Brandmovers

SEO and Compe1tor Analysis

Performed by Tyler Barne0 PR
Background and Overview

Full service promo9ons agency providing promo9onal strategy, legal assistance,

crea9ve, and development and execu9on of digital promo9ons
Provides full service digital engagement to clients across mul9ple pla>orms:
Mobile, social and web
Also adds a physical element to promo9ons, unlike compe9tors
Primary promo9ons include sweepstakes and loyalty programs
Four primary client targets:
House of Brands: Nestle, Johnson & Johnson, Lean Cuisine
Single Brand and Niche Companies: Chiquita, Hasbro
Entertainment Companies: Disney, NBC, FOX
Digital agencies who do not handle/create promo9onal campaigns
Promo9ons have reached over 200 countries
Loca9ons: Atlanta (HQ), New York, Los Angeles, Mexico City, London, Mumbai
and Delhi

Analysis
Based on an SEO audit conducted in July 2015, Brandmovers has received limited
media and/or editorial coverage. Our aim is to introduce/promote Brandmovers as
the premier provider of digital promo9ons, bridging the gap between the digital and
the physical world, and secure top-9er, na9onal media coverage.

Google Search Results: Brandmovers

Google Search Results: Brandmovers

Google Search Results: Brandmovers

Google Search Results: Brandmovers

Google Search Results: Brandmovers

Analysis: A Google search for Brandmovers reveals numerous company reviews,

social media pages, and company-sponsored ar9cles, but lacks top-9er/na9onal
editorial coverage.
Posi1ve Rank: If prospec9ve clients know to search for Brandmovers, they will
nd informa9on regarding the company and its projects, but not necessarily its
innova9on in the eld of digital promo9ons.

Coverage Analysis: Insurance Journal

Overview: This informa9onal ar9cle provides an overview of Brandmovers

brandsurance, and describes how the service will operate.
Analysis: This ar9cle helps to build Brandmovers credibility and shows prospec9ve
clients that protec9on is of utmost importance to the company.
UMVs: 199,361.
Engagement: 10 Retweets and 9 shares on LinkedIn.
Recommenda1ons: TBPR will secure top-9er coverage focusing on Brandmovers
unique approach to digital engagement and promo9ons, which will help further
establish credibility and increase SEO ranking.

Coverage Analysis: Bloomberg

Overview: This is an informa9onal prole for Brandmovers, the services it provides

and company leadership.
Analysis: Having a Bloomberg company prole is important; it helps build a posi9ve
SEO rank and maintains company credibility.
UMVs: 7,522,952.
Engagement: N/A.
Recommenda1ons: While business proles on Bloombergs directory are helpful, TBPR
believes editorial coverage for Brandmovers and its clients/projects on various
Bloomberg pla>orms (e.g., Bloomberg Businessweek) would be more benecial.

Coverage Analysis: Patch

Overview: This ar9cle talks about Brandmovers previous expansion, specically in

regards to a larger oce space and increase in employees. It also addresses the impact
that the companys growth could have on Atlantas tech community.
Analysis: This ar9cle is generally posi9ve, but is limited in scope as it is Atlanta-
focused.
UMVs: 3,846,184.
Engagement: NA.
Recommenda1ons: As the company con9nues to expand throughout north America
and overseas, TBPR will secure addi9onal na9onal and interna9onal press via targeted
pitching and through the distribu9on of company press releases.

Coverage Analysis: JustFrigginPeachy.com

Overview: In this blog post, a former Brandmovers employee talks about being laid o.
One year ago today, I was laid o. It was swim, it was unexpected and they handled it
in the most unprofessional way imaginable.There is something deep inside of me
crying out par9cularly because I saw it happen 9me and 9me again to other people
in the same organiza9on.
Analysis: This is a nega9ve post, and it is concerning that it appears on the third page
of the Brandmovers Google search.
UMVs: N/A.
Engagement: No responses, comments or shares.
Recommenda1ons: TBPR to dram and distribute press releases, bylined ar9cles, blog
posts and will secure na9onal, top-9er press to help populate the rst three pages of
Google Search, eec9vely driving down this post.

Coverage Analysis: Business Because

Overview: Although this ar9cle primarily covers the Manchester Business School MBA,
the success of its students and the expansion of Brandmovers to India is posi9ve.
Analysis: This piece, which proles Suva Ghosh and Amogh Kuthiala, highlights the
exper9se and caliber of Brandmovers employees while calling a0en9on to the
companys overseas expansion, two things poten9al clients would be pleased to see.
UVMs: N/A.
Engagement: 111 Facebook likes, 13 Retweets, ve email shares via Google and no
comments.
Recommenda1ons: TBPR will promote posi9ve company news and announcements,
similar to this, via press releases and media pitching.

Compe1tor Analysis: HelloWorld

Background and Overview

HelloWorld is a digital, social and mobile marke9ng company designed to create

interac9ons, drive consumer demand and accelerate growth for client brands/
companies
Was founded as ePrize in 1999
Covers 80% of the industry
Administers four 9mes more promo9ons (ve years running) than its
compe9tors in the U.S.
Market themselves as a marke9ng and technology partner
Services: Promo9ons, loyalty programs, mobile messaging and analy9cs
Sample clients include: Coca Cola, Gap, Covergirl, Walgreens and KRAFT
Their big pla>orm approach aords them lots of clients, but in turn leads to a
decrease in specializa9on and focus on individual client needs

Analysis: Although HelloWorld has numerous blue chip/high prole clients, their
inability to create more specialized promo9ons and give clients the same 9me and
a0en9on to detail as Brandmovers hinders them. TBPR will capitalize on this unique
aspect of the Brandmovers process in media materials/pitching.

Compe1tor Analysis: HelloWorld Google Search

Analysis: Coverage of HelloWorld in a Google search was similar to Brandmovers. It

primarily consists of company reviews, social media pages, and sponsored/
promoted informa9on. Some search results also include companies and products
with the same/similar name; for example: the HelloWorld mobile app (unrelated to
the digital promo9ons company).

Compe1tor Coverage Analysis: Campaign

Overview: This ar9cle addresses APNs partnership with HelloWorld to promote live-
pricing on digital airport screens. The ar9cle included a quote from APN sta9ng, We
applaud HelloWorld for embracing our medium and execu9ng a clever, well-
considered campaign.
UVMs: N/A.
Engagement: N/A.
Analysis: This was posi9ve coverage for the company and showed their mul9faceted
services and ability to reach interna9onal audiences.

Compe1tor Coverage Analysis: MediaPost

Overview: This ar9cle explains the logis9cs behind the Seed Campaign and
iden9es HelloWorld as the agency behind the promo9on. The Choose Your #1
Seed Challenge was a promo9on in which Sco0s Miracle Grow and Lowes paired
together to capitalize on March Madness in a way that related to both companies
while catching the a0en9on and involving the interest of a diverse audience.
Contestants submi0ed their top NCAA seeds to Lowes for a chance to win 9ckets to
the Final Four.
UVMs: 637,808.
Engagement: 40 shares.
Analysis: This coverage was inuen9al, and posi9vely highlighted the prowess of
HelloWorlds promo9onal and crea9ve services.

Compe1tor Analysis: Prizelogic

Background and Overview

Digital partner or marke9ng agency using mobile and social pla>orms to build
brands and launch promo9ons
Pride themselves on their insurance policies, indemnica9ons, back-end
technology and security
Create new ideas from scratch for each client
Services include: Sweepstakes, user-generated contests, loyalty programs,
custom games, hashtag aggregators and ecommerce
Sample clients include: The NHL, Pepsi, eBay and Subway

Analysis: Their clientele is similar to that of Brandmovers, but their website is slightly
easier to navigate, which allows clients to be0er understand the services they oer. Their
website also looks professional and highlights their best work and emphasis on security
and success.

Compe1tor Analysis: Prizelogic Google Search

Analysis: Similar to Brandmovers and HelloWorld, a Prizelogic Google search results in

company reviews, social media pages and company promoted press releases and links to
the Prizelogic website. There is very, very limited editorial or media coverage.

Compe1tor Coverage Analysis: Yelp

Overview: This Yelp review is a complaint from a customer. By far one of the worst
customer service experiences I have encountered.
UVMs: 37,864,508.
Engagement: None.
Analysis: While there is only one complaint on the Prizelogic Yelp page, this single
review is a reminder of how important online reputa9ons are in the digital age. TBPR
will be sure to monitor review sites on behalf of Brandmovers.

Compe1tor Coverage Analysis: Cheap Ass Gamer

Overview: This review is a complaint from a winning contestant who claims to have
received poor communica9on and service from Prizelogic operators, as well as a delay
in prize delivery.
UVMs: 627,364.
Engagement: This post generated a mul9tude of comments; many disagreed with the
unhappy winner.
Analysis: Please keep in mind that there is no editorial coverage on Prizelogic, and that
these nega9ve company reviews are prominent. TBPR will promote Brandmovers track
record of excellence by securing top-9er media coverage and pos9ng a steady stream of
quality content (e.g., op-eds, blog posts, etc.).

Compe1tor Coverage Analysis: Bloomberg

Overview: This page is a directory on the Bloomberg site, and provides an overview on
Prizelogic, its services and leadership.
UVMs: 7,522,952.
Engagement: N/A.
Analysis: Inclusion on Bloombergs directory gives the company credibility; however, it
is important to keep in mind that this is not media coverage.

Keyword Search: Digital Promo1ons

Analysis: A Google search for digital promo9ons turns up a number of various

marke9ng and digital promo9ons rms, none of which include Brandmovers. TBPR
will work to connect Brandmovers to this search term via press releases distributed
on wire services, and through top-9er media placements.

Keyword Search: Digital Promo1ons Agency

Analysis: A Google search for digital promo9ons agency again reveals numerous
digital rms, but does not include Brandmovers. Through targeted content
development and media placements, TBPR will work to get Brandmovers on the
rst page of this par9cular search.

Keyword Search: Social Media Contest Agency

Analysis: Brandmovers is not included in a Google search for social media contest
agency. TBPR will work to promote Brandmovers social media campaigns,
contests, sweepstakes and giveaways, being sure to link to this search term.

Overall Analysis
Amer careful review, which is based on our research and SEO audit, TBPR found that
Brandmovers has li0le to no top-9er media coverage, press releases distributed via
wire services, or blog/bylined content present online. This creates an opportunity for
TBPR to start from the ground up, and gives us the freedom to curate
Brandmovers image, build its credibility and strengthen its SEO presence.

Our main goal will be to posi9on Brandmovers as the premiere provider of digital
promo9ons. We will do this by implemen9ng several key strategiesthe TBPR team
will: 1) dram and distribute press releases via PR Newswire, highligh9ng company
announcements, ini9a9ves, and news-worthy projects/campaigns 2) dram and
distribute blog posts, bylined ar9cles, op-eds and prole pieces, posi9oning CEO
Andrew Mitchell as an industry thought leader who will contribute valuable industry
insight 3) stay abreast of news cycles/events/trends rela9ng to digital marke9ng/
promo9ons, and pitch Brandmovers leadership as experts who can oer
commentary, and 4) secure top-9er, na9onal media placements which will populate
the rst pages of Google search, drive down nega9ve posts, improve Brandmovers
SEO ranking and will build trust and credibility with prospec9ve clients and
audiences. Our goal is to have Brandmovers rank for search terms like: digital
promo9ons; digital promo9ons agency; and social media contest agency.

Press materials will emphasize Brandmovers unique approach to digital promo9ons
and ability to provide superior a0en9on to detail and client service, which cant be
matched by larger compe9tors (e.g., HelloWorld, Prizelogic). TBPR will also be sure to
monitor web review sites (e.g., Yelp, Glassdoor etc.) for nega9ve posts.

To keep the Brandmovers team apprised of developments, and to monitor the
success of our eorts, TBPR will send update reports/analy9cs every two weeks.