dpr new business presentation
TRANSCRIPT
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DC DEPARTMENT OF PARKS & REC + DAVIS
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DAVIS + COMPANY: WHO WE ARE
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1. Established in 1976
2. Two offices: D.C. and Virginia Beach
3. Staff of 28 full time ad-lovers
4. Long-standing client relationships
5. Diverse account list
6. Comprehensive agency services
AGENCY BACKGROUND
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We are a full service
integrated marketing agency.
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S E R V I C E above
ALL
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• Brand Development
• Marketing Strategy
• TV/Video production
• Radio production
• Online
• Out Of Home
• Collateral
• Direct Mail
• PR
• Social Media
• Media Planning
• Media Buying
• Website Design
• SEO/SEM
• Digital programming and development
• Email Marketing
• Research
• Focus Group Testing
• Event Planning
• Guerilla Marketing
AGENCY SERVICES
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HUNDREDS OF AWARDS
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• Best known for our creative product
• We’ve won 100 of awards, ADDYS, Teles, NY Art Directors, etc
• BUT the ad is the last thing we do
• Probably should be best known for our marketing thinking
• We’ve benchmarked, created and re-designed countless products, including those for banks and retail industries
HUNDREDS OF AWARDS
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THE WORK
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• CHKD is one of the agency’s longest standing clients (20+ years)
• Agency has helped secure CHKD’s reputation as the premier children’s hospital and health care provider in the region
• Have provided wide range of support, including product development, videos, campaigns, focus groups, and more
CREATING AN INSTITUTION
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TV
Children’s Hospital of the King’s Daughters
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ALLIANT TECHSYSTEMS
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• Retained agency to convince congress to use solid fuel rockets and specifically ATK’s propulsion system for the next phase of space exploration
• Media included Wall Street Journal, NY Times and Capital Hill publications
YES, THIS IS ROCKET SCIENCE
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PRIORITY AUTOMOTIVE
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• Agency client since Priority’s inception in 1999
• Priority has grown from 2 dealerships in Chesapeake, VA to 19 dealerships in 4 markets
• Represents 9 different car manufacturers
• Will be $1B company this year
• Priority dealerships hold top market share positions for their individual brands
• Priority Automotive is recognized as the fastest growing privately owned automotive group in the country
BUILDING A POWERFUL BRAND
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• Davis is true marketing partner • Attend monthly meetings with Priority President
and all General Managers • Provide comprehensive services including:
– Brand strategy – Media planning/buying – Public relations, including crisis communications – Full creative support, including TV production,
print, online, email marketing, direct mail – Social media and reputation management
BUILDING A POWERFUL BRAND
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TV
Priority Automotive: Superbowl “Homecoming”
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APEX: SMARTER SOLUTIONS
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• Apex is a high-tech company specializing in software designed to make installation of gas, water and electric meters more efficient
• Global impact • Hired Davis to manage all marketing materials,
including: print, direct mail, trade show materials, brochures, redesign website
• Apex has picked up several new projects since agency partnership
• Breaking in to new markets to expand sales and profitability
SMART SOLUTIONS FOR SMART CLIENTS
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Trade Show Display
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PUBLIC PROGRAM ADVERTISING
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RADIO
American Beverage Association: Recycle Rap Song
Country
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RADIO
American Beverage Association: Recycle Country Song
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ARBY’S
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EBLASTS
• Sent to database of over 15K email addresses
• Open rate: 21.1%
• Bested industry average
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SUMMER OUTDOOR CREATIVE
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SOCIAL MEDIA
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OBSERVATIONS + RECOMMENDATIONS: DC DPR SOCIAL MEDIA + WEBSITE
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TWITTER: @DCDPR
+ Content mix: reminders, announcements, events
+ Good number of followers
- Could be reaching out
to individual businesses -Lot of retweeting; could use more original tweeting
• Listening tools to find conversations
• Engage with like-minded public programs and organizations
• Promote more news and events
• Introduce questions into the content mix
RECOMMENDATIONS
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• Listening tools to find conversations
• Engage with like-minded public programs and organizations
• Introduce questions into the content mix
• Utilize more visual media (videos, images)
• Implement community contests and source public program ideas
RECOMMENDATIONS
+ Strong page following
+ Visually appealing
-Need more visual content -Currently only linked to Twitter, so Facebook page isn’t offering new content
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WEBSITE
DESIGN | COPY | MOBILE
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WEBSITE: DESIGN
+ Clean layout + Functional & straightforward
-Dated feel - Needs better photography - Could improve graphics - Could be more exciting
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+ Lots of content = good SEO + Plenty of information about programs
- Copy isn’t exciting
WEBSITE: COPY
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“In this world of constant connectivity,
consumers expect to find the information
they want, when they want it—especially when they’re on the go.”
Masha Fisch, Google Mobile Ads Marketing
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WEBSITE: MOBILE
SOURCE: Google Mobile Ads Marketing
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SOURCE: Nielsen
84% OF DC RESIDENTS
USE A SMARTPHONE
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WEBSITE: RECOMMENDATIONS
• DESIGN: Spice up the graphics
• COPY: Tell them what you DO, and make it exciting
• MOBILE: Land of opportunity
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PAID MEDIA
• Place 75-100 markets per year
• Arby’s Agency of the Year
• Hired by other agencies
• Millions placed in DC
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WHY DAVIS?
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WHY DAVIS?
• Proven track record: our strategies work
• Smart creative project driven by strong strategic thinking
• Highly regarded media department
• Big enough to be sophisticated, small enough to pay attention
• Experienced and successful in digital
• Can integrate your entire marketing program
• We understand client-agency partnerships
…And we’re excited to work with you!
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WIN/WIN