1. Capabilities presentation
Denterlein
November 13, 2012

2. 2
Today’s team
 Diana Pisciotta, Executive Vice President
 Lisa Pollack, Vice President
 Aimee Charest, Account Executive

3. Denterlein: 3
Who we are
Founded in 2000 by Geri Denterlein
Integrated strategic communications
firm focused on:
 Communications Strategy
 Media Relations
 Relationship Marketing
 Social Media
 Crisis Communications
 Public Policy
Specialize in key regional industries:
 Healthcare
 Transportation
 Higher Education
 Real Estate
 Professional Services

4. Why we’re excited to work with you
4
 Prime market for the product
 This is Boston’s moment for innovation + tech
 HAILO focus on community: a unique differentiator
 Connect our network to yours
 Our unique, thought leadership approach
 We love projects like this

5. 5
Communication Opportunities
 Consumer frustration with Boston cabs
 Frustration among cab drivers, too
 Online-only media reach right consumer audiences
 Cab drivers: a “captive audience”
 Demographic trend in Boston scaling younger/hipper
 HAILO success in other cities means data to leverage
 Unique value proposition leads to a different way of
looking at media and marketing
 Broadcast opportunity to be explored

6. 6
Communication Challenges
 Stiff competition from Uber in the
media space
 Tight media market
 Online coverage means potential
wait until next opportunity
 Must think very carefully about
market segmentation
 Local media has limited appetite
for product-based stories

7. 7
Key audiences
 Cab drivers  Business leaders
 Cab company owners  Innovation scenesters
 Hospitality industry  Young professionals
 College students  Public safety officials
 Policymakers  Neighborhood residents

8. 8
Campaign goals
 Build a community of Hailo users – both drivers and users
 Clearly articulate the value proposition to the right
audiences
 Build on launch media to sustain awareness
 Leverage a variety of media and communications vehicles to
build awareness among target segments
 Undertake long-term planning and strategy; taking
potential competitive threats into account
 Support good relationships with city leadership and others

9. Campaign Strategy 9
 Guiding principle:
 Leverage a creative slate of tactics to keep
the Hailo brand in front of the right
audiences
 Phased approach: no spaghetti on the
wall
 Mix of:
 Traditional news
 Lifestyle
 Events
 Organic marketing/content generation
 Relationship marketing

10. 10
Tools to tell the story
“Straight news”
 Define the difference + value
 Talk about the product + experience
 Feature-based stories
 Build community of cab drivers
 Careful build of a radio pitch
 Remember community media (Haitian radio,
Carriage News)

11. 11
Tools to tell the story
Be the expert:
Transportation, tech, business
stories
 Survey user community
 Boston v NYC
 Hospitality nexus
 VC/early stage companies

12. 12
Tools to tell the story
Support viral brand recognition;
generate content
 Taxi driver appreciation day
 Content generation:
 Top restaurants by traffic
 Intersections to avoid
 Strategies for hailing a cab
 Good old-fashioned PR stunts:
 Videos
 Cash cab
 Black cab hire
 Street team

13. Timeline 13
Phase I Phase II Phase III
(2-3 weeks): (December – March): (March – May)
• Brainstorming • Support hard launch • Focus on content generation to support
• Competitive Analysis • Trend + lifestyle story pitching brand recognition
• Data mining • Ongoing relationship marketing • Ongoing consumer story
• Communications plan
• Initial pitching + backgrounding reporters
• Relationship marketing

14. 14
Representative client experience

15. Thank you!
Any questions?