Tell Your Story makes things happen through creating and telling great stories so organizations can be successful and its people happy.

1. Our Story
2014

2. Tell Your Story
Tell Your Story’s purpose is to make
things happen through developing
and telling great stories so
organizations can be successful and
its people happy.

3. Who Works With Us?
You have a great story to tell but you need further
development and refinement.
You want high-level expertise and attention, but don’t
have the budget for a big ad agency or PR firm.
You want to be strategic, but be efficient and nimble.
You want your brand communications to be
compelling, emotional and effective.

4. Clients

5. 5

6. Purpose-Driven Messaging
Organizations driven by purpose and values outperformed
the general market 15:1, outperformed comparison
companies 6:1.
Jim Collins and Jerry Porras, Built to Last
Organizations that have cultures based on shared values
out-perform companies that don’t:
• revenues grew 4x faster
• jobs creation was 7x
• stock prices grew 12x faster
John Kotler and James Jasket, Corporate Culture and Performance

7. Purpose-Driven Messaging
“When the ashes clear from the economic Armageddon, the
only organizations left standing will be the ones that actually
stand for something. Without a purpose that improves
peoples’ lives, and contributes to the greater good,
organizations will struggle.”
-- Roy M. Spence Jr.
Author of It’s Not What
You Sell, It’s What You
Stand For

8. Who is Driven by Purpose?

9. Develop and Share Stories
Your Story
Stories in support
of your purpose
/message
Pains
Claims
Purpose
Competing
Messaging
Competitive
Messaging
Audience
Pain-
Needs-
Habits
Internal
Expertise-
Your Claims Market
Perceptions of
You vs. Comp
Planning | Distribution | Engagement
Goals are to:
- Raise Awareness
- Generate Leads
- Support Sales
- Grow Revenue

10. 10

11. Story Development & Sharing Process
• Executive download & brainstorm
sessions
– Customer pain and your claim
discussion
– Personality / Culture exploration
– Internal perception of yourselves
vs the competition
– Sessions include members of
executive team, marketing, sales
and other groups
• External interviews
– Interviews with customers,
employees, prospects (5-10)
• Research / research review
– Review existing primary research
and conduct secondary research
• Purpose-driven creative brief
development
– Provides direction for all future
tactical planning and creative
exploration
• Creative Concpeting
– Verbal and Visual creative
exploration to make your purpose
come to life
• Integrated tactical plan development
– Tactic detail, budget, timing
• Execute plan
– Tell your story by making it happen
through various tactical channels
• Evaluate
– Evaluate, analyze and improve

12. Purpose-Driven Framework
BRAND PURPOSE
What is your brand purpose – the difference you make in the world?
• Elegantly Simple, Crystal Clear, Brutally Single-Minded, Innately Inspirational, Evident in
Deeds as Well as Words
SUPPORT
What supports your brand purpose?
VALUES
What is your behavior within the marketplace as a company?
PROMISE
What is your pledge to the marketplace as a company?
VOICE
What is your branding and communications voice?

13. Strategic & Tactical Mix
• Public Relations & Social Media
– Social PR
• Media Relations
– Trade, Business & Consumer
• Content Development
• Online Lead Generation
– SEM & SEO
• Sales Communications &
Support
• Web Site Development
• Landing Page Development
• Trade Show Planning & Promotion
• Advertising
– Print, Broadcast & Online
• Internal Communications
• Video Script Writing &
Development
• Landing Page Development
• E-mail Campaign Development &
Execution
• Event Creation & Execution
• Visual Identity & Logos
Fast-Paced Strategic Purposeful Messaging
High-Level Creative Concepting

14. Telling Great Stories
Integrated Communications Programs
How do we tell these great stories?

15. Our clients & work
Customer Pain
– I need better ways to motivate my
employees and reward customer
and prospects
Purpose/Message
– We help drive positive behaviors
through rewards that people want
and need
Results
– We rebranded this highly successful
15-year-old gift card incentive
company and positioned them as a
solutions provider to HR, sales and
marketing. We serve as their senior
marketing communications team.

16. 16

17. Our clients & work
Customer Pain
– Home health medical coding is the pain.
Purpose/Message
– We make home health coding as pain-free
and easy as possible so you can concentrate
on other things
Results
– Launched Daymarck in 2009 and helped
them grow 1000 percent. We serve as their
senior marketing and sales support team.

18. 18

19. Our clients & work
Customer Pain
– I don’t need any more things to go wrong on a
job site. I need someone to help me “push the
job” and eliminate obstacles.
Purpose/Message
– Reduce obstacles for our customers and team
members so that we can all be productive,
successful and fulfilled.
Results
– Helped re-launch Trinity into the Texas
construction market with positive success.

20. 20

21. Our clients & work
Customer Pain
– I want to be independent, but I
don’t want to go at it alone.
Purpose/Message
– Everything we do is to help you
be more independent,
successful and fulfilled within
the trucking transportation
industry.
Results
– Launched this $100 million
company into the marketplace.

22. 22

23. Social PR
The Integration of Public Relations & Social Media

24. Social PR
Strategy
– What we have coined “Social PR” is one of the most
important facets of an overall marketing communications
plan.
– Social PR is a hybrid of social media and public relations,
which focuses on developing compelling content and
then disseminating that content through:
1. social media channels
2. traditional media outlets (online and offline) through aggressive media
relations

25. Social PR
• Channels
– Blogs
– Twitter
– Facebook
– LinkedIn
– Company website
– Trade Media Outlets
• Print, Broadcast, Online
– Industry Blogs
– Media’s Twitter, Facebook
Accounts
– Customer’s Twitter,
Facebook Accounts
• Compelling Content
– Success stories
– Surveys and polls
– Videos
– Contributed Articles
– Tips and tricks
– Photos
– Expert Commentary
– Industry Issues
– Thought Leadership / POV
papers

26. Social PR Success Stories
Cases

27. USG Case Study
Overview
– Building products giant and inventor of Sheetrock, USG Corp., hired Tell Your Story in
March 2012 to take over its Public Relations and Social Media efforts
– We then took over SocialPR for its distribution arm, L&W Supply, and its Canadian
affiliate, CGC, in 2013
– We assisted in re-launching the USG brand and supporting the Team USA and Canadian
Olympic Team Sponsorships launched October 2013
Tactics
– Social media
• Currently manage 31 social media channels across many platforms, business units, and divisions
– Media relations
• Targeted outreach to outlets reaching contractors, architects, remodelers, DIYers
– Tradeshow support
• Onsite support at 6-8 tradeshows per year

28. USG Case Study
2012-2013 Results
Tell Your Story helped
increase USG’s social
media audience 358%,
from 3,681 in April 2012
to 16,872 in December
2013.
Social media
engagements (comment,
like, re-tweet, etc.) grew
3000% from 56/mo. in
March 2012 to
1,800/month in
December 2013.
PR placements secured
by Tell Your Story, in
publications including
BtoB Magazine, Architect
Magazine and Interiors &
Sources, garnered 28M
impressions and
$805,000+ in ad
equivalency in 2013.

29. USG Brand & Olympic Sponsorship
• Ongoing stream of compelling social content increased social
engagement by 300% and site traffic from social by 175%
• Trained 40 employee ambassadors on how to use social media
• Media relations including Audio and Video News Release
generated over 20M impressions
• #USGBuildIt has garnered 1,400
tweets/posts/photos; 600 within the
first 24 hours from:
– Sponsored athletes
– USG employees
– Trade media
– Customers
29

30. USG L&W Supply Safety Campaign
• Social media contest asked
contractors to show how they
practice safety. Results included:
– 60% increase in Facebook followers
– 2,500 contest visits
– 32,000 Facebook impressions
• With a paid YouTube campaign,
increased views of Safety video
191% in 2 weeks.
• Byline article on Safety in
Construction Executive Magazine
reached 44,500 General Contractors
and $7,994 ad equivalency.

31. USG Durock Shower System Product Launch
• Since Sept. ‘13, secured 20 trade media
articles resulting in 717,068 PR media
impressions and $113,709 ad
equivalency
• 1,172 matte release articles in local
newspapers/websites resulting in 20M
impressions and $285,461 ad
equivalency
• 6,516 YouTube video views of Durock
Shower System Installation Video
• Product will be featured on upcoming
episode of AE’s Flipping Boston
reaching 1 million viewers
• Shower System winner of two awards at
Remodeling Show: Best New Product
and the People’s Choice Award.

32. Strength Beneath the Surface Contest
• Social media contest asked tile & flooring
professionals to submit photos of them on
the job
• Results included:
– 68% increase in USG Tile & Flooring's fan
base
– 105% increase in engagement
– Articles across all of USG Tile & Flooring's top
trade media
– 3,300+ contest page visits

33. Case
Objective
- Position SVM as a global leader in the motivation and incentives industry to increase leads and
drive website traffic.
Strategies
- Increase brand awareness in HR and Sales/Marketing segments through social media.
- Build relationships with key media resulting in ongoing exposure and thought-leadership
opportunities.
Tactics
- Media relations
- News releases, editorial bylines, guest articles
- Social media
- Revamped Facebook, Twitter, LinkedIn, YouTube and Blog channels
- Daily and weekly updates
- Trade show support
- On-site media interviews
- Social media support before, during and after the event
- Secured photo and video content
- Developed and executed booth activities to drive attendee traffic and engagement at the
booth

34. Case
• Daily/weekly posts and monitoring on Facebook, Twitter,
LinkedIn and blog.
– Sharing of industry news
– Event photos and videos
– PR coverage
– Blog promotion
– Links to SVM services/website information
– Customer stories/case studies

36. Social Media Audience
In 2013, Tell Your Story helped SVM increase its social media audience by
178%, from 831 followers in January 2013, to 2,314 by Dec. 31, 2013.
884 899 936 952
1,213
1,472
1,762 1,764 1,768 1,789
2,193
2,314
0
500
1,000
1,500
2,000
2,500
Jan '13 Feb
'13
March
'13
April
'13
May
'13
June
'13
July
'13
Aug
'13
Sept
'13
Oct
'13
Nov
'13
Dec
'13

37. Social Media Engagement
Social media engagements totaled 2 prior to Tell Your Story activity, while they
reached 265 in December. SVM channels saw 2,120 total engagements in
2013.
2
85
138
175 188
289
244
127
81
127
196 190
265
0
50
100
150
200
250
300
350

38. Social Referrals to STM
Social media and public relations activity drove 1,511 visits to
SolutionsThatMotivate.com in 2013.
247
213
230
294
115
138
167
107
0
50
100
150
200
250
300
350
May '13 June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13

39. PR Placements
1,254,905+
impressions
and $38,161+
ad equivalency.
Loyalty 360
Payments
Journal
Incentive
Magazine
Facility Safety
Management
Around the
HR World
Safety &
Health
Magazine
Engagement
Strategies
Magazine
Premium
Incentive
Products
Loyalty
Management
Online
CEM Audio
Edge

40. Social PR (June-December 2011)
Objective
– Create brand awareness and increase leads among independent truckers and small to mid-size carriers.
Strategies
– Introduce OnRamp to influential trucking and transportation media.
– Build long-term relationships with key media (and other influencers like bloggers) resulting in ongoing
media exposure and thought leadership.
– Increase general awareness and preference of OnRamp offerings using social media
Tactics
– Aggressive media relations
• News releases
• Subject Matter Expert interviews
• Press kit and online press room
– Social media
• Launched Facebook, Twitter, YouTube and blog properties
• Daily posts/tweets
– Tradeshow support
• In-person media interviews
• Heavy social media support before, during, and after
• Secured photo and video content

41. News Releases in Press Room

42. Media Coverage
142 articles
2,058,847 impressions
$343,915 advertising
equivalency

43. Tradeshows
Met with 9 media outlets at
National show, reaching audience
of 940,000+
Captured 10 videos and hundreds
of photos at 4 events

44. Tradeshows

45. Social Media
• Daily posts on Facebook, YouTube, Twitter, and blog consisting of:
– Sharing industry news
– Customer testimonials
– Event photos/videos
– PR coverage
– Sales/promotions
– Discussion questions
– Polls
– Tips and Tricks
– New products/services

46. Social Media Results
172,000+ social media impressions
1,743 acts of engagement (RTs,
comments, etc.)
19 YouTube videos

47. Web Traffic
• Social PR efforts drove increased traffic to website
Top 3 traffic referrers:
1) Trade article
2) PRWeb
3) Facebook

48. Social PR
Objective
– Create awareness of outsourced home care coding and increase leads among home
health care clinicians
Strategic Priorities
– Introduce Daymarck to influential home care media.
– Build long-term relationships with key media (and other influencers like bloggers)
resulting in ongoing media exposure and thought leadership.
– Increase awareness and thought leadership using social media
Tactics
– Tradeshows
– Social media
– Media relations
– Surveys

49. Tradeshows
Captured 20 videos and hundreds
of photos at 10 events
235 Survey results at 2011 NAHC
Conference

50. Blog
80 Blog Posts
More than 40,000 blog pageviews
Receives nearly as many views as
Daymarck.com

51. Social Media
• Daily posts on Facebook, YouTube, Twitter, and blog consisting of:
– Sharing industry news
– Customer testimonials
– Event photos/videos
– PR coverage
– Sales/promotions
– Discussion questions
– Polls
155,266 social media
impressions
1,223 social media
engagements

52. Survey
• ICD-10 Survey conducted at NAHC 2011 show
– 235 responses
– Poker set incentive
– Drove booth traffic
– Press release
– Trade media coverage of results
– 7 Blog Posts

53. ICD-10 Opposition
• American Medical Association came out in opposition to ICD-10
• Daymarck wholeheartedly disagreed, so we:
– Issued a response to the AMA on our blog and website
– Distributed response to all journalists writing about the opposition
– Sent statement via Twitter to those tweeting about opposition
– Provided interviews/quotes to journalists
– Distributed press release on PRWeb
– Commented on online articles with link to statement

54. Web Traffic
• Social PR efforts drove increased traffic to website
Top traffic referrers:
1) PRWeb
2) Zoomerang
(survey)
5) Blog
6) Facebook

55. Social PR Measurement
• In order to gauge effectiveness and refine activities, Tell Your Story
measures Social PR through:
– Tracking media clippings and measuring reach and ROI through circulation and
advertising equivalencies.
– Developing monthly social media reports demonstrating metrics such as engagement,
reach and audience demographics.

56. Conclusion
We make things happen
We develop good stories
We distribute those stories effectively and efficiently through a variety of
marketing communications, including Social PR
We are nimble and flexible
We are fun to work with
We want to work with you

57. Thank You.
• George Rafeedie, Founder
– 847.921.3925
– grafeedie@tellyourstoryinc.com
– @grafeedie
– @tellyourstorybc
– www.facebook.com/tellyourstoryinc
– www.tellyourstoryinc.com