Integrated communication
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Integrated communication Presentation Transcript

  • 1. Siren
  • 2. Integrated CommsScope of Work: 2011 to 2012
  • 3. Frasers Centrepoint MallsOBJECTIVES•  Engage with shoppers and their families through various mall campaigns and strategic activities•  Create buzz and drive media exposure for all 10 malls through online and on-ground communication to support core mall campaigns.COMMUNICATION DELIVERED ACROSS LOREM IPSUMKEY CAMPAIGNS THROUGHOUT THE YEAR DOLOR AMET
  • 4. Frasers Centrepoint MallsEvents• Support key campaigns through the creation andmanagement of activation ideas (to create more PRand buzz in-mall and online)Social Media• Provide strategic advice and content managementto engage fans on FCM’s Facebook page andgarner participation for FCM activities.• Reach out to various bloggers to attend and blogabout FCM activities and extend invitations to theirnetworkPR• Generate press coverage through sustained mediapitching
  • 5. SMURFS Community OutreachMEDIA RELATIONS• In Conjunction with Children’s Day, FCMinvited underprivileged children to the mallfor a treasure hunt with staff of FCM/F&N• Drove awareness and generated coveragefor the community outreach on mainstreammedia and blogs Reach• Agency managed the sensitivities aroundpublishing images of underprivilegedchildren and secured coverage• Extended initiative to parent bloggers tooffer exclusive invitations to their readers fora ‘Paint a limited edition SMURF figurine’ atNorthpoint with their families
  • 6. Mr MoonMEDIA RELATIONS•  Drove awareness and generated coverage for various aspects of the campaign - picture book contest for children and animation discovery workshop in mainstream media and blogs.•  Reached out to publications targeted at school children and increased traction and participation for all activities.
  • 7. Chinese New Year: God of FortuneCAMPAIGN COUNSEL & MANAGEMENT• Agency arranged for lucky shoppers to have their pictures taken withthe God of Fortune as he went knocking on their doors.MEDIA RELATIONS• Disseminated information/images of winners with the God of Fortune tomainstream media (dailies, weeklies, online) and blogs.
  • 8. Branding of Frasers Centrepoint MallsMEDIA RELATIONS• Pitched and securedextensive TV interview onbranding and positioning ofFrasers Centrepoint Malls onthe Money Week programmeon Channel 8.SOCIAL MEDIA• Agency also contentmanaged a contest onFacebook for smilescaptured at any FrasersCentrepoint Malls, with anaim to increase affiliationand recognition of allmalls.
  • 9. Launch of Changi City PointEVENT COUNSEL & MANAGEMENT•  Agency proposed and event managed a taxi familiarisation programme to inform and orientate taxi drivers of the new mall located opposite Singapore EXPO.•  Agency also invited media for the official launch and provided a guided tour around the mall, highlighting each facility/ featureMEDIA RELATIONS•  Created buzz/awareness and generated coverage on the mall, its unique positioning as the newest lifestyle destination in East Singapore in mainstream media (dailies, weeklies and online.•  Agency successfully secured close to $250,000 worth of pre and post launch coverage
  • 10. The Great Singapore SaleMEDIA RELATIONS• In conjunction with GSS andthe movie premiere, FCMincluded Spiderman in all itsoutreach efforts.• Drove awareness andgenerate coverage for thecampaign on all mainstreammedia and blogs.• Pitched and successfullysecured 3 separate placementsin The Straits Times to highlightvarious FC Malls showcasingeach mall’s food & beverageoptions, eco facilities andshopping privileges
  • 11. PR Results
  • 12. Coverage Highlights
  • 13. Coverage Highlights – cont’d
  • 14. Media Types That Place Our EditorialsMainstream Dailies and Broadcast− The Business Times, My Paper, Lianhe Zaobao, Berita Harian, Today and Tabla!Online− Omy.sg, Kidlander, The Asian Parent, Singapore Motherhood, Whatshappening.sgLifestyle Publications− Expat Living and Simply Her