YULU COMMUNICATIONS MEDIA KIT

Yulu Communications is a Vancouver-based public relations agency, made up of a small team of creative communicators. Founded in the summer of 2011, the agency now has a diverse group of clients, from the lifestyle and hospitality to luxury real estate. Yulu as a word, translates to words to a journey and we like to think of ourselves as the professional storytellers. By discovering the nugget in our clients stories, we pride ourselves in the way in which we enthusiastically share their stories with the world, while producing unique, thoughtful and impactful campaigns.

TABLE OF CONTENTS

About Yulu Communications...1 Meet the Yulu Team..2 Communications Services....3 Cancer Talk Case Study...4 Client Expertise...5

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Meet the Yulu Team

Melissa Orozco Director of Public Relations
Melissa began her career in communications nearly a decade ago in New York City. She worked in PR and marketing positions at several New York agencies that specialize in consumer, hospitality, lifestyle, fashion and real estate PR. With clients all around the world, she was in travel heaven. Eventually, her work brought her north to Vancouver, BC. While consumer and lifestyle PR has continued to keep Melissas portfolio full over the last few years, she has gained a reputation for being one of the top consultants for real estate PR in Vancouver. Since 2008, she has worked with almost every major real estate developer in Western Canada. And in January of 2011, she was appointed Chair of Communications for the Urban Land Institute YLG. In the summer of 2011, Melissa launched Yulu Communications, a Vancouver PR firm that specializes in media relations, public relations, social media and developing creative concepts. Melissa loves the challenges that PR brings finding the nugget in a clients story that will resonate with media and public, writing with flair and getting great attention for clients that will help them reach their goals. A native New Mexican, Melissa holds strong to her roots and will challenge anyone to a chili cook-off. Any takers?

Ashley Letts Account Executive

Whether she does the cultivating or the devouring, theres nothing Ashley loves more than a good story. She came close to pursuing a career in journalism, but once she found public relations she was hooked. In 2010, Ashley graduated with a diploma in PR from Kwantlen Polytechnic University and also holds a BA in Professional Communication from Royal Roads University. She has a particular interest in the hospitality industry, sustainability movement and investor relations. Ashley has worked with a number of non-profits on research projects and social media campaigns. Though the bulk of her previous experience is in corporate communications, Ashley loves the creative license that comes with agency work and is delighted to be telling stories for a living at Yulu. Ashley is both a volunteer for, and member of the Canadian Public Relations Society and Canadian Investor Relations Institute. Ashley grew up on Vancouver Island but stints in Dublin, Montreal and Calgary made a city girl of her. Shes been happily calling Vancouver, B.C. home since 2006.

Saschie MacLean Account Coordinator

After starting her education at Simon Fraser University with the intention of pursuing medicine, Saschie soon found herself wanting to trade in her lab coat for a laptop and focus on writing. Realizing that she wanted a career in public relations she enrolled into Kwantlen Universitys Public Relations program and topped off her education experience with a fruitful summer internship in New York City. But thats not all, while earning her diploma in PR, Saschie made good use of her time through freelance PR work and several internships along the way. With a naturally social demeanour, Saschie excels with social media and has worked with one of Vancouvers best digital agencies, helping to strategize and manage client accounts within Vancouvers highly competitive restaurant industry. Joining Yulu Communications as Account Coordinator and Social Media Specialist, Saschie brings to the team years of event planning, public relations and social marketing experience with fashion, hospitality and technology brands. When shes not busy reading up on the most recent PR trends, youd most likely find Saschie by her Kitchen-Aid mixer baking up a storm or exploring her favourite boutiques in Gastown.

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Communications Services
Media Relations: Different agencies specialize and shine in specific facets of
communications (i.e crisis management or event planning). We can deliver those services too, but media relations is where we really shine; and were confident we do media relations better than any firm in Vancouver. For nearly a decade we have been building relationships with writers from around the globe; writers that can change a companys fate with just one glowing review. We dont use newswire services we find them lazy and ineffective. We pick up the phone and tell your story enthusiastically.

Community Relations/PR: Sometimes a story is best told directly from source to

audience, without a media middleman. For this reason, we encourage various forms of community relations for all our campaigns. From booking public speaking events and news conferences, to facilitating community giving and charity initiatives, well assist along the way from conception through execution.

Creative Concepts: The trademark of Yulus PR campaigns is developing creative

concepts. We help companies develop and promote the unique aspects of their brand, which results in significant coverage. Dont have a creative concept? Even better! We enjoy the brainstorming sessions where these concepts come to life. By the end of our huddle, your company will be known for being the most, best, first, last, highest, lowest, shortest, or longest at something and whatever it is, well use it to maximize your media coverage and brand exposure.

Online Relations: In todays world, no PR campaign is complete without social media in

play. Yulus social media campaigns are always integrated into our PR strategy to maximize our clients exposure, while helping them build relationships with the public. Our social media campaigns focus on creating organic communication between our clients and their online audience. We educate people about our clients products or services through contests, giveaways, trivia, surveys, sharing industry news and most importantly, engagement.

Creative and Corporate Copywriting: A tiny typo in your marketing brochure can leave a
potential customer with major doubts about your companys ability to deliver professional services in a manner they can rely on. However, a compelling editorial or blog post can improve your business SEO and brand reach. Yulus copywriting services include: creating verbiage for marketing materials; website and brochure copywriting; and editorials.
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Cancer Talk Case Study

Working with our client F Cancer, a Vancouver-based cancer detection education charity, Yulu Communications has had many opportunities to execute exciting and impactful community outreach campaigns. To date, the most audience-captivating campaign we have executed with F Cancer is The Cancer Talk. The aim was to motivate Gen Y (AKA millennials) to make a difference in fighting cancer by talking to their parents about early detection. With 90 per cent of cancers being curable if caught in stage one, it's extremely important to take a proactive rather than reactive approach to this disease. The Cancer Talk title roots from the awkward "sex talk" our parents had with us growing up. The message we're trying to share with today's youth is: "hey, your parents took the time to have the awkward sex talk with you, now it's your turn to pay it forward and have the awkward cancer talk with them. To execute this campaign we have established relationships with influential celebrities to have them share the story of when their parents had the sex talk with them. The stories are personal and funny and each celebrity-featured video ends with the star bringing the attention back around to the main goal; to have todays youth now pay it forward and have the cancer talk with their parents. You can see many of these Cancer Talk videos online at cancertalk.letsfcancer.com. Through just one of the 16 celebrity endorsement videos that were facilitated for the campaign, F Cancer was able to spread their message to more than 54 million followers in less than three weeks. Wanting to capitalize on the massive success we were experiencing with our digital media campaign, Yulu Communications suggested that we send F Cancers founder Yael Cohen on a New York City media tour. With less than one weeks notice, Yulu secured Yael interviews with leading media outlets including: CNN, VOGUE, Forbes, ELLE, Teen VOGUE, Fitness Magazine, Fast Company, Marie Claire and more. We are now looking into doing the same type of media tour for LA media and are hopeful and confident well have a similar response. Click here to see Yaels interview on CNN talking about The Cancer Talk: http://youtu.be/TzAP8WBbbAI

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More bragging

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Client Expertise

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