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Girlguiding Presentation


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PR campaign for Girlguiding UK centenary year recruiting.

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Girlguiding Presentation

  1. 1. GIRLGUIDING UK Prism Communications Proposal 11 December 2009
  2. 2. About Us <ul><li>Europe’s leading boutique PR consultancy </li></ul><ul><li>Specialising in NGO and Consumer PR </li></ul><ul><li>Experienced in Media Relations </li></ul><ul><li>Social Media </li></ul><ul><li>Event Management </li></ul><ul><li>Crisis Communications </li></ul>
  3. 3. Our Clients
  4. 4. <ul><li>Winner of Brand Experience Award 2009 </li></ul><ul><li>Winner of ‘Specialist Consultancy Of The Year’ at the PR Week Awards </li></ul><ul><li>Winner of ‘Best Not for profit Relations Campaign’ award at the CIPR Excellence Awards. </li></ul>Our Achievements
  5. 5. The issue <ul><li>50,000 girls waiting to join GirlGuiding UK </li></ul><ul><li>Not enough student volunteers </li></ul>
  6. 6. What they say For me, Girlguiding is traditional and boring, are they with the church? Emily Turner 17 High School Student
  7. 7. Somehow I find it a bit geeky. There are other more exciting & challenging volunteering. Jenny Hawkins 20 College Student What They Say
  8. 8. Girlguiding is not cool …I think they need to become more modern and contemporary. Maria Lewis 19 College Student What They Say
  9. 9. The Problem Image Perception: GirlGuiding is perceived as traditional and boring organisation teaching conventional skills to girls.
  10. 10. Objective <ul><li>To change the perception of Girlguiding to fun, funky, cool, modern and contemporary </li></ul><ul><li>To increase the number of student volunteers by 20% </li></ul>
  11. 11. Our Target <ul><li>Female students </li></ul><ul><li>16-25 years old </li></ul>
  12. 12. Media Channels <ul><li>New Media: YouTube , Facebook, Twitter </li></ul><ul><li>Linked Blogs on Girlguiding Official Website </li></ul><ul><li>Print Media: Bliss, Teen Vogue, Elle Girl UK, Seventeen, Twist Magazine </li></ul><ul><li>TV: MTV UK, </li></ul>
  13. 13. Strategy <ul><li>Press Launch </li></ul><ul><li>Life in Girlguiding </li></ul><ul><li>Video </li></ul>Meet and Greet Party Phase 1 Phase 3 Phase 2
  14. 14. PHASE 1- Press Launch <ul><li>Location: ICANDO, London, headquarters of Girlguiding UK </li></ul><ul><li>Announce celebration of centenary </li></ul><ul><li>The ‘Hi-Five’ Project </li></ul><ul><li>A Short video of the girls </li></ul>
  15. 15. PHASE 2- Life in Girlguiding UK <ul><li>Weekly update of ‘Hi-Five’ Girlguiding volunteers’ videos during 100 days </li></ul><ul><li>Create a fan base for each of them </li></ul><ul><li>Online viral communications to recruit more student volunteers </li></ul>
  16. 16. PHASE 3 Meet & Greet Party <ul><li>Fanbase meet the ‘Hi-Five’ girls </li></ul><ul><li>Invite the public & press to ICANDO facility for a celebration </li></ul><ul><li>Sign up any new volunteers. </li></ul>
  17. 17. Measuring and Evaluation <ul><li>Through out the Campaign: </li></ul><ul><li>Increase in the number of student volunteers </li></ul><ul><li>Number on the website visiting </li></ul><ul><li>Search engine results </li></ul><ul><li>Online poll inserted in the blogs </li></ul><ul><li>Final Evaluation: </li></ul><ul><li>Media Coverage </li></ul><ul><li>Specific data tracking of fanbase </li></ul><ul><li>A survey in selected schools and </li></ul><ul><li>universities </li></ul>
  18. 18. Contact us <ul><li>Address: 11. Soho Road, London, UK, NW1 7JK </li></ul><ul><li>Web site : </li></ul><ul><li>Tel: +44 8543 734 132 </li></ul><ul><li>Jey Bernal: [email_address] </li></ul><ul><li>Karolina Czako: [email_address] </li></ul><ul><li>Najlaa Heerah: [email_address] </li></ul><ul><li>Divya Kapoor: [email_address] </li></ul><ul><li>Viola Wu: [email_address] </li></ul>
  19. 19. THANK YOU!