Our mission at The Faction Agency is to amplify every client's business objectives—from market share gains to increased sales revenue—with powerful brand equity. Our commitment to achieving a new standard of excellence with every client sets our business apart. It's what keeps us tapped into what’s going on in today’s technology-driven markets so we can help our clients influence what comes next to achieve real and lasting success.

1. Strategic Public Relations
&
Communications
Thomas Morelli Heather Gore
Managing Partner Managing Partner
+1 (206) 499-0385 +1 (650) 888-1979
thomas@faction-agency.com heather@faction-agency.com

2. CONTENTS
The Faction Agency is a public relations and communications firm that drives results for
companies that differentiate themselves through technology.
With consultants in San Francisco, Seattle, Austin, New York and Vancouver, our mission is to
amplify every client's business objectives—from market share gains to increased sales
revenue—with powerful brand equity.
Are you ready to use smart, strategic communications as a catalyst for taking your brand to the
next level? The Faction Agency as the right team, the right experience, and the right thinking to
hit the ground running.
Table of Contents
Overview 3
Approach 3
Services 4
Portfolio 6
Case Studies 7
Leadership 11
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3. OVERVIEW
Unparalleled success starts now.
Our goal is to achieve a new standard of excellence with every client. We stake our reputation on
our knowledge of what’s going on in today’s technology-driven markets, and our ability to help
our clients influence what comes next to achieve lasting and sustainable success.
The Faction Agency was founded by Heather Gore and Thomas Morelli, veteran public relations
and marketing executives with deep roots in the Silicon Valley and beyond. Over the course of
nearly two decades, they have earned the respect and trust of their clients with work that has
propelled a wide range of innovators to the forefront of their respective industries.
With a reputation for being smart, hard-working and future-focused, The Faction Agency has
grown to include consultants in five North American cities with considerable domain expertise
spanning nearly every facet of the digital world.
APPROACH
Global perspective, precise reference points.
The Faction Agency helps innovators move their vision out of the development lab and into the
hearts, hands, and minds of customers. We stand out for our ability to inject new thinking that
helps companies compete more effectively.
By taking a long-term approach to client service, we're able to keep unnecessary costs low
especially in terms of infrastructure and overhead, so we can pass the savings on to our clients.
We expand our team and provide recommendations on program development only in support of
client needs and objectives—not to generate more billable hours.
We believe staffing models matter.
Each member of The Faction Agency team is well qualified to counsel clients and orient daily
work toward achieving results against measurable objectives. Our senior-level consultants play
an active day-to-day role to ensure that clients receive valuable insights and high-caliber output.
We relentlessly pursue quality.
Our unyielding standards at The Faction Agency assure that the quality of everything from
written materials to daily interactions will not only make the public relations process more
effective, but ultimately generate a perceptual advantage in the marketplace.
We think unconventionally.
Few can match the insider knowledge and diversity of domain expertise resident at The Faction
Agency. From the distillation of complex technologies to the promotion of world-renowned
brands—we’ve been there. And we’re always pushing the envelope with ideas that challenge
conventional thinking.
We facilitate meaningful results.
The Faction Agency sets clear priorities based on a rigorous, honest assessment of a client's
needs. We evaluate the benefit and achievability of each recommendation, and whether the
contribution to business objectives justifies the necessary investment.
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4. SERVICES
We think smarter, work harder.
Our mission at The Faction Agency is to amplify every client's business objectives—from market
share gains to increased sales revenue—with powerful brand equity.
We stake our reputation on our knowledge of what’s going on in today’s technology-driven
markets, and our ability to help our clients influence what comes next to achieve lasting and
sustainable success.
All program recommendations are developed and implemented in close contact with senior
executives and key advisors. And amid today’s complex, 24-hour global media landscape, we
aim always to improve understanding between client and customer, and ensure the consistent
and timely flow of information to current and potential stakeholders—both inside and outside your
corporate boundaries.
The Faction Agency offers a set of services that can be tailored to meet your specific needs.
Strategic Counsel & Positioning Message & Story Amplification
 Communications planning, media  Message and brand development to
training and market positioning build a dynamic, unified voice that
strategies for product launch planning amplifies technologies, products, and
and execution, storytelling, media business models to captivate existing
engagement, and ongoing influence and and potential customers, and impart a
awareness. memorable impression.
 Prioritizing and proactively addressing  Master narrative development for
market-pervasive trends and reputation employee engagement, internal
issues that can affect organizational communications, financial and
success, and keep companies focused stakeholder mapping, and corporate
on high-priority challenges and social responsibility and cause-related
opportunities. campaigns.
 Public policy media relations, Internet
advocacy and campaign management Writing & Editing
for conveying compelling stories on  Writing and editing sales and marketing
behalf of corporate clients in collateral, press materials, white papers,
collaboration with trade associations bylined articles, advertorials, and
and advocacy groups. customer case studies.
 Digital collateral development, target
Executive Visibility & Thought identification and cultivation, digital
Leadership news hubs, online newsrooms and
 Full spectrum executive microsites, owned media platforms, and
communications programs including blogs.
speech writing, coaching, and topic
development to find and express an Media & Analyst Relations
executive’s authentic, powerful branded  Communication programs that leverage
voice. our extensive media, analyst, and
 Thought leadership programs for influencer relationships to drive
deployment of executives as recognition, relevance and syndication
spokespeople at industry events, through online and offline media
seminars, and tradeshows. coverage.
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5. Media & Analyst Relations (cont.) Digital Influence & Social Media (cont.)
 Identification and execution for product  Search engine optimization (SEO), link
reviews and awards submissions, analysis, search engine marketing
including customer participation and (SEM) strategies, online advertising
reviewer guides for competitive and strategies and implementation, and
standalone product evaluations, ‘Sneak dimensional marketing programs.
Peeks’, roundups, and industry honors.  Content creation and online editorial
programs that reach influencers,
Customer & Vertical Market Cultivation tastemakers, bloggers, online
 Diversification of vertical market community leaders, and moderators.
communications through outreach to
specific industries with targeted Reputation Management & Rapid
messages. Response
 Creation of convincing and engaged  Offline and digital issues management
customer references to build on-the- for efficient containment and diffusion.
record credibility and trust.  Sponsored conversations and word-of-
mouth marketing for building sustainable
Digital Influence & Social Media relationships and loyalty among online
 Multichannel social media program and offline communities.
construction and management for PR  Crisis planning, rapid response, and
and marketing campaign amplification, perceptual audits and analysis of
including integrated strategy and corporate and executive visibility among
execution across paid, earned, and key influencers.
owned channels.
PORTFOLIO
From emerging startups to established brands.
From exciting startups to established brands and companies of all sizes in between, our
focus at The Faction Agency is on the vibrant ecosystem of technology. Our consultants
have successfully applied the art and science of strategic communications to a diverse
list of clients spanning nearly every technology domain and sector.
Wireless & Telecom Digital Media & Advertising (cont.)
MobiTV Excite
Verizon Corbis
Cenoplex Answerbag (now Demand Media)
Danger
Beatnik Enterprise Computing & IT
Tribal Brands IBM
Nortel Networks Microsoft
VoiceStream (now T-Mobile) Intel
Ricochet VerticalNet (now BravoSolution)
Sun Microsystems
Digital Media & Advertising CrossWorlds Software
Affinity Media Indus International
Rocket Fuel InstantService (now Oracle)
BBC MIPS Technologies
Yahoo! Amdahl Corporation
Inktomi ecVision
Shockwave ConneXt
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6. Enterprise Computing & IT (cont.) Gaming (cont.)
Ecometry bEQUAL
Escalate NEC Technologies
DataChannel (now Computer Associates) TiVo
Xerox Iomega
Samsung
Software
Mainsoft Internet & Social Web
Lotus Software Simplee
Zero G Software (now Macrovision) Mixx (now Uber Media)
Visio (now Microsoft) Fandor
Macromedia XBowling
Microsoft Office Sports Challenge Network
Internet Explorer Starwave (Walt Disney Internet Group)
Wave Systems The Motley Fool
FrontOffice (now iManage) Earthlink
Netflix
Security & Privacy PlaceWare
eSafe (now Aladdin)
Entrust Technologies Ecommerce
UTM Systems Corp. CVS/Pharmacy
Watchguard Petopia
BigWords
Venture & Professional Services Walmart.com
Ingk Labs Soma
Internet Capital Group Hotels.com
BondAgent.com
Diligenz (now CSC Financial) Non-profit
Deloitte & Touche mPowering
Webby Awards
Gaming A Home Away from Homelessness
Yahoo! Games Child Aid
Gamerang California Association of Naturopathic Physicians
IGE University of Washington Medical Center
Sony Online Entertainment Craft and Folk Art Museum
Sony PlayStation Social and Public Art Resource Center
CASE STUDIES
Tested implementation and strategies.
We have helped clients face the most difficult challenges and exploit the most promising
opportunities amid today’s complex, 24-hour global communications landscape.
Simplee—The Mint.com of Healthcare
With a simple integration that supports healthcare insurance and Medicare beneficiaries,
Simplee is a comprehensive Mint.com-like portal for managing healthcare spending.
Founded by a former eBay executive and based on his real-life experience with the
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7. unanticipated cost of healthcare, Simplee enlisted The Faction Agency to launch its
groundbreaking new service and help showcase how it makes life easier.
Strategic Thinking
We devised a launch strategy that was meant to drive new users to Simplee, and land
coverage of the service in mainstream consumer publications to highlight its ability to
solve the nightmare of managing medical bills and tracking healthcare expenses.
But that was just the tip of the iceberg. As we began the countdown to Simplee’s launch,
a direct competitor unexpectedly arrived on the scene only a few days before our
intended debut with an in-depth feature story in exactly the same online news site we
had targeted for the Simplee launch.
Measure of Influence
We knew about the competitive story within minutes and quickly went to work re-crafting
our strategy based on the rapidly evolving media landscape. Leveraging the changed
circumstances to Simplee’s advantage, we turned the tables on Simplee’s competitor
with a revised set of high-impact messages meant to de-position the competition and
ensure that Simplee was clearly understood as a superior offering.
Our program resulted in coverage that significantly outpaced the competition, produced
a massive jump in traffic for Simplee, and was ultimately credited by executives for
nearly 100 percent of new sign-ups in the first six months.
The final count included landmark coverage by The CBS Early Show, The Kim Komando
Show, TechCrunch, C|NET, The Wall Street Journal, Lifehacker, AOL Daily Finance,
Business Insider, Bankrate, The Huffington Post, GigaOM, Money, and Forbes. Pointing
to the success of PR in driving consumer adoption of the service, Simplee then secured
a multi-million dollar funding round to continue product development and customer
acquisition efforts.
Rocket Fuel—Beating the Drum of Digital Advertising
An already successful digital-advertising startup, Rocket Fuel sought an agency partner
that not only understood their business on a deeper level, but also their unique place in
the market. The company’s previous agency had been largely unsuccessful in helping
the company clearly define what made it different, and subsequent media coverage and
interest was anemic.
Strategic Thinking
The Faction Agency ‘s strategy was to reignite interest in Rocket Fuel with a particular
emphasis on the technical acumen of its founders. The core campaign was built around
regular executive-level media engagement, customer stories and financial results
focused on how Rocket Fuel could improve ROI and prove its position as the rising star
of the digital-advertising market.
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8. Measure of Influence
Our new customer leverage program surfaced outstanding customers for case study
treatment, and jumpstarted advertising industry trade coverage through bylined articles,
opinion editorials, and industry commentary.
Product updates and customer stories all reinforced the messaging of the overall
campaign, and these stories helped the sales team to demonstrate the benefits of
Rocket Fuel’s solutions, while delivering a cohesive message to the market.
Finally, we successfully publicized the company’s latest funding round, garnering more
coverage than any previous financial news issued by the company including stories in
The Wall Street Journal, Dow Jones, Reuters, TechCrunch, VentureBeat, and Xconomy.
IGE—Yield of Dreams
Founded by Brock Pierce, a former child movie star and serial entrepreneur, IGE
(Internet Gaming Entertainment) trades in virtual currency and provides gamer services
for MMORPGs. Considered the premier dealer in the virtual economy, the company
presented an unparalleled communications challenge to our team.
Members of the gaming community were often critical of IGE, and we were charged with
legitimizing the real-money trade of virtual currency in the eyes of the public amid active
hostility—verging on belligerence—from a well-organized and influential group of
detractors. The problem was amplified by a highly controversial management team with
a well-publicized history of imperfections.
Strategic Thinking
Our strategy was to build a new legacy for the company’s controversial executives while
engendering positive awareness and goodwill among the gamer community, influencers
and policy makers with a reputation-turnaround campaign that emphasized gamer
advocacy, industry innovation, and market stewardship.
Measure of Influence
The results were incredible. We achieved a right-angle turn in the overall corporate
perception and leadership profile of IGE, repositioning the company as the undisputed
leader of a newly defined secondary market for gamer services, and an advocate and
friend of gamers worldwide.
Our work garnered international business press coverage including in-depth feature
stories by Fortune, Reuters, and BusinessWeek. We eliminated the cascade of negative
stories, resulting in complete neutralization of the detractors who had run unchecked for
more than a year, and drove the adoption of IGE’s market metrics as the gold standard
by the industry’s most respected analysts and watchers including DFC Intelligence and
the vast universe of gamer-focused media.
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9. MobiTV—Defining “Mobified” Entertainment
A provider of end-to-end mobile media solutions, MobiTV-powered services are
available from T-Mobile USA, Verizon Wireless, Sprint, AT&T and US Cellular with
programming from more than 40 television channels offering live news and sports and a
variety of full-episode on-demand shows for streaming or download on mobile devices,
personal computers and other Internet-enabled consumer electronics.
With the goal of cementing its reputation in the mobile and broadband video segment,
MobiTV hired The Faction Agency to develop a clear brand narrative, execute a media
relations strategy to secure placements in top-tier and industry trades, and prepare
senior executives as spokespeople.
Strategic Thinking
We carefully orchestrated an approach for demonstrating innovation, and declaring a
leadership position in the mobile entertainment space. Our activities hinged upon putting
the MobiTV service into the hands of influential media and analysts to generate high-
profile visibility about the “mobified” handset experience, engender ongoing interest in
MobiTV, and drive tangible new business opportunities for the company.
Measure of Influence
Our program generated a deluge of coverage and awards including the television
industry’s highest honor, The Emmy® Award. In addition the company was listed among
the OnHollywood Top 100, the Fierce Wireless Fierce 15, Fast Company’s Fast 50, and
Red Herring’s 100 Hottest Private Companies.
Our work also garnered accolades for MobiTV such as Cable & Satellite Product of the
Year, Mobile Entertainment’s Best Video & TV Services Provider Award, and Frost &
Sullivan’s Product Innovation of the Year Award.
Mixx—Building a Social News Movement
Founded by a former Yahoo! executive and strategy director for USA Today, Mixx was a
user-driven social-media website that served to help users submit or find content by
peers based on interest and location.
A pioneer in combining social networking and bookmarking with Web syndication,
blogging and personalization tools, Mixx approached us to help launch the new service
and project its influence over its primary perceived competitor Digg which was led by
media darlings Jay Adelson and Kevin Rose.
Strategic Thinking
Our strategy was to create a groundswell of interest among beta users and online
tastemakers to drive users to the new social-media hub, validating the business concept
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10. and exploiting a general dissatisfaction with Digg to build a social-news movement
around Mixx as a non-geek alternative and an exciting new player in the space.
Measure of Influence
Mixx’s launch campaign started with a two-part story that was strategically leaked to
Mike Arrington of TechCrunch, driving a cascade of interest among media luminaries
that yielded hundreds of thousands of unique visitors and tens of thousands of
registered users in a few short weeks.
As a result of the campaign, more than 1,000 user-created groups were formed in the
first two months, 3 million votes were cast on the new site, and 78 percent of new users
personalized their Mixx pages with an average of more than 10 category tags each.
The finally tally included more than 150 independent news stories, user-generated
blogger reviews and online influencer discussions about Mixx, highlighting a growing and
eclectic group of big media partners including USA Today, Reuters, Los Angeles Times,
Slate, and The Weather Channel. Mixx was acquired by UberMedia.
Ingk Labs—Inspire, Educate and Influence Private Equity
Typically, investors are faced with limited choices when liquidating distressed technology
assets, particularly patents and intellectual property. From patent trolls to the chop-shop
mentality of creative destruction, methods vary but the objective is always the same—
liquidate resources and then pay investors, effectively killing the technology and ending
the company as a going concern.
Ingk Labs salvages undervalued intellectual property from dying startups, and then
brings it back to life as new companies. They challenged The Faction Agency to grow
the visibility of the company through the debut of its inaugural technology initiatives, and
to design a communications strategy that would highlight the importance of its distinctive
IP strategy.
Strategic Thinking
We positioned the company’s new approach as “IP rescue,” reinforced by a set of
messages that tell the story of how Ingk Labs saves distressed technology assets from
the IP graveyard with a re-entry strategy that recaptures and recapitalizes the long tail of
the private-equity cycle. We then set about showcasing how Ingk Labs, through the
convergence of its technology portfolio and its unique approach to the industry, helps
solve one of private equity’s most vexing challenges.
Measure of Influence
By establishing relationships with highly influential journalists, and educating them on the
full scope of the Ingk Labs proposition, our story of innovation and the economic gains
from protecting and extending the life of distressed IP generated widespread interest
among the private equity, venture capital, and angel investor communities.
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11. Stories appeared in The Wall Street Journal, GigaOM, and VentureBeat that reflected
the company’s arresting point-of-view on IP strategy, and perhaps most importantly the
company’s story was toasted among the private-equity class which opened the door to
key partnerships with venture firms, technology partners, high net-worth investors, and
Silicon Valley influentials.
LEADERSHIP
Proven tools, fresh applications.
Our senior-level consultants are the cornerstone of our communications initiatives. We
deliver the right mix of experience and innovative strategies for achieving great results.
J. Thomas Morelli
Managing Partner
With nearly two decades as a public relations consultant, Thomas Morelli is deeply committed to
delivering value to his clients by aligning opinion leaders, customers and partners to gain their
support and validation of corporate reputation, products, and services.
He builds leadership, issues management, storytelling, PR, AR, and perception-shifting
campaigns that drive business for companies that differentiate themselves through technology.
Thomas has represented companies at all stages of business development. He is known for his
strong credentials as a reputation-turnaround specialist, and for his expertise in formulating
future-focused strategies for corporate image management and positioning—always with an eye
on engaging key media and stakeholders to condition the marketplace and spawn demand.
Prior to co-founding The Faction Agency, Thomas spent ten years in the Bay Area where he was
the global communications director for Affinity Media, and a vice president at the San Francisco
office of the worldwide communications firm Fleishman-Hillard.
The early part of his career was based in Seattle where he was head of the technology practice
group at Publicis Consultants, this after progressive account management and support roles at
two highly respected agencies, Waggener Edstrom and Text 100 Public Relations.
An accomplished writer, Thomas Morelli has received accolades from the Washington Journalism
Education Association. He is a cum laude graduate of the University of Washington with a B.A. in
Political Science and an LSJ minor.
Heather Gore
Managing Partner
Bringing more than 18 years of experience with some of the world’s most recognized technology
companies, Heather Gore has vast knowledge in creating integrated communications initiatives
for startups as well as established brands. Her expertise lies in the development and execution of
scalable campaigns that build, heighten and sustain corporate reputation and brand recognition.
She has gained the reputation of a strategic, dedicated practitioner with a deep understanding of
the digital ecosystem, adept at distilling complex technologies to effectively communicate their
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12. benefits and tap into the pulse of the marketplace. She concepts and delivers unified PR and
digital marketing campaigns that are known for meeting and exceeding client business goals.
Heather spent almost ten years in the Silicon Valley serving in various executive and managerial
roles at both technology companies and communications agencies including Yahoo!, Excite,
Fleishman-Hillard, and Burson-Marsteller, prior to co-founding The Faction Agency.
Early in her career, she worked with technology startups, digital-media companies and non-profits
in Los Angeles including BoxTop Interactive/iXL West, Earthlink, and the Craft and Folk Art
Museum.
An award-winning public relations executive, Heather has been a PRSA Silver Anvil finalist in
addition to receiving the League of American Communications Professionals Magellan Award,
and the SABRE Award of Excellence. Heather Gore graduated cum laude from Pepperdine
University with a B.A. in Public Relations and a minor in Fine Arts.
Cathy Browne
Director
With a career that spans three decades, Cathy Browne has built a reputation as a creative,
committed and connected technology PR professional. Cathy’s broad experience allows her to
tailor integrated programs for both emerging businesses and established companies. Over the
course of her career she has directed hundreds of company and product launches and led
notable communications campaigns for a diverse list of large and small companies worldwide.
Her work spans corporate and agency positions including serving as a senior member of
communications teams at global public-relations firms including Fleishman-Hillard, Hill and
Knowlton, and High Road Communications.
Her agency experience is complemented by in-house work with several Silicon Valley innovators
where she served as the chief architect and strategist behind all corporate communications from
product launches to investor relations to the management of multinational PR teams across North
America, Taiwan, China, and Japan.
Cathy is known as an accomplished speaker, content creator and media trainer. Her successful
approach focuses on building online and offline relationships that engage all parties from
corporate partners, media, industry analysts, stakeholders and customers – and of course, having
a good story to tell.
Her particular expertise lies also in executing impactful social-media campaigns as a change
agent for corporate clients who wish to reach highly targeted, passionate audiences, facilitate
ongoing conversations in an always-on world, and convert sales leads at a higher rate.
Cathy Browne is based in Vancouver and holds a B.A. in Hon. Classics from McGill University.
Rebecca Garcia
Director
An energetic and creative marketing communications veteran with more than 17 years
experience, Rebecca Garcia has deep expertise in communications, social media and digital
programs for consumer technology companies and non-profit organizations.
Her experience includes brand and corporate identity, product launches, media relations,
entertainment marketing, product placement, social media strategy, and interactive marketing.
Rebecca has worked with Fortune 500 companies and launched technology startups across a
wide variety of vertical industries.
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13. She successfully manages programs that build brand, engage customers, drive sales, and
support corporate social responsibility particularly in the areas of the environment and education.
Rebecca is well known for her smart research and market segmentation expertise, which she
utilizes to execute finely tuned communications and marketing campaigns for her clients.
Prior to working with The Faction Agency, Rebecca served in a leadership role at the Bay Area
office of Burson-Marsteller, and was the director of brand marketing and creative services at TiVo
for more than six years.
Rebecca Garcia is an active member of the board of directors for a non-profit organization that
supports literacy efforts in Central America. She is a graduate of the University of California,
Santa Cruz.
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