Global Presentation PART 1 (Slides 1-25)

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  • Global Presentation PART 1 (Slides 1-25)

    1. 1. May 2007 Universal PR
    2. 2. May 2007 Universal PR Agency name
    3. 3. Summary <ul><li>Agency Credentials </li></ul><ul><li>Expectations of the client </li></ul><ul><li>Situation Analysis </li></ul><ul><ul><li>Data & Facts </li></ul></ul><ul><ul><li>Swot Analysis </li></ul></ul><ul><ul><li>Media Analysis </li></ul></ul><ul><ul><li>Gap Analysis </li></ul></ul><ul><li>Campaign Aim </li></ul><ul><li>Campaign Objectives </li></ul><ul><li>Expected reputation achieved </li></ul><ul><li>Target groups </li></ul><ul><ul><li>Direct </li></ul></ul><ul><ul><li>Indirect </li></ul></ul><ul><li>Global Strategy </li></ul><ul><ul><li>Concept </li></ul></ul><ul><ul><li>Key Message </li></ul></ul><ul><ul><li>Slogan </li></ul></ul><ul><li>Local tactics and Actions </li></ul><ul><li>Timeline </li></ul><ul><li>Evaluation and methods of measures </li></ul><ul><li>Budget </li></ul><ul><li>Question Time </li></ul>May 2007 Universal PR
    4. 4. Agency Credentials May 2007 Universal PR
    5. 5. Name of Agency: Our Philosophy <ul><li>“ Start small, think big” </li></ul><ul><li>Young, dynamic and hardworking. </li></ul><ul><li>Committed to developing effective public relations programs with measurable results. </li></ul><ul><li>Talented professionals. </li></ul>May 2007 Universal PR
    6. 6. Agency Name: International Offices Erfurt, Germany Bangalore, India Lisbon, Portugal Cape, Stellenbosch, South Africa Bournemouth, UK Boston, USA Goritza, Italy Barcelona, Spain May 2007 Universal PR
    7. 7. Expectations of the client May 2007 Universal PR
    8. 8. Situation Analysis May 2007 Universal PR
    9. 9. Data & Facts Vision and Mission Competitor benchmarking May 2007 Universal PR Situation Analysis
    10. 10. Strengths <ul><li>Constant innovation to meet customer challenges. </li></ul><ul><li>Everything under one roof. </li></ul><ul><li>Strong relationships with customers. </li></ul><ul><li>Developing new technologies and Rapid growth. </li></ul><ul><li>Excellent relationships with regulatory bodies. </li></ul><ul><li>Responsible neighbour. </li></ul><ul><li>Links with academic institutions. </li></ul><ul><li>Supporter of good causes. </li></ul><ul><li>Employee development. </li></ul>SWOT May 2007 Universal PR Situation Analysis
    11. 11. Weaknesses <ul><li>Size. </li></ul><ul><li>Communication is weak. </li></ul><ul><li>Poor relationships with trade journalists. </li></ul><ul><li>Limited online content. </li></ul><ul><li>Poor online navigation. </li></ul><ul><li>Poor online presence. </li></ul><ul><li>Not at the top position within its industry. </li></ul><ul><li>Lack of history. </li></ul><ul><li>Unknown reputation attributes. </li></ul>SWOT May 2007 Universal PR Situation Analysis
    12. 12. Opportunities <ul><li>Emerging markets. </li></ul><ul><li>Innovation in line with emerging social trends. </li></ul><ul><li>Unknown history. </li></ul><ul><li>More people online. </li></ul><ul><li>Westernisation of the world. </li></ul><ul><li>Increasing democratisation of the world. </li></ul><ul><li>Reputation unknown. </li></ul>SWOT May 2007 Universal PR Situation Analysis
    13. 13. Threats <ul><li>Competitor activities </li></ul><ul><li>Increasing regulation. </li></ul><ul><li>Environmental legislation </li></ul><ul><li>Pressure group activity. </li></ul><ul><li>Negative media coverage. </li></ul><ul><li>Operating in unstable markets. </li></ul>SWOT May 2007 Universal PR Situation Analysis
    14. 14. May 2007 Universal PR Strong Average Weak Unknown
    15. 15. Global Campaign Aim <ul><li>Increase Cognis’ reputation from weak/average to strong through an integrated internal and external global communications campaign. </li></ul>May 2007 Universal PR
    16. 16. Global Campaign Objectives <ul><li>Increase awareness of Cognis as a marketing orientated and globally innovative company. </li></ul><ul><li>Raise awareness of Cognis’ high quality and reliable products and services among its target stakeholders. </li></ul><ul><li>Raise awareness of Cognis as a socially responsible company amongst employees and journalists. </li></ul><ul><li>Increase awareness that Cognis is a good employer amongst the media and employees. </li></ul><ul><li>Increase awareness of Cognis’ vision, business strategy and financial decisions amongst the media and employees. </li></ul>May 2007 Universal PR
    17. 17. Expected Reputation <ul><li>Cognis… </li></ul><ul><li>“ understands customer markets” </li></ul><ul><li>“ is highly innovative” </li></ul><ul><li>“ develops products to improve way of life” </li></ul><ul><li>“ develops reliable products and delivers excellent services” </li></ul><ul><li>“ is a socially responsible company” </li></ul><ul><li>“ is a great place to work” </li></ul><ul><li>“ has a clear vision” </li></ul><ul><li>“ is a financially strong company” </li></ul><ul><li>“ is an excellent communicator” </li></ul>May 2007 Universal PR
    18. 18. Target Group <ul><li>Direct: </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Journalists </li></ul></ul><ul><li>Indirect: </li></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Government </li></ul></ul><ul><ul><li>Organisations </li></ul></ul><ul><ul><li>Customers </li></ul></ul>May 2007 Universal PR
    19. 19. Global Campaign Concept <ul><li>Create a positive internal corporate culture and communicate it externally to establish Cognis as a corporate citizen in order to increase its reputation. </li></ul>May 2007 Universal PR
    20. 20. Global Campaign Strategies <ul><li>Communicate Cognis’ commitment to innovation by initiating topical and newsworthy information about Cognis’ products and services. </li></ul><ul><li>Improve Cognis’ reputation through third party endorsement. </li></ul><ul><li>Position Cognis as the credible voice of issues facing the chemicals industry. </li></ul><ul><li>Ensure employees are aware of how their role fits within the wider organisation. </li></ul><ul><li>Engage in transparent communication concerning Cognis’ vision, business strategy and financial decisions. </li></ul>May 2007 Universal PR
    21. 21. Cognis: “WE KNOW HOW” Cognis knows how to meet consumer demand through constant innovation. Cognis knows how to solve problems by working in partnership with others. Cognis knows how to improve performance through working as a team. Cognis knows how to develop reliable products and services. Cognis knows how learning from the past can lead to a bright and successful future. “ Leading the way” “ Looking to the future” “ Working together to find solutions” “ Reliability” “ Know your part in Cognis” Global Campaign Messages 1. Communicate Cognis’ commitment to innovation by initiating topical and newsworthy information about Cognis’ products and services. 2. Improve Cognis’ reputation through third party endorsement. 3. Position Cognis as the credible voice of issues facing the chemicals industry. 4. Create a global sense of unity amongst Cognis employees. 5. Engage in transparent communication concerning Cognis’ vision, business strategy and financial decisions. May 2007 Universal PR
    22. 22. Global Tactics <ul><li>10 year Anniversary </li></ul><ul><li>In February 2009, Cognis will be 10 years old! </li></ul><ul><li>Tactics: </li></ul><ul><li>- 10 years celebration gift - Global employee scrapbook. </li></ul><ul><li>- An event in each country - a thank you to employees for making Cognis a success. </li></ul><ul><li>- Cognis’ history on website - to communicate to the media about Cognis’ past. </li></ul><ul><li>Website Design </li></ul>May 2007 Universal PR
    23. 23. Target Countries May 2007 Universal PR
    24. 24. Cognis Brasil Ltda. May 2007 Universal PR
    25. 25. SWOT: Brazil Threats The ascending costs of energy in Brazil; Opportunities Improving the quality of life for everyone Get more attention from financial journalists Investing in technology Weaknesses Lack of communication of the financial activities of the company Having a stronger support from general journalist than from financial journalists Strengths Commitment to social responsibility Concern for the environment Respect for employees and community Strong relation with the society Vegetable Oil Distillate (VOD) facility Being one of the companies who doesn’t import all the prime-materials The importance of the chemical sector in Brazilian economy (second sector) May 2007 Universal PR

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