PR Program for BEMOL (eng)

Chisinau, 2006 PR program Proposal for AZPETROL TBWASMART

Content
Client’s brief
Background
PR proposal

CLIENT’S BRIEF

Client’s brief
Business objectives:
increase the brand awareness
gain the 20% market share in 5 years
increase sales volume due to the opening of petrol stations
develop the ecologically friendly, qualitative image of the brand
Agency’s task:
develop the program of PR activities for the new-opened BEMOL gas stations in Moldova

BACKGROUND

Background
The current situation on Moldavian petrol market is under the influence of several business as well as political processes.
Into these circumstances, it is crucially important to choose the right tonality of messages in order to reduce to zero any possible negative attitude that might appear
To become an opinion leader, to anticipate all possible negative reactions and insinuations – that is from Agency’s point of view – the unique right method of acting in PR for the new BEMOL gas-stations as well as for the whole Azpetrol activities in Moldova.
PR in Moldova is still at the initial stage of developing, that’s why we are very limited into the tools that could be used.
Despite this fact, Moldova is a small country, and therefore you need less resources in order to influence the people opinion.

PR PROPOSAL

PR program proposal
Agency proposes to organize a complex of PR activities in order to form the positive image of BEMOL brand and the whole Azpetrol holding
The different arrangements proposed by the Agency could be divided into two categories:
Short-term activities
Long-term activities
and include the following:
Short-term activities:
Arrangements connected to opening the BEMOL gasoline stations in Moldova
Informational campaigns of different sorts
Long-term activities:
Marketing programs – loyalty, partnership
Sponsorship
Social activities
Product placement

Short-term PR activities
Short term PR activities should be basically dedicated to BEMOL gasoline stations launch in Moldova.
The full range of informational facilities should be enabled in order to gain the maximum feedback and to start from a good position:
Presentation for selected press and main partners, potential clients
Press-conference
Reportages in main local news TV and radio programs, newspapers, Internet media
Organizing the special event connected to the date of gas stations opening: a special BTL action when a group of young boys (promoters) specially dressed will run around the city shouting “Latest news! Attention! Only today!” and giving out to the people a specially printed stylized “newspapers” with the news regarding Bemol gas stations opening, offering the special promo-price for fuelling (optionally)
Short term activities could be also organized in case of any valuable event happening (e.g. new station opening, new price, new management appointment, etc.)

Long-term activities could be organized when Bemol consider it necessary in order to build the long-term associations, company image, loyalty, etc.
Agency proposes the following long-term PR activities:
Marketing programs:
Loyalty program:
Loyalty program is necessary for strengthening the results of advertisement activity, for increasing the number of loyal clients. Loyalty program is a good informational occasion and increase the attractiveness of the brand. It is effective for such target groups as women, youth, corporate clients.
Loyalty program includes:
Introduction the system of accumulative discounts
Prize-draw organizing
Partnership programs:
Partnership programs are very effective for increasing the interest and trust to the brand in such a competitive market as petrol stations. Such programs work for different target audiences: in this particular case we propose to use them for men, 25+.
Possible proposed partners: sport and fitness clubs, entertainment complexes, cinemas, bowling clubs.
Partnership programs include:
mutual placement of advertisement/informational materials at partner’s outlets
mutual discounts and other privileges
Support of partners’ internal activities (sponsorship, informational support)

2. Sponsorship
At the level, sponsorship is a highly effective method of emotional influence on target group. It allows not only exclusive and widely informing possibilities, but also the elements of loyalty raising, BTL promotions organizing and brand awareness increasing.
The event for sponsoring and the complex of activities connected should be chosen in dependence of target audience. The project could have a double object: widely information spreading and brand positioning (in order to improve the brand image working in the atmosphere of common negative image among the population)
Sponsorship includes :
Brand name in all the media facilities with the Event advertisement
Separate publications as announcements or thematic publications
Spreading the discount, partnership cards, coupons
Lotteries organizing
Using celebrities for brand promotion

3. Social activities. Social event for environment accomplishment in Chisinau.
Considering the desired positioning of the brand as “Ecologically friendly”, Agency considers necessary to organize a social event for environment accomplishment
Such activity is crucially necessary for Bemol considering also the high competitive level of business and negative image of petrol companies as ecology wreckers among the population. Chisinau City hall may be a partner in this project.
Social event includes :
Accomplishment of a park or green zones bordering with Bemol gas-stations.
Press-conference
A series of meetings with inhabitants of the region (schools, pensioners, house council, etc.) dedicated to the problem of district ecology improvement.
NB : this activity could be organized not only in Chisinau, but also at any region of Moldova.

3. Product placement.
Product placement is an effective instrument of indirect influence in order to increase the brand awareness, raising the loyalty to the brand among the target audience. It is a good alternative to the basic TV advertisement. Unfortunately, there are luck of possibilities in Moldova for product placement, which should include:
Showing the brand name and logo in TV programs, spots, and clips, when the petrol or other close theme is discussed or shown.
Agency proposes also to organize the series of publications in press with analysis of the current situation on fuel and petrol market, with reflecting the positive initiatives of Bemol and stipulating the big importance and usefulness of appearing the third operator on petrol market for consumers.

Conclusion
PR-campaigns are very important part of the Company’s communication and marketing activities.
It is necessary that the Agency and the Company work together closely in order to elaborate the right PR and communication strategy and tonality of the messages.
TBWASmart would be happy to make our contribution in building the long-term positive image of Bemol petrol stations as well as the whole holding in Moldova.

TBWASMART Stefan cel Mare , 65, office 703 Chisinau Moldova [email_address]

PR Program for BEMOL (eng)

by Aliona Sorokina

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