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Standouter Public Relation
 

Standouter Public Relation

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A public relation strategy report for a start up company

A public relation strategy report for a start up company

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    Standouter Public Relation Standouter Public Relation Document Transcript

    • Tabatha 12th December 2013 Public Relation Standouter Tabatha Schmidhauser 12 December 2013 Public Relation Report on Standouter, Page 1
    • Tabatha 12th December 2013 Table of content Situation Analysis 4 Current Position 4 The UK Market 4 Traditional vs online Opportunity 5 Objectives 6 What do we want to achieve? 6 Positioning! ............................................................................................6 Goals of the overall campaign!............................................................6 Objectives!.............................................................................................7 Strategy & Tactics 9 PR To General Public 9 Segmentation!.......................................................................................9 Targeting!...............................................................................................9 Positioning! ............................................................................................9 Objectives!.............................................................................................9 Goals!...................................................................................................10 Use of social media!...........................................................................10 Online Publications, press releases and articles!...........................12 Website Optimisation!........................................................................13 PR to Artists 14 Posters! ................................................................................................14 Talentruck!...........................................................................................15 PR to Clients Public Relation 19 Report on Standouter, Page 2
    • Tabatha 12th December 2013 Segmentation!.....................................................................................19 Targeting!.............................................................................................20 Positioning!.........................................................................................20 Our mission is to:!..............................................................................21 Objectives through the PR Client targeted! ......................................21 Goals!...................................................................................................21 Strategies! ............................................................................................21 Actions 24 Critical Pathway Analysis 24 Scheduling!..........................................................................................24 Color Code:!........................................................................................25 Pathway:!.............................................................................................25 Public relation campaigns costs 26 Control 27 SOCIAL MEDIA 27 Facebook!............................................................................................27 Twitter!.................................................................................................28 Instagram! ............................................................................................28 Public Relation Report on Standouter, Page 3
    • Tabatha 12th December 2013 Situation Analysis Current Position The UK Market The online video market is a huge niche for marketers as it is the fastest growing sector of the digital market. Online video has become a reality and keeps increasing. According to the media Agency specialist Carat “2013 will mark the year that global investment in digital advertising will overtake newspapers for the first time, fuelled mostly by consumer appetite for online video and social media”. Recent ComScore figures show that in the United States in April 2012, Video Ad delivery has continued to increase. Indeed, one out of five videos viewed by Americans, brought up to 9.5 billion video ads. In the UK, the online video advertising has increased in 2011 by a market beating 100% to € 109 million (PwC AdSprend online survey) The importance of online advertising The value of online videos is expanding especially with the role of video at each stage of the consumer’s cycle. According to ComScore’s video Matrix, 37.7 millions people watched online video content in November 2010, which represents an average of 17 hours each. The IAB (Interactive Advertising Marketplace) estimated that cost of online adds in the UK have increased by 82 in the 2010’s first semester. However, the actual time spending watching ads in the UK represents only 0,7% of the total time spent watching videos. As the online video market grows, the need for visibility, transparency and accurate measurement is now more critical than ever. Public Relation Report on Standouter, Page 4
    • Tabatha 12th December 2013 Traditional vs online Opportunity Cost Implications: The cost involved in online PR solution is minimal. While covering a either wide or very specific audience, online coverage as a much better return on investment. Furthermore, the 21st century characterized the rise of the Internet and technology, while the traditional methods of the 90’s are becoming clustered and old Easier targeting means: Internet has given us the tools to taper down the perfect target audience to match our campaigns. Geographical, demographic, psychographic and others tools are available to make the adverts the most relevant possible. Similarly, users’ IP address and web history tracking can be retrieved and used at our advantage to avoid useless repetitions. Measurable: This is one of the most valuable tool in online solutions. The Internet enable user to collect an accurate database on viewers profile, number of pages seen, number of likes, time spend on videos... We are also able to measure the trend and overall success. Versatility: Online solutions can be very interactive in the contrary of traditional ones. There is different methods to keep the viewers and engage and make them click for more. Speed: The other advantage of online is that it take a very short time to set up a project, an application or campaign. The deployment as well as the implementation can be immediate and the time of delivery can be automated to suit schedules. - Internal Capabilities and Resources Creative team in programming and photography Budget available: 5-10k Operating website Public Relation Report on Standouter, Page 5
    • Tabatha 12th December 2013 Objectives What do we want to achieve? Throughout this campaign our main objective is to raise Standouter brand awareness among the general public as well as artists and potential clients. We aim at make the brand known and recognized in the UK market, starting firstly in London. Positioning “The most entertaining relation to a brand” General Public “Standouter as the opportunity to do what I love and be recognized” Artists “An innovative digital tool indispensable to promote our brand” Clients Goals of the overall campaign ✔ Increase Brand Awareness among our targeted audience ✔Create a trustworthy relationship with the public and companies ✔Generate traffic and views on the platform ✔Attract artists and companies ✔Create a close and innovative relationship between the public and our clients Public Relation Report on Standouter, Page 6
    • Tabatha 12th December 2013 Objectives Within the next 6 months, we aim at create a recognized brand to increase popularity among our target audience and be able to represent a brand through an innovative and entertaining experience. Having improved our presence and enhanced trust, we aim at generating views and traffic on the platform to provide clients with a source of credibility and valuable data. “Sell” & propose B2B: media and advertising opportunity (Video format) B2C: Video views and “entertainment” B2C: Artists: Share and offer show off opportunity Serve Customer satisfaction Return on Investment Ability to measure and gather valuable data Opportunity to be seen and recognized (Artists) Sizzle Viewers’ profile Viewers time spent on the site, video Generate traffic and engagement Speak Number of engaged customers (Talking about it) Brand or video Through the comment box, social media, blog Save Able to quantify the gain and success of the video Number of views, subscribers Standouter proposal is directed towards three different target audience and the designed PR campaign have been specifically and uniquely created to attract them. Target audience Public Relation Report on Standouter, Page 7
    • Tabatha 12th December 2013 Clients: SME, marketing and advertising agencies & independent companies selling or offering youth targeted product = Generate trust, confidence and proof of investment return, generating leads Talents: All kind of artists, dancers, painters, singers, athletes = Create trust and talent recognized opportunity. General public: More specifically young generations, digitally knowledgeable and have been up brought through technology, entertainment and Internet = Generate website traffic, engagement, share and views Public Relation Report on Standouter, Page 8
    • Tabatha 12th December 2013 Strategy & Tactics PR To General Public Segmentation The market segmentation is based on behavior, incorporating key factors such as the purpose of the visit (entertainment, discovering new music, or how-to) and the length of time visitors have to devote to Standouter on a particular session. Targeting Standouter is a web talent show that provides video of artists of any kind. General Audience: -Young Generations - Digitally literate The viewers will typically be youngsters, familiar with digital platforms and have been up brought through technology, entertainment and Internet. Positioning This wide audience provides our company with a powerful positioning opportunity. Videos that go viral can drum up interest in our business and attract customers who might not previously have been aware of our existence. To maximize the visibility, we will have to make videos that people want to watch. We picture ourselves as the next leader in the high quality online videos website. Objectives Increase Brand Awareness Public Relation Generate Traffic + New viewers 1st destination for online videos Report on Standouter, Page 9
    • Tabatha 12th December 2013 Goals -­‐ Make the company recognized and known among the general public -­‐ Create a comprehensive destination for online video with a range of content, from clips to full-length art talent shows (singing, dancing, drawing, painting, street art..) Because Standouter is a digital platform, we only chose to do our PR campaign for viewers online because we want to remain digital. Use of social media Through social media, we wish to create an online presence, which every bit of the strategy is intended to bring a new audience to the website, increase the number of viewers, build a reliable database and be popular and very present on every social media platforms. !  Facebook:   - Starting in January, we want to improve the existing Facebook page with daily updates - Upload videos of artists try to make them go viral - Generate likes - Create a Facebook add: cost (for 6 months from January to June): £152 Facebook Ads Segmentation: 36,000,000 people • Who live in the United Kingdom Age: 13-no max 17,600,000 people • Who live in the United Kingdom Public Relation Report on Standouter, Page 10
    • Tabatha • 12th December 2013 Who like #Artist, #Talent show, #Dance, #Singing, #Art, #Music, #Sketch (drawing), #Website or streetart 16,800,000 people • Who live in the United Kingdom • Who like #Artist, #Talent show, #Dance, #Singing, #Art, #Music, #Sketch (drawing), #Website or streetart • Who are in one of the broad categories Android Owners (All), Apple iOS Owners (All), Pop Culture, Music (All) or Photography • English (US) or English (UK) speakers ! Twitter: - Improve the existing Twitter page and make it public so that everyone can follow it - Create hash tags relating to Standouter #standouter, #artists #music #talentshow #streetart #singer #talent ! Youtube: - Improve the existing Youtube channel - Create a video promotion on Youtube In-slate video ad: Comes up in the suggested videos after the video ended: £0.20 per views In Slate: - 5,000 views spread over last 4 months - 5,000 × 0.2 = £1,000 In-stream video ad plays before watching a Youtube video: £ 0.30 per views In Stream: - 3,000 views spread over first 4 months - 3,000 × 0.3 = £900 Public Relation Report on Standouter, Page 11
    • Tabatha 12th December 2013 ! Instagram: - Create an Instagram account and make it public - Upload videos and pictures on weekly bases Online Publications, press releases and articles ! Create an online press release For a release in January Launch of new website in the UK Standouter London, December 8th Standouter is the first Web Talent Show. A platform created to offer the Audience a revolutionary show, Talents a unique stage and Brands the most innovative communication channel to generate positive online brand awareness. Standouter is a very unique online video website. It promotes all kinds of artists with many different talents. Standouter offers user generated high quality videos when on YouTube it rarely can hit the same number of views. Most of the time videos are self-referential, disconnected with trends and spread with payment systems. Moreover, the global online video market is a growing sector, it is projected to reach $16.1 billion by 2018, according to Global Industry Analysts. Standouter is perfectly in line with this fast growing sector. Details on http://www.standouter.com Contact information staff@standouter.com www.standouter.com Public Relation Report on Standouter, Page 12
    • Tabatha 12th December 2013 ! Promote videos on Buzzfeed and viralvideochart http://viralvideochart.unrulymedia.com/all http://www.buzzfeed.com Website Optimisation ! Translation of the website into English = Adapt to the local audience, culture ! (SEO) Search engine optimization • Create keywords on the website Ex: Standouter/ Talent/artists / videos / world • Write blog posts (create a blog section) Involve bloggers to right on Standouter’s behalf Tactics to better rank keywords • Use digitally available tools Google Analytics Get on the map (Working offices) Being adaptive and available across devices Create link to whole platforms (social media, map, website, youtube...) Public Relation Report on Standouter, Page 13
    • Tabatha 12th December 2013 PR to Artists Posters We will print posters around the city to promote the brand and attract attention. It will need to be: • Visually attract the eye, strong contrast, original, red colour • Informative, about what the brand does, and how to become part of it. • Digital friendly, through a QR code that will bring to the Standouter website. Professional Mass Printing (http://www.bakerstreetposterprinting.co.uk/ colour_poster_printing_central_london.html) Ordering a 2000 posters : o50% should be displayed in the first week for initial brand introduction o10% each month for the following 5 months to keep the interest Other costs - (We assume voluntary labour for sticking up the posters) - for the glue – wheat + Water (wheatpaste) o 40p wheat for 5 posters o 160£ of wheat Location Prime locations to be targeted • University districts • Exits of tube stations • Skate parks/ gyms/ attractions Public Relation Report on Standouter, Page 14
    • Tabatha Other potential areas: - Nottinghill gate / Portobello Road - Victoria - Camden - Brixton Village - Covent Garden - Brick Lane - Greenwich Market 12th December 2013 Average costs 550+160 = 710£ on average 118£ a month for 6 months Talentruck Concept Bring in artists and attention - As the second step for the PR campaign, we will organize a truck to go for a few hours a day in key locations around London. - The truck will be display the name STANDOUTER on all sides. - The truck will park for few hours, with a cameraman, bringing the concept into the streets of London. - The people passing by can sign up to record their talents. - They must then check the website to see if their video has been selected. - The location can be sent through social media platforms. Goals • Increase Brand Awareness and Standouter Concept • Build database with UK based videos • Bring Traffic to the website • Attract interests and build an artists portfolio Public Relation Report on Standouter, Page 15
    • Tabatha 12th December 2013 The van can have specific target performances: For instance, if Standouter doesn’t have enough art entries for diversity reasons, the talentruck can park in front of an art university. Canvas can be provided and the painting/drawing process recorded. Van parking charges RED ZONE – Street Parking Restrictions/Pay & Display hours: Monday-Friday 8:30 am to 6:30 pm Saturday 8:30 am to 1:00 pm £4.40 per hour BLUE ZONE - Street Parking Restrictions/Pay & Display Hours: Monday-Friday 8:30 am to 6:30 pm £2.40 per hour OTHERS • Official demands to universities or other private spaces can be made to use the talent truck specifically for students • In order to find parking, must arrive early. • Contrasting with a food truck, the talentruck itself is non profit. Parking  Locations RED Zone Primarily on Saturday and Sundays BLUE ZONE Week days • • St James Park • Leicester Square • Victoria • Carnaby street • Pimlico • China Town • The Strand • London College of Arts on Oxford Circus • Public Relation Covent Garden By the river Report on Standouter, Page 16
    • Tabatha 12th December 2013 Van rental Information: http://ablecarandvanrentals.co.uk/vans/ Renting for 4 weeks - 230£ x 3 Petrol   Variable cost depending on: • Distance • Consumption • Would the van be used every day • Change in diesel gas • Amount of miles per litre available Estimation depending on average miles per day Design - http://www.signprint.co.uk/index.php? option=com_content&task=view&id=161&Itemid=255 Public Relation Design sticker on van, both sides – 79£ Report on Standouter, Page 17
    • Tabatha 12th December 2013 Camera  -­‐  http://www.shootblue.tv/products/pmw-­‐300 Renting of a camera for 4 weeks in order to (1) shoot high quality video and set the tone (2) Appear professional when filming on the street PRICE 600*4 = 2400£ TALENTRUCK  COST  ESTIMATION Public Relation Report on Standouter, Page 18
    • Tabatha 12th December 2013 PR to Clients A B2B public relation campaign is very much different from a B2B campaign. Segmentation Standouter is a highly specific and targeted concept. Its features as well as business proposal is not directed toward any kind of company. Standouter provides an advertising tool and platform that is design to link a creative representation to a brand. The digital platform is mostly visited by youth generations and middle age people looking for entertainment, creativity and knowledge. Standouter Location dleiF yrtsudnI Industry: No every Industry will have the use of Standouter business proposition. As a result, we will be mostly focused on the creative Industries, including retail, music, cinema, hospitality. These sectors are all operating on a B2C environment and all have an interest in attracting our “targeted general public”. Location: Because we have a limited budget and time we are centralizing our campaign to London. Because London is the capital of the UK, it will give us the opportunity to generate more traffic and attention in a limited time frame. Nevertheless we do not exclude the extension of the campaign in the future. Public Relation Report on Standouter, Page 19
    • Tabatha 12th December 2013 Targeting Standouter is operating in a B2B environment: Selling media/ advertising space on a digital platform to global companies as well as SME and marketing/advertising agencies. SME: Broad audience, attractive for Independent: creative industry, tourism, retail, Companies with limited but music sector, cinema, hospitality. reasonable marketing budget. Still Companies offering a consumer engaged with consumers and with a products selling proposition targeted at youth and not a product and digitally educated people. design for businesses: = However we are not targeting Exclude: Finance, luxury branded companies, as manufacturing business. our proposition would not benefit their business and would be a waste of time. Marketing and Advertising Agencies: We also aim at directing our campaign to attract media buyers such as agencies. They could be an effective medium and intermediaries to sell Standouter proposition. Positioning From the client standpoint, we want to be seen as a company offering “An innovative digital tool indispensable to promote a brand”. We want to be perceived as professional, trustworthy and highly valuable. Public Relation Report on Standouter, Page 20
    • Tabatha 12th December 2013 Our mission is to: 1. “Provide highly qualitable and artistic media video, endorsed by talent and broadcast through digitally innovative platforms.” 2. “Provide sophisticated and artistic media branded video generating traffic, views and comments while increasing brand popularity”. Objectives through the PR Client targeted • Convince companies & agencies to acquired the proposed business model • Our main objective through a B2B campaign is to generate trust and confidence. • Promote Standouter professionalism and expertise • We aim to show our credibility and to guarantee companies with a return on investment • Generate credible measurable results as a reliable source of success “Customer focused” communication - Let companies know who Standouter is (brand awareness); what are our values, mission, and competitive advantages Let them know that we understand their business model and are able to overcome their challenges Standouter is able to provide a “product”, “service” that will meet their needs Standouter is capable to boost their sales and support their short-term and long-term goals. Goals Through argumentative, informative and narrative arguments we will enhance our brand awareness among companies and agencies Design a personally attractive storytelling directly related to the targeted company, we will show Standouters’ professionalism and expertise Make the company recognized and known among agencies: Researching, talking and find there media sources Using formal and mid formal communication channels such as events, fair, conferences Strategies - Direct communication: Build a network = Need for repeated and persistent actions Conferences, Events, Fair Public Relation Report on Standouter, Page 21
    • Tabatha Type Sartup Opportunity Event Invest in startups startup pitches 12th December 2013 Time Organizer Friday, January 21 6pm9pm Academy at the Hub Conference The Social Media Business Club Wednesday, December 18 6pm- 9pm Peter Wilkinson Fair, Network TechMeetups #TechStartupJobs Thursday, February 20, 2014: 6pm- 9pm TechMeetups.com Cost: £100: Pitch slot Networking Party Startups socials Party Thursday, August 21th, 8:00pm - 1am Startup Socials Tickets and Information link TechMeetups: http://www.eventbrite.co.uk/e/techmeetups-presents-techstartupjobs-fairlondon-2014-tickets-5039407002? aff=es2&rank=1&sid=a4fd85405ffd11e3ad8612313d090650 The Social Media Business Club Christmas Event:http://www.eventbrite.co.uk/e/the-socialmedia-business-club-christmas-event-tickets-9475584729? aff=es2&rank=10&sid=c72254945fa211e3966012313d095975 Invest in Startups- Startups Pitches: http://www.eventbrite.co.uk/e/invest-in-startupsstartup-pitches-registration-5543276088? aff=es2&rank=1&sid=d00f017a5ffe11e3a5a612313d090650 Startup Socials Party London August 2014:http://www.eventbrite.com/e/startup-socialsparty-london-august-2014-tickets-9191665519? aff=es2&rank=1&sid=0b2bef9c5fff11e3861512313d090650 - Online communication: Brand awareness = Driven by a constant involvement: Persistency 1. Email with a digital format: Video-promoting Standouter: Personalized Subject: Creative and innovative advert opportunity Dear Mr. Smith: I'm contacting you because I believe I have the tool you need to boost your brand and enhance your sales to the roof. Our customers hire us to gain in brand presence and exposure in a creative and unusual way. This typically increase their popularity as well as their brand awareness among our target audience. This results in an increase of sales and a large database helping to identify the perfect consumers. Please do have a look at our promotional video below and do not hesitate to reply to this e-mail and I'll e-mail you some details so you can quickly evaluate whether it would be worth your time to look into this. Public Relation Report on Standouter, Page 22
    • Tabatha 12th December 2013 Personalized video targeted to the company emailed Your faithfully, Standouter Sales Manager 2. Press release: Contact media week, marketing week, marketing age and pitch the idea: Direct contact to editors. Build a network of journalists, bloggers, friends, who have the ability to pass messages 3. Professional website blogging + own blog: Weekly posts Blog section different from the viewers targeted blog. 4. Online presence: Techcrunch: Improvement needed, design, mission, originality Go2Web20: Highly segmented Muchrack.com: Connect with journalists through social media Startup Tunes: Review blog - Indirect communication: Generated by the adjacent campaigns. - Posters - Talent Truck - Social media - Word of mouth - Press release - Videos Public Relation Report on Standouter, Page 23
    • Tabatha 12th December 2013 Actions Critical Pathway Analysis TASK DESCRIPTION PRECEDENT TIME (Month) A Website Translation - 1 B Social Media Updates - 6 C Facebook Adverts A; B (started) 5 D Youtube In stream ads A; B (started) 4 E Youtube In slate ads A; B & D (started) 4 F SEO Activities B 1 G Blogging to public B; C & D (Started) 5 H Blogging to Clients A 4 I Heavy Posters activity - 1 J Light Posters activity I 5 K Talent Truck I 1 L Conference/ Networking / Fair H (started) 4 M Press Release Clients G, L (started) 4 N Press Release Public A, C & G (Started) 4 O Promotional Emails H, M, L (started) 3 Scheduling January February A F March April May June B C D E G H I Public Relation J Report on Standouter, Page 24
    • Tabatha January February March 12th December 2013 April May June K L M N O Color Code: : Activities primarily directed to the general public : Activities primarily directed to artists : Activities primarily directed to clients Pathway: Public Relation Report on Standouter, Page 25
    • Tabatha 12th December 2013 Public relation campaigns costs CAMPAIGNS EVENTS Time Laps COSTS General Public Facebook advertisement 6 months £152 Youtube adverts in Stream First 4 months £900 Youtube adverts in Slate Last 4 months £1,000 Heavy Posters ads 50% Over the first month Average £118 Lighter Posters ads 50% Over the last 5 months £118 × 5 =£590 Talent Truck 1 month (February) £6,438.5 Conferences, fair, Networking Set of events throughout the 6 months ≅ £500 Online presence: techcrunch... Repeated attempt once well established Free but competitive Press release through journalist, friends, bloggers, word of mouth Repeated and constant throughout the last 4 months Free Personalized email + Video Last 3 months £300 - From January to June 6 months laps ≅ £9,998.5 Artists Clients TOTAL COST Public Relation Report on Standouter, Page 26
    • Tabatha 12th December 2013 Control Our Target is to grow brand awareness within the UK Market. Each of the following variables must be plotted on a daily basis to visualise: - The overall growth - The most and least successful tools used, to adapt or change the strategy Average time spend on the website # of accounts created Daily Traffic # of videos updates daily Web Analytics Standouter # of votes and clicks Returning viewers (IP Tracking) New Viewers (IP Address) Viewers profile and interests: cookies tracking SOCIAL MEDIA Facebook (monitoring facebook page) -­‐ -­‐ -­‐ -­‐ -­‐ Total facebook likes Gain in facebook likes / Daily Loss in facebook likes / Daily Average numbers of likes of a post o In one hour o In one day o In one week Sharing of a post Public Relation Report on Standouter, Page 27
    • Tabatha 12th December 2013 Total of twitter followers Positive feedback vs Negative feedback Gain in twitter followers / Daily Loss in twitter followers / Daily Twitter (use of topsy) #standouter, #talentruck o number of times mentioned o impression (how many people exposed to a particular tweet) o acceleration (retweets) Instagram -­‐ Total of Instagram followers -­‐ Gain in Instagram followers / Daily -­‐ Loss in Instagram followers / Daily -­‐ #standouter, #talentruck hashtag tracking daily o impression (how many people exposed to a particular hashtag) Public Relation Report on Standouter, Page 28