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Copy of LCI Capabilities [NGLCC]

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David Landis

on 24 July 2014

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Transcript of Copy of LCI Capabilities [NGLCC]

Public Relations Program
PRomised Results©
Full Service
Strategy & Planning
Media Relations
Social Media
How We Work
30 years in marketing/communications, public relations, media relations, public affairs, crisis communications and community relations

Consumer specialist: Whole Foods Market, Cold Stone Creamery, Old Navy, Organic Valley, MetLife, Emirates Airline, Harry & David, ClifBar, Union Square Association, Levi’s, Gap, Pottery Barn, Tiffany & Co., Match.com, PIER 39, Kimpton Hotels & Restaurants, The North Face and more

Hospitality experience: Kimpton Hotels, Hilton Hotels, San Francisco Travel Association, Fairmont Hotels

Television: NBC Universal, Tech TV, KPIX TV (SF), KCBS TV (LA), Winner of two national Emmy Awards and a Peabody Award

Environmental, civic and land use expert: California Academy of Sciences, Exploratorium, Asian Art Museum, Port of San Francisco, California State Parks Foundation, Save the Redwoods League, Yosemite Fund, Nature Bridge, Union Square Association, Pier 39, Tishman Speyer, JMA Ventures, Jackson Pacific Ventures, and many others

Social media expert: 2010 Bulldog Reporter Award for Social Media

Crisis communications expert: Old Navy, Asian Art Museum, KPIX TV

Community relations expert: oversaw sponsorships and community programs for KPIX Channel 5 (CBS-TV) and California State Parks Foundation, among many others

Worked inside the media: KPIX TV Channel 5 (CBS – won two national Emmy Awards); represented NBC Universal (national)

Involved in all accounts

David and his husband of 23 years, Sean Dowdall, live in San Francisco
Case Studies
David Landis
Founded more than 20 years ago, LCI is a mid-sized, full-service, independent and award-winning Bay Area-based consumer and B2B communications agency with national and regional clients
We are consumer, financial services, technology, food/beverage, retail, real estate, B-2-B, hospitality, professional services & non-profit experts
We understand what businesses and the consumer are thinking next
Creativity is our hallmark
1388 Sutter St., Suite 901
San Francisco, CA 94109
415.561.0888 (phone)
415.561.0778 (fax)
Contact: Rob Farmer
Visit us online for more customer testimonials, case histories and media placements at
Landis Communications, Inc.
Let’s get started!
A 21 st century museum, the only building in the world to feature an aquarium, planetarium, natural history museum, 4 story glass-domed rainforest and scientific research center, all under one "living" roof.
To launch and promote the new California Academy of Sciences (designed by architect Renzo Piano) in San Francisco's Golden Gate Park after 4 years of construction,with the goal to become the world's greenest museum.
LCI developed and executed a multi-faceted campaign to provide maximum outreach to the press (including a first-ever New York media event/tour), and arranged speaking opportunities for Academy leaders and scientists and visibility for green/sustainability issues.
The facility is now recognized as one of the West Coast's leading research facilities and science museums.  LCI garnered coverage from 100-plus top U.S. print, broadcast and online outlets.   Top-tier coverage included: Good Morning, America, NPR, New York Times, Wall Street Journal, Time Magazine, the Los Angeles Times, Associated Press, Vanity Fair, USA Today,   Newsweek,  Travel and Leisure, Conde Nast Traveler, Sunset Magazine and Metropolis, among others.
Help the Port of San Francisco refine key messages and media train its Director as well as top department heads throughout the entire organization.
LCI’s strategy was to take real-life issues that were currently being addressed as touch points so all Port spokespeople would have an opportunity to practice messages that they could tangibly use following the training.LCI has published two media training guides which, along with each participant’s on-camera DVD, are distributed at the conclusion of the training.
The Port of San Francisco and its spokespeople uniformly gave LCI high praise for the training.
We have strong media and social/digital media relationships
NBC received more than a 2,000% return on investment for LCI’s public relations services.
LCI’s market-by-market campaigns yielded sizable results in all top DMA’s, including print and broadcast coverage including Wall Street Journal, NPR and The Hollywood Reporter.
Draw and engage television audiences to new offerings or specials on the NBC broadcast schedule.
Huge successes in regional markets for reality programming and scripted series in the all-important Fall season debuts.
Results included coverage by NPR, The Wall Street Journal and New York Post.
Strategic counsel and planning for overall corporate communications issue.

Issues-oriented programming gained tremendous exposure in the entertainment trade press, including The Hollywood Reporter, Variety, Entertainment Weekly and TV Guide.
Keeping Score
Raise positive awareness for Keeping Score, the San Francisco Symphony's 10-year, $25 million multi-pronged national music education campaign that included educational websites, national PBS and NPR broadcasts and community programs.
LCI initiated a social media program that addressed the multiple components of the project – television series, Web site, DVDs and educational curriculum – to secure media interest, build awareness and increase viewership.
What We Do
Public Affairs
Crisis Communications
Global Reach
ROI metrics
Crisis Communications Strategy
Magnetic Messages©
Competitive Analysis
Digital Snapshot
Media Training
PR Plan
A comprehensive written PR plan keeps everyone on track.
Press Kit
Consistent messaging is key.
We articulate goals and set strategy
Constant Communication
Planning and Reporting
PRomised Results©
ROI Reporting
Dynamite Team
Public Relations Global Network
A great PR program achieves goals, namely measurable goals decided upon in partnership with a client.
LCI and clients together determine the metrics to measure effectiveness. Whether the goal is increased sales, leads, increase in web traffic, visitorship, issue management, message pull-through, successful crisis management, brand awareness, gross impressions or any other metric, we customize a program to move that needle.
At LCI we take measurement seriously.
The time to plan for a crisis is BEFORE it happens.

Radian 6
Rob Farmer
Senior Counselor
Donna Berry
Senior Counselor
Darcy Provo
Senior Counselor
Brianne Murphy Miller
More than 25 years in public relations and marketing communications experience

Technology expertise: SaaS and online meetings (WebEx); the personal homepage (Netvibes); User experience (Jakob Nielsen and Don Norman); Web 2.0 (Jigsaw, Lending Club); Web metrics (Alexa, acquired by Amazon); blogging (Technorati); search (AskJeeves); CRM (Kana); real estate (HomeStore, MyNewPlace); marketing automation (Eloqua, Genius); performance-based marketing (Commission Junction, acquired by ValueClick; AdECN, acquired by Microsoft)

Messaging and positioning expertise managing public relations programs that emphasized media and analyst relations and resulted in positive coverage and the leadership voice for her clients in top-tier business, trade and consumer media, online and traditional

Inside-the-media experience: Publicist for KPIX-TV, the CBS affiliate in San Francisco and later as marketing director for the Bay Area’s top-rated radio station, KGO Newstalk 810
20 years media, public relations, and corporate communication experience at publishing and media companies

Principal client contact

Financial services, real estate, consumer experience: MetLife Bank, Farmers Insurance Group, California Bank & Trust, Port of San Francisco, Intracorp Developers, Tishman Speyer, JMA Ventures, Jackson Pacific Ventures, and many others

Hospitality experience: Fairmont Hotels, Kimpton Hotels, Joie de Vivre Hospitality, Hotel Council of San Francisco, Starwood Hotels, many others

Worked inside the media:  Editor-in-Chief of Where Magazine San Francisco; Editor-in-Chief at Smart Meetings Magazine (travel trade). Editor at Sacramento News & Review. Worked with DK Publishing, London; Timeout Publishing, London, Penguin Books, US

Public relations experience: Oversaw San Francisco consumer and corporate communications department for Jeffrey Scott Agency. Media placements include USA Today, New York Times, CNN, AP, KCBS, others

Retail & consumer experience:  Luxury Marketing Council, MetLife, Mars Corporation, Biotropics International, Cingular Wireless, San Francisco Hotel Council

Expert at communications strategy; message development
18 years of consumer agency, corporate and consulting public relations experience

Civic development expertise: California Academy of Sciences, Jack London Square, Exploratorium, others

PRSA Bronze Anvil award winner for her work with Sprint

Wide ranging experience including brand-building and product awareness campaigns in other consumer industries – sporting goods (Bell Sports), fashion/apparel (Wonderbra, Dockers for Women, Nano-Tex), visual arts, retail, hospitality, events (San Francisco Fashion Week, MAC Cosmetics) even a race car driving school (Jim Russell Racing Drivers School)

Media placements include:  Wall Street Journal, New York Times, Associated Press, CBS Early Show, TIME, USA Today, Real Simple
Media relations, social media and creative brainiac

Over 25 years experience in PR. Worked inside the media at Sunset Magazine, CNET, Glamour Magazine and CBS Radio Network

Civic/Retail/Fitness/Consumer PR expertise: Old Navy, PIER 39, Tyler Florence, Real Restaurants, Weber Grills, California Academy of Sciences, 24 Hour Fitness, Claremont Resort

Provides creative, strategic and tactical support on all client accounts

Media placements include: Oprah, Today Show, USA Today Weekend, New York Times, AP, NPR, MSNBC, BusinessWeek, Newsweek and more

Social media maven: Farmers Insurance, San Francisco Symphony and more
Award-Winning Social Media Experts
Blogger outreach/programs/events
Facebook fan pages/creative Facebook contests & campaigns
Client-branded blogs
Client-branded YouTube channels
Online peer-to-peer recommendations
Social media crisis communications - Online War Room
Comprehensive Twitter programs, including client tweets that keep the community up to date and drive sales
Generating buzz in the new media landscape is all about communicating with customers where they’re looking for information.

45 global PR affiliates worldwide
Whole Foods Market (WFM) came to LCI seeking increased exposure on the West Coast. LCI's challenge was to:

Position Whole Foods Market as the leading natural and organic retailer in the region
Drive traffic to stores
Deliver educational awareness of food issues to support the business
Mitigate "whole paycheck" perception
Position Whole Foods Market as a natural fit within each community
Seasonal products
Industry leader (sustainability/organic)
Store openings
Focus on 365 product line/combat "whole paycheck"
Community service
Thought leader on food sourcing
Product drops
Total gross impressions: 184 million

Advertising equivalency exceeded $4.5 million

Changed perception of "whole paycheck" through 365 campaign

Results included: Wall Street Journal, San Francisco Chronicle, Seattle Post-Intelligencer, Seattle Times, Portland Oregonian, San Jose Mercury News, and all the major TV/Radio outlets in the region.
LCI's challenge was to position and promote Old Navy's affordability, value and style while not cannibalizing its sister divisions, Gap and Banana Republic.
Launch with supermodel Cindy Crawford
Positioned Old Navy as "your neighborhood shopping experience," in markets throughout the country while extolling the chain's values of fashion, family, value - and fun.
Capitalized on store openings, product launches, special events and seasonal promotions, including more than 600 store openings, in markets throughout the country.
Called "the retail success of the 90's" by Advertising Age.
Old Navy now has expanded to a chain of more than 650 stores and is considered one of the most dominant forces in the apparel industry.
Significant media attention regionally and nationally, including: The New York Times, the Los Angeles Times, San Francisco Chronicle, Business Week, Fortune, Oprah, Forbes, TV Guide, all the major daily market newspapers nationwide and more.
Increased store traffic and supported business growth
Using ad equivalency analyses, LCI demonstrated a consistent 10-1 return on public relations investment dollars for Old Navy.
MetLife charged LCI with:

Driving media mindshare for three MetLife divisions, including MetLife Auto & Home, MetLife Bank and MetLife Tech & Ops
Building positive consumer awareness for MetLife brands and their unique offerings
Positioning MetLife as one of the nation's leading providers of personal insurance
Enhancing MetLife's volume of positive media hits
Creating PR outreach to reinforce branding for all three MetLife divisions
Seasonal hooks such as "Safe Grilling Tips" and Summer Wedding Season (ID Theft Resolution)

Reverse Mortgage leader

Promote MetLife's technological abilities and expertise
Increased national and regional media mindshare in every key market for all three MetLife divisions,

Successfully reinforced MetLife branding.

Key media coverage included The Wall Street Journal. Sirius Radio, San Francisco Chronicle, market-by-market outlets including San Antonio Express, Orange County Register, Times-Picayune, Cincinnati Enquirer and Kansas City Star, among others.

Targeted trade tech publications, including CIO, Insurance Journal, Search CIO Journal and Claims Technology.
To position Match.com as the leader in the online dating industry, while educating consumers about the benefits of online dating.
LCI educated consumers about the benefits of online dating, minimized fears by promoting safety factors and building trust in the Match.com brand. LCI positioned Match.com as the romance experts by creating a position within the company - VP of Romance. Using seasonal campaigns, LCI capitalized on media coverage providing interesting news angles. LCI also implemented creative public relations strategies including surveys ("Who would you rather date, Bush or Gore?," movie and holiday tie-ins.
Resulting media coverage included placements in all major top tier media including The Wall Street Journal, People, New York Times, The Today Show, 48 Hours and more.

Match.com's valuation growth increased 1,100% in three years. New member users exceeded 300,000 per month with actual profiles (those entering data on Match.com) exceeding 1.8 million. In one month alone, estimated dollar value of media placements exceeded $1 million.
Tishman Speyer's San Francisco luxury condo development The Infinity was set to release in a floundering housing market. LCI faced the challenge of differentiating The Infinity from other properties and securing media coverage and buyer interest while combating the pessimism surrounding the real estate market.
Sneak Peek of new penthouses

Conducted research and utilized impressive sales statistics and promoted as "the fastest-selling condo project in California"

Leverage architect Bernardo Fort-Brescia
Media included: Reuters, Wall Street Journal, KGO-TV (local ABC affiliate), KNTV-TV (local NBC affiliate), KCBS-AM radio, San Francisco Chronicle, San Francisco Chronicle Magazine, 7x7, San Francisco Business Times and real estate blogs SocketSite and CurbedSF. In total, broadcast coverage generated 449,215 impressions.

Media positioned The Infinity as a uniquely successful development, moving forward when other developments were struggling or halting construction.

The Infinity's sales velocity far outpaced other large-scale condominium developments in major markets across the United States, including New York, Los Angeles, San Francisco, Chicago, Washington, D.C. and Seattle. Ultimately, LCI was part of the winning team that helped sell out Tower 2 in a sluggish real estate market.
Six years of experience in public and media relations (agency and in-house)

Maintains strong media relationships with national/regional consumer media contacts

Consumer experience: MetLife Bank, MetLife Technology & Operations, Jack London Square, California Academy of Sciences, One Hawthorne, Fairmont Ghirardelli Square

Consumer Tech: MetLife Tech, Clickworker, Repost.us

Major brands: Tom’s of Maine, Girl Scouts Northern California

Media placements include: New York Times, Boston Globe, San Francisco Chronicle, San Francisco Business Times, LA Times, KRON TV, Bay Area News Group, FOX TV National, Delta SKY Magazine, Smart Business, Sunset Magazine, Fortune and more
Social media measurement:
Based on reputation, sentiment, engagement or other metrics
LCI has become an extension of our team. Their pro-active, can-do attitude, team work, and follow-through makes them very effective at what they do best - getting our message out to consumers through the media in a very competitive marketplace. Whether it's a grand opening, community project, crisis situation, or launch of an exciting campaign, LCI has been an integral part of our success.
As NBC's only overall communications agency, LCI consistently provides our network with strategic, targeted results. The agency's ability to secure hundreds of media placements across the country and to offer superior public relations expertise makes LCI an invaluable asset. Best of all, their demonstrated return on investment analysis has allowed us to tangibly quantify public relations results in a meaningful way."
They’re the crème de al crème and the cream of the crop. Yes they’re fun, they’re a barrel, they’re a monkey or more. They’re a line and a story to open any door. And, oh, to the doors we have walked through in TV land, print and radio, too. A creative combustion when you can’t start a fire. Wherever LCI goes, wherever they land, together we know we built a great brand.
AAA gives LCI a five-diamond award . . . In my 35 years in the media and publicity business, I can say without reservation that LCI and its team are the best.
--Jeannine Yeomans , AAA of Northern California
--Trish McDermott, Match.com
- Jolyn Warford Bibb, Whole Foods Market
-- Jennifer Barnett Skorlich, NBC Universal
Client Testimonials
LCI secured more than 120 online media placements

LCI successfully introduced new audiences to Keeping Score and created an opportunity for the San Francisco Symphony to continue to reach these audiences

Gross online impressions totaled more than 300 million

Stories were secured in all target media outlets in all target markets (23 of the top 20.)

98% of critics responded favorably to the program and more than 3 million viewers tuned in to watch the national telecast
Winner! 2010 Bulldog Award for Social Media
An Independent Firm
Who We Are
Draw and engage television audiences to new offerings or specials on the NBC broadcast schedule.

LA Times.com
Frontiers Magazine
Travel Weekly
Travel Age West
San Francisco Business Times
Bay Area Reporter
San Jose Mercury News
Create appropriate key messages that would resonate positively within the gay/lesbian community

Announce not to a general mass media audience, but to a specific audience

Deliver message that CSAA cares about the lesbian/gay community and therefore is offering specialized travel packages that meet their needs

Target gay/lesbian media as well as specific geographic markets, like the San Francisco Bay area, with high populations of gay men/lesbians
To expand travel services to a specific market sector: gay and lesbian community

Get the word out to target audience without alienating existing audience

Grow the sector without hurting the existing CSAA travel audience
LCI achieved broad regional and market-by-market coverage specific to the lesbian/gay community for the new program, including:
"LCI is our secret weapon! "
Full transcript