PR_campaign_BB

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  • PR_campaign_BB

    1. 1. Denise Henkel Game, Life, Play
    2. 2. <ul><li>What do we want to say? </li></ul><ul><li>Where do we want to say it? </li></ul><ul><li>How do we want to say it? </li></ul><ul><li>Evaluate </li></ul>Game, Life, Play
    3. 3. <ul><li>General Information: </li></ul><ul><ul><li>Best Before: </li></ul></ul><ul><ul><ul><li>different type of theatre </li></ul></ul></ul><ul><ul><ul><li>the audience are the actors </li></ul></ul></ul><ul><ul><ul><li>only one thing is certain: everyone dies </li></ul></ul></ul><ul><li>Key Words for PR campaign: </li></ul><ul><ul><li>GAME – the setting of the play </li></ul></ul><ul><ul><li>LIFE – the plot </li></ul></ul><ul><ul><li>PLAY – role of the audience </li></ul></ul>What do we want to say?
    4. 4. Online: <ul><ul><li>Website </li></ul></ul><ul><ul><li>E-Mail Marketing </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Social Bookmarking </li></ul></ul><ul><ul><li>Search Engines </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Online Newspapers </li></ul></ul><ul><ul><li>Event Listings </li></ul></ul>Offline: <ul><ul><li>Newspapers </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Flyers </li></ul></ul><ul><ul><li>Local Community Groups </li></ul></ul><ul><ul><li>Posters </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>TV </li></ul></ul>Where do we want to say it?
    5. 5. <ul><li>Website </li></ul><ul><ul><li>Press release, video, interviews, mini-sites </li></ul></ul><ul><li>E-Mail Marketing </li></ul><ul><ul><li>Newsletter linking to online materials </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Facebook: groups, events, pages, applications, news, competitions </li></ul></ul><ul><ul><li>Twitter: hash-tags, re-tweets, competitions, audience dialogues, live tweets during/before/after show </li></ul></ul><ul><ul><li>YouTube: introduction videos, interviews, audience reactions, customise design, rate videos </li></ul></ul><ul><ul><li>Flickr: tags, descriptions, groups, geo-tag </li></ul></ul><ul><ul><li>Local community forums (WarwickshireOnline, etc)‏ </li></ul></ul><ul><li>Social Bookmarking </li></ul><ul><ul><li>Digg, stumbleupon, reddit, delicious </li></ul></ul>How do we want to say it?
    6. 6. <ul><li>Search Engines </li></ul><ul><ul><li>Search engine optimisation (tags, descriptions, key words, hash tags)‏ </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Hyperlocal sites, interest groups, own blogs (actors, producers) </li></ul></ul><ul><li>Online Newspapers </li></ul><ul><ul><li>Press release, interviews, monitor reader comments and online press coverage </li></ul></ul><ul><li>Event Listings </li></ul><ul><ul><li>Warwick Arts Centre website events, Warwickshire County Council, Coventry City Council, Visit Coventry and Warwickshire, Upcoming </li></ul></ul><ul><li>Local businesses </li></ul><ul><ul><li>Codemasters, Blitz Games, Fish In A Bottle </li></ul></ul>How do we want to say it?
    7. 7. How do we want to say it? <ul><li>Facebook: </li></ul><ul><li>Twitter: </li></ul><ul><ul><ul><ul><li>warwickarts : Would you like to be male or female today? #bestb4 #warwickarts #life </li></ul></ul></ul></ul>
    8. 8. <ul><li>Newspapers </li></ul><ul><ul><li>Local press (Courier, Herald, Telegraph, Observer)‏ </li></ul></ul><ul><ul><li>National press (Guardian, Times, Observer, Independent)‏ </li></ul></ul><ul><li>Magazines </li></ul><ul><ul><li>Local (Smudge, Warwickshire View, University magazines)‏ </li></ul></ul><ul><ul><li>National (Whats On Stage)‏ </li></ul></ul><ul><li>Flyers </li></ul><ul><ul><li>Special offer booklets, magazine inlets, tourism leaflets, student union flyers </li></ul></ul><ul><li>Local Community Groups </li></ul><ul><ul><li>Meet Up groups (Leamington Spa Book Club, Birmingham Social Meet Up Group, Coventry & Warwickshire Social Media Café)‏ </li></ul></ul><ul><ul><li>Sponsor local Meet Up groups </li></ul></ul>How do we want to say it?
    9. 9. <ul><li>Posters </li></ul><ul><ul><li>Universities, libraries, bus stops, coffee shops, cinemas, book shops, HMV, tourist information </li></ul></ul><ul><li>Radio </li></ul><ul><ul><li>Mercia, BBC Coventry and Warwickshire, Kerrang!, Heart FM </li></ul></ul><ul><li>TV </li></ul><ul><ul><li>Midlands Today, Central Tonight </li></ul></ul>How do we want to say it?
    10. 10. <ul><li>Gather information: </li></ul><ul><ul><li>Google Analytics: </li></ul></ul><ul><ul><ul><li>Goal conversion tracking </li></ul></ul></ul><ul><ul><li>Media monitoring: </li></ul></ul><ul><ul><ul><li>Yahoo Pipes </li></ul></ul></ul><ul><ul><ul><li>Google Alerts </li></ul></ul></ul><ul><ul><ul><li>Press (TV, radio, newspapers, magazines)‏ </li></ul></ul></ul>Evaluate
    11. 11. <ul><ul><li>Audience feedback </li></ul></ul><ul><ul><ul><li>Online: </li></ul></ul></ul><ul><ul><ul><ul><li>twitter replies </li></ul></ul></ul></ul><ul><ul><ul><ul><li>facebook comments </li></ul></ul></ul></ul><ul><ul><ul><ul><li>blog reviews </li></ul></ul></ul></ul><ul><ul><ul><ul><li>comments on other websites </li></ul></ul></ul></ul><ul><ul><ul><li>Offline: </li></ul></ul></ul><ul><ul><ul><ul><li>feedback cards </li></ul></ul></ul></ul><ul><ul><ul><ul><li>word of mouth (ask bar staff/box office staff)‏ </li></ul></ul></ul></ul><ul><ul><ul><ul><li>direct customer contact </li></ul></ul></ul></ul>Evaluate
    12. 12. <ul><li>Analyse the data </li></ul><ul><ul><li>Liaise with colleagues </li></ul></ul><ul><ul><li>Contact customers who took time to engage/give feedback </li></ul></ul><ul><ul><li>Prepare report outlining results and recommendations for similar future campaigns </li></ul></ul><ul><ul><li>Make any appropriate changes to sites </li></ul></ul><ul><ul><li>Use feedback with ongoing projects/work </li></ul></ul>Evaluate

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