Will Scott, CEO of Search Influence, gave a presentation on how local businesses can build their brand through PR, social media, and local engagement. He discussed how brands create trust, credibility and recognition. He provided examples of small, local brands that have successfully built their brand identity through consistent messaging, audience engagement, online reviews, and influencer marketing. Scott also presented case studies of how Tulane University's School of Professional Advancement used PR and content marketing tactics to build awareness of its career-focused programs for adults and veterans.

1. PR + Social + Local
= Boom!
WILL SCOTT
CEO & CO-FOUNDER
OPTIMIZE YOUR POTENTIAL.

2. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
“
“
Give a man a fish and he'll eat for a day.
Teach him how to fish and he'll eat for a
lifetime.
- Ancient Chinese Proverb

3. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
“
“
Build a man a fire and he'll be warm for a
day. Set a man on fire and he'll be warm for
the rest of his life.
- Terry Pratchett

4. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
“
“
The key to success is sincerity.
Once you can fake that, you’ve got it made.
- Facebook Advertiser Guidelines

5. ABOUT WILL SCOTT
● Optimizing Potential Since 1994
● Founded Search Influence in 2006 With
COO & Wife Angie Scott
● Has Led Teams Responsible for
Thousands of Sites , Hundreds of
Thousands of Pages and Millions of
Page 1 Rankings
● Follow Me @w2scott
CEO & Co-Founder
#localu @w2scott @searchinfluence Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

6. AGENDA
Why do
brands matter?
What does a
brand look
like?
What are
some signals
of a brand?
Can a local
business look
like a brand?
What are some
tactics to look
like a brand?
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

7. “
“
Brands are the solution, not the problem…
brands are how you sort out the cesspool.
-Eric Schmidt
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

8. WHY BRANDS MATTER

9. WHY BRANDS MATTER
Trust Credibility Recognition
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

10. WHAT A “BRAND” LOOKS LIKE

11. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

12. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

13. IT FEELS
LIKE
THERE'S
NO GOOD
OPTION
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

14. WE MUST
HELP HER
LOOK LIKE
A BRAND.
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

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17. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

18. SMALL OR LOCAL BRANDS

19. HOW CAN youDO IT?
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

25. KING CAKE

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27. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

28. BRAND BUILDING TACTICS

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30. AUDIENCE ENGAGEMENT
+2,700 engagements +1,200 engagements +820 engagements
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

31. ONLINE BRAND MENTIONS
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

32. INFLUENCER MENTIONS
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
463 likes, 10 Comments 1298 likes, 52 comments 452 likes, 52 comments

33. ONLINE REVIEWS & TESTIMONIALS
102
Total Reviews Gained
80
Net promoter score
57
New 5 Star
Facebook Reviews
12
New 5 Star
Google Reviews
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

34. “MOMS BLOG” NETWORK
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

35. ADULT EDUCATION

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37. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
NAME
AGE
EDUCATION
NARRATIVE & TRIGGERS
CHALLENGES
● Manny is a new father, this new role has caused him to become especially wary of the
dangers present in today’s world.
● The Global War on Terrorism, coupled with his desire to make the world a safer place for
his daughter has galvanized him to seek a new career in Intelligence for the FBI, working to
gather information to prevent potential threats to the U.S.
● While disciplined thanks to his military training, Manny becomes restless in the traditional
school environment.
● He is eager to advance his career and grow his income as soon as possible.
Bachelor’s
Degree
37
Manuel
CAMPUS CURRENT OCCUPATION
Veteran of the US Marine Corps,
current deputy in the Jefferson
Parish Sheriff’s Office
New Orleans &
Online
PROGRAM
Master of Professional
Studies in Homeland
Security

38. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
Military and Veteran Education
Benefits Available at Tulane
School of Professional
Advancement
Yellow Ribbon Program -
Tulane School of Professional
Advancement
National Hire a Veteran Day -
Tulane School of Professional
Advancement
VETERAN VIDEOS

39. HURRICANE "GO BAG" EXAMPLE
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
How to Make Hurricane
Season Go Bags - Tulane
SoPA Emergency & Security
Studies on WVUE
Essential Items to Pack in a
Hurricane Go-bag
SERP

40. MEDIA MENTION
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
Forbes - New Ways To Prevent Identity Theft During The Holiday Shopping Season

41. MEDIA MENTION
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
Secure Holiday Shopping Tips From Tulane SoPA

42. CAREER/ADULT LEARNERS
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
Back-To-Business Basics With
Tulane’s Cynthia Washington
New Year, New You: Preparing
for a Job Interview With Tulane
School of Professional
Advancement
Tips for Balancing School,
Work, and Family Life

43. CAREER/ADULT LEARNERS
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
How to Succeed
at Your Internship
Get the Most Out of Your
Summer Internship
Invest in Your Career With
Professional Development

44. MEDIA MENTIONS
APRIL - JANUARY
53
Trackable Media
Placements
20
Media Opportunities
Passed On
3,281,702
Estimated Media
Impression
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

45. TACTICAL STARTING POINTS
Real PR & HARO Local News Local/Niche Bloggers Fake News
Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit

46. THANK YOU!
WILL SCOTT
wscott@searchinfluence.com
twitter.com/w2scott
searchinfluence.com/blog