BTLPR
Below The Line & Beyond The Logo --
Integrated Public Relations Consulting
BTLPR
Below The Line & Beyond The Logo --
Integrated Public Relations Consulting
Our Philosophy
In marketing communications, "below the line" advertising historically refers to a strategy that utilizes targeted, direct communication methods to reach specific & targeted audiences. This is contrary to “above the line” advertising that seeks to hit wide and mass audience through things like linear TV advertising.
BTLPR creates our client marketing campaigns to reach specific & targeted audiences, ensuring a higher ROI on their comms spend. Pure BTL advertising.
Similarly, in sponsorship, companies pay a hefty premium for a visible brand logo. Sometimes, millions for a small icon on a race car; for a sports celebrity to be in an online video; for lower-third graphic during a Twitch stream; for a tiny logo on a golf bag. For a fraction of that core partnership cost, BTLPR tells stories with sponsorship assets, ensuring brands resonate deeply with the consumer set.
Companies may claim to understand their customers, but companies do too little to ensure that a customer knows more than the shape and color of a brand logo -- that a brand, its story and its comparative advantage is resonating in culture, demanding attention.
About BTLPR
Sponsorship Experience
Sponsorship Experience
Sponsorship Experience
Using sponsorship as a creative device, I thread the earned/paid/owned/partner needle. My experience includes always-on public relations work for sports leagues; 360-degree brand campaigns with athletes, drivers and gamers at their core; official partnerships with sports leagues; branded Twitch streams and partnerships with prominent athlete influencers; branded IRL-yet-omnichannel activations with drivers and athletes; digital campaigns that pairs traditional sports celebrities with gaming streamers.
- ON TRACK in motorsports, campaigns in Formula 1 (Verstappen, Perez, Bottas), NASCAR (Stewart, Harvick, Bell), IMSA, NHRA, Formula E and more
- ON COURT in the NBA, campaigns with Anthony Davis, Dikembe Mutombo and more
- ON STREAM in gaming campaigns with Nadeshot, Rooster Teeth, Dude Perfect and more
- ON COURSE in golf, campaigns with Xander Schauffele and more
- ON FIELD in MLB, campaigns with Ozzie Smith, Fergie Jenkins, Steve Garvey and more
- ON BRAND through deep storytelling that taps earned/paid/owned/partner channels, helping brands connect to culture and their customers
AND FAR BEYOND
Sponsorship Experience
Sponsorship Experience
As an established marketing communications storyteller, I have more than 20 years of deep expertise with global, national, and regional brands.
Within beverage, automotive, sponsorship, gaming, general consumer lifestyle and tech, I have extensive proficiency leading senior and junior staff, building teams, developing earned/paid/owned/partner/internal synergies, managing budgets and partnering with other agencies.
Double clicking on my wider PR chops, I’ve excelled in media relations, influencer relations, social content, crisis comms, corp comms, speech writing and white papers.
Holding a deep pedigree in successful work at a global PR agency for more than 17 years, I have extensive proficiency building 360-degree "below the line" campaigns with large multi-disciplined teams.
Contact Us
TLDR: I tell brands stories through sponsorship
As an established marketing communications storyteller, I have more than 20 years of deep expertise with global, national, and regional brands, focusing on sponsorship in sports and gaming.
Beyond The Logo Consulting
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