Marketing to architects presenation at CIMCIG event, February 2011. Presented by Anna Hern, Ridgemount PR

1. Anna Hern The Changing face of PR

2. Please note...... This is only a power point – it is not intended to stand alone and only makes sense as part of a live presentation. If you would like to see the full presentation – and therefore understand the argument – please contact me. Anna.hern@ridgemountpr.co.uk 020 8943 9349

3. Some familiar faces Over 70%of architects read journals regularly 72%of readers look for technical information 96%read new product information

4. Gaining coverage Press relations: Sublime writing Technical understanding Market knowledge Editorial contacts Persuasive selling

5. Technical features ABC&D Building Products HABM

6. Case study potential Building Design Independent.co.uk AJ/Footprints Building

7. Using all the channels Set the objective Find the audience Identify the channels Deliver the content Measure the results Blogs, ezines, press relations, link-building 3 Weeks after launch: 70 registered teachers from 45 colleges 1,145 student log-ins

8. Paid-for content Press relations Media Buying

9. Leveraging the database High quality database Totally measurable Interactive when appropriate Refining content Press relations Media buying Publishing

10. Engagement CPD 92% Online seminar 21% Exhibitions 42% Social Media:Facebook39% Linked in 33% Twitter* 14% *38%not allowed to use social networks at work 23,000UK architects 11,329 practices 50% employed in practices of less than 10 Government construction statistics 2009 How many conversations can you have?

11. Search engines Are search engines used to identify products? 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% Search engine used the most 2% 2% 2% 2% 2% 2% 2% 2% 96% 96% 96% 96% 96% 96% 96% 96% 96%

12. Search engines Blog posts Blog posts Blog posts Blog posts Blog posts Video / webinar Press releases Website Source: SMPR

14. Identify keywords

15. Be specific and consistent

16. Ensure all content is optimised

17. Use as many distribution channels as you canPress relations Media buying Publishing Search engine optimisation

18. The Future?

19. Types of PR Content Video clips / webcasts Blog posts Advertorials, sponsored content Seminars and lectures events PR content strategy Photography Podcast /Audio bulletins Press releases and articles / features Webinars Presentation / slide shares Social networking messages e-zinesto database

20. Anna Hern Press relations Media buying Publishing Engagement Search engine optimisation Content Content Content