Uav coalition 08212015_130
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This document provides an overview of a strategic plan for a drone advocacy campaign. It discusses the current landscape around public opinion on drones, which is negative. It then outlines a three-pronged approach to developing compelling content through lightweight social engagement, middleweight strategies like blog posts and infographics, and heavyweight efforts like white papers and policy events. The document proposes storytelling around the benefits of drones in industries, lifesaving applications, improved quality of life, and recreation. It also notes the need to address safety, privacy and security concerns. Finally, it reviews tactics for the campaign including paid media, social media promotion, and working with third parties.
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Uav coalition 08212015_130
- 1. PIONEERING UAV INNOVATION HILL+KNOWLTON STRATEGIES
- 2. WHY H+K
- 4. THE EXPERIENCE THAT MATTERS BUSINESS AND POLITICAL TECHNOLOGY TRANSPORTATION
- 5. OUR APPROACH REACH THE AUDIENCE FIND THE INSIGHTS DEVELOP COMPELLING CONTENT DATA DATA DATA DATA
- 6. LANDSCAPE
- 7. PUBLIC SENTIMENT + 43% oppose allowing private operators to use small unmanned aircraft called “drones” for commercial purposes. + 59% are extremely concerned drones violate people’s privacy.
- 8. DRONE NEWS
- 9. RESTRICTIVE STATE LAWS Only TWO states have not taken action to restrict UAVs
- 10. STRATEGIC IMPERATIVES WHAT NEEDS TO BE DONE Develop the right message Change the narrative Identify advocates and supporters
- 11. Message Strategic Plan GAIN NEW INSIGHTS National Survey Landscape Analysis DEVELOP MESSAGE
- 12. LIGHTWEIGHT Social Engagement MIDDLE WEIGHT Blog Posts, Earned Media, Infographic, 3rd Party Advocacy HEAVYWEIGHT White Papers and Policy Research, Think Tank Events, Meeting with Lawmakers, Press Briefings, Panel Discussions DEVELOPING COMPELLING CONTENT
- 13. Branded Content Paid Media Social Media Content Digital Media Relations Editorial Services Partnerships eCRM Speaking Opportunities Stakeholder Relations Experiences Sponsorships TELLING STORIES THROUGH CONTENT
- 14. SMALL UAVs… + Are increasingly vital to American industries + Are already doing heroic work + Are promising an enhanced quality of life + Are just fun BUT + We need to address safety, privacy, and security concerns
- 15. STORYTELLING POSSIBILITIES TRADITIONAL MEDIA SOCIAL MEDIA & DIGITAL THIRD PARTIES
- 19. TACTICS FOR UAV CAMPAIGN: + Plug campaign into offline events/homepage takeovers + Search/contextual ads + Social media promotion + Remarketing + Web syndication Reaching Your Audience Digital Advertising
- 20. YOUR TEAM EXPERTS ALL AROUND STRATEGIC COUNSEL R.C. Hammond Account Lead V. Murali Digital Kate Houston Gatto Content Editor Clint Holzner Media Relations Ben Deutsch Digital Christopher VanEs Third Party Howard Opinsky Advisor Ellen Moran Advisor David Iannelli Research + Insights
- 21. + Completed Research + Developed Strategic Plan + Publishing Content + Working with Reporters + Outreach to Third Parties Underway WHAT’S NEXT?
- 22. IN CLOSING
- 23. QUESTIONS?
Editor's Notes
- Thank you for the opportunity to provide a strategic communications and public affairs approach to help the Small UAV Coalition advance its mission to permit the use of unmanned aerial vehicles in a variety of capacities. We’re excited to take on this assignment because we see the tremendous potential of UAVs to improve everything from inspecting important infrastructure to farming to being the difference in life or death situations. As with anything new and unknown, public misinformation and misunderstanding too often stand in the way of early adoption. Hill+Knowlton Strategies (H+K) enjoys tackling challenges like yours because we believe changing public opinion starts with educating the public about this new technology and its uses, as well as developing a better understanding that leads to the broader adoption of UAVs. H+K has extensive experience developing and executing integrated strategies for coalitions facing public affairs challenges at the federal, state and local levels. Our integrated, data-driven approach helps our clients communicate effectively with a full range of stakeholder audiences to achieve their objectives. And our seamless team of experts in strategic communications, research, creative, digital and national and state grassroots strategies make H+K the perfect partner to help the Small UAV Coalition develop a winning message and execute targeted strategies to shape public opinion and thwart hostile state-level legislative efforts related to small drone use in the private sector and by consumers.
- This slide can be customized to include the most relevant clients to the specific opportunity.
- LISA 3 things we want them to take away 1. Show creativity, fresh thinking and innovation. We discussed …. 2. Demonstrate our ability to deliver, exceeding client expectations with results that are purposeful, measurable, and that further business goals. We discussed …. 3, Prove that we have the experience, passion and commitment to your business that will make us your ideal partner. Encourage questions and interactivity
- Lightweight: Regular cadence Tweets, Facebook posts, etc. drawing people to learn more. Photos and video on Instagram demonstrating the utility and benefits of a commercial UAV. Ask operators to share stories on social. Heavyweight: White papers, think tank events and third party policy research about the potential of creating commercial market based UAV. Congressional fly-in of UAV operators in D.C. to meet with lawmakers; hold a press briefing to highlight the benefits of UAVs. Partner with a media outlet to host a UAV themed panel discussion. Middleweight: Testimonials from UAVs operators and relevant 3rd parties in blog posts explaining the benefits of UAV to their industry. News coverage in target outlets. Sharable infographics that can also be used as handouts or leave-behinds. Opinion pieces authored by 3rd party advocates and supporters placed in outlets such as CQ-Roll Call or The Hill.
- This slide is meant to illustrate all of the content opportunities specific to this assignment. It could be used to open the content section, or at the end of the section to illustrate all of the pieces in the content mix. The words and images can be edited to fit the specific opportunity. Again, everything we do is content. Content is the connective tissue between our insights and our audience. These are the outputs of our campaign.
- Slide direction: This is a template/example slide where you could can add customized images or graphics to demonstrate your ideas.
- Slide direction: This is a template/example slide where you could can add customized images or graphics to demonstrate your ideas.
- Slide direction: This is a template/example slide where you could can add customized images or graphics to demonstrate your ideas.
- Slide direction: This is a template/example slide where you could can add customized images or graphics to demonstrate your ideas.
- Slide direction: This is a template/example slide where you could can add customized images or graphics to demonstrate your ideas.
- Example slide for microtargeting - option 1
- Slide direction: You must wrap up your presentation with a conclusion! Example: We hope we’ve shown you today how much passion we have for {RELEVANT CAPABILITY OR SUBJECT} and how that will translate into a different approach for {CLIENT NAME} that will really cut through. We’ve enjoyed the time that we’ve spent working on your business – unofficially –over the past few weeks. It’s been a real highlight. We hope that you have a terrific sense of the passion and energy we’d bring to the table.
- Slide direction: This can be used as a Questions or Discussion slide and can be edited as required. The purpose of this slide is to CONCLUDE the presentation. It requires more than just “and now we’ll open it up for questions”. You need to officially wrap up your presentation. Suggested talking points below. Example: We hope we’ve shown you today how much passion we have for {RELEVANT CAPABILITY OR SUBJECT} and how that will translate into a different approach for {CLIENT NAME} that will really cut through. We’ve enjoyed the time that we’ve spent working on your business – unofficially –over the past few weeks. It’s been a real highlight. We hope that you have a terrific sense of the passion and energy we’d bring to the table. And, with that, we’re really looking forward to answering your questions.