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PR_campaign_BB

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PR_campaign_BB PR_campaign_BB Presentation Transcript

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