PR for Start-Ups

Presented by: Storia PR & Rob Campbell @storiaPR, @knussbaum @Dcnussbaum @Roberrific

•  Telling Your Story •  Content Creation •  How to connect with your target audience •  The Do’s of Launching

•  Making a Story Funnel •  Case Studies

agenda

Where did your idea come from? What inspired to create your product, service or brand? Idea

What  makes  you  different  from  your  compe5tors?  Why  should  the  media  care?  Why  should  your  audience  care?    

Point of Differentiation

What type of messaging will you develop around your product? What do you want to convey? What are the key benefits?

Messaging

Telling your story

Content Creation

Key Messages

Media KiT Website+ + =

     Key  messages    Three  points  about  your  product,  service,  or  brand    

        Media  kit  can  consist  if  

   Media  release  (who,  what  where,  when,  how,  why)     Bios/backgrounders     Photos  or  videos    

   Website    Blog    Media  kit    

 

•  Media relations

•  Influencer relations

•  Launch events

•  Strategic partnerships

•  Social Media

•  Content Blvd

Connecting with your Audience

Influencer Relations

Brand

Content Blvd

Social Media

Medi a Relations

Launch Events

Strategic Partnerships

•  Media relations

•  Influencer relations

•  Launch events

•  Strategic partnerships

•  Social Media

•  Content Blvd

Connecting with your Audience – Content BLVD

What makes news

•  Timing

•  Trends

•  Fulfils a need

•  Charitable tie-in

•  Innovative

•  Celebrity

HARO - Help A Reporter Out

The do’s of Launching

•  You are ready to launch when:

•  You’ve developed your key content

•  Product/service is tried, tested and true

•  Your product is available to consumers

•  You have enough inventory

•  Your website is up and running - all the glitches have been sorted (especially important for e-commerce sites)

•  Your social media channels are set up (If key for your business)

•  The timing works (don’t launch on the weekend, on a Friday afternoon, late at night or if something significant is happening)

Laifa Baby

A  start-­‐up  by  a  mom  who  wanted  to  create  a  beGer  sleeper.  for  her  kids.    One  focussed  on  simple  design  and  func5onality  so  dressing  and  diaper  changing  would  be  quick  and  easy.    Laifa  Baby's  patent-­‐pending  design  combines  two  zippers.    Babies  stay  warm,  covered  and  in  a  sleep  state  Fully  lined  zippers  won’t  pinch  or  irritate  baby’s  skin  Easy  to  zip  and  unzip  even  if  your  baby  is  rolling,  kicking  or  crawling  away  

Case study

Specialized Swimwear

Filosofia  is  a  specialized  swimwear  company  which  offers  women  of  all  shapes  and  sizes  beau5ful  premium  designer  quality  swimsuit  products.  Filosofia’s  collec5on  is  made  in  Brazil;  ac5ng  as  an  inspira5on  behind  the  brand’s  mission  –  to  challenge  women’s  concep5ons  of  what  is  normal  and  what  is  beau5ful.    Date:  Feb  –  April  2015    Achievements  •  Developed targeted PR campaign with select media influencers to

encourage them to try Filosofia swimwear •  Increased sales by over 40% during campaign duration.

filosofia

Daphna Nussbaum 416.892.5038 daphna@storiapr.com Karen Nussbaum 416.301.3193 karen@storiapr.com Rob Campbell 647-980-1086 rob@smojoe.com

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