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Oxfam PR Plan



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Oxfam PR Plan Oxfam PR Plan Presentation Transcript

  • The research.
  • Company Background Founded in 1976, by volunteers Opened second-hand shops and raised funds for poverty Multidimensional approach to fight poverty Worked in 70 countries/states Staff based in 10 Mission: Working with people against poverty
  • Oxfam’s Work Advocacy and development education Development programmes Humanitarian response
  • Oxfam HK’s Work 1,388 projects in 27 countries More than half in Mainland China Some of them are: Bringing public awareness about climate change and gender equality in Vietnam Community-based development in Yunan and Guangxi Advocating a minimum wage bill to benefit Hong Kong’s low wage workers and families
  • Building Support in HK Current events: Oxfam Trailwalker Oxfam Rice Sale Oxfam Unwrapped Oxfam Club
  • Media Coverage Flagship Events: Oxfam Trailwalker, Oxfam Rice Sale, Oxfam Musical Marathon, Make Trade Fair and Walk for Our Winter. Print: Posters on Buses, Trains, and Magazines and Leaflets Online: Facebook, Twitter, Website TV: Short television documentaries Bi/Monthly e-book and newsletter, O.N.E and Mokung Sources of Media Clippings: HK Newspapers, BBC, Time Out, Asia One, Yahoo, MSN, BloomBerg, Business Week
  • Situation Analysis Natural disasters in Asia on the upward trend Deficit of HK$5.5 million last year Awareness among youths is low Poor online presence Negative publicity from conflict in China Poor air quality may affect Trailwalker participation Strong competitors in Hong Kong
  • The plan.
  • Target Audience #1 Youths and young adults aged 18-25 Avid users of social media But are passive audience to issues like poverty and climate change Would only have vague knowledge about the organization
  • Target Audience #2 Working adults Keen interest in current affairs and social issues Might have heard of Oxfam Hong Kong Not yet participated in any events Could be donating to a different charity
  • Target Audience #3 Shoppers, families and tourists Out in the streets during Christmas season Would be around Causeway Bay
  • Target Audience #4 Wealthy individuals, celebrities, philanthropists, Oxfam sponsors and businessmen Keen to give back to society Attend Oxfam events to network and enhance image
  • Objectives Increase total public/private donations by HK$4.5 million from the newly planned PR activities Increase awareness among target audience about the current situation of poverty around the region; and what Oxfam HK is currently doing to alleviate the problem, by reaching an additional 50,000 key target audiences and increasing share of voice by 10% Improve Oxfam HK’s image and reputation among publics and be ranked top 3 Hong Kong NGOs in future opinion surveys Goal: Enable Oxfam Hong Kong to further increase the growth of its number of projects in impoverished communities around the region.
  • With your contributions, Oxfam Hong Kong strives to make poverty history.
  • Strategies Creating a PR stunt to increase publicity, public knowledge, and involvement from shoppers, families and tourists Holding a PR event to improve our reputation through positive associations with well-known for-profit organizations Securing important accounts/network with high status individuals to increase private donations
  • Social Media Strategies To increase awareness and communicate the need for Oxfam HK's work among target youth and young adult audiences through social media. To reinforce recall about methods of donating and maintain mindshare among target audiences through social media.
  • THE Tactics.
  • Oxfam on Facebook Target Audience Youths and young adults The Plan Gather 7,000 fans on Facebook and increase web traffic by 100% Creating an official Oxfam HK Facebook page Platform to educate the public about poverty Updated with the latest happenings Engaging videos, photos, and fun facts
  • Oxfam’s X’mas Wish Target Audience All three target audience segments, in particular shoppers, families and tourists. The Plan Outdoor installation set up in December will work like a traditional weighing scale People buy tokens to put them in a ‘present’ on one side
  • Oxfam’s X’mas Wish POVERTY
  • Oxfam’s X’mas Wish The act of slotting in the token to lift the weight off the shoulders of the poor, and dropping the ‘present’ into their arms, symbolizes the difference every donor can make in reducing poverty. There will be an exhibition and volunteers helping to spread Oxfam’s message Celebrity ambassadors and the media/bloggers will be invited to cover the event
  • Art Competition Target Audience Students and MTR commuters The Plan Cooperate with transport companies to exhibit artworks by college or university students to create involvement and raise awareness. Students submit 2D artworks of photography, illustration, or paintings, that are relevant to Oxfam HK’s work Several winning entries will be selected and exhibited within the MTR stations Media will attracted by the visual appeal and social message
  • Oxfam Carnival Target Audience Working adults and their families The Plan Hold Oxfam's 'Say NO to poverty' Carnival with press coverage in October. Co-organised with an Oxfam Hong Kong partner or corporate supporter Feature guest speakers on the fight against poverty, latest on sustainable development efforts, and an exhibition Educational games and hands-on activities for kids
  • Charity Dinner Target Audience Wealthy individuals, celebrities, philanthropists, Oxfam sponsors and businessmen The Plan Hold a charity dinner with celebrities, important philanthropists, businessmen, etc to attract media attention and raise money while advocating our message. Held at the Hong Kong Convention and Exhibition Centre
  • Charity Dinner Aims to sell 200 seats, raising HK$600,000 Status updates on our projects and achievements Raise awareness of our work among general public by engaging with influential people
  • The Big Picture OBJECTIVES Raise Funds Increase Awareness Improve Image PR Stunt PR Stunt PR Stunt Co-organise events STRATEGIES Secure network of people Co-organise events Co-organise events Social Media Secure network of people Social Media Art Competition Oxfam’s Xmas Wish Oxfam’s Xmas Wish Oxfam’s Xmas Wish TACTICS Charity Dinner Oxfam on Facebook Charity Dinner Oxfam on Facebook ‘Say No to Poverty’ ‘Say No to Poverty’
  • Everything else.
  • Timeline TIMELINE FOR OXFAM HONG KONG PR PLAN Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Week 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 5 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 5 Art Competition Press release Release date Submission period Selection Display & rotation of artworks PR Stunt Set up Unveiling Ceremony Media Visit Event Closing Blogging and tweeting Oxfam Carnival Set up Press release Media tour Event Blog coverage Annual Dinner Publicity Press release Dinner Website Twitter updates Facebook Creating new page Updating and engaging Existing Events Trailwalker TV Programme e-Newsletters O.N.E
  • Budget Estimated budget of HK $360,000 6% 19% Art Competition PR Stunt 17% Charity Dinner Social Media Carnival Breakdown 10% of PR Budget 49%
  • Expected Donations We predict that we will be able to achieve our objective of raising HK$4,680,000, whereby every HK$1 dollar spent raises HK $13 for the poor. 1% 11% Art Competition PR Stunt Charity Dinner Social Media 1% Carnival 43% Expected Donation HK$4,680,000 45%
  • Evaluation Objective: Raise HK$4.5 mil Donations Objective: Increase awareness by reaching an additional 50,000 key target audiences and increasing share of voice by 10% Facebook page insights Share of voice Media Impressions Website traffic Awareness of Oxfam HK & its key message
  • Evaluation Objective: Improve image and reputation to rank top 3 in Hong Kong Place, time, tone of every media coverage People who would choose Oxfam HK to donate to
  • We will take your questions now.