dkc november 12, 2008. dr. oz – the opportunity at a time of economic crisis and stress for...
TRANSCRIPT
DKC
November 12, 2008
DR. OZ – The Opportunity
At a time of economic crisis and stress for
America, more than ever, millions of people
need to focus on integrated health and
wellness, broadly defined. From aging Baby
Boomers, to Millennials going into the
workforce and starting families, the time is ripe
for a ground-breaking show like DR. OZ.
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DR. OZ – The Challenge
In 2009, a new president, economic downturn
and a proliferation of content on TV, radio and
online create intense competition for time and
mindshare with potential audiences. While Dr.
Oz the man is well-known, beloved, and very
visible in the media, DR.OZ, the show must
become a sensation.
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DR. OZ – Strategy
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DR. OZ – Our Strategy
• Position DR.OZ as a new, pioneering breed of TV show: part news show, part entertainment, part empowerment for all. – This positioning will emphasize how
the broadcast and online programs, along with Dr.Oz’s ongoing medical work, integrate to create a powerful resource for millions of Americans.
• Create a national conversation on health and wellness, bringing these issues out into the open and talking about what we can do to become healthier as a nation.– This positions DR. OZ as a thought-
leading show, in the tradition of the gold standard, The Oprah Winfrey Show.
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DR. OZ – Our Strategy
• Using a wide-ranging approach to media relations, place DR.OZ stories in unexpected places.– His areas of expertise creates possibilities for stories in
the sports, technology, business, lifestyle and news sections and targeted publications.
• Reach out to a broad demographic with the important and diverse wellness information provided by DR. OZ.– Position website and social networks as communities of
like-minded individuals, with unique content from the broadcast show.
– Appeal to both men and women, across all age and demographic groups – you need Dr. Oz’s advice, no matter where you are in your life and wellness journey.
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DR. OZ – Our Strategy
• Success for DR.OZ depends upon managing the three pillars of communications:– National conversation on
health & wellness– Your relationship with Dr. Oz– DR. OZ as pioneering TV
and online presence
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Your relationship with Dr. Oz
Social networking and online activities allow audiences to receive only the DR.OZ content they need.
Creating local and national in-person and online events for audiences to engage the man and the show.
National Conversation
Develop and implement far-reaching media relations campaign to engage local, regional and national press across traditional and new media platforms.
Leverage Dr. Oz’s regular appearances on TOWS, Esquire column and national speaking appearances.
Dr. Oz: media pioneer
DR.OZ, the show, is unlike anything on TV and online today.
Dr. Oz as trusted news figure, lifestyle commentator, and practicing physician is “America’s MD.”
DR. OZ: Communication Pillars
DR. OZ – The Brand
Applying Dr. Mehmet Oz the Brand to DR. OZ the Television Show
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World renowned surgeon attached to a leading academic medical center
Regular guest on TOWS, magazine and syndicated columnist, and frequent
lecturer
Father of four and hero doctor who saves lives
Author of ground-breaking, best-selling books on personal health and wellness
Most credible source for medical and wellness advice and information on
TV and online
The “go to” expert for major media on intersection of medicine, health and lifestyle factors, ranging from stress, financial worries to sexual wellness
and spirituality
Compassionate, thought-provoking facilitator of national dialogue on
important health issues
Trusted advisor for Americans, from all walks of life – someone you have a relationship with, more than a TV
personality
Dr. Mehmet Oz “DR. OZ”
DR. OZ – Our Strategy
• Create a plan with three phases that accomplishes the following:– Teases a wide variety of audiences, in traditional media
and online, to create high expectations for the show. – Leverages existing media appearances and “news of the
day” to give Dr. Oz a platform for discussing the show.– Promotes the business aspects of the show in trade and
business media.– Builds a loyal community of followers, who identify with
Dr. Oz and his practice.– Makes DR. OZ a major media and tune-in sensation at
launch and beyond.
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DR. OZ – The Plan
Phase One:
Pre-launch (November 2008-May 2009)
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DR. OZ – The Plan
Phase One ObjectivesNovember 2008 to May 2009
• Lay the groundwork for a widespread consumer tune-in campaign by maintaining a high profile for Dr. Oz.
• To further elevate consumer awareness of Dr. Oz without cannibalizing future opportunities timed around the launch of the show.
• Enhance industry buzz and anticipation for the show.– Support efforts by Harpo and Sony Pictures
Television (SPT) to secure 100 percent clearance for show, as well as increasing advertising, sponsorship, marketing partners, etc.
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DR. OZ – The Plan
Phase One Tactics November 2008 – May 2009
Consumer: • Widespread consumer media that keeps Dr. Oz top of mind while alluding to the upcoming
show. This will include: – News stories and items emanating from his many appearances around the United States. – Print, electronic and online pick up of newsworthy segments from TOWS, SIRIUS radio and
columns from Esquire– Inclusion in trend stories on cardiology and/or health and wellness issues– Features on new technology or techniques that Dr. Oz is utilizing in the operating room. – Human interest feature pieces on patients who have been / are being saved by Dr. Oz.
• Leverage Dr. Oz’s existing assets to the benefit of the show, specifically: – Book promotion on Good Morning America in December and January– Book promotion in USA Weekend– Women’s World Cover feature– TOWS “Live Your Best Life” Week– CES appearance
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DR. OZ – The Plan
Phase One Tactics November 2008 – May 2009
Consumer:• Use “News of the Day” issues to create topical opportunities for Dr. Oz
comment:– Examples include: “Staying on your diet during Super Bowl”; “How
President Obama sets the example on fitness”; “How to reduce stress during tax season”; etc.
– Use American Heart Month (February) as platform for Dr. Oz’s messages.– Leverage status as expert commentator (i.e. sudden death of prominent
individual, new health study released, etc.)
• Pitch feature profile stories on Dr. Oz to long lead national print media for October issues (September on-sale). These will include:– Men’s and women’s interest/lifestyle magazines– Business magazines – Television and entertainment trade magazines
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DR. OZ – The Plan
Phase One Tactics November 2008 – May 2009
Consumer:• Dr. Oz for Surgeon General campaign
– Online and offline campaign to nominate Dr. Oz as the new surgeon general of the United States.
– Create a form and collect votes to show the massive support for Dr. Oz as “America’s MD.”
– Should be organized by third party – “Draft Oz” committee.
– Use this to also gauge public opinion on issues of public health, going into a new presidential administration.
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DR. OZ – The Plan
Phase One Tactics November 2008 – May 2009
Consumer Online:
• DR. OZ online plan will accomplish two things:– Launch and drive traffic to new website – Use social networks and popular blogs to build a strong
relationship between Dr. Oz and his audience
• All web activities should begin in advance of show launch – so that the show builds a constituency and loyal fan base even before it exists.
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DR. OZ – The Plan
Phase One Tactics November 2008 – May 2009
Traffic-driving strategies
• Partnerships – partner with related web sites, and syndicate Dr. Oz’s RSS feeds to these sites.
• Widgets and Applications – develop a DR. OZ application for Facebook, syndicate this application to other sites.
• Groups – set up groups on all leading social network sites (Facebook, MySpace, etc.) regarding relevant topics to drive traffic to DR. OZ site.
• Ask Dr. Oz – Dr. Oz responds to video questions from users on YouTube; these can be sponsorable quarterly events (can also be executed on Facebook and MySpace).
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DR. OZ – The Plan
Phase One Tactics November 2008 – May 2009
Traffic-driving strategies (continued)
• DR. OZ Online Team – Create a team of online evangelists, promoting Dr. Oz’s wellness agenda, on all major social network sites.
• Blogger Relations – Create a blog roll on DR. OZ site for inbound links; reach out to all relevant bloggers to drive traffic.
• Facebook News Feed – Create and update DR. OZ Facebook profile daily to drive traffic.
• Search – Optimize website for easy indexing by search engines; run paid search on relevant keywords and phrases.
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DR. OZ – The Plan Phase One Tactics November 2008 – May 2009
Facebook• Create a content-rich Facebook profile for DR. OZ, the show.• Set up Facebook Group pages for the ten most significant health/wellness
topics • Use Facebook News Feed to promote activity in each community. • Send frequent updates, incorporating both text and video, to Dr. Oz’s fans.• Use Facebook to identify “evangelists” for DR. OZ – the people who spread
his message fastest– and co-opt these evangelists as his “virtual street team.”
• Team with Facebook for monthly health events/symposiums, possibly with Dr. Oz keynoting an online gathering of medical experts, who can respond to health questions on Facebook (in an “Ask the Experts” type format).
The same type of strategy can be duplicated on other leading social networks,including: MySpace, Hi5, Bebo.
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DR. OZ – The Plan
Phase One Tactics November 2008 – May 2009
Twitter• Set up a DR. OZ Twitter home page.• Promote Dr. Oz as the first top medical
professional to embrace Twitter.• Set up home pages for each of the ten
most significant DR. OZ health care topics. • Build community of Twitter followers, using
fans from Facebook, MySpace, DR. OZ website.
• Schedule at least one “Tweet” a day on each of the main categories.
• Schedule one promotion per quarter, available ONLY on Twitter followers, to increase number of DR. OZ followers.
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DR. OZ – The Plan
Phase One Tactics November 2008 – May 2009
YouTube• Create DR. OZ YouTube channel, and
related channels for top ten health and wellness topics.
• Create “Ask Dr. Oz” feature that will enable users to upload their own videos that Dr. Oz will reply to on a regular basis.
• Optimize videos for easy searchability and high index-ability on Google.
• Use YouTube email and bulletins to connect with DR. OZ web audience and promote his brand.
• Join other YouTube groups to increase visibility on this platform.
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DR. OZ – The Plan
Phase One Tactics November 2008 – May 2009
Blogger Relations• The key objectives of blogger relations are twofold:
– Developing relationships with relevant bloggers to understand their subject and interest
– Becoming a commentator on others’ blogs, in addition to putting forward DR. OZ content
• Create and syndicate Dr. Oz’s own blog• Identify ten top bloggers for each of Dr. Oz’s topics (i.e. weight loss,
managing stress, etc.)– Reach out with invitation to join Dr. Oz’s online health crusade– DR. OZ staff to self-identify and post content and recommendations
on behalf of Dr. Oz on these blogs– Create a blog roll on website, using RSS feeds
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DR. OZ – The Plan Phase One Tactics November 2008 – May 2009
Search• Dr. Oz’s online reputation is largely
based on search results on Google, which currently accounts for 65% of all web searches. The strategy for maximizing the DR. OZ online presence:– Inbound links from all of the
aforementioned communities and groups on Facebook, MySpace, YouTube and Twitter, among others.
– Well-tagged videos, on YouTube
– Full analysis of DR. OZ website, to optimize searchability on all major search engines.
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DR. OZ – The Plan
Phase One TacticsNovember 2008 – May 2009
Industry:• Engage in a big trade media push around CES, with
an announcement of the initial anchor stations that will carry DR. OZ.– This would re-frame what the show is about,
show progress to date and generate buzz about guest contributors.
• Following this media blitz would be another release a few weeks later, outlining the foundation advertisers that have committed to the show.– This would highlight successes to date, in a
tough economy, and encourage others to get on-board.
• The NATPE Conference in late January is another opportunity for media outreach, coupled with a satellite media tour of committed stations, timed with NATPE, to increase exposure to television insiders.
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DR. OZ – The Plan
Phase One Tactics November 2008 – May 2009
Industry:• Place news stories, items and photos in business and trade publications linked to
such events as: – Clearance in new markets– New advertisers, sponsors or partners– The appointment of expert contributors– Appearances at trade shows
• Target outlets for industry outreach include: Daily Variety, Hollywood Reporter, Television Week, Broadcasting & Cable, Media Week, Multichannel News, Ad Age, Adweek, Brandweek, PROMO, MediaPost and industry blogs such as Ad Pulp, Ad Rants and TV Decoder.
• Story angles:– Process story: how does TOWS generate such successful spin-offs?– Unique opportunities for advertisers with branded segments and online content– A winning formula for TV success in a bad economy
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DR. OZ – The Plan
Phase Two:
Launch (May 2009-September 2009)
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DR. OZ – The Plan
Phase Two Objectives May 2009 – September 2009
• Make the show a blockbuster hit by:– Building anticipation for the show and the
web launch.– Driving widespread tune-in to the show
and massive traffic to the website starting on day one of airing.
• Position the show and the website as a conversation starter on integrated wellness, financial well-being, and the pursuit of happiness.
• Further elevate the reach and depth of the Dr. Oz brand as “America’s MD.”
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DR. OZ – The Plan
Phase Two TacticsMay 2009 – September 2009
• Dr. Oz’s Television Critics Association (TCA) appearance, July 2009, provides opportunity for unique industry outreach.
• Objectives for DR. OZ at TCA include: – Tease the series in a way that engages the reporters and
creates some buzz through their columns and blogs.– Engage reporters via session and highlights to ensure
solid coverage on eve of broadcast.
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Dr. Oz TCA Appearance
Phase Two TacticsMay 2009 – September 2009
• The TCA Event– The TCA is a super-charged,
repetitive booze-filled few weeks that leaves most reporters bleary-eyed within days
– The DR. OZ event should create a different tone and feel – reflecting the health and wellness aims of the show and Dr. Oz’s personal mission
– The event should also be relaxed, practical and down-to-earth, in keeping with Dr. Oz’s brand persona
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Dr. Oz TCA Appearance
Phase Two TacticsMay 2009 – September 2009
Turning TCA Panel into an experience: The Dr. Oz Wellness Center
• In addition to the usual panel of speakers discussing the show, create a DR. OZ experience in the conference room:– A meal session that has the feel of a healthy and relaxing spa –
stations where reporters can get back rubs, massages or health tips– A wholesome food bar that is in contrast to the other meals during
the TCA, including special Dr. Oz recipes or meals, along with healthy beverages (this would work better at lunch event than dinner)
– Spa ambiance and sound greets reporters and continues through meal, building up to the presentation
– Related promotional materials for display and as take-away gifts– Early teaser distributed May/June to reporters inviting them to the
Spa event
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DR. OZ – The Plan
Phase Two TacticsMay 2009 – September 2009
Oz Fest – Dr. Oz’s Healthcare Summit• Timed around show launch in September.
• Online survey to determine America’s top ten heath concerns (taken from Dr. Oz’s followers on Facebook and Twitter).
• Gathering of top medical experts – his peers – to discuss a plan to address these concerns, on a national level.
• Major media event that kicks off the show and gives citizens a chance to give input as the show begins.
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DR. OZ – The Plan
Phase Two TacticsMay 2009 – September 2009
Breakout Print Features• Place seminal, break out features in national and top 25 regional daily
and weekly print outlets such as the New York Times, USA Today, the Associated Press, Chicago Tribune, Los Angeles Times, Time, Newsweek, etc. profiling Dr. Oz and the show. – Dr. Oz to conduct in-person interviews with key writers during May,
June and early July. The remainder would be conducted via phone.
– All short-lead stories would be embargoed until the week prior to the premier episode.
– Long-lead stories would be timed to run around the launch episode (see Phase One).
– Profiles in several of these outlets may be enhanced by the participation of Oprah Winfrey, so that access will need to be discussed.
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DR. OZ – The Plan
Phase Two TacticsMay 2009 – September 2009
Breakout Television Stories• Work to secure appearance on a
network morning show, such as The Today Show, and a profile segment on a national news magazine such as 60 Minutes timed to the promote the premier episode.
• Place “behind the scenes” pieces on such entertainment shows as Access Hollywood.
• Work with Harpo/SPT to generate publicity stemming from strategically-timed appearances on TOWS.
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DR. OZ – The Plan
Phase Three:
Managing Success (October 2009-May 2010)
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DR. OZ – The Plan
Phase Three ObjectivesOctober 2009 – May 2010
• Continue to build momentum from successful launch in September
• Develop loyalty and engagement with fans and build DR. OZ community
• Use media and personal appearances to give viewers the chance to experience DR. OZ Brand
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DR. OZ: The PlanPhase ThreeOctober 2009 – May 2010
Feature Stories • Place a stream of profile stories on individuals featured on the
show:– National human interest features on individuals who have
undergone life-saving and newsworthy major medical procedures
– National and regional features on individuals who have radically changed their lifestyle by following advice in Dr. Oz’s books
– Regional print and online stories on local individuals – who would featured on DR. OZ and/or on the DR. OZ blog – who have battled medical or lifestyle issues and are training for a great event such as an Ironman competition of climbing Mount Everest.
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DR. OZ: The PlanPhase ThreeOctober 2009 – May 2010
Additional Story Angles• “Dr. Oz as media innovator”
– the first medical professional to harness the true power of social networking to help millions– DR.OZ as influencer and arbiter of public opinion around health and wellness– The impact of appearances on his show: how people change behavior
• “Business of OZ,” which would factor in all of Dr. Oz’s various ventures and successes. – “Harpo strings together spin-off successes: how do they do it?”
• “The Salvation Audience”:– National magazine feature on the studio audience comprised of patients from around the
world who Dr. Oz has saved or whose lives he has greatly impacted.
• “The Brain of the Overachiever: – How do individuals such as Dr. Oz reach the pinnacle of success in such a diverse array of
challenging fields?
• “Home as the new wellness center” – Dr. Oz talks about how to make your home a stress-free, healthy oasis .
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DR. OZ: The Plan
Phase ThreeOctober 2009 – May 2010
News Bureau• Dedicated DKC team to handle the DR. OZ News Bureau • Staffed by executives with backgrounds in healthcare, media,
entertainment, lifestyle and interactive, the DR. OZ News Bureau team would:– Work alongside Harpo/SPT – via regular conference calls – to
advance plan for episodes containing newsworthy topics or breaking news items. This could include pre-pitching of media / inviting media to the set.
– Disseminate breaking news from the show across print, electronic and online platforms. This will include the servicing and online posting of video clips.
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DR. OZ: The Plan
Phase ThreeOctober 2009 – May 2010
DR. OZ News Bureau: Duties– Healthcare – Lead the News Bureau, liaise with health media and
interface with New York-Presbyterian’s public affairs staff. – Media & Entertainment – Handle any trade support, VIP events and
feature pitching to entertainment business media. This will include column items, buzz-building, etc.
– Lifestyle– Responsible for women’s and men’s interest magazines as well as health and wellness media, blogs, etc.
– Interactive–Develop new media solutions across such platforms as Twitter, Facebook, MySpace, etc. and support daily news releases and blogging needs.
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DR. OZ: The Plan
Phase ThreeOctober 2009 – May 2010
Mobile Unit • Create DR. OZ bus or RV that is branded and outfitted to
take on guests for a DR. OZ experience• Mobile unit to tour country, arriving in city when Dr. Oz
does personal appearances, to create local media and drive-time radio opportunities
• Local media, dignitaries and DR. OZ online community members invited on-board for sessions related to recent show content (i.e. weight loss tips, getting started with exercise)
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Staffing & Budget
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DR. OZ: Staffing Plan • DKC would assemble a diverse and highly-experienced team to drive
public relations success for DR OZ. Our teams are led by a senior executive, overseen by a managing director, and everyone works together to meet the client objectives.– This NYC-based team would handle national and local market
publicity, event appearances, photo shoots, interviews, etc.
• The DR. OZ team would ultimately report to Sean Cassidy, DKC president
• On a day to day basis, the team would include (bios on following pages):– Matthew Traub, Managing Director– Diane Briskin, Managing Director– Adam Schiff, Senior Vice President – Tim Sullivan, Senior Vice President– Veena Raj, Account Supervisor– Heather Muhleman, Account Supervisor– Sujata Sinha, Senior Account Executive
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DR. OZ: How we work
Immersion • At the outset, DKC would spend several working sessions
with Dr. Oz and senior executives from SPT and Harpo. The purpose would be to establish the logistics of a working relationship, further define priorities and begin folding Dr. Oz’s existing/upcoming opportunities into the public relations program.
Ongoing• The DKC team would be in daily contact with the Unit
Publicist as well as executives from Harpo/SPT as appropriate. Free flow of information will ensure the rapid and timely dissemination news pre, during and post-airing.
• There will be weekly status calls between DKC and Harpo/SPT.
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DKC StaffSean F. Cassidy, PresidentSean F. Cassidy, President of DKC, joined the company in 1992. He hasextensive experience in corporate, media, health care and legal public relations aswell as crisis management. Named a Partner in 1996, Sean built DKC's healthcare practice into one of the United States’ largest and most reputable providers ofpublic relations services to hospitals and health related not-for-profitorganizations. Sean assumed the role of President in January 2004, overseeing allof the company’s day-to-day client service operations and senior managementteams, while leading several of the company’s largest accounts. During Sean’stenure as President, the firm has been named the Holmes Report’s “ConsumerAgency of the Year” while experiencing a 40 percent growth in overall revenue. In2006, Cassidy was named one of the “Most Influential New Yorkers” by New YorkMagazine. Sean’s recent and present clients include: Delta Air Lines and SongAirways; Sprint; United Airlines; Vivendi Universal; The United TechnologiesCorporation; Us Weekly; Esquire; Giuliani Partners; New Balance Athletic Shoe;Mike’s Hard Lemonade; Cantor Fitzgerald; Robert F.X. SIllerman/CKX; MichaelEisner/ The Tornante Company; Continuum Health Partners; St. Vincent CatholicMedical Centers; Grand Central Terminal; The Children's Health Fund; TheChildren's Hospital at Montefiore; The Mailman School of Public Health at ColumbiaUniversity; Continuum Health Partners; The New York City Patrolmen's BenevolentAssociation and WQHT-FM/Hot 97. Sean holds a Bachelor of Arts degree inAmerican history from Tufts University.
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DKC StaffMatthew Traub, Managing Director and Chief of StaffMatthew Traub serves as managing director and chief of staff at DKC. In addition to being a member of the DKC’sexecutive team and supervising several of DKC’s divisions, he is a key player in the firm’s media business and crisismanagement areas. Traub supervised the media relations campaigns around Howard Stern’s move to SIRIUS SatelliteRadio and the launch of Air America Radio, and he represented Vivendi Universal in the sale of its entertainment assets toNBC. He has managed the media strategy for an array of complex cases involving civil and criminal litigation, and hasrepresented a diverse array of corporations including Thomson Reuters, Cantor Fitzgerald, General Motors, Court TV,Coach, EMI Recorded Music, Michael Eisner’s Tornante Company, Sirius Satellite Radio, Emmis Communications andRainbow Media. Traub joined DKC after nearly a decade on Capitol Hill working for three different members of Congress.As chief of staff and press secretary to Rep. Nita Lowey, a New York Democrat, Traub supervised a staff of 20 people inthree offices and served as Lowey’s spokesman and liaison to the New York and national media. He also served as herlegislative director and House Appropriations Committee aide. Prior to joining Lowey’s staff, Traub worked for Rep. HenryWaxman (D-CA) and former Rep. Thomas Downey (D-NY). Traub received a bachelor of arts in political science andjournalism from the University of Wisconsin-Madison. He is a Board member of Planned Parenthood of New York CityAction Fund, the Chairman of the South Orange Redevelopment Committee, and served as a judge for the 2007 and 2008PR Week Awards.
Diane Briskin, Managing DirectorDiane Briskin comes to DKC with over 15 years of marketing and communications experience in the hospitality industry.Before joining the DKC team, she served as Vice President of Sales and Marketing for W Hotels where she oversaw alladvertising, public relations and sales and revenue management strategies for each of the 16 properties, as well as the WHotels brand itself. As one of W Hotels first hires, Diane was instrumental in developing and implementing one of the mostsuccessful brand launches in the history of the hospitality industry and helped to form what has become known as thesignature W style of marketing—a seamless blend of advertising, publicity and promotion. Prior to joining Starwood Hotels,Diane was Director of Sales and Marketing at Hotel Westbury in New York City. Diane also headed up the launch of HotelNikko at Beverly Hills and directed and oversaw the marketing program for five years. Prior to that, Diane served asDirector of Sales and Marketing for Bel Age, a unique four-star luxury property in West Hollywood. Diane graduated cumlaude from the State University of New York at Albany, where she earned a Master of Fine Arts and a Bachelor of Arts intheater.
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DKC StaffAdam Schiff, Senior Vice PresidentAdam Schiff serves as Senior Vice President at DKC. In addition to overseeing the firm's media businessdivision, Adam has extensive experience in the areas of corporate entertainment and crisis management.Since joining the firm in 2001, Adam's past and present clients include: Michael D. Eisner, Topps, ThomsonReuters, Esquire Magazine, Us Weekly, Deutsch Inc. Chairman and CNBC host Donny Deutsch, JWT(formerly J. Walter Thompson), ESPN, COURT TV, Air America Radio, and MOJO Network to name a few. Beforecoming to DKC, Adam was a supervisor at Rogers & Cowan in the Film and Digital Entertainment division where heoversaw such clients as: SKYY Vodka, Newmarket Films, Cinetic Media, Telluride Film Festival as well as havingworked on numerous Oscar-winning film campaigns. Before that, Adam spent five years at Rubenstein Associateswhere he worked on BMW Films, New York Post, News Corp, ABC News, Tribeca Film Festival, RockefellerCenter, Times Square Bid, Worldwide Pants (David Letterman and Craig Kilborn) as well as launching NYCdestination sites, Toys "R" Us Times Square and B.B. King's Blues Club & Grill.
Tim Sullivan, Senior Vice PresidentTim Sullivan joined DKC from the North Jersey Transportation Planning Authority, where he was the public affairsdirector. Previously, he held a four-year post as director of communications for Catholic Community Services, thelargest social service provider in New Jersey, where he was responsible for the overall communications strategy,media relations and crisis management of over 150 social service programs in four counties. He has also workedfor Johnson & Johnson at the world corporate headquarters, where his many assignments included crisismanagement, product launches, annual stockholder meetings and gaining media exposure for J&J’s extensivecorporate philanthropy program. Some of his past & present clients include: The Continuum Health PartnersNetwork, which includes Beth Israel, St. Luke’s Roosevelt, and Long Island College Hospitals and various otherclinics and community health facilities; Blue Star Jets, Big Red Frog, Westchester Medial Center and many others. Tim successfully launched Adopt-A-Minefield, a program of the United Nations Organization of the USA andhandled publicity for the Consortium for Worker Education, the designated employment resettlement agency forWorkers displaced by 9-11. He holds a master of arts in communications from Rutgers University and a Bachelorof Arts degree in Journalism from Cook College of Rutgers University in New Brunswick.
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DKC StaffVeena Raj, Account SupervisorVeena joined Dan Klores Communications in 2001 working primarily in the Healthcare andHospitality groups. She has represented a variety of clients including Esquire magazine,Ronald McDonald House, PUNTACANA Resort + Club, Gran Melia, Nakheel Co.,Glam.com, Westchester Medical Center, Stony Brook University Hospital, Jacob's Cure,Children's Health Fund, Song Airways, Roger Ferris and Partners, Lois Pope Foundation,and SAC Capital Advisors. Veena earned a Bachelor of Arts in Human Services andSpanish from The George Washington University.
Heather Muhleman, Account SupervisorHeather Muhleman joined DKC in March of 2002 and has worked with a broad range ofclientele, including, Song Airways, Continuum Health Partners, Tainted Blue RecordingStudio, FAO Schwarz, Microsoft, NYU Cochlear Implant Center, Rheingold Beer and the Virgin America. Within the agency, she had played an integral part in some of the biggestaccounts, such as Continuum Health Partners, and Microsoft as well as some of the biggestsuccesses, including the worldwide Safer America campaign and the launch of SongAirways in the U.S. Heather was also part of the team that re-positioned Rheingold Beer inNew York City, overhauling the brand's identity. Her tech and consumer experiences haveranged from a recording studio in Times Square to a VoIP company to Microsoft’sAccounting Software. Heather joined DKC after graduating from Rutgers University with aBachelor of Arts in journalism and Communications.
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DKC StaffSujata Sinha, Senior Account ExecutiveSujata Sinha graduated from Boston University with a dual degree in Broadcast Journalismand Sociology. Prior to joining DKC, she was the first ever Media Relations Manager for theAmerican Sociological Association (ASA) in Washington D.C. At the ASA, she developedthe media relations program from the ground up, implementing several new initiativesincluding using video news wire services and promoting member expertise based on newsof the day. Before making the move to PR, she spent 7 years in television, beginning atWLVI-TV in Boston. From there, she went on to spend six years at WPIX-TV here in NewYork City, taking on various producing responsibilities from segment producing to planningfor major news events. While at WPIX, she received an Emmy award for her work on thestation's 9-11 Anniversary coverage. After WPIX, Sujata moved to Washington, D.C. to bethe producer for John McLaughlin's national interview program, "One on One." Next, sheset her sights on international news, working as a booker on the team that launched thenew Al Jazeera English Channel. As Senior Account Executive at DKC, her clients includeAtari Inc, Continuum Health Partners, Rainbow Media, and St. Vincent’s Hospital.
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BudgetDKC retainer fees* • DKC works only on monthly retainer. This retainer includes all strategic and tactical work, and is
outlined in a scope of work agreed to by all parties.
• For DR. OZ, we propose the following fee schedule:– Pre-launch (November 2008 – April 2009): $15,000 per month– Launch (May 2009 – September 2009): $20,000 per month– Managing success (October 2009- May 2010): $15,000 per month
• Additional Production Costs
Essential to plan:Search engine optimization** - $2,000 per month
Optional:– “Salvation Audience” – costs to fly in former patients, estimate $50,000– TCA Appearance: Creating the DR. OZ wellness experience – estimate $100-150,000– OZ Fest Health Summit – estimate $25,000– Mobile unit and appearances– estimate $500,000 - $1,000,000
*This does not include DKC expenses, which are billed in addition to the retainer. Expenses include travel, phonecharges, overnight packages, duplication costs, messengers, event expenses, etc.
**Most online elements are included in the retainer. Additional programming such as creating applications or widgetswould be billed separately.
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Appendix: DKC Capabilities
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About DKC
• Founded in 1991 -- Public Relations & Integrated Marketing
• Top 10 Independent Public Relations Agency in the U.S.
• Over 140 PR and Marketing Professionals
• Specialties Include: media properties, entertainment, health care, sports, consumer products, fashion, hospitality, special events and crisis management
• DKC -- A strategic public relations and integrated marketing agency, known for its out-of-the-box thinking and results-oriented solutions, driven by the ability to build relationships between and among clients, media and target audiences
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DKC Groups/Select Clients• CORPORATE
• CONSUMER PRODUCTS
• SPORTS
• ENTERTAINMENT
• HOSPITALITY/LIFESTYLE
• CRISIS MANAGEMENT
• FASHION
• MEDIA PROPERTIES
• NEW MEDIA
• VIDEO GAMING
• KIDS/FAMILY
• GOVERNMENT/NON-PROFIT
DKC Capabilities • Media Relations
– National, regional, local; consumer, B-2-B, trade– Extensive experience online and with wireless applications– Staff includes former journalists, writers and TV/radio producers– Successes include:
• “Judge Jeanine Pirro”• New Balance Athletic Shoe• W Hotels• SIRIUS Satellite Radio• Huffington Post• Daily Candy
• Integrated Marketing– Identification and development of partnership opportunities and promotional initiatives– Creating “experiential” marketing programs– Expertise in product placement and work with talent agencies– Successes include:
• Ken Burns’s “JAZZ”• Delta Air Lines• U.S. Tennis Association
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DKC Capabilities • Events
– Known for excellence in conceiving, organizing and running special events– Focus on special events that garner media attention and reach target audience
directly and virally– Staff experience in political, media, marketing, and community outreach events– Successes include:
• Conde Nast Fashion Rocks• Delta SKY360º Lounge• Howard Stern’s move to SIRIUS Satellite Radio
• New Media– Launching digital sites– Working in wireless, both as a business and as a media outlet– Round the clock monitoring, targeting influentials and sifting through the clutter– DKC represents three of The Hollywood Reporter’s 50 Most Powerful Digital Executives
(Michael Eisner, Albie Hecht, and Dmitry Shapiro).– Successes include:
• Veoh• TheFilter.com• Sprint
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386 Park Avenue South
New York, NY 10016
212-685-4300
www.dkcnews.com