markettiers4dcPublishing credentials

OurrOlefOrbrand● Bring to life through broadcast communications brand

and corporate messaging

● Ensure best use of fresh and existing collateral

● Provide ongoing consultancy and support

● Create and develop key themes / creative story-lining

● Secure extensive coverage within broadcast media

Ourexperience● Over 18 years experience providing broadcast consultancy and coverage to the UK communications industry

● Over 16,000 items of editorial radio and online coverage generated last year

● Over 70 live webTV shows and 100 hours plus of video produced last year

● Winners of New Media Age and Revolution Awards and shortlisted as Brand Innovator of the year at Marketing Week Engage Awards

● PR Week Award winners for Best Use of Broadcast and Best Live Brand Experience respectively

● Five fully equipped broadcast studios incorporating down the line TV broadcast facilities

● Regional, national and international broadcast outreach

● Founding broadcast partner of the CIPR, Broadcast Partner PRCA, PR Week vodcast producer and IAB podcast partner

● Member of the IAB Video and Social Media Council

● Recognition of our success comes from more than 93% client retention

brOadcastapprOachOn every project, regardless of size, the most appropriate members of the core team of 24 broadcast media consultants engage with the client to establish key aims and objectives and discuss potential issues and solutions.

We then seek specialist input across the relevant sectors and specialists within markettiers4dc – the TV, radio and online media liaison teams; our digital and technical services department; and our audio/visual production unit - to inform our strategy development. Most importantly, all those teams also have input in terms of the campaign creative. We will develop original angles to deliver the campaign objectives and capture the interest of the target media.

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PROdUCTION & MEdIA RELATIONS:

● Broadcast interviews (Radio, TV and online)

● Audio feature/podcast

● Video feature

● B Roll

● WebTV programming

● Competitions (Radio and online)

● Viral development

● Newsbites

● Outside broadcasts

● Promotions

● Sponsorship

● Vignettes

● Live read activity

● Brand funded programming

● Story angle creation

● Consumer and B2B research (UK and Global)

● Online focus groups

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case studyfrOzen assetsbackgrOundAfter enjoying the meteoric rise and surviving the tumultuous collapse of the Icelandic banking system, Armann Thorvaldsson, former CEO of Kaupthing Singer Friedlander, documented his reflections on how one man, one bank and one country experienced and affected the course of world economic history in his book Frozen Assets: How I Lived Iceland’s Boom and Bust.

apprOachmarkettiers4dc was briefed by John Wiley & Sons to publicise the launch of the book with the ultimate aim to drive sales. Our approach focussed on securing core national and global business media to ensure we captured a specific listenership alongside more widespread regional coverage across the UK.

resultsInterviews with Radio 5 Live

Wake Up to Money, Radio

4 Today Programme, BBC

London Breakfast, BBC World

Service Radio, BBC Radio

Scotland Business, as well as 12

regional BBC stations.

frOzen assetsby armann thOrvaldssOn

“ “I was thoroughly impressed with your work, I always am with markettiers4dc! The coverage and interviews you arranged were spot on, the list could not have been better.

emma knottAssociate Director of Publicity & Events

John Wiley and Sons

case studyhitchiker’s guide tO the galaxybackgrOundThe Hitchhikers Guide to the Galaxy is a series that is synonymous

with success in the publishing world. The aim was to achieve

stand out results that would create hype and excitement in the

lead up to the release of the book.

strategymarkettiers4dc was brought on by Penguin to manage the

broadcast and digital exploitation of the activity. An interactive

online Web TV Show was created where viewers could log on

live to ask questions to Eoin Colfer, the author. A video feature

was also produced to further drive online outreach.

results● 26 items of radio coverage

on 13 BBC stations as well as

coverage on key networks

including LBC, Smooth, Real

Radio and Rock Radio

● 34 items of Online Coverage

including Telegraph,

Guardian, Independent,

Yahoo!, Tiscali

and anOther thing...eOin cOlfer

eOin cOlferwebtv shOw

“

“

We were very pleased with the ‘The Hitchhiker’s Guide To The Galaxy’ campaign. markettiers4dc handled the radio sell in and secured an impressive number of regional radio interviews to tie in with Eoin Colfer’s nationwide author tour to promote the book. They also produced and filmed a video feature, a live WebTV Show and supplemented the activity with radio and online competitions. We were very impressed with the results and the coverage secured from the overall campaign, which fulfilled the brief exactly.

katya shipsterMichael Joseph Publicity, Penguin

case studylemOny snicketbackgrOundThe author of A Series of Unfortunate Events - Lemony Snicket,

came to the UK to do a book tour to promote the release of the

series in paperback. markettiers4dc’s brief was to maximise the

limited access to the author by lining up as many high profile

opportunities as possible.

strategyThe existing media appeal of Lemony combined with a very

limited window of opportunity for interviews meant quality of

outlet was paramount. The WebTV show created an opportunity

for video content to be simulcast across 15 sites. Our multi-tactic

approach allowed for a truly integrated schedule across radio,

TV and online.

results● 28 items of coverage

across TV, radio and online

including BBC Breakfast,

Newsround, Telegraph TV, The

Independent and ITN

● The campaign was entered

for a Publishers Publicity Circle

Award

the independentlemOny snicket answers yOur questiOns

cbbchOtseat: lemOny snicket

a series Of unfOrtunate eventslemOny snicket

case studynO One wOuld listen

results● A total of 15 items of top

tier coverage. Key media

outlets included CNN TV, BBC

World News TV, Al Jazeera TV,

BBC Radio 4 and BBC Radio

Scotland.

● Reach for the campaign

extended into territories

beyond the UK including the

Middle East and Europe with

a combined audience reach

in excess of 60 million.

● The combination of live

and pre-recorded interviews

coupled with all the print

coverage delivered very

effective publicity for the book

which resulted in a notable

rise of book up Amazon charts

throughout the day.

nO One wOuld listenharry markOpOlOs

backgrOundHarry Markopolos is the whistle-blower who uncovered Bernie

Madoff’s Ponzi scheme 10 years before the rest of the world

learned of the biggest financial crime in history. He documented

his journey to justice in the book No One Would Listen and

markettiers4dc was tasked with managing key broadcast media

during his time in the UK.

strategyHarry’s notoriety meant that many outlets wanted to meet

and interview him personally. The management of his time

and organisation of logistics was crucial to maximising each

opportunity meaning co-ordination of his schedule was

paramount.

case studyfamily histOry fOr the Older & wiser

backgrOundSusan Fifer discovered the joys of genealogy in her retirement

and went on to teach herself how to use the various free online

tools and public archives available to trace her family story.

Working with the University of the Third Age, Susan created a

guide to help others on their journey into the past.

strategyUtilising the success of TV show ‘Who do You Think You Are’,

markettiers4dc crafted an approach to media that would

showcase how Susan Fifer’s expertise in genealogy is

attainable if the right tools are made available. Given the target

audience, markettiers4dc emphasised a BBC approach to

ensure the outlet indexed highly against the 45+ market.

results● 17 items of coverage with a

total of 11 BBC stations

● Advertising equivalent £39,748

● ROI: 15

family histOry fOr the Older and wisersusan fifer

case studyirresistiblepersuasiOnbackgrOundGeoff Burch is a regular contributor on television and radio

and the presenter of his own BBC 2 show All Over the Shop.

Geoff has been called the ‘world’s most persuasive man‘

and has over 20 years experience working with hundreds of

small businesses to improve their performance, efficiency and

drive sales. Our task was to promote the release of his book-

Irresistible Persuasion.

strategyTo bring the story into the news agenda, markettiers4dc utilised

the budget negotiations between the coalition as a platform to

build on Geoff Burch’s existing profile and introduce the themes

of the book to radio presenters.

results● 19 items of coverage

● Audience Reach 3,064,000

● Advertising equivalent £43,456

● ROI : 13

irresistible persuasiOngeOff burch

case studyfOOtball fOr dummiesbackgrOundAhead of the World Cup, Britain was gripped with football fever.

Scott Miller’s book Football for dummies presented itself as a

must-have for the nation’s armchair enthusiasts as The World

Cup took over the UK. From how to decipher the offside rule to

the debate that stormed over whether we should have goal line

technology, Scott Miller was on hand ready to respond to radio

stations’ questions.

apprOachWe conducted a session with Scott Miller from our Clerkenwell

studios with radio stations across the UK targeting both seasoned

football fans and those didn’t have any knowledge but wanted

to stay on top of the impending World Cup games.

results● 28 items of coverage

including a live interview with

Tim Westwood on BBC1 Xtra

● Audience reach of

5,205,000

● Advertising spend

equivalent £55,992

● Campaign ROI : 22

fOOtball fOr dummiesscOtt miller

case studythe nakedmilliOnaire

results● 21 radio interviews

● 4 television interviews

on BBC One Breakfast, Sky

News, CNN International

and Al Jazeera achieving

extensive coverage outside

the UK

● Advertising value

equivalent: £123,820

● ROI: 22

the naked milliOnairedavid taylOr

backgrOunddavid Taylor is the author of The Naked Leader, the world’s fastest selling business book, and three follow-ups. In April 2010 he released The Naked Millionaire, the ultimate fast-track guide to wealth, freedom and fulfilment.

strategymarkettiers4dc identified two key hooks for media outreach of The Naked Millionaire – The Sunday Times Rich List 2010 and the General Election. The release of The Sunday Times Rich List 2010 was used as a timely hook for TV media just ahead of the main release date to drive initial interest in the title.

To follow up on this initial phase of activity, markettiers4dc used the media hype surrounding the General Election as an opportunity to amplify the key themes of this, his latest work.

if yOu require mOre infOrmatiOn, please cOntact us

e info@markettiers4dc.com

t 020 7253 8888

f 020 7253 8885

a Northburgh House · 10 Northburgh Street · London · EC1V 0AT