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EVCA PR Campaign Proposal

May 8, 2020

WELCOME

Since 1998, Interprose has been the partner of choice for numerous global associations and business-to-business (B2B) technology companies in a variety of industries.

In working with Interprose, EVCA can be assured of a trusted ally.

OVERVIEW

Interprose will bring to bear the brainpower and resources required to establish brand awareness for EVCA and its mission, driving inbound interest to the organization from members, partners and influential individuals and groups who have the capital to contribute to EVCA’s objectives.

WHAT WE’VE LEARNED ABOUT EVCA

Currently in Push phase

The onus is on EVCA to spread the word outbound to target audiences

WHAT WE’LL DO TO GROW EVCA

Evolve to a Pull phase

Establish the EVCA brand, create awareness for the mission and values, and generate media buzz, through widespread press exposure and education, to generate interest and build a loyal following of inbound members, partners and donors coming to EVCA.

WHAT WE’VE LEARNED ABOUT EVCA

Two years old

Little/no public awareness

WHAT WE’LL DO TO GROW EVCA

Generate immediate public visibility for EVCA with formal launch, including issuing an announcement, and sustained proactive press outreach to create interview and contributed article opportunities in influential media outlets.

WHAT WE’VE LEARNED ABOUT EVCA

550 members

WHAT WE’LL DO TO GROW EVCA

Increase awareness and attract new audiences to help grow membership through continual media placements about EVCA.

WHAT WE’VE LEARNED ABOUT EVCA

Invite-only community, created organically by pre-partner VCs for pre-partner VCs to answer questions and provide educational resources not readily available to VC analysts, associates, principals, VPs, etc.

WHAT WE’LL DO TO GROW EVCA

Create messages that resonate with target membership audiences and convey why EVCA exists and its value to members through articles and interviews in diverse publications.

WHAT WE’VE LEARNED ABOUT EVCA

Free to join

WHAT WE’LL DO TO GROW EVCA

Reinforce member value to position EVCA for monetizing the community through a paid membership model with constant positive media coverage highlighting the mission, vision and how EVCA helps professionals in the various stages of their careers in venture capital.

WHAT WE’VE LEARNED ABOUT EVCA

Initial Partner/Donor: Silicon Valley

WHAT WE’LL DO TO GROW EVCA

Drive awareness through PR placements to attract more partners and donors to get involved in EVCA professionally and financially to help grow the grant funds EVCA is making available to entrepreneurs no-strings-attached.

WHAT WE’VE LEARNED ABOUT EVCA

Aspirational: fostering social impact and corporate social responsibility

WHAT WE’LL DO TO GROW EVCA

As well as working with VC and financial media outlets to tell the EVCA story, create coverage opportunities in technology industry publications to establish EVCA board members and vertical co-leads as thought leaders in the areas of AI/ML, Blockchain, Cybersecurity, Enterprise Infrastructure, Enterprise SaaS, Fintech, Gaming and E-Sports, Insurtech, and Mobility.

WHAT WE’VE LEARNED ABOUT EVCA

EVCA is a widely used acronym:
  • European Private Equity and Venture Capital Association
  • Electric Vehicle Charging Association
  • Electronic Vaping Coalition of America
  • Estancia Valley Classical Academy
  • WHAT WE’LL DO TO GROW EVCA

    Aid Search Engine Optimization (SEO) with continual placements of searchable, evergreen media coverage to define and differentiate Emerging Venture Capitalists Association (EVCA) to make it more easily findable from other EVCAs.

    Interprose has long been committed to raising the profile for technologies and programs that benefit humanity, and actively promote diversity.

    In addition, we have experience generating significant media exposure for industry experts and establishing them as thought leaders, including venture capitalists.

    The following are some examples of relevant client results relating to venture capital firms, diversity, social impact programs, and technology ethics.

    VC Thought Leadership

    Motley Fool Q&A interview with Tess Hatch, Bessemer Ventures
    Sand Hill Road Podcast with Tess Hatch, Bessemer Ventures

    Social Impact

    ComEd TEDx Talk

    IEEE Smart Village National Geographic documentary

    EPICS in IEEE Renewable Energy World

    EPICS in IEEE Energy Central

    Diversity

    Technology Ethics

    GigaOm Q&A

    IEEE Standards Association

    Quartz: Contributed Thought Leadership Content

    We Need to Unite Eastern and Western Philosophies to Build Ethical AI

    IEEE Ethics in A/IS

    This Week in Machine Learning Podcast

    IEEE global initiative on ethics of intelligent and autonomous systems.

    Towards Abstract Robotic Understanding

    EVCA PR Campaign

    To gain the media’s trust and build relationships, we must provide a compelling narrative, credible information from experts in their field, and demonstrate concrete facts for reporters to use in their stories. We believe EVCA has all three of these elements.

    Interprose will work in lockstep with EVCA to develop the long-term PR strategy and media relations plan for the organization that will:

    1. Generate media coverage to create a buzz and widespread awareness of EVCA in a diverse range of influential media outlets

    2. Position EVCA spokespeople as thought leaders to build greater visibility for

    • EVCA and its mission
    • the impact of emerging technologies for social and environmental change; and
    • how the VC landscape will evolve

    Media Relations

    Once the foundational elements (strategy, plan, timeline, metrics) are in place, the team will continually reach out to reporters to pitch interviews and topics for bylined article placements, opinion pieces and Q&As.

    If required, Interprose can ghost write contributed articles, Q&As and opinion pieces for EVCA SMEs. Content development fees are outlined below.

    Campaign Metrics

    The specific metrics for the EVCA PR campaign will be established during the strategy and planning session. Interprose will be aiming for:

    • Up to 18 pieces of coverage, including feature stories, Q&As, podcasts and thought leadership contributed articles
    • Not including press release pick-up

    PR Program Deliverables

    • Strategic plan
    • Media list of targeted business, mainstream and industry press contacts
    • 3-5 key messages for pitching to the media with angles that address the different media market segments (VC and technology: AI/ML, Blockchain, Cybersecurity, etc.)
    • Compiled spokesperson bios and photos
    • Workflow document and baseline reports, including coverage book
    • EVCA launch press release
    • Online EVCA press kit
    • Media coverage from targeted press outreach resulting in
      • Thought leadership articles on EVCA’s mission, developments, and key technology topics to establish EVCA as opinion makers

    The EVCA PR campaign will involve reaching out to and engaging a mix of print, online and broadcast media spanning a range of interests. Target opportunities include:

    OPPORTUNITY

    Insightful interviews from the heart of Silicon Valley with VCs, start-ups and innovators.

    SAMPLE

    Podcast Series

    John Vironis of Unusual Ventures: wants to make money for causes that are inspirational/diversity

    NOTES

    Scott McGrew is the host. Scott is the biz and tech reporter on NBC and host of Press:Here.

    OPPORTUNITY

    Press:Here is a weekly roundtable featuring top technology reporters interviewing Silicon Valley CEOs and entrepreneurs. It is hosted by Scott McGrew.

    SAMPLE

    DCVC’s Zack Bogue on investing for good

    Can venture capital make money making the world a better place?

    NOTES

    NBC Bay Area produces Press:Here in San Jose, California, in the heart of Silicon Valley.

    The journalists who contribute to the show represent major national and international media brands. including The New York Times, The Economist, Reuters, CNBC, MIT Technology Review, The San Francisco Chronicle, The Verge, NPR, Fortune, Forbes, TechCrunch, Wired, USA Today, Dow Jones, TIME, Investor’s Business Daily and The Financial Times.

    OPPORTUNITY

    In each episode, they cover stories behind the money that runs Silicon Valley. TechCrunch reporter Alex Wilhelm teams up with Danny Crichton and the most notable VCs in the industry to analyze who’s raising, who’s selling out and who’s going public.

    SAMPLE

    Episode to air May 07

    Hunter Walk is one of the more interesting investors in Silicon Valley, and in an industry of brashness and bravado, he’s more thoughtful than most.

    NOTES

    Connie Loizos is the Silicon Valley Editor of TechCrunch and author of Strictly VC Newsletter

    OPPORTUNITY

    Om Malik conducts candid interviews on Zoom

    SAMPLE

    NOTES

    Om Malik has a long history in reporting on technology. He is the founder and a former senior writer for GigaOM. He is now a partner at True Ventures and recently launched the podcast series Stuck@OM.
    Venture Capital
    Wall Street Journal

    OPPORTUNITY

    Katie Roof covers VCs

    SAMPLE

    NOTES

    OPPORTUNITY

    Ted Seides’ podcast is an open exploration of the people and process behind capital allocation.

    SAMPLE

    NOTES

    Ted launched the podcast in 2017 and the show reached three million downloads in April 2020. Barron’s named it one of the best seven podcasts in Business and Finance, and Business Insider named it one of the ten “must listen” investment podcasts.

    OPPORTUNITY

    Newsletter - Connie Loizos writes about venture capital and startups here at StrictlyVC

    SAMPLE

    NOTES

    Connie is also Silicon Valley Editor of TechCrunch.
    NPR

    OPPORTUNITY

    There are several NPR channels to pursue including:
  • Business
  • Follow the Money
  • Marketplace
  • SAMPLE

    NOTES

    Term Sheet Fortune

    OPPORTUNITY

    Lucinda Shen

    SAMPLE

    NOTES

    In March 2020, Lucinda Shen was named the primary writer of Fortune magazine’s private equity/venture capital email newsletter Term Sheet. She previously wrote for the IPO section of the newsletter.

    OPPORTUNITY

    Podcast interviews

    SAMPLE

    NOTES

    Host and founder Harry Stebbings

    Additional media targets include, but are not limited to:

    FINANCIAL / VC / MAINSTREAM BUSINESS

    • Barron’s
    • Bloomberg
    • Business Insider
    • CNBC
    • Dealbook / NY Times
    • Entrepreneur
    • Fast Company
    • Forbes
    • Harvard Business Review
    • Inc.
    • Mashable
    • MIT Sloan Management Review
    • MIT Tech Review
    • New York Times
    • Quartz
    • The 20 Minute VC
    • The Economist
    • The Verge
    • Triple Pundit/CSRWire
    • VentureBeat
    • Venture Capital Journal
    • Wall Street Journal
    • WIRED

    INDUSTRY TRADE PRESS

    • AIThority
    • AITrends
    • Blockchain Magazine
    • Blockchain Technology
    • CIO
    • CIO Dive
    • Cointelegraph Magazine
    • Coindesk
    • Computerworld
    • EnterpriseAI
    • Enterprise Security Magazine
    • FierceTelecom
    • FinTech Magazine
    • Fintech Weekly
    • InfoSecurity
    • Information Week
    • Network World
    • RCR Wireless
    • SC Magazine
    • Security Magazine
    • TechTarget
    • TechCrunch
    • TMC

    PROGRAM ADMIN AND OPERATIONAL PROCESSES

    Interprose will manage all PR program elements and ensure timelines are met and results are achieved. Interprose team members will host bi-weekly calls to share actionable items, results and highlights, ensuring the media campaign is aligned with EVCA’s goals and objectives. Specific activities include:

    • Conduct planning and reporting calls/meetings with EVCA leadership
    • Conduct content calls/meetings with EVCA SMEs
    • Determine benchmarks and establish metrics to track against (KPIs and growth targets)
    • Create a workflow document
    • Develop a PR messaging framework and key points
    • Provide counsel to spokespeople for media interactions
    • Write press release introducing EVCA
    • Prepare PR content calendar according to EVCA spokespeople and topics
    • Research and qualify target media
    • Identify existing visual assets (video, graphics, images) to complement media placements
    • Create online press kit
    • Identify three subject matter experts/spokespeople and topics
    • Introduce journalists to compelling new stories, people and topics to write about, building awareness on key issues and trends coming from EVCA
    • Create a detailed briefing document with background for each interview with an EVCA spokesperson to provide a clear understanding of the publication, reporter, target audience and focus
    • Host calls and support all phone and in-person briefings
    • Monitor for coverage
    • Develop a comprehensive coverage book of all pieces that highlight the event

    BUDGET

    PR CAMPAIGN COST

    $120,000 annual budget
    @ $10,000 per month
    Duration: June 2020-May 2021

    PARTNER RATE 50%

    $60,000 annual budget
    @ $5,000 per month
    Duration: June 2020-May 2021
    Interprose shares EVCA’s values for environmental sustainability and an equitable society. To demonstrate our commitment to this collaboration, we would invest in EVCA by providing 50% of the program fee as pro bono work, reducing EVCA’s monetary expenditure for the PR campaign to $60,000 annually or $5,000 per month.

    As a mutually beneficial partnership, Interprose would attend EVCA events to meet in-person with spokespeople, partners and donors, and gather story ideas and talking points for the campaign. EVCA would provide Interprose with complimentary access to events, as well as webinars and fireside chats for information gathering, where both parties agree it is beneficial to the campaign development.

    Interprose would work closely with EVCA’s Board of Directors and Vertical Co-Leads on creating press interviews and generating media coverage, and we would welcome any referral opportunities to companies seeking a PR/marketing partner.

    OPTIONAL

    Business Wire Press Release Distribution Fees

    Cost ranges from ~ $600-$2,000+ per press release depending on number of words and distribution/region

    COSTS

    Billed to client, as quoted by Business Wire

    OPTIONAL

    Content Creation

    Writing support to develop/ghost write contributed articles, Q&As, blogs, columns for EVCA authors

    - Example ~ 800 words article @ $1,600
    - Budget for writing 6 contributed articles under an EVCA author’s byline

    COSTS

    $9,600 (sample budget)

    OPTIONAL

    Editing

    Reviewing/editing EVCA-written articles, Q&As, blogs

    COSTS

    @ $200 Per Hour

    Partner rate for EVCA
    @ $100 per hour

    OPTIONAL

    Onsite PR Support at Industry Conferences and Events

    To manage in-person media briefings - at EVCA’s request/ requirement

    COSTS

    @ $1,300 per day

    WE LOOK FORWARD TO OUR NEXT CONVERSATION

    In the meantime, here is a pdf version of this information.

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