sheffield overview 2010

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Chicago, ILSpring/Summer 2010

Agency Overview

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Create a story worth telling

I. Insights: Evolving marketing and media landscapes• Past• Present• Future

II. Implications: Where we fit in• Help wanted: corporate storytellers• Our story• Floor plan of a modern agency

III. Approach: How we work• Engagement model• Key capabilities• Where and when to use us

IV. Results: Our work • Stories we've told • Client examples

V. Inside: Meet Sheffield• Core team• Tour

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I. Insights

II. Implications

III. Approach

IV. Results

V. Inside

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Insights: PastTwo channels to market your message to your target audiences

• Advertising » Paid placements•Creative but low response rates•Control the message, not credible• Expensive, low response rates

• Public Relations» Influence the influencers (media, analysts, thought

leaders)• Effective way to build groundswell• Less control of the message, more credible•Affordable, high potential ROI yet hard to

measure

Madison Avenue executives ruled the world

Fix bulletsNeeds stock images ofAd exec – Mad MenPR -

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Insights: Present

Technology and Internet changing the rules• Google-effect displacing traditional advertising

» Pay per click and search-engine optimization• Measurable, affordable and targeted• Targeted to right audiences • Messages are easily dismissed

• Social media and networking quickly gaining traction» Connecting directly with audience is within reach• Content spreads when audiences are satisfied• Video plays a central role• Network connections can grow exponentially

Technology innovators giving immediate access to

anyone

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Insights: Future

Marketing will look more like publishing and media than selling

• Content’s role will increase dramatically » Giving away valuable information and insights

• Communicating in ways they find appealing• Knowing your audiences and their likes/dislikes• Managing the Web site and e-mail as central vehicles

• Organizations need to speak directly and authentically» Create messages that tell a story before selling

• Tone and voice that are interesting and accessible• Manage the message with more credibility• Entertain, inform and engage before persuade Anybody can be a media mogul

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I. Insights

II. Implications

III. Approach

IV. Results

V. Inside

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Implications

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Implications: Our Story

Founded by two big-agency veterans that saw a niche

• Started boutique agency in suburban Chicago in 2006

• Core focus is message and content development

• More than two dozen client projects, primarily in business-to-business, technology, and financial services

• Seven employees• 4,000 sq. ft facility with internal design and

video production studios» Expanded internally in 2008

Sheffield’s offices in Chicago’s Western suburbs; our home to creativity.

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Implications: Modern Agency floor plan

Video Production

Studio

AccountTeams

Graphic DesignStudio

Message and StoryDevelopment

Content Creation

Creative and Strategic Direction

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I. Insights

II. Implications

III. Approach

IV. Results

V. Inside

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Approach: Engagement Model

Message Development

Message Guidelines

ContentDevelopment

ContentDistribution

Narrative Flow

Narrative Flow

•Customer testimonial videos

•Sales videos

•Flash/demo presentations

•Case studies/white papers

•Corporate overviews

•Webinar presentations

•Brochures/sell sheets

Employee comms

PR/media relations

Brand engagement

Event marketing

Lead generation

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Top 10 reasons people call us:

• Inconsistent messages• Me-too positioning• Message platform• Brand update• Launch campaign• Employee communications• Online video• Website refresh• Organizational identity• Client testimonial

Approach: Why and When to Use Us

Sheffield’s Managing Director and Founder takes a lead role in client engagement

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I. Insights

II. Implications

III. Approach

IV. Results

V. Inside

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Stories we've told

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Vertical lead generation: iDirect

The StoryLeader in satellite communications sees an opportunity to bring broadband to the maritime market, requiring a major content marketing program targeted to tell this industry how affordability and speed are now possible.

Advertorials

Information graphicsMaritime vertical video series

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Webinar Series: Zebra Technologies

The StoryAn established manufacturer of printers needs to arm its channel partners with sales tools that can effectively educate and inform their end customers about why mobile printing technology is the best way

to keep up with demands of their supply chain.

Information graphics

Webinar presentations

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Thought Leadership: CGN & Associates

Case study template

The StoryGlobal consultancy launches a brand extension targeted at educating equipment manufacturers on collaborating more with suppliers. They need to publish content that builds credibility and sparks a dialogue with OEMs and their supply chain.

White paper template

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I. Insights

II. Implications

III. Approach

IV. Results

V. Inside

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Inside: Core Team

Joe McCormackManaging Director/Founder

John SeveranceSenior Director/Partner

Charley ThorntonAccount Manager

Joe ClevelandAccount Manager

Matt CornelisonVideo Production Manager

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Inside: Tour

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630.310.5190 phone630.310.5195 fax

1311 Butterfield Road, Suite 300Downers Grove, IL 60515

www.sheffieldcompany.com

Contact