PR cases 2014 B2B market

1. 1
Cases
examples of implemented
PR-projects
(for В2В companies)

2. Content
 Case 4. Media-tour on plant «Cherkasky bus»
 Case 5. PR-moving of «AMACO» Company, 2008
 Case 6. PR-moving of «Leacond» Company (leading distributor ТМ DAIKIN in
Ukraine), 2001-2010
 Case 18 Press-tour on the «Miroplast» Companys' factory
 Case19: Seminar-presentation for Daikin
 Case № 20: Incentive tour for the partners
 Case № 27: PR-moving of the distributor in the IT market
 Case № 30: complex PR-project for a leader in the field of industrial automation
 Case №32: PR-moving of software developer for accounting (ABBYY-Ukraine)
 Case № 33: IV conference of Ukrainian dealers of DAIKIN, organized by order of
European headquarter - Daikin Europe N.V.
 Case № 37:Organization of the plant opening in "turnkey“ way
 Case № 39: Distributor PR-moving in the pharmaceutical market
 Case № 41: PR-support of opening building materials factories in Ukraine
2

3. 3
Case 4. Media-tour on
«Cherkasky bus» plant
 Client:
 Industrial Investment Holding
"Bogdan", 2003
 Aims and objectives:
 To acquaint national press journalist
with the enterprise/immediate reason–
the launch of a new coloring line of
buses, presentation of town bus model
«Bogdan»
 Build relationships with specialized
journalists
 Solution:
 Organization and conducting of the
media tour in Cherkasy for journalists
of leading business and specialized
publications

4. 4
Media-tour on plant «Cherkasky bus»
On the programme:
-Trip to Cherkasy on a new model of bus "Bogdan"
- The accompanying story on the road
-Tour of the plant
-Press conference with the management of the
plant

5. 5
Media-tour on
«Cherkasky bus» plant
 Results:
 18 journalist of leading specialized
/auto/ and business editions took part
in media-tour
 Following the results of the tour more
than 35 editorial publications in
referential media came out
 Journalists were convinced of high
quality of the new bus model, saw a
modern production
 Personal relationships with journalists
were established

6. 6
Case 5. PR-moving of
«AMACO» Company, 2008
 Aims and objectives:
 To increase the popularity of the company and brand in the
business environment
 To form company's reputation as a business leader and as an
expert on agricultural market
 To bring the philosophy and benefits of the company's to a target
audience
 To inform the audience about new activities and new products
 And also - the promotion of agrarian business as one of the priority
sectors of the Ukrainian economy, an explanation of the difference
between the concepts of «agribusiness» and «agriculture»
Solution:
 Intensive informing target audinece, by distributing press releases
to the media (8-10 per month)
 Organization and carrying out series of press events with the
involvement of government officials and non-governmental
organizations
 A series of articles in business and problem directions in the
business press and government publications
 PR of the First person
 Regular communication with the media

7. 7
Press Events:
Round tables, press conferences

8. 8
A series of articles in the
business press

9. 9
First person PR
 Company’s General
Director formation of
reputation :
 As a market expert
 As a leader of opinion
 As a businessman
 and a new type of
manager

10. 10
Promotion of «AMACO»
Company, results
 Results:
 Laid down the informational foundation of
AMACO Company’s positive reputation(in the
business environment)
 Been formed image of the leader in agro-
industrial sector (in the media and the
business environment)
 Attracted the attention of the government,
industry associations, the business
environment:
 to the development of industry, trends and
prospects
 to AMACO Company and its active position
 Introduced the basic terms and abstracts:
agricultural business, the profitability of
agriculture, efficient agrotechnological
complex, investments in agribusiness, etc.
 Created an image of the AMACO Company’s
director as one of the leading speakers on
agricultural market and agribusiness.
 More than 1,500 publications and reports for
5 months.

11. 11
Case 6. PR-moving of «Leacond» Company
(leading distributor ТМ DAIKIN in
Ukraine), 2001-2013
 Aims and Objectives:
 Forming companys‘ renown and its brands.
 Forming Leacond reputation as best ТМ Daikin
(Japan) tooling supplier, pacer in a premium
segment of Air Conditioning market in Ukraine.
 Forming the chief of the company reputation as an
expert in the market, first person PR
 Forming dealers loyalty, widening dealers net.
 Forming pool of interested journalists.

12. PR-moving
of «Leacond» Company
 Implementation:
 Companys‘ furtherance was staged into 3 phases-
 1 – air conditioning equipment TM Daikin was promoted,
and «Leacond» Company, was promoted by indirection, as а
official supplier.
 2 – «Leacond» Company promotion, as professional and
sustainable partner for dealers of pacer supplier of high-
tech equipment (Daikin goods are promoted by indirection)
 3 –Leacond Companys' head office and top-management
promotion, company fixation in the premium segment of the
market.
 During the annual programs a wide range of tools were used,
combined in a balanced and intensive communications
program.

13. 13
Wide range of PR- events
7 photosessions

14. 14
The contest for journalists
"Fresh thought"
Aims and Objectives:
Forming TM company-client popularity, forming reputation of the
head as an expert of the market
To increase the amount of companys‘ and heads‘ in media mentions.
To increase the amount of sectoral overviews.
To form journalists pool, that are writing about conditioning and
ventilation systems, and to increase their competence.
The contest was held during the 10 years.

15. Maintaining of fan-pages
in popular social networks

16. 16
PR-moving of «Leacond» Company
 Results:
 Formed reputation of the company as a pacer in a premium segment, as a
best supplier of TM Daikin in Ukraine, and one of the leading distributor
on the market on the whole.
 The head of the company is a competent market expert, and constantly
presented in media with comments and evaluations.
 More than 90% of all materials about air conditioning market contain
mentions of relevant information and brand. Media scene is intense, in
every volume of specialized magazines there is an information about
client (news, articles). Total number of editorial publications for the year
2007 amounted to more than 420 in 2008 to over 760 in 2009 - 1200.
 Loyalty of main dealers is formed, the work on the deepening of the
process is on/ Club Golden dealer, annual dealer conference and other
projects. /The dealer network is growing by an average of 30% annually
(350 companies).
 Writing journalist pool is counting 35-40 people yearly.
 In general- company becomes the bets Daikin distributor in Ukraine,
occupies more than 50% of the market brand, compared with two other
distributors (wherein, Leakond entered the market after them).

17. Case 18
Press-tour on the «Miroplast» Companys' factory
 Client: «MIROPLAST» - the biggest Ukrainian manufacturer of profiled PVC systems for
metal-steel windows. «MIROPLAST» produces profiles to ТМ «WDS», «Olimpia» and others.
 Time and place of the event : July 20 2012 ,factory «MIROPLAST», Dnepropetrovsk.
 The event format : Press-tour with press-briefing and demonstration of products manufacturing.
 Aim of the event: to inform media and targeted audience about a company and its brands,
company popularization, public demonstration of high-quality modern Ukrainian production.
 Participants of the event: management of "MIROPLAST“ Company, invited representatives of
media
17

18.  Was conducted a press briefing, which aroused great interest
among journalists.
 Factory Tour for media representatives.
 Post-briefing with the renewal of the dialogue
between the representatives of the company
and journalists.
18
Press-tour to «MIROPLAST» factory

19. Maintaining of fan-pages
in popular social networks

20. Event results
 26 media representatives took part in the press-conference( TV, news agencies,
portals etc.) 3 national TV channels attended. Journalists were able to take comments
from the company's management during the press briefing and post-briefing, and to
see the whole process of production - advanced profile systems.
 Following the results 269 editorial publications came out (including pieces on TV).
 Publications, corresponding to learned information during press-tour, were actively
published more than for a month after the event.
 Following the results of press-tour publications were shown in different media: on sites
of news agencies, in core publications, business media, on TV and Internet portals. In
such manner all targeted audience of «MIROPLAST» company was straddled.
20

21. Case19: Seminar-presentation
for Daikin
Presentation of DAIKIN new flagship product -
VRV IV system
Seminar-presentation for Daikin : November,
29, 2012. NSC Olimpiyskiy, «Champion» hall
Aim of the event: official market launch of the
new fourth-generation multi-zone systems VRV
IV, the production of DAIKIN Corporation
(Japan). Awarding prizes to the best dealers.
Speakers: Kristof Piersman– responsible for
sales Daikin Europe N.V. in East Europe
regions and CIS countries. And Maksim
Mihailichenko- – engineer specialist of business
development, the representative of the Moscow
office of Daikin Europe N.V.

22. Seminar-presentation Daikin :
results
o More than 200 representatives of companies - dealers of DAIKIN HVAC
equipment in Ukraine from all regions of the country - took part in the event.
o After new system VRV IV presentation took place an award ceremonial
program for DAIKIN dealers "High sales in peak season“, with present
presentation (Apple laptops and tables).

23. Case : Incentive tour for the partners
 Client: LEACOND Сompany – official distributor of DAIKIN (Japan) corporation
equipment and HOVAL (Liechtenstein) in Ukraine
 Executors: ProEvents, Publicity Creating
 Placement:
 Incentive tour №1 Kiev - Medzhibozh - Kamenetz-Podolskiy- Kiev
 Incentive tour №2 Kyiv-Lviv-Olesko-Dubno-Pidhirtsi-Kiev
 Period:
 1 – December, 2012
 2- October, 2013
Aims and Objectives :
 To encourage LEACOND Company partners - Daikin equipment dealers - for effective
cooperation
 To strengthen the loyalty of partners to the company, to motivate them for further
cooperation
 To present Daikin new equipment to LEACOND partners –systems VRV IV, and also
to demonstrate the situation on air conditioning market of Ukraine in whole.
 To create a positive, and friendly atmosphere in group, together with competitive
spirit.
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24. Incentive tour №1 , 2012
 Organization and carrying out the event for the Leacond partners-incentive tour –of
the castles of Podolia.
 During the incentive tour more than 40 representatives of Leacond Company-
partners from Odessa, Simferopol, Nikolaev, Lvov and other cities of Ukraine have
visited ancient castles in Medzhibozh and Kamenetz-Podolskiy
 In the best tradition of incentive tours, the event combined in itself two key areas:
 OFFICIAL:
• Leadership conference of Leacond, presentation of the results 2012 on the air conditioning
market in Ukraine and worldwide
• Presentation of the new Daikin's equipment
• INFORMAL:
• sightseeing tours of the region (the fortress in Medzhibozh and Kamenetz, a tour of the old
city in Kamenetz-Podolskiy);
• quest "Keys to Success", which competed in the knowledge of the climate equipment, wit, skill
and team spirit of "Cossacks" and “Knights“ teams
• Banquet in the best restaurant of Kamenetz-Podolskiy, with the participation of folk and jazz
bands
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25. Incentive tour№2 , 2013
 Organization and carrying out activities for the Leacond Company's
partners - Incentive Tour "Golden Horseshoe of Lviv“ During the
incentive travel more than 45 representatives of Leacond partner
Companies from different regions of Ukraine visited the ancient castles
of of Lviv and Lviv region.
 The event combined in itself 2 key areas :
 OFFICIAL:
• Leadership conference of Leacond, presentation of the results in 2013 on the
air conditioning market in Ukraine
• Presentation of the new Daikin products
• INFORMAL :
• Lviv sightseeing, visiting ancient forts and castles in Olesko, Dubno, Pidgirtsi
• quest "Treasures of the Golden Horseshoe", in which two teams competed
the “Lions" and “Tigers“-in the knowledge of the climate equipment, erudition,
dexterity. Banquet in the country complex restaurant "Ancient City" with the
participation of folk groups, and reconstruction of medieval knights fighting.

26. During the tour – the report on social networking
sites was done

27. The Results
 Incentive tours for Leacond partners synthesized a team-practice (contests, creative
competitions quest), informal communication and formal part - conference.
 The variety of such practices, as well as interesting excursions in the picturesque castles
Podolia, Lviv region led to the fact that 3 days of incentive tour were held in a friendly, full of
interesting events atmosphere, and become memorable for the participants.
 Quests "Keys to Success", "Treasures of the Golden Horseshoe" gave the opportunity to each
of the participants on tour to express themselves, to feel the friendly support of colleagues,
and also to highlight the overall atmosphere of incentive tours.
 The incentive-tour format has allowed dealers to learn better about each other and about
their partner - Leacond, to feel a team of like-minded persons.
 Incentive tours increased partners loyalty to Leacond Company, since it brought only
positive emotions to participants(informal part), and also demonstrated professionalism and
Leacond employees deep knowledge (official part).
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28. Case № 27: PR-moving of the distributor in the IT market
Due to the developed strategy and its embodiment during 5 years,
the company K-TRADE - has been recognized as one of the
leading distributors and manufacturers of PCs in Ukraine and
became one of the leaders among other IT-companies (3-5 place
in the ranking of IT newspaper "Business" and the winner in the
ranking of publishing house ITC).

29. Organization of participation in the specialized
"turnkey" exhibition (show on the stand)

30. The development of scenario and
conducting activities at the
company stand
Contests, inviting celebrities and others.

31. Attracting visitors of the exhibition attention to the stand
of the company in the pavilion

32. More than 10 press events representatives of international brands for
business and specialized media

33. Second, in Kiev Golf Center scale event for customers, Ukrainian and foreign partners of
FESTO, more than 100 people. http://www.youtube.com/watch?v=Yu73QcaTaXE
On September 12-13, Publicity Creating organized two major
events dedicated to the celebration of the 25-th year of the FESTO
Company(Germany) work in the Ukrainian market.
First press conference for journalists "High Technologies in Ukraine:
realities of implementation and prospects of development", which
was held at the news agency "UNIAN" brought together more than
25 representatives of the Ukrainian
media.http://www.youtube.com/watch?v=gpoZIR5-rhY
Case № 30: complex PR-project for a leader
in the field of industrial automation

34. As part of the the official part infront of the audience with a
speech appeared a reputable Festo speakers : board member and
head of the Festo company's sales worldwide Ansgar Krivet, CEO
of the holding Festo Dr. Wilfried Stoll and head of business unit
Festo Ukraine Artem Kharchenko.

35. Entertaining guests were famous and talented artists: stringed instrumental
quartet «Asturia», rubber girl Tatiana Balakhnina, the finalist of "Ukraine Got
Talent 2012"
and another finalist of mentioned contest – master of quick drawing Denis
Ditinjuk. Guests with excitement watched the creation of paintings based on the
ideal man of Leonardo da Vinci.

36. Case №32: PR-moving of software
developer for accounting (ABBYY-
Ukraine)
1.1. PR-moving
1.2. Series of PR-training

37. Comprehensive program of PR moving on two fronts: economic
distribution of software 1C, and selling OCR FineReader of the ABBYY
Company Software House.

38. The program included - a series of articles in the media, press-releases
and media relations, participation in surveys, conducting press events
and other forms.

39. Employees of the company ABBYY-Ukraine, following the
result of training sessions, improved their competence,
could develop a strategy for a year and then successfully
carry out a series of PR-activities.

40. Case № 33: IV conference of Ukrainian dealers of DAIKIN,
organized by order of European headquarter - Daikin Europe
N.V.
The conference was held at the Hotel Limak Limra
(Kemer, Turkey). Event was attended by more than 250
representatives of TM DAIKIN dealer-companies, from
all regions of Ukraine.

41. Special guests of the conference were representatives of Daikin
Europe NV Kristof Peirsman and Koen Van Wynendaele.
During the conference reports were also made by the leaders of
the three distribution companies, representing Daikin in
Ukraine

42. During the conference entertainment program and sporting events were organized.
Thus, a traditional DAIKIN football championship was held. And at the end of each
day were evening events in the format of the gala dinners.

43. The concert program included performances by Ukrainian stars - "Alibi“ group, Tina
Karol, and Turkish artists of the original genre (fakir show).

44. At the end of the evening was the final
grandiose fireworks, after which guests
were endured huge cake. As the emcee
was Maxim Nelipa

45. Publicity Creating implemented a full range of services for the
development, organization and conducting the conference.
The first phase included creation the concept of the conference,
corporate identity, scenarios of all activities under the project,
preparation of necessary materials (quest pack and others), informing
the parties, working with numerous contractors. The second stage is
connected directly to the conference conduction in Turkey. The client
praised the level of organization of the event and the quality of services
provided by the agency.

46. Кейс: организация открытия завода «под ключ»
The official opening of U.P.P. - Ukraine's first plant for the production
of disposable hygiene products and medical devices
Senior government officials, politicians, as well as Ukrainian and foreign
partners of the company, members of the media attended the official
opening
After raising flags U.P.P. and speeches, a symbolic ribbon was cut by
President UPP Alexander Peev and chairman of the State Committee on
Entrepreneurship Alexandra Kuzhel.
Case № 37:Organization of the plant opening in "turnkey“ way

47. Before the official opening of the plant press conference for journalists was held
in the boardroom, that was attended more than 60 media representatives.
For media representatives and guests a tour of the factory was conducted
(production- laboratory-warehouse).
Management staff and specialists of U.P.P. acquainted the guests with the main
stage of the production and testing of sanitary pads Angels - the first plant
products.

48. For investors and partners a banquet was held in the evening . It was opened by an
exclusive fashion show (stylist- fashion designer Irina Didichenko).Models feature was that
they were completely made of materials which are used for production and packing of
towel - nonwoven web, paper airlaid, perforated polypropylene, polyethylene, etc. The
evening was conducted by Masha Efrosinina and Yuri Gorbunov.

49. Publications in press

50. Case № 39: Distributor PR-moving in the pharmaceutical
market
 Client: "Alba Ukraine", which is one of the largest pharmaceutical distributors in
the country and occupies 48 position in the rating of domestic commercial
companies by Forbes Ukraine.
 Performer: Publicity Creating
 Period:2012-2013
 Aims and objectives:
 Press Office "Alba Ukraine“
 Writing and distributing press releases, notes and articles in the media on key
events of "Alba Ukraine", as well as important issues of the pharmaceutical
industry as a whole.
 Providing clients first persons comments to the publications from the requests
of specialized and business media.
 Development of a new corporate identity,
 Shooting corporate video, of virtual tours of the largest warehouse complex in
Ukraine
 Training in communications for senior executives,
 Photo-shoots of leading specialists and managers
 Modernization of the corporate website
 Creation and effective management of corporate platforms in social networking
sites and services
 Operative consulting of Company's management in the field of communications.
50

51. Creation and development of an information channel "Alba Ukraine" in the
Internet. This channel, in particular, consists of site, pages in social networks
Facebook and Twitter, as well as the channel on YouTube.

52. Video tour of the warehouse complex in Borispol was prepared. This format is most
completely demonstrates the high level of process automation, the scale of the warehouse
and modern logistics infrastructure of the company as a whole. During the first two
months after placing video on the Internet it was seen by more than 14 thousands users.
Video tours are also actively used by "Alba Ukraine" sales representatives in working with
partners in Ukraine
http://www.youtube.com/watch?v=_JymCtB8k3M

53. The complex of "Alba Ukraine" PR-moving included the
development of a new logo and corporate identity that would have
reflected the status of the company at the present stage, that
consistent with actual market positioning

54. Press Office "Alba Ukraine": writing and distributing in the media press releases,
notes and articles on key events of "Alba Ukraine", as well as important issues of
the pharmaceutical industry as a whole. Also the agency Publicity Creating
provided clients first persons comments to the publications from the requests of
specialized and business media.

55. For "Kerameya" press conference in "Ukrainian News" agency was organized on the
theme - "State and development prospects of elite materials in Ukraine", and also
PR-campaigns in media and events as part of specialized exhibitions were held.
Company factory is situated in Sumy town - at the time of opening manufacturing
line allowed to produce 30 millions items of clinker per year.
Case № 41: PR-support of opening building materials factories in Ukraine
1. «Kerameya» Company, Sumy,
2. «TechnoNikol» Company, Dneprodzerginsk

56. The project for the opening of the plant was realized with the support of
investment by venture capital fund Horizon Capital. Investment in the
launching of production line of clinker TM ClinKERAM was 18 mln.
dollars.US. http://www.youtube.com/watch?v=D-uCT-zoGzs

57. For "TekhnoNIKOL" (Russia), one of the largest
manufacturers of roofing materials in Europe,
press conference dedicated to opening of the plant
"TekhnoNIKOL" in Ukraine was organized in the UNIAN
conference hall. The event aroused great media interest.

58. Total investment in the construction of the plant, located
in Dneprodzerzhainsk, worked out 8 million. Euro.
It was planed in the next 3 years after the opening to
invest other 3 million Euro into enterprise development

59. Publications in press

60. PR-case:
Presentation of data processing machine
K6-III in Ukraine (for AMD Company)

61. The presentation was attended by more than 120
representatives of IT companies and media -
business, specialized

62. Following the results of the event more
than 30 video reports and articles in
leading periodicals came out

63. PR-case:
Organization of «UKRNET» press-conference in Information agency UNIAN,
on which were announced plans on development of national Internet-portal
UKR.NET on 2010.
Arrangements for the activities preparation were conducted by Publicity
Creating (text materials, preparation of speakers, conducting, working with the
media, the report, more than 250 publications).

64. PR-case:
informational support ORACLE
Representativeoffice in Ukraine –
press events, articles, releases

65. Publications in leading business and IT
editions of Ukraine

66. Organization of corporate events:
New Year's Eve, wine tasting

67. PR-case:
Organization of the Microsoft seminar at the
exhibition EnterEX
(admission to "Internet pioneers")

68. PR-case: PR-moving of "Kompeks" (c. Belaya Tserkov, a
manufacturer of computer cases) on the Ukrainian market:
press tour, the conference, a series of notes, articles and releases

69. Winners of the New Year
campaign on the FM-radio channel,
prizes distribution

70. PR-case:
PR-moving of «ComPAS» (Donetsk) the developer of
software for enterprise management “SVOD"
Organization of press events, writing a series of
articles and press releases, PR-moving
company's first person, consulting

71. PR-case:
Organization of events dedicated
to the 10th anniversary
of the INVEX Telecom Company

72. Official conference for partners
with media,
more than 100 people, in the hotel
complex "Rus´"

73. State reception in tribute to the 10th
anniversary of the company, "turnkey"

74. The development of activities scenario, quizzes,
production of defile by INVEX Telecom, anniversary
cake, presenter of the event was national artist
Yevgeny Paperniy

75. Welcome:
Publicity Creating,
company of strategic communications
 Web-site:
www.publicity.com.ua
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