Girlguiding Presentation

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PR campaign for Girlguiding UK centenary year recruiting.

PR campaign for Girlguiding UK centenary year recruiting.

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Transcript

  • 1. GIRLGUIDING UK Prism Communications Proposal 11 December 2009
  • 2. About Us
    • Europe’s leading boutique PR consultancy
    • Specialising in NGO and Consumer PR
    • Experienced in Media Relations
    • Social Media
    • Event Management
    • Crisis Communications
  • 3. Our Clients
  • 4.
    • Winner of Brand Experience Award 2009
    • Winner of ‘Specialist Consultancy Of The Year’ at the PR Week Awards
    • Winner of ‘Best Not for profit Relations Campaign’ award at the CIPR Excellence Awards.
    Our Achievements
  • 5. The issue
    • 50,000 girls waiting to join GirlGuiding UK
    • Not enough student volunteers
  • 6. What they say For me, Girlguiding is traditional and boring, are they with the church? Emily Turner 17 High School Student
  • 7. Somehow I find it a bit geeky. There are other more exciting & challenging volunteering. Jenny Hawkins 20 College Student What They Say
  • 8. Girlguiding is not cool …I think they need to become more modern and contemporary. Maria Lewis 19 College Student What They Say
  • 9. The Problem Image Perception: GirlGuiding is perceived as traditional and boring organisation teaching conventional skills to girls.
  • 10. Objective
    • To change the perception of Girlguiding to fun, funky, cool, modern and contemporary
    • To increase the number of student volunteers by 20%
  • 11. Our Target
    • Female students
    • 16-25 years old
  • 12. Media Channels
    • New Media: YouTube , Facebook, Twitter
    • Linked Blogs on Girlguiding Official Website
    • Print Media: Bliss, Teen Vogue, Elle Girl UK, Seventeen, Twist Magazine
    • TV: MTV UK, Disney.co.uk
  • 13. Strategy
    • Press Launch
    • Life in Girlguiding
    • Video
    Meet and Greet Party Phase 1 Phase 3 Phase 2
  • 14. PHASE 1- Press Launch
    • Location: ICANDO, London, headquarters of Girlguiding UK
    • Announce celebration of centenary
    • The ‘Hi-Five’ Project
    • A Short video of the girls
  • 15. PHASE 2- Life in Girlguiding UK
    • Weekly update of ‘Hi-Five’ Girlguiding volunteers’ videos during 100 days
    • Create a fan base for each of them
    • Online viral communications to recruit more student volunteers
  • 16. PHASE 3 Meet & Greet Party
    • Fanbase meet the ‘Hi-Five’ girls
    • Invite the public & press to ICANDO facility for a celebration
    • Sign up any new volunteers.
  • 17. Measuring and Evaluation
    • Through out the Campaign:
    • Increase in the number of student volunteers
    • Number on the website visiting
    • Search engine results
    • Online poll inserted in the blogs
    • Final Evaluation:
    • Media Coverage
    • Specific data tracking of fanbase
    • A survey in selected schools and
    • universities
  • 18. Contact us
    • Address: 11. Soho Road, London, UK, NW1 7JK
    • Web site : www.prism.co.uk
    • Tel: +44 8543 734 132
    • Jey Bernal: [email_address]
    • Karolina Czako: [email_address]
    • Najlaa Heerah: [email_address]
    • Divya Kapoor: [email_address]
    • Viola Wu: [email_address]
  • 19. THANK YOU!