BUSINESS DEVELOPMENT APPROACH
INTRO | Business Development Approach
Hopefully the following highlights from 3 campaigns – Acura, evian and Russian Stand...
ACURA | ‘Thor,’ Sundance & Super Bowl
Two-year Integrated campaign leveraging influencer marketing, earned & shared to sup...
ACURA | Sales Summary
The Intro
I was introduced to the Head of Advertising at Acura through a friend at their advertising...
ACURA | The Results
SMG for subsequent campaigns to amplify their sponsorship of the Sundance Film Festival and
first-even...
EVIAN | DvF Bottle Collabration
DESIGNER BOTTLE COLLABORATION, GLOBAL EARNED MEDIA & INFLUENCER MARKETING
As North America...
EVIAN | Sales Summary
The Intro
I’d previously met the owner of evian’s experiential agency of record through a project fo...
EVIAN | Results
Overall
•  Evian placed in a more premium context with strong link to brand heritage and global
advertisin...
RUSSIAN STANDARD VODKA | Incredible Pursuits
SMG developed an earned media & social influence campaign to launch a vodka-
...
RUSSIAN STANDARD VODKA | Sales Summary
The Intro
I’d previously know the SVP of Marketing for Russian Standard Vodka throu...
RUSSIAN STANDARD VODKA | Results
Overall
•  RSV provided with an authentic and scalable activation platform
•  Clearer bra...
ADD’L EXPERIENCE
Additional business development experience includes the following brands.
PRINCIPLES | Sales
In my role as CEO of Syndicate Media Group, my primary responsibility was business
development. I learn...
INFLUENCER CAMPAIGNS FROM SMG
SFX ENTERTAINMENT
Promoted the company’s global ‘Sensation’ tour in the United States through an influencer
campaign to dr...
LIVE NATION
Tapped by live entertainment behemoth to launch EDM discovery portal Boomrat’ in
collaboration with leading ED...
STANDARD HOTELS | Digital Leadership
SMG’s undertook a three year campaign to establish boutique hotel brand & AOR client
...
TOURISM AUTHORITY OF THAILAND
‘AMAZING THAILAND’ CAMPAIGN
As online marketing AOR for the Tourism Authority of Thailand in...
VEUVE CLICQUOT | ‘Wish You Were Here’
Six-year campaign to establish Veuve as a leader in luxury social media.
SMG’s most ...
BENTLEY | Social Influence Campaign
SMG’s social influence campaign for AOR client Bentley led to an increase relevance am...
WYNN RESORTS | Social Influence Campaign
Created ‘Wynn Social’ digital hub to capitalize on the remarkable enthusiasm arou...
NATHAN ELLIS RESUME
NATHAN ELLIS
(646) 643-6435 1480 Vine St., 701
nathan.t.ellis@icloud.com Los Angeles, CA 90028
Experience
! Dynamic, creat...
Thank You!
Nathan Ellis
6605 Hollywood Blvd. Suite 100
Los Angeles, CA 90028
+1-646-643-6435
Inquiries
nathan.t.ellis@iclo...
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Nathan Ellis_Caps

Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - Nathan Ellis_Caps

  • 1. BUSINESS DEVELOPMENT APPROACH
  • 2. INTRO | Business Development Approach Hopefully the following highlights from 3 campaigns – Acura, evian and Russian Standard Vodka – will provide useful insight into my approach and work history. I did my best to give the full context of the client relationship as well as results from individual projects. I’ve also highlighted some guiding principles of my approach at the conclusion as well as other brands whose sales journey I’d be happy to discuss in greater detail. All the best, Nathan
  • 3. ACURA | ‘Thor,’ Sundance & Super Bowl Two-year Integrated campaign leveraging influencer marketing, earned & shared to support carmaker’s branded entertainment & advertising campaigns including ‘Thor,’ Sundance Film Festival & Super Bowl. 500M media impressions 17M YouTube Views 3x increase in Sundance sponsorship ROI “Best Super Bowl Ad Before The Super Bowl” - AdAge
  • 4. ACURA | Sales Summary The Intro I was introduced to the Head of Advertising at Acura through a friend at their advertising agency RPA, who had in turn been introduced to me by a mutual friend from my network. The Challenge Acura had just made a significant investment a branded entertainment deal with Marvel Studios’ tentpole ‘Thor,’ which featured Acura as the official vehicle of secret government agency S.H.I.E.L.D. They were seeking a lifestyle PR/marketing agency with the assumption that the campaign was saleable ‘as is’ from an earned and shared media perspective. We learned the earned / shared media expectation for the project been set by RPA to help justify the spend with the client. The Insight In my own and our team’s experience we knew that branded entertainment deals (ie ‘cars in a film’) weren’t inherently media-worthy from an earned or shared point of view. This is particularly true when a new sexy model (ie Audi R8 in Iron Man or Aston DB10 in ‘Spectre’) is not being introduced. As such we were not comfortable moving forward and informed the client, while suggesting a campaign which hinged on generating new content to amplify the partnership would meet and even exceed earned / shared media ROI. The Pitch Acura was intrigued, so we pitched an integrated campaign featuring a fashion design collaboration, a New York Auto Show experiential activation, social media contest, interactive blogger press kit and on-site support at the film’s premiere in which star Chris Hemsworth was featured arriving in an Acura as a photo opp).
  • 5. ACURA | The Results SMG for subsequent campaigns to amplify their sponsorship of the Sundance Film Festival and first-even Super Bowl commercial featuring Jerry Seinfeld and Jay Len. SMG also promoted a Ferris Beuller redux Super Bowl ad for Honda featuring Matthew Broderick. •  The Acura brand was placed into more a premium and lifestyle context via enhanced positive association with ‘Thor,’ The Sundance Film Festival and the Super Bowl. •  SMG’s ‘Acura x Thor’ campaign greatly increased the positive brand association between Acura , the hit Marvel film Thor and key cast members like Chris Hemsworth & Clark Gregg. •  Over 500M earned media impressions in top tier outlets including NYMag, USWeekly, LA Times, Details, USA Today, People, WSJ, NYTimes. Outlets the previously did not cover Acura. •  To amplify Acura’s title sponsorship of the Sundance Film Festival compellingly communicated to festival influencers & consumers through a pop up ‘Acura Studio’ which served as an event hub for some of the top events and influencers of the period. •  785.3 million earned media impressions were generated via 116 placements in outlets like People, E!, US Weekly and ELLE. •  Acura Super Bowl commercial generated over 10 million video views pre-Super Bowl (17 MM total). The video accumulated 100,258,524 million media impressions generated via 47earned media placements •  Named "Best Super Bowl Ad Before The Super Bowl” by AdAge Viral Video Awards
  • 6. EVIAN | DvF Bottle Collabration DESIGNER BOTTLE COLLABORATION, GLOBAL EARNED MEDIA & INFLUENCER MARKETING As North American brand communications AOR for evian, SMG was tasked with identifying, & securing an American Fashion Designer for the brand’s global designer bottle collaboration, then developing and leading an international campaign to launch the partnership. 539 PLACEMENTS GLOBALLY $5.5M+ AD VALUE INFLUENCER EVENT @ ART BASEL MIAMI
  • 7. EVIAN | Sales Summary The Intro I’d previously met the owner of evian’s experiential agency of record through a project for Reebok. He let me know the evian PR business was up for RFP and brought us into the process. We pitched to the Brand Director and Brand Manager against the incumbent agency(MS&L). The Challenge Once the world’s preeminent water brand, evian had lost market share to SmartWater and Fiji North American sales were slumping as well. The Insight evian had also lost sight of it’s premium brand heritage in North America and was not particularly relevant within the consumer lifestyle media or social media. The Global advertising message of ‘Live Young’ had not been brought to life in a compelling manner in the North America. The Pitch Clearly defined ‘Live Young’ in a premium context including a focus on defining key passion points of the brand, target audience and key markets – health & wellness, sport and fashion. SMG then proposed an integrated campaign including •  Pop-up fitness events on NY, LA and Miami with celebrity trainer Jackie Warner •  World record setting crowdsourced rollerskating event in Miami •  Taking ownership of designer bottle collaboration and partnering with American designer •  Carve out presence at NY Fashion Week by partnering with an emerging fashion designer •  Enhanced tactical support of US Open tennis sponsorship
  • 8. EVIAN | Results Overall •  Evian placed in a more premium context with strong link to brand heritage and global advertising campaign •  N.A. sales results increased each year of retainer relationship by 2.5%-5% annually ‘Live Young’ Fitness & Sport •  Campaign tripled earned media results of prior agency in first 12 months •  Earned & shared media ROI increased by 25% for US Open Bottle Collaboration •  Brokered partnership with Diane von Furstenberg through personal connection w/family •  Designed & executed eanred media campaign 539 placements including Vogue, ELLE, NY Times, Ocean Drive, NY Post, Women’s Wear Daily, DuJour, USWeekly •  First female US based designer chosen, leading seller of past five designer collaborations •  47k YouTube views - https://www.youtube.com/watch?v=sYitZptmh6E New York Fashion Week activation •  Leveraged personal relationship with designer Prabal Gurung to secure exclusive partnership •  Seeded product with celebrities and influencers – Ciara, Jonas Brothers, Hannah Bronfman, Zachary Quinto, Chelsea Leyland, Rachel Zoe, Hamish Bowles, Oscar PR Girl •  Coverage in top fashion and lifestyle publications who otherwise would not have featured evian as a part of NY Fashion Week
  • 9. RUSSIAN STANDARD VODKA | Incredible Pursuits SMG developed an earned media & social influence campaign to launch a vodka- fueled search for extraordinary innovators and entrepreneurs to support AOR client Russian Standard Vodka’s new ‘raising the standard’ platform •  5.2M impressions on Twitter •  46.6M Impressions on Facebook •  8M earned media impressions •  500 contest entries
  • 10. RUSSIAN STANDARD VODKA | Sales Summary The Intro I’d previously know the SVP of Marketing for Russian Standard Vodka through her time as marketing director of a luxury brand from a past pitch. I stayed in touch with her and when she came to RSV we got the call for help with PR, influencer marketing and social media. The Challenge While RSV was a very popular premium product in Russia, it lacked a clear identity in the United States and as result sales were sluggish. The Insight Russian Standard Vodka had not been properly launched in the United States. No brand story illustrating the product’s PODs, passion points, heritage of ethos had been created. Vodka is a crowded category and brand story is key. We dug in to the history of RSV and found it was both a true luxury product created by one of Russia’s most successful entrepreneurs. It was made using state of the art techniques in the cradle of vodka making. In short the brand had its own uniquely Russian entrepreneurial spirit that mapped to the ‘startup’ culture within the US. The Pitch SMG recommended ‘Raising the Standard’ as an authentic campaign platform for RSV – a reference to what the brand’s founder had done throughout his life and with his vodka. To express this platform, a vodka-fueled search for extraordinary innovators and entrepreneurs in the United States was recommended as a campaign platform.
  • 11. RUSSIAN STANDARD VODKA | Results Overall •  RSV provided with an authentic and scalable activation platform •  Clearer brand definition and value proposition for RSV within vodka category •  Increased earned media results in credible consumer lifestyle outlets •  Expansion of social media footprint on key platforms – Facebook, Twitter, Instagram, etc. •  Event integrations with top nightlife and hospitality venues in NY, LA, Miami, Las Vegas Raising the Standard Program •  5.2M impressions on Twitter •  46.6M Impressions on Facebook •  8M earned media impressions •  Placements in Huffington Post, NY Post, Bloomberg, Refinery 29, Gotham •  500 contest entries
  • 12. ADD’L EXPERIENCE Additional business development experience includes the following brands.
  • 13. PRINCIPLES | Sales In my role as CEO of Syndicate Media Group, my primary responsibility was business development. I learned some valuable lessons through trial which I’ve highlighted below. Clear Targeting - Focus on decision makers and those who directly influence them ID the right brands & partners who will create leverage in the industry vertical and agency Creating Context – Be in the right places at the right times, be it a conference, an art fair or a dinner party. This makes it much easier to build credibility. ‘Soft Sell’ Engagement – See the process of business development as a series of ongoing touch points to build trust vs. a ‘one shot’ care salesman approach. Happy clients will come back again and again over the lifetime of your relationship. Listening – It’s easy to get excited when you interact with a qualified contact or partner. However, only by listening can you ascertain their needs and opportunities to deliver value – and respectful, mutual value exchange is what builds networks. Once you’ve established trust and results have been delivered, look for new problems to tackle. Being Authentic – Building trust is more important than people pleasing. Some of the best client relationships have come about when we shared a different POV with the client. Network Utilization – A key benefit of having a strong network is the ability to tap for introductions from credible 3rd parties and social media makes it easy to spot connections.
  • 14. INFLUENCER CAMPAIGNS FROM SMG
  • 15. SFX ENTERTAINMENT Promoted the company’s global ‘Sensation’ tour in the United States through an influencer campaign to drive earned & shared media in markets including NYC, Miami, Las Vegas and San Francisco. Because the show focuses on experience rather than the DJ lineup, our insight was to engage media, bloggers and influencers with original content related to the experience on and offline. The national and regional campaign was integrated and provided SFX with an overall consistent message for the events. 81,404,806 earned media impressions 5 million people reached through tweetchats Key placements: USA Today, WSJ, Refinery29
  • 16. LIVE NATION Tapped by live entertainment behemoth to launch EDM discovery portal Boomrat’ in collaboration with leading EDM festival producer INSOMNIAC. Our insight was to top key media, bloggers and social media influencers who happened to be EDM enthusiasts, then collaborate with them to generate compelling content about the platform’s launch. Key earned media placements: Billboard, NYLON, VICE Custom playlists by social media & EDM influencers VIP event & on-site activation at EDC Las Vegas
  • 17. STANDARD HOTELS | Digital Leadership SMG’s undertook a three year campaign to establish boutique hotel brand & AOR client STANDARD Hotels as an industry leader in social media. Tactics included blogger & influencer marketing campaigns + partnerships wleading online lifestyle portals & social media channels. 200k Visitors month 1 to standardculture.com #1 Hotel Brand – L2 Social Media Campaign reached 750M impressions
  • 18. TOURISM AUTHORITY OF THAILAND ‘AMAZING THAILAND’ CAMPAIGN As online marketing AOR for the Tourism Authority of Thailand in North America, SMG developed an executed a unique ‘Choose Your Own Adventure’ campaign in which social media influencers were sent on a spectacular vacation to Thailand while engaging their followers to help them pick from a variety of curated activities to undertake during the trip. 5% increase in buy now clicks on BookThailandNow.com Increased engagement by 200% on social media
  • 19. VEUVE CLICQUOT | ‘Wish You Were Here’ Six-year campaign to establish Veuve as a leader in luxury social media. SMG’s most recent campaign was Wish You Were Here – an owned social media platform to leverage the phenomenon of user-generated content from a global perspective. Bloggers and social media influencers were utilized to drive distribution & contribute content. ‘WYWH’ Global engagement from users in 20 countries Combined reach of 50M users in over 40 countries Moet Hennessy’s ‘Global Stars of Innovation’ award
  • 20. BENTLEY | Social Influence Campaign SMG’s social influence campaign for AOR client Bentley led to an increase relevance among fashion-focused female consumers and successful promotion of the luxe automakers ‘Le Mans’ racing documentary. 50% Growth on Instagram, 16.7k YouTube views Shared media WOM with top fashion designers, celebrities & editors Earned media coverage MARIE CLAIRE, TOWN & COUNTRY, WWD
  • 21. WYNN RESORTS | Social Influence Campaign Created ‘Wynn Social’ digital hub to capitalize on the remarkable enthusiasm around Wynn’s club venues in order to increase hotel bookings from millennials EDM enthusiasts. Developed new owned media platform Increased Hotel Bookings & Cultural Relevance with Millennials
  • 22. NATHAN ELLIS RESUME
  • 23. NATHAN ELLIS (646) 643-6435 1480 Vine St., 701 nathan.t.ellis@icloud.com Los Angeles, CA 90028 Experience ! Dynamic, creative lifestyle & influencer marketing expert ! Proven business development expertise driving revenue & opening new markets ! Articulate developer & communicator of effective brand positioning campaigns ! Extensive network of influencers & brand partners in cultural capitals Fourteen Consulting, LLC Los Angeles, CA Principal October 2014 -present • Driver of brand marketing & business development strategy for emerging brands across a variety of categories: fragrance, marketing communications, entertainment, drinks & hospitality • Creator of brand positioning & launch strategy for luxury fragrance brand Eric Buterbaugh Florals • Enterprising business development resource for Hollywood content shop, Japanese hospitality company and leading virtual reality studio. Syndicate Media Group New York, NY & Los Angeles, CA Founder & CEO September 2002 – August 2014 • Founder of communications & marketing agency focused on consumer lifestyle • Architect of company vision and leader of business development team • Driver of growth into a nationally viable mid-size agency with no outside investment achieving average annual growth rate of over 30% to peak of $5M annual revenue • Developer of successful practices in hospitality, travel, drinks, auto, fashion & luxury, ecommerce & entertainment; acquired social media practice accounting for $1M of agency revenue year 2 • Builder of team with 35 full time employees in New York and Los Angeles offices, agency also activated in markets including Las Vegas, San Francisco, Chicago, Austin, Miami, Montreal, Toronto and London • Leader in establishment of Los Angeles office, achieving $1.25M revenue by year 3 • Designer of marketing and communications strategies to support successful business and branding outcomes on behalf of clients; including o Successful achievement of launch goals for revenue and profitability - double-digit annual sales growth, increase in market valuation, attraction of outside investment / acquisition o Campaigns which achieved awards, industry recognition, positive media coverage, positive social media sentiment; affiliation with celebrities, leading brand partners, social media & cultural influencers; achievement of positioning goals within target consumer groups • Featured in NY Times, Vanity Fair, Forbes, CBS Marketwatch, PRWeek / Brandweek, Blackbook as expert source for lifestyle brand communications & marketing. Agency’s clients included: Virgin, Soho House Group, Standard Hotels, Moet Hennessey, Pernod Ricard, Evian, Conde Nast, Nike, Wynn Hotels & Resorts, Microsoft, Live Nation, Ferrari, Land Rover, Acura, Estee Lauder, Levis, Bulgari, Tourism Authority of Thailand, ‘ONE’ Charity Various Clients New York,NY Marketing consultant September 1998 to August 2002 • Consultant to marcomm agencies with focus on public relations writing, positioning development & nontraditional marketing; accounts included IMG, LVMH, Grand Hospitality & Andre Balazs Properties • Various Publications New York,NY Freelance journalist September 1998 to August 2002 • Pitched & wrote articles for outlets including Forbes, Worth, NY Post & Fashion Wire Daily Education University of North Carolina, Chapel Hill Chapel Hill, NC Bachelor of Arts, School of Journalism & Mass Communication 1994-1998 • Men’s JV basketball, Men’s volleyball (All-Conference honors, team co-captain) • Founded nightlife promotion & events company to support cost of tuition, conceptualized and executed successful special events, secured nationally renowned talent and corporate sponsors • Paid sports reporter for Daily Reflector newspaper as high school junior & senior, awarded scholarship to Duke University Young Writer’s Camp
  • 24. Thank You! Nathan Ellis 6605 Hollywood Blvd. Suite 100 Los Angeles, CA 90028 +1-646-643-6435 Inquiries nathan.t.ellis@icloud.com These materials have been prepared specifically for this presentation. The materials and the ideas embodied in them are confidential. Disclosure of such materials and ideas is expressly prohibited without prior written permission from Syndicate Media Group. All intellectual property rights remain vested in the agency. No license or other authority is granted to do any act which, if unlicensed, could amount to an infringement of such right(s).

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