JO GREEN <ul><li>ACCOUNT DIRECTOR, SIL PR AGENCY  </li></ul>
PR S2/11 PR Toolkit
PR TOOLS – ON THE SPEEDO HUB <ul><li>1 x Trade Press Release </li></ul><ul><li>9 x Consumer Press Releases </li></ul><ul><...
TIMINGS December 2010  General May 2011 Ideally Distribute trade/trends press releases Distribute 3 months before availabl...
TIMINGS
MEDIA TARGETS <ul><li>Sport – lifestyle and news </li></ul><ul><li>Fashion </li></ul><ul><li>Design </li></ul><ul><li>Life...
STRATEGIC APPROACH
COMPETITIVE COLLECTION KEY MESSAGES <ul><li>The Speedo LZR Racer ELITE boasts a  </li></ul><ul><li>fully bonded constructi...
TRAINING KIT  KEY MESSAGES -  NEW PRODUCT PROMOTION  <ul><li>Speedo Training Kit provides  </li></ul><ul><li>competitive s...
SWIM FITNESS COLLECTION KEY MESSAGES <ul><li>Functional and sporty </li></ul><ul><li>Key products include the women’s  </l...
GET FIT KIT KEY MESSAGES –  NEW PRODUCT PROMOTION <ul><li>Aimed at those who swim  </li></ul><ul><li>regularly to improve ...
TRAINING AIDS  KEY MESSAGES <ul><li>Increase fitness, performance,  </li></ul><ul><li>technique and speed </li></ul><ul><l...
AQUA ACTIVE COLLECTION KEY MESSAGES <ul><li>Designed for the rigours of water- </li></ul><ul><li>based fitness classes </l...
XPRESS DRY WATERSHORTS COLLECTION KEY MESSAGES <ul><li>The world’s most advanced swim  </li></ul><ul><li>watershort </li><...
SPEEDO SCULPTURE STREAMLINE KEY MESSAGES <ul><li>Suits all shapes and requirements  </li></ul><ul><li>with two levels of a...
In Market Activity – implementation ideas
ALL COLLECTIONS <ul><li>Distribute press release and images to the media </li></ul><ul><li>No additional budget required  ...
COMPETITIVE - ACTIVATION  <ul><li>Photo-call with Team Speedo  </li></ul><ul><li>athlete/s </li></ul><ul><li>Use local  te...
TRAINING KIT - ACTIVATION <ul><li>Media clinic with Speedo coach or  </li></ul><ul><li>swimmer </li></ul><ul><li>‘ A Day I...
GET FIT KIT / SWIM FITNESS / AQUA  ACTIVE / TRAINING AIDS - ACTIVATION <ul><li>Encourage consumers to swap the gym  </li><...
AQUA ACTIVE - ACTIVATION <ul><li>Aqua Aerobics class for  </li></ul><ul><li>the media  </li></ul><ul><li>Cross promotion w...
XPRESS DRY WATERSHORTS  - ACTIVATION <ul><li>Targeted gifting to key journalists </li></ul><ul><li>and bloggers </li></ul>...
SPEEDO SCULPTURE   - ACTIVATION <ul><li>Targeted gifting exercise </li></ul><ul><li>Send product and imagery to all  </li>...
LEARN TO SWIM - ACTIVATION <ul><li>Sea Squad personal appearances  </li></ul><ul><li>characters at swim clubs / schools </...
SUMMARY <ul><li>Use the PR Toolkit as inspiration </li></ul><ul><li>Be creative! </li></ul><ul><li>Make as much impact in ...
PR Best Practice Case Studies
BEST PRACTICE PR CASE STUDIES  <ul><li>France – Vogue France product placement </li></ul><ul><li>All Markets/International...
VOGUE FRANCE <ul><li>Product placement </li></ul><ul><li>Excellent Speedo visibility and credible positioning  </li></ul><...
 
 
 
 
 
 
SUMMARY <ul><li>Sales in Spiralize style doubled </li></ul><ul><li>Views of the Charmane style increased 10% </li></ul><ul...
BEST PRACTICE CASE STUDY <ul><li>Obsolete Speedo LZR suit project  </li></ul><ul><li>Collaboration with From Somewhere, et...
OBJECTIVES <ul><li>Provide platform for wider CR story </li></ul><ul><li>Deliver message that Speedo is a brand that cares...
STRATEGY <ul><li>London Fashion Week Press Office </li></ul><ul><li>Online media priority </li></ul><ul><li>Target influen...
CENTRALLY DELIVERED TOOLS <ul><li>Press Release </li></ul><ul><li>3 images of From Somewhere with Speedo’ ‘hero’ dress </l...
FROM SOMEWHERE WITH SPEEDO AT LFW FILM HERE
 
COVERAGE HIGHLIGHTS <ul><li>Vogue.com, Vogue.it </li></ul><ul><li>Eco Stiletto  </li></ul><ul><li>Global Cool – newsletter...
BUZZ <ul><li>“ we can only hope that in the future, more companies faced with this kind of problem will have similar foret...
BUZZ <ul><li>“ one of the coolest collaborations I’ve ever seen” </li></ul><ul><li>“ this really is a demonstration of gen...
SUMMARY <ul><li>Over 100 pieces of coverage </li></ul><ul><li>100% favorable </li></ul><ul><li>Seeded onto ethical fashion...
Speedo LZR Racer Student Project
SPEEDO LZR RACER STUDENT PROJECT <ul><li>Next chapter </li></ul><ul><li>Student collaborations </li></ul><ul><li>Build on ...
PHOTO SHOOT
PHOTO SHOOT
TOOLS <ul><li>Press releases - 1 x lifestyle, </li></ul><ul><li>1 x swim specialist </li></ul><ul><li>Biographies and case...
MEDIA TARGETS <ul><li>Tools received week commencing 22.11.10 </li></ul><ul><li>Ethical </li></ul><ul><li>Lifestyle/fashio...
PLANNING <ul><li>From Somewhere with Speedo collection will launch at LFW Feb’ 2011 </li></ul><ul><li>Rebecca Adlington sh...
FROM SOMEWHERE WITH SPEEDO
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S211 conference pr presentation jg master

  1. 1. JO GREEN <ul><li>ACCOUNT DIRECTOR, SIL PR AGENCY </li></ul>
  2. 2. PR S2/11 PR Toolkit
  3. 3. PR TOOLS – ON THE SPEEDO HUB <ul><li>1 x Trade Press Release </li></ul><ul><li>9 x Consumer Press Releases </li></ul><ul><li>Press releases and relevant images are on the Hub together with PR Toolkit. </li></ul>
  4. 4. TIMINGS December 2010 General May 2011 Ideally Distribute trade/trends press releases Distribute 3 months before available at retail Distribute consumer press releases Build exposure over the season..... OR
  5. 5. TIMINGS
  6. 6. MEDIA TARGETS <ul><li>Sport – lifestyle and news </li></ul><ul><li>Fashion </li></ul><ul><li>Design </li></ul><ul><li>Lifestyle </li></ul><ul><li>Science and technology </li></ul><ul><li>Formats </li></ul><ul><li>Online </li></ul><ul><li>Broadcast </li></ul><ul><li>Print </li></ul><ul><li>Don’t forget! Trade and consumer across all titles/formats </li></ul>
  7. 7. STRATEGIC APPROACH
  8. 8. COMPETITIVE COLLECTION KEY MESSAGES <ul><li>The Speedo LZR Racer ELITE boasts a </li></ul><ul><li>fully bonded construction with </li></ul><ul><li>ultrasonically welded seams </li></ul><ul><li>The Speedo LZR Racer PRO features a </li></ul><ul><li>print for the first time this season </li></ul><ul><li>The Speedo LZR Racer COMP features </li></ul><ul><li>Speedo’s new water-repellent, quick- </li></ul><ul><li>drying EnduranceSD fabric. </li></ul>
  9. 9. TRAINING KIT KEY MESSAGES - NEW PRODUCT PROMOTION <ul><li>Speedo Training Kit provides </li></ul><ul><li>competitive swimmers at all levels </li></ul><ul><li>with all they need to reach the </li></ul><ul><li>peak of their performance </li></ul><ul><li>Training Kit comprises training suits, </li></ul><ul><li>Training Aids, accessories, such as </li></ul><ul><li>the Speedo Lap Counting Watch, and </li></ul><ul><li>equipment </li></ul>
  10. 10. SWIM FITNESS COLLECTION KEY MESSAGES <ul><li>Functional and sporty </li></ul><ul><li>Key products include the women’s </li></ul><ul><li>Superiority Muscleback suit and the </li></ul><ul><li>Aquashort for men </li></ul><ul><li>The collection is made from the </li></ul><ul><li>100% chlorine resistant Endurance+ </li></ul><ul><li>fabric, exclusive to Speedo. </li></ul>
  11. 11. GET FIT KIT KEY MESSAGES – NEW PRODUCT PROMOTION <ul><li>Aimed at those who swim </li></ul><ul><li>regularly to improve </li></ul><ul><li>performance </li></ul><ul><li>Providing everything required </li></ul><ul><li>to make the most of a water- </li></ul><ul><li>based workout </li></ul><ul><li>Comprising swimwear, training </li></ul><ul><li>aids, accessories and </li></ul><ul><li>equipment </li></ul>
  12. 12. TRAINING AIDS KEY MESSAGES <ul><li>Increase fitness, performance, </li></ul><ul><li>technique and speed </li></ul><ul><li>Data centre </li></ul><ul><li>Inclusive </li></ul>
  13. 13. AQUA ACTIVE COLLECTION KEY MESSAGES <ul><li>Designed for the rigours of water- </li></ul><ul><li>based fitness classes </li></ul><ul><li>Features bust support to prevent </li></ul><ul><li>excessive movement </li></ul><ul><li>Designed to define the figure with </li></ul><ul><li>shaped seams and panels </li></ul><ul><li>Adjustable straps and clip back </li></ul><ul><li>provide the perfect fit </li></ul>
  14. 14. XPRESS DRY WATERSHORTS COLLECTION KEY MESSAGES <ul><li>The world’s most advanced swim </li></ul><ul><li>watershort </li></ul><ul><li>Speedo Xpress Dry fabric absorbs </li></ul><ul><li>less water than equivalent, making </li></ul><ul><li>for a smoother swim </li></ul><ul><li>Aimed at men who swim regularly </li></ul><ul><li>Chlorine repellent for a longer life </li></ul>
  15. 15. SPEEDO SCULPTURE STREAMLINE KEY MESSAGES <ul><li>Suits all shapes and requirements </li></ul><ul><li>with two levels of all over body </li></ul><ul><li>shaping control - Medium and Light </li></ul><ul><li>Engineered to provide the ultimate in </li></ul><ul><li>bust support with a cut to enhance the </li></ul><ul><li>body, flatten the tummy, and offer </li></ul><ul><li>superb comfort and fit. </li></ul><ul><li>Developed by Speedo Panel </li></ul>
  16. 16. In Market Activity – implementation ideas
  17. 17. ALL COLLECTIONS <ul><li>Distribute press release and images to the media </li></ul><ul><li>No additional budget required </li></ul>
  18. 18. COMPETITIVE - ACTIVATION <ul><li>Photo-call with Team Speedo </li></ul><ul><li>athlete/s </li></ul><ul><li>Use local team swimmers – at local </li></ul><ul><li>event- photo-call </li></ul><ul><li>Use athletes in your market - ELITE </li></ul><ul><li>level </li></ul><ul><li>Estimated budget required - from </li></ul><ul><li>1,000 - 3,000 euros </li></ul>
  19. 19. TRAINING KIT - ACTIVATION <ul><li>Media clinic with Speedo coach or </li></ul><ul><li>swimmer </li></ul><ul><li>‘ A Day In The Life’ of a Speedo athlete </li></ul><ul><li>Experiential media training day </li></ul><ul><li>Yields in-depth coverage </li></ul>
  20. 20. GET FIT KIT / SWIM FITNESS / AQUA ACTIVE / TRAINING AIDS - ACTIVATION <ul><li>Encourage consumers to swap the gym </li></ul><ul><li>for the pool </li></ul><ul><li>Research and statistics </li></ul><ul><li>Swim vs Gym Promotion </li></ul>
  21. 21. AQUA ACTIVE - ACTIVATION <ul><li>Aqua Aerobics class for </li></ul><ul><li>the media </li></ul><ul><li>Cross promotion with the wider </li></ul><ul><li>range of products available in the </li></ul><ul><li>new ‘Get Fit Kit’ </li></ul>
  22. 22. XPRESS DRY WATERSHORTS - ACTIVATION <ul><li>Targeted gifting to key journalists </li></ul><ul><li>and bloggers </li></ul><ul><li>Competitions with leisure and </li></ul><ul><li>sports companies </li></ul><ul><li>Estimated budget required – </li></ul><ul><li>from 2,000 to 5,000 euros </li></ul>
  23. 23. SPEEDO SCULPTURE - ACTIVATION <ul><li>Targeted gifting exercise </li></ul><ul><li>Send product and imagery to all </li></ul><ul><li>key consumer/fashion titles </li></ul><ul><li>Cross-promote with wider Speedo </li></ul><ul><li>Sculpture range </li></ul><ul><li>Estimated budget required - from </li></ul><ul><li>2,000 - 8,000 euros </li></ul>
  24. 24. LEARN TO SWIM - ACTIVATION <ul><li>Sea Squad personal appearances </li></ul><ul><li>characters at swim clubs / schools </li></ul><ul><li>Children’s swimming lesson with </li></ul><ul><li>Speedo athlete </li></ul><ul><li>Media clinic – invite their children </li></ul>
  25. 25. SUMMARY <ul><li>Use the PR Toolkit as inspiration </li></ul><ul><li>Be creative! </li></ul><ul><li>Make as much impact in your market as possible </li></ul>
  26. 26. PR Best Practice Case Studies
  27. 27. BEST PRACTICE PR CASE STUDIES <ul><li>France – Vogue France product placement </li></ul><ul><li>All Markets/International – From Somewhere with Speedo collaboration </li></ul>
  28. 28. VOGUE FRANCE <ul><li>Product placement </li></ul><ul><li>Excellent Speedo visibility and credible positioning </li></ul><ul><li>Featured Spiralize and Charmane styles </li></ul><ul><li>Speedo was referenced 5 times throughout article </li></ul>
  29. 35. SUMMARY <ul><li>Sales in Spiralize style doubled </li></ul><ul><li>Views of the Charmane style increased 10% </li></ul><ul><li>Excellent brand driver </li></ul><ul><li>Content for e-commerce and digital platforms </li></ul>
  30. 36. BEST PRACTICE CASE STUDY <ul><li>Obsolete Speedo LZR suit project </li></ul><ul><li>Collaboration with From Somewhere, ethical fashion designers </li></ul><ul><li>Announced collaboration with ‘hero’ dress </li></ul>
  31. 37. OBJECTIVES <ul><li>Provide platform for wider CR story </li></ul><ul><li>Deliver message that Speedo is a brand that cares </li></ul><ul><li>Build brand equity </li></ul><ul><li>Change perceptions, encourage advocacy and increase reach </li></ul>
  32. 38. STRATEGY <ul><li>London Fashion Week Press Office </li></ul><ul><li>Online media priority </li></ul><ul><li>Target influencers in ethical fashion </li></ul><ul><li>Market activity supplemented by central implementation </li></ul><ul><li>Offer film exclusively to Vogue.com </li></ul>
  33. 39. CENTRALLY DELIVERED TOOLS <ul><li>Press Release </li></ul><ul><li>3 images of From Somewhere with Speedo’ ‘hero’ dress </li></ul><ul><li>Video cast from LFW </li></ul>
  34. 40. FROM SOMEWHERE WITH SPEEDO AT LFW FILM HERE
  35. 42. COVERAGE HIGHLIGHTS <ul><li>Vogue.com, Vogue.it </li></ul><ul><li>Eco Stiletto </li></ul><ul><li>Global Cool – newsletter and website </li></ul>
  36. 43. BUZZ <ul><li>“ we can only hope that in the future, more companies faced with this kind of problem will have similar forethought” </li></ul><ul><li>“ forward thinking Speedo” </li></ul>
  37. 44. BUZZ <ul><li>“ one of the coolest collaborations I’ve ever seen” </li></ul><ul><li>“ this really is a demonstration of genuine, sincere up-cycling” </li></ul>
  38. 45. SUMMARY <ul><li>Over 100 pieces of coverage </li></ul><ul><li>100% favorable </li></ul><ul><li>Seeded onto ethical fashion Facebook groups reaching almost 30,000 people </li></ul><ul><li>Reached almost 100,000 newsletter subscribers </li></ul>
  39. 46. Speedo LZR Racer Student Project
  40. 47. SPEEDO LZR RACER STUDENT PROJECT <ul><li>Next chapter </li></ul><ul><li>Student collaborations </li></ul><ul><li>Build on momentum </li></ul>
  41. 48. PHOTO SHOOT
  42. 49. PHOTO SHOOT
  43. 50. TOOLS <ul><li>Press releases - 1 x lifestyle, </li></ul><ul><li>1 x swim specialist </li></ul><ul><li>Biographies and case studies </li></ul><ul><li>Imagery </li></ul><ul><li>‘ Behind-the-scenes’ video cast </li></ul>
  44. 51. MEDIA TARGETS <ul><li>Tools received week commencing 22.11.10 </li></ul><ul><li>Ethical </li></ul><ul><li>Lifestyle/fashion </li></ul><ul><li>Art and design </li></ul><ul><li>Swim specialist </li></ul><ul><li>Across websites/blogs/print and broadcast media </li></ul>
  45. 52. PLANNING <ul><li>From Somewhere with Speedo collection will launch at LFW Feb’ 2011 </li></ul><ul><li>Rebecca Adlington shoot </li></ul><ul><li>Retail channels to be determined </li></ul>
  46. 53. FROM SOMEWHERE WITH SPEEDO
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