Austin Edgington

1. Austin Edgington Public Relations Social Media e: austin.edgington@comcast.net t: +1 650 245 0166

2. Agenda • Experience • Methodology • Changing Landscape • Case Studies • Fleishman-Hillard: Lifting the Team • Kensington: New Style of Working • Sierra Wireless: David with Goliath • Work Examples • Project Management • Content Generation

3. Experience • Over 15+ years experience in client engagements across industries, regions and cultures • Focused on expediting success • Strategic communications, branding, social media, public relations, marketing • Serve start-ups to large matrix organizations • The right message, to the right audience… at the right time

4. Experience: Core Competencies • Media coverage analysis • Brand management • Content creation • Event management • Integrated marketing • Copywriting /editing • Business management • International experience • Strategic planning • Experiential marketing • Account management • Media & Analyst relations • Project management • Business development • Social media

5. Experience: Clients

6. Methodology: Value-based Communications • Define who you are • What does your brand aspire to be? • What is it’s self-worth? (core-value) • What are others (media, analysts & competitors) saying about your brand and the marketplace? • What motivates your audience to engage with your brand • Create messaging that reflects your buyers needs • Set strategy to achieve defined objectives • Who is the hero of the story? • Blend Traditional PR and Social Media • Execute, measure, refine • Find new ways to enhance the program

7. Changing Landscape New Advergaing Tagging Web 2.0 Social networking Blogs Flickr Promotions Wikis Opinion Influencers Podcasting Grassroots Online editorial outreach Viral marketing Events Coalitions Reputationmanagement Consumer-generated content Opinion Influencers Employee communications Media relations Content optimization Positioning Wireless Press releases Publicity RSS Search engine marketing Public affairs Buzz Twitter Crisis communications Facebook Factsheets YouTube Third party outreach Social Media Tivo Citizen journalism Mobile marketing Traditional

8. Changing Landscape: Brand Today • Today a brand is a promise that comes to life in an ongoing conversation among influencers, consumers, partners, investors and you online and off.

9. Case Study: Fleishman-Hillard, – Lifting the Team • Challenge: The FH Australia technology practice suffered from a lack of awareness in the marketplace, a lack of strategic vision and low employee morale, further agency was not integrating social media in its client strategies • Solution: Resurrected team morale by empowering team players to build the tools necessary to conduct PR properly, created grass roots marketing outreach program, took team to networking events and included them in new business pitches. Developed Business Plan with team players as strategic partners. Created strategic relationship with digital agency to act as local FH digital partner to grow digital practice in ANZ. Led account activity for AT&T, CSC, Sierra Wireless, Serena, Huawei and more • Result: Revitalized technology practice, growing revenues 10% in 6 months, retained existing employees. Marketplace became aware of FH tech practice in Australia and Asia Pacific. Elevated profile within FH globally. Gave team an identity and a purpose.

10. Case Study: Kensington's 'New Style of Working' Brand Launch • Challenge: Create a branding platform to launch Kensington’s line of computer peripherals and office products • Solution: Retained and managed research firm to investigate how knowledge workers were changing their work behavior. Created and executed major COMDEX event to introduce branding platform and showcase products. Rolled out research results post COMDEX across broadcast and print media • Result: Event provided Kensington VIPs with a unique way to travel around Las Vegas during COMDEX with the New Style of Working mobile offices, created over 1 million impressions to captured knowledge worker audience. Created another 2 million impressions with appearances by third party experts on CNN, MSNBC, CBS Radio to discuss the findings of Kensington’s New Style of Working study; subsequent articles appeared in national newspapers and magazines as well.

11. Case Study: Sierra Wireless – David with Goliath Product Launch • Challenge: Launch Sierra Wireless and its embedded wireless module as the engine that drives Telstra’s 3G wireless router at Telstra’s launch for its anticipated 3G wireless router. • Solution: Devised guerilla media outreach strategy to secure key media at the Telstra launch. Reached out to key media prior to the event with an offer of a deeper story than their competitors, arranged 1:1 interviews at the launch with Sierra Wireless executives and key media. Provided key online media with pre-drafted story highlights on thumb drives. • Result: Within hours of the event media stories featuring Sierra Wireless as the ‘engine’ that powers Telstra’s 3G wireless routers appeared in key online tech journals. More articles followed in leading Australian print media, including the influential Australian daily.

12. Work Examples: New Business Development

13. Work Examples: Content Generation Reaching out…. changing lives… A Social Media Program for Sanofi Pasteur

14. Thank You Contact: austin.edgington@comcast.net