posts, 75,000 tweets, and 100,000 Facebook likes. The program also had overwhelming traditional media coverage that highlighted how Faraday Future could be the wave of the future for the automobile industry.

SONY

Challenge

Create sustained, mass awareness for the new X Headphones, created in partnership with Simon Cowell, and differentiate from the glut of celeb-inspired headphones.

The Grayling Solution

Recommended pairing Sony Music artists with Cowell to promote the new headphones, and leaning heavily on Sony’s audio heritage to cater to tech and trade. We pitched a series of announcements and roundtables, and seeded pre-launch product to generate momentum leading into the announcement. Then we took the ‘phones on a regional media tour, and integrated them into festivals, concerts, and a star-studded X Factor viewing party to hit lifestyle and entertainment media during and post-announce.

Result

The program generated 140 articles and over 300 million impressions from the Sept. 10 launch through the holiday gift giving season, with media coverage routinely citing X audio quality and Sony heritage as a key differentiator from other celeb product.

Pioneer

Challenge

Coming off of a rough year complete with financial losses, layoffs and the exit from their television business, position our brand in a positive light and promote awareness of the largest part of our business, the Car Electronics Division.

The Grayling Solution

Grayling repositioned Pioneer as an in-car lifestyle – rather than a technology – brand and shifted the manner and content of its communication, leading to widespread media coverage and positive growth. Program activities included top 10 lists, consumer facing surveys including American’s favorite road trip songs tied to the Thanksgiving driving holiday, thought leadership opportunities including keynotes on distracted driving, B2B panel opportunities with Pandora and retail partnership promotions, to help drive traffic into stores and move product.

Result

In less than six months, grew coverage volume by 400%; grew mainstream, non-enthusiast media coverage by 550%; and grew feature and quote coverage by more than 1000%.

HOW WE WORK

Global Quality Assurance Program

Global Chief Performance Officer 360° Satisfaction Reviews Client Success Programs

We Measure Outputs, Outcomes and Inputs

ON-GOINGANALYSIS

OBJECTIVES& STRATEGY

OUTPUTS

OUTCOMES

IMPACTS

EFFICIENCY

ENGAGEMENT

ROI

REACH:Awareness

RESPONSE:Appreciation

ActionAdvocacy

CONVERSIONLeadsSales

New Behaviors

Results At A Glance

TAILOR-MADE REPORTING

TRACKING AGREED METRICS

REPORTING CADENCE TO MEET CLIENT NEEDS

SERVICES

Digital skills and expertise embedded throughout the network

DIGITAL IS IN OUR DNA

Regional centers of excellence Digital skills program

Data-driven campaigns with outcome-focused measurement

Digital Services We Offer

STRAGETY CONTENT DELIVERY

Community management O

Social media audits O

Digital monitoring, measurement & data analytics O

SEO audits & services O O

Content marketing strategies O

Content creation O

Mobile strategy & development O

Website build counsel and execution O

Email marketing services O

Business transformation consultancy O

Crisis communications O

Social listening & reputation management O

Online advertising O

Online influence identification and outreach O

Social media guidelines O

HIGH QUALITY, CREATIVE SOLUTIONS TO MEET OUR CLIENTS’ NEEDS:

DESIGN SERVICES

BRANDING+ Brand audit

Concept development

+ Assets & guidelines

+ Collateral design

DIGITAL+ Website design

+ Content creation

+ Social media design

+ Online events & marketing

+ Cross-platform apps

ADVERTISING & DESIGN+ Campaign concept & development

+ Marketing collateral

+ Presentations

+ Event materials

+ Infographics

+ Photography

+ Video and animation

TOOLS

OUR WORK IS DATA-DRIVENStrategies and campaigns are informed by killer insights, derived from a rigorous approach to the

smart use of research, data and on-the-ground intelligence

A powerful social media monitoring tool

(Contextual Online Brand Resilience Analysis) - a proprietary tool developed by Grayling to analyse online brand resilience and inform future content strategies

A Grayling proprietary tool that analyses cut-through versus competitors and informs future strategies

World-leading business research tool, owned by Dow Jones

Global market research, trends, insights and intelligence company, to whom we have access

A leading social media monitoring and analytics tool

Grayling’s Planning Toolbox

Contextual Online Brand Reputation Analysis

Provides data-driven insights to inform future content strategy

Measures and controls reputational impact of content

Proprietary analytics tool

Provides data-driven insights to inform future content strategy

Analyzes message penetration, breadth and depth of media coverage and share of voice vscompetitors

Proprietary Grayling planning toolInsights inform future media strategies

thankyou

QUESTIONS