Zer0 to 5ive is a PRSA Silver Anvil Award of Excellence Winner!
We are proud to announce that Zer0 to 5ive has been awarded the Silver Anvil Award of Excellence for the 2012 World Risk Day Campaign, created for our client, Active Risk. The Silver Anvil is one of the most prestigious awards in public relations.
Our Client’s Challenge
When it comes to risk management, most companies focus on project risk, utilizing Excel spreadsheets and a siloed approach to compliance. The result is billions of dollars lost every year through mismanaged risks and missed opportunities. Active Risk, a provider of Enterprise Risk Management (ERM) software, enables companies to take an enterprise view of their risk, transforming risk into opportunity. The challenge was how to get executives to think about risk as a strategic imperative, rather than a tactical program. Headquartered in London, Active Risk also wanted to build awareness in the U.S.
Our Winning Solution
Zer0 to 5ive worked with Active Risk to create and launch World Risk Day – a full day dedicated to promoting the advantages of ERM with participants from around the world. Promotions included an integrated campaign of public relations, social media and email and content marketing. The campaign delivered widespread trade and business coverage of enterprise risk management, more than 1,200 event participants, hundreds of U.S. leads and a secured thought leadership position for Active Risk.
A huge THANK YOU to the team at Active Risk for being such as great partner on the execution of this project. We look forward to many more successful World Risk Days in the future!
Contact us if you would like us to send you a copy of our two-page submission.
The last few months have been a busy time at Zer0 to 5ive as the team prepared for the launch of the “Make Knowing Your Thing Today” campaign on March 25th. The campaign was an integrated marketing program for the OraQuick® in-home HIV test and included Earvin “Magic” Johnson as the spokesman for the campaign.
From a TV and radio tour to a multi-channel advertising effort, the Zer0 to 5ive, OraSure and Ferrara & Co. teams worked together to drive awareness of the OraQuick test and of the need for people to know their HIV status.
Going forward, the “Make Knowing Your Thing Today” campaign will feature nationwide activation events and a contest at www.oraquick.com/knowing where participants can upload a photo or video about why they got tested for HIV. The winner will be part of a future OraQuick promotion.
See the full story from PRWeek and check out some of the coverage from the Make Knowing Your Thing Today campaign with Magic Johnson:
Conan on TBS
NOW with Alex Wagner on MSNBC
Post by Bob Minkus
Zer0 to 5ive Sr. Strategist
It’s widely known that word of mouth and recommendations from peers are among the most powerful marketing tools in marketing. And for good reason: a compelling case study talks about your product from a customer’s perspective, which helps prospects create a vision of how your product can help them meet their objectives as well.
However, case studies can be challenging to write, particularly if you have busy customers with little time for interviews and approvals. That’s why it’s important to have a well-honed approach to case study development.
At Zer0 to 5ive, we’ve written hundreds of case studies over the years, and from that experience, we’re offering up 5 of our favorite writing tips that will help you make your next case study a work of art.
We are proud to announce that Zer0 to 5ive has been awarded a 2012 Davey Award for developing the Active Risk website: www.ActiveRisk.com.
The Davey Awards are international creative awards focused exclusively on honoring outstanding creative work from the best small firms worldwide. The 2012 Davey Awards received nearly 4,000 entries from ad agencies, interactive agencies, production firms, in-house creative professionals, graphic designers, design firms and public relations firms.
The Davey is judged by the International Academy of the Visual Arts, an invitation-only body consisting of top-tier professionals, including executives from organizations such as Condè Nast, Michael Kors Inc., Disney, The Ellen DeGeneres Show, Microsoft, HBO, MTV, Polo Ralph Lauren, Sotheby’s Institute of Art, Victoria’s Secret, Howcast and many more.
As sweet as the international recognition of our work is, it is even more satisfying to know that we helped our client to reach their goal. During one of our first website meetings with the team at Active Risk, they told us, “We want an award-winning website.” Zer0 to 5ive is very proud to say, “We delivered!”
Working in PR, you’re constantly tasked with getting your clients targeted, exciting and highly relevant media coverage. We work with a lot of print and online publications. But, one of the most exiting “hits” – for both the agency and the client – is the broadcast placement. Not only does broadcast itself garner tremendous visibility for your client, it often extends to online and sometimes print coverage.
How can you achieve this type of placement? There’s no doubt that airtime is competitive. Having a great, timely announcement or product launch will certainly help your chances, but there are also some best-kept secrets that go a long way in grabbing the attention of a show’s booking directors.
Here are the top 5 tips for pitching and landing a broadcast hit:
- Make sure your pitch is brief and to the point – no more than a paragraph.
- Include video. TV bookers want to know that the person coming to speak on the show is good at speaking in front of a camera. Take out the guesswork and include a link to a YouTube video or a video on your company’s website.
- Tie your pitch to a major event or trend. If you’re pitching a travel package, tie it in to upcoming Spring Break or summer vacation trends.
- Pitch 3-4 weeks in advance. If it’s a fit, the show will want to secure a relevant interview timeslot a week or two in advance.
- Do your research and pitch the right person! Pitching the person who actually assigns the stories can make all the difference. If your pitch winds up in an inbox of someone who doesn’t assign stories, it will go unnoticed – and most likely be deleted.
Zer0 to 5ive Strategist
Whether you are dealing with a product failure or recall, a lawsuit or a crime committed by an employee – all crises have in common the potential to damage the reputation of your Company (or your client’s company). You rarely see them coming. But, the good news is that there are things you can do to be prepared and minimize the damage.
With this in mind, we’ve put together a short list of tips:
Have a Plan
With the immediate nature of today’s news cycle, the first hour is the most important in any crisis. It is critical for companies to be prepared before a crisis hits, with a crisis communications plan.
At a minimum, the plan should include:
- List of potential crisis scenarios relevant to the Company
- Appropriate steps that must be taken, with a timeline
- Protocol for communications (who will be the spokesperson, what are the steps)
- List of crisis communications team members (internal legal counsel and head of corp. communications are mandatory)
- List of communications targets, including employees, media, local community, board members, etc.
- List of communications channels available and which will be used
Get the Facts and Prepare Your Response
Quickly gather information on the situation from all available sources and draft the materials you will need to respond. Do your best to understand what the key concerns are and how you can address those concerns directly. Determine what will be kept confidential and what will be shared.
Create the materials you will need:
- Detailed Q&A
- Media statement or press release
- Key messages/talking points documents for spokespersons
Be sure that your response addresses the following key questions:
- What happened?
- How did it happen?
- What is the current situation?
- What was your initial response?
- What is your long-term response?
Respond Swiftly and with Sincerity
With your spokespeople and response in place, it’s time to communicate to your targets, which may entail one or all of the following:
- Issue a communication to your board, customers, partners
- Issue a memo to employees
- Issue a press release or a statement
- Grant interviews to the media
- Post information on website and let media know of its existence
- Communicate through your Company’s available social media channels
Be sure to provide updated information as often as possible. If answers are not immediately available, it is important to highlight the actions being taken to obtain these answers. Always tell the truth and never speculate.
Remember that is it often the response to the crisis, rather than the crisis itself, that determines perception. So, in the unfortunate case of a crisis, a little planning can go a long way toward a positive outcome to a crisis situation.
Post by Jen Moritz
Zer0 to 5ive Managing Principal
Image courtesy of iStockPhoto
Earlier this year, we worked with Airclic to reposition the company as it transformed itself into a SaaS-based mobile logistics products provider. This included developing a new logo, product architecture, corporate and product positioning and messaging, and brand identity. We also took the opportunity to create a new website for Airclic (www.airclic.com) that reflected its updated brand.
It didn’t take long before the site started turning heads. Since the launch, traffic has increased by nearly 20 percent each month, the time spent on the site has increased by nearly 20 percent and the bounce rate has decreased by more than 5 percent. The total page views have also increased, and website visitors have a 70 percent conversion rate.
Each year, Crain’s BtoB, the industry-leading marketing publication, compiles a list of the “10 Great Websites”. This year, we’re proud to be a part of that list with Airclic.com. The site was recognized along with industry leaders Accenture, iStockphoto, SAS and Tyco for its clean design, seamless interactivity and ability to engage visitors with social media, blogs, live chat and live call functionalities.
“The execution of the design is clean and the interactivity is seamless. The site’s vast content is organized by industry to help simplify meeting the users’ needs. The site actively uses social media and technology to engage users on various levels. Not only does it offer a blog, RSS feed, site search and LinkedIn group but it also offers both live chat and live call to allow users to interact with the site on multiple levels.”
– Bill Rice, president, Web Marketing Association
by Nicole Maziarz
Being a graphic designer, there are many essential tools that I can’t live without. Outside of a computer, design software (Adobe Creative Suite), books (always filled with valuable literature and great sources of inspiration), pencils sketchpads, printer, and scanner, here are a list of “must have” tools for today’s graphic designer:
This dummy text is great to use in a design when the final copy hasn’t yet been approved by the client. It can give your internal team and client’s alike a good idea of what the finished product will look like even when the content is still in development. This can help speed up the client approval process.
This site is filled with great articles, design tools and tips, from today’s most innovative designers. Whether you are looking for a specific CSS3 question or just some inspiration, this site can be super handy. Be sure to favorite this site to stay up-to-date on today’s best design practices.
If you want to practice and improve your Photoshop skills, this site/blog has incredible tutorials that take you step-by-step in creating great graphics. The site is filled with detailed tutorials, free guides and more. Designers should be constantly improving their Photoshop skills and this site can be a fantastic tutor.
Art Directors Tool Kit
Just recently, my creative director introduced me to this amazing design tool. It was so helpful and saved me a great deal of time when searching Pantone swatches for color palettes I was creating for a new logo design. It includes swatch libraries, layout tools and many other solutions for all the hurdles designers are expected to leap each day.
These tools can help you grow as a designer, share this with your team and creative coworkers today and stay tuned for more tips on making the most of your creative projects.
Nicole is a Graphic Designer at Zer0 to 5ive
by Marybeth Sheppard
Congratulations to our client, Airclic, for the recent launch of their new website and corporate strategy.
Airclic develops mobile software products that dramatically improve the performance of an organization’s supply chain, logistics and field services operations. Airclic’s products save time, money and improve customer satisfaction.
Earlier this year, Airclic saw the opportunity to take advantage of SaaS-based solutions to further drive adoption of mobile software. Their recent launch includes the first of several SaaS-based products.
This marks a major milestone for Airclic and will be an instrumental element for building and sustaining considerable growth and success. With Zer0 to 5ive’s help, Airclic was able to create a new and engaging brand image, promote their core technology to multiple markets and tell a more compelling story.
See for yourself at www.airclic.com
Marybeth is a Principal at Zer0 to 5ive
Image courtesy of OraSure Technologies
Before you clear the last thing off your desk, attend the holiday party and hop on the plane to Barbados, remember to add that one last item to your December check list: employee holiday donations. Despite the tough economy, millions ofpeople are planning to donate during the holiday season and many of them could be employees sitting right under your firm’s roof. It only takes a few quick steps to recognize these altruistic individuals within your company.
I recently worked with a client that had several employees actively involved in a local community event. We quickly discovered that spreading the “good word’ about holiday donations is a fantastic way to strengthen corporate morale, improve your firm’s reputation within the local community and help some truly deserving individuals during the holiday season. And it is fun for your employees! Here are five tips for spreading the good word about your employees’ holiday donations:
1. Ask around the office – Find out if your employees are planning
to participate in any holiday drives. If nothing is planned, suggest a local organization for your company to participate in. There are a myriad of deserving holiday charities to choose from. A quick Google search can help provide some options. The local United Way chapter and other volunteer organizations usually post the details of their holiday drives to their websites.
2. Draft a media alert and pitch to the local press – Draft a media alert with an event summary and send to local reporters. Writing an alert is a great exercise for creating content to later share with your company and stakeholders. Here is asample media alert from a recent client’s employee involvement that summarizes the details in a “who, what, when, where, why” format. Offer up a time for interview and photo opportunities with your employees and local volunteer organization reps.
3. Take photos and videos – Go to the event and take photos or conduct video interviews to capture all the details. All this can be done now with a basic digital camera! It’s a good idea to label photos with names of employees when sending to the media. Be sure to add your photos to your company’s website or social media pages later on.
4. Write a summary email – The summary email is important for building corporate morale within your organization. Pull a summary from the media alert (attaching photos of employees who participated) and send in an email to members of your organization. Take a shot at sending a few summary bullets and photos to reporters for their newspaper’s community section or briefs.
5. Post a recap to your company site – Create a wrap-up summary and post to your corporate website. Include any relevant media coverage in your news section. Recap the event in your next company newsletter and be sure to share your holiday story by posting to your company blog, twitter, Facebook, YouTube and Flickr.
These are some of the fun and easy ways to show the holiday spirit of your employees and solidify your company’s connection within the community. Follow the tips above and ensure your employee volunteers are recognized this holiday season!
Post by Mike Levey, Zer0 to 5ive Senior Strategist