2006 PR Campaigns Presentation

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In 2006, formulated an original public relations campaign within a team of five in response to Starbucks’ request for proposal. I authored interactive visual presentation in which the audience could dictate the direction. It was presented to a panel of judges including members of Waggener Edstrom in Portland, Oregon

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2006 PR Campaigns Presentation

  1. 1. The Way Ogilvy Sees It: The "We're Committed" Campaign Ogilvy Public Relations Worldwide © 2006 June 8, 2006
  2. 4. • Agency Capabilities • Agency Staffing • Client Service • Relevant Research Agenda
  3. 5. Agency Staffing
  4. 6. The Way We See It <ul><li>Agency Staffing </li></ul><ul><li>Ryan Davis </li></ul><ul><li>Megan Elmore </li></ul><ul><li>Katie Haines </li></ul><ul><li>Liz Elliott </li></ul><ul><li>Hannah Nelson </li></ul>Agency Staffing
  5. 7. The Way We See It <ul><li>Agency Staffing </li></ul><ul><li>Ryan Davis </li></ul><ul><li>Megan Elmore </li></ul><ul><li>Katie Haines </li></ul><ul><li>Liz Elliott </li></ul><ul><li>Hannah Nelson </li></ul>
  6. 8. Ryan Davis Account Director Megan Elmore Account Manager Liz Elliott Asst. Account Executive Hannah Nelson Asst. Account Executive Katie Haines Account Executive
  7. 9. The Way We See It <ul><li>Agency Staffing </li></ul><ul><li>Ryan Davis </li></ul><ul><li>Megan Elmore </li></ul><ul><li>Katie Haines </li></ul><ul><li>Liz Elliott </li></ul><ul><li>Hannah Nelson </li></ul>
  8. 10. The Way We See It <ul><li>Agency Staffing </li></ul><ul><li>Ryan Davis </li></ul><ul><li>Megan Elmore </li></ul><ul><li>Katie Haines </li></ul><ul><li>Liz Elliott </li></ul><ul><li>Hannah Nelson </li></ul>Agency Capabilities
  9. 11. Agency Capabilities
  10. 12. The Way We See It <ul><li>Agency Capabilities </li></ul><ul><li>Media Expertise </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Partnership Development </li></ul><ul><li>360-degree Digital Influence </li></ul>Agency Capabilities
  11. 13. EXPERTISE: Media Relations ~ One of Ogilvy’s strongest capabilities ~ Our clients coverage includes: The Way We See It <ul><li>Agency Capabilities </li></ul><ul><li>Media Expertise </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Partnership Development </li></ul><ul><li>360-degree Digital Influence </li></ul>
  12. 14. <ul><li>EXPERTISE: Media Relations </li></ul><ul><li>~ One of Ogilvy’s strongest capabilities ~ </li></ul><ul><li>We have learned: </li></ul><ul><li>How reporters & producers think & operate </li></ul><ul><li>How to anticipate reporter questions and coach our clients accordingly </li></ul><ul><li>Who covers what and where </li></ul><ul><li>How to make the best case of our clients </li></ul>The Way We See It <ul><li>Agency Capabilities </li></ul><ul><li>Media Expertise </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Partnership Development </li></ul><ul><li>360-degree Digital Influence </li></ul>
  13. 15. <ul><li>EXPERTISE: Media Relations </li></ul><ul><li>~ One of Ogilvy’s strongest capabilities ~ </li></ul><ul><li>Our team is trained in: </li></ul><ul><li>Workshops </li></ul><ul><li>“ Mediagrams” </li></ul><ul><li>Meet the media </li></ul><ul><li>Pitches training program </li></ul>The Way We See It <ul><li>Agency Capabilities </li></ul><ul><li>Media Expertise </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Partnership Development </li></ul><ul><li>360-degree Digital Influence </li></ul>
  14. 16. <ul><li>EXPERTISE: Corporate Social Responsibility </li></ul><ul><li>Ogilvy’s 8 Step Program for CSR Issues Management </li></ul><ul><li>Identification </li></ul><ul><li>Prioritization/Classification </li></ul><ul><li>Monitoring </li></ul><ul><li>Preparation </li></ul><ul><li>Action to influence issue </li></ul><ul><li>Issue/Crisis Response </li></ul><ul><li>Evaluation </li></ul><ul><li>Re-classification </li></ul>The Way We See It <ul><li>Agency Capabilities </li></ul><ul><li>Media Expertise </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Partnership Development </li></ul><ul><li>360-degree Digital Influence </li></ul>
  15. 17. <ul><li>EXPERTISE: Partnership Development </li></ul><ul><li>Best ideas come out of collaboration </li></ul><ul><li>We build mutually beneficial relationships between our clients and: </li></ul><ul><li>Non-profit organizations </li></ul><ul><li>Governmental bodies </li></ul><ul><li>National associations </li></ul><ul><li>Public/Private enterprises </li></ul><ul><li>Areas of expertise include: </li></ul><ul><li>Partnership strategy </li></ul><ul><li>Third-party alliances </li></ul>The Way We See It <ul><li>Agency Capabilities </li></ul><ul><li>Media Expertise </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Partnership Development </li></ul><ul><li>360-degree Digital Influence </li></ul>
  16. 18. The Way We See It <ul><li>Agency Capabilities </li></ul><ul><li>Media Expertise </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Partnership Development </li></ul><ul><li>360-degree Digital Influence </li></ul>
  17. 19. The Way We See It <ul><li>Agency Capabilities </li></ul><ul><li>Media Expertise </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Partnership Development </li></ul><ul><li>360-degree Digital Influence </li></ul>Client Service
  18. 20. Client Service
  19. 21. The Way We See It Client Service We want to create a relationship Client Service
  20. 22. The Way We See It <ul><li>Client Service </li></ul><ul><li>Point One </li></ul><ul><li>Point Two </li></ul><ul><li>Point Three </li></ul><ul><li>Point Four </li></ul>Client Service
  21. 23. The Way We See It Client Service We want to create a relationship
  22. 24. The Way We See It <ul><li>Ogilvy believes in… </li></ul><ul><li>Honest & Open Communication </li></ul><ul><li>Passion for Quality Service </li></ul><ul><li>Address Sensitive Issues </li></ul>
  23. 25. The Way We See It <ul><li>Honest & Open Communication </li></ul><ul><li>Two-way communication </li></ul><ul><li>Supportive Environment </li></ul><ul><li>Transparent Company </li></ul>
  24. 26. Passion for Quality Service “ Ogilvy is committed to you” We know your business We know your customers We know your target issues We know you! The Way We See It <ul><li>Honest & Open Communication </li></ul><ul><li>Two-way communication </li></ul><ul><li>Supportive Environment </li></ul><ul><li>Transparent Company </li></ul>
  25. 27. Address Sensetive Issues <ul><li>Define the situation </li></ul><ul><li>Clearly communicate </li></ul><ul><li>Take action </li></ul>
  26. 28. WE ARE COMMITTED TO YOU WE ARE OGILVY
  27. 29. We are committed to you… WE ARE OGILVY
  28. 30. Relevant Research We are committed to you… WE ARE OGILVY
  29. 31. Relevant Research
  30. 32. The Way We See It Relevant Research <ul><li>Relevant Research </li></ul><ul><li>Primary Research </li></ul><ul><li>Survey </li></ul><ul><li>Focus Group </li></ul><ul><li>Interviews </li></ul><ul><li>Observation Notes </li></ul><ul><li>Secondary Research </li></ul><ul><li>How it contributed </li></ul><ul><li>Methods </li></ul>
  31. 33. The Way We See It <ul><li>Relevant Research </li></ul><ul><li>Secondary Research </li></ul><ul><li>Methods </li></ul><ul><li>How it contributed </li></ul><ul><li>Primary Research </li></ul><ul><li>Survey </li></ul><ul><li>Focus Group </li></ul><ul><li>Interviews </li></ul>
  32. 35. OUR IDEAS BUSINESS PROBLEM KEY MESSAGES
  33. 36. Business Problem LACK OF AWARENESS of Starbucks’ socially responsible initiatives For Starbucks to be the seen as one of the best corporate citizens by consumers and partners in the United States Our Goal
  34. 37. Target Audiences Women 25-45 Current Partners Media Potential Partners
  35. 38. OUR IDEAS BUSINESS PROBLEM KEY MESSAGES
  36. 39. Key Messages <ul><li>“ We’re committed to partners.” </li></ul><ul><li>Strategy </li></ul><ul><li>Increase sentiments of Starbucks’ programs through interactive and informative events. </li></ul><ul><li>Increase recognition for their volunteering efforts. </li></ul><ul><li>Tactics </li></ul><ul><li>Internal Blog </li></ul><ul><li>• “ BlogStar” </li></ul><ul><ul><li>• Welcoming message from Howard Schultz </li></ul></ul><ul><ul><li>• http://www.starbucks.com/partners/blogs </li></ul></ul><ul><li>Partner Appreciation Day </li></ul><ul><ul><li>Team Building Events </li></ul></ul><ul><ul><li>The “StarMark” Award </li></ul></ul><ul><ul><li>Howard Schultz message </li></ul></ul><ul><li>“ We’re committed to partners.” </li></ul><ul><li>Tactics </li></ul><ul><li>2006 “SPAR” Conference </li></ul><ul><ul><li>• Keynote speaker: Tom Hanks </li></ul></ul><ul><ul><li>• Three city conference: Seattle, Dallas, New York City </li></ul></ul>Current Partners Potential Partners Women 25-45 Media Current Partners
  37. 40. Key Messages <ul><li>“ We’re committed to giving job seekers chances to align with a corporate citizen.” </li></ul><ul><li>Strategy </li></ul><ul><li>Every meeting is an opportunity </li></ul><ul><li>Corporate Positioning: Starbucks is an ideal corporate citizen with the workforce. </li></ul><ul><li>Tactics </li></ul><ul><li>Create partnerships with job search engines </li></ul><ul><li>Start a college recruiting initiative </li></ul><ul><li>Distribute an information packet to college counselors </li></ul>Potential Partners Current Partners Potential Partners Women 25-45 Media
  38. 41. Key Messages <ul><li>“ We’re committed to be a model for businesses stressing social consciousness.” </li></ul><ul><li>Strategy </li></ul><ul><li>Establishing partnerships with organizations that stress CSR </li></ul><ul><li>Tactics </li></ul><ul><li>Sponsor the Conference for Social Entrepreneurs in Apr ’07. </li></ul><ul><li>Secure Sandra Taylor as a keynote speaker. </li></ul><ul><li>Offer career opportunities </li></ul><ul><li>Starbucks & “Businesses for Social Responsibilities” </li></ul>Current Partners Potential Partners Women 25-45 Media Potential Partners
  39. 42. Key Messages <ul><li>“ Consumers ages 25-45 are the heaviest drinkers of specialty coffee.” </li></ul><ul><li> – Business Week </li></ul><ul><li>“ More women than men feel that social issues are important for companies to address.” </li></ul><ul><li>- 2004 Cone Corporate Citizenship Study </li></ul><ul><li>“ 74 percent of female consumers rated themselves as having little or no awareness of Starbucks’ socially responsible programs.” </li></ul><ul><ul><ul><ul><ul><li>- Ogilvy Survey </li></ul></ul></ul></ul></ul>Current Partners Potential Partners Women 25-45 Media Women 25-45
  40. 43. Key Messages <ul><li>“ We’re committed to literacy” </li></ul><ul><li>“ We’re committed to the community” </li></ul><ul><li>Tactics </li></ul><ul><li>In-store promotions </li></ul><ul><li>Out-of-store promotions </li></ul><ul><li>International Literacy Day events </li></ul><ul><li>“ Venti” Idea </li></ul>Women 25-45 Current Partners Potential Partners Women 25-45 Media
  41. 44. Key Messages <ul><li>“ We’re committed to keeping the media informed.” </li></ul><ul><li>Strategy </li></ul><ul><li>Make access to Starbucks’ information simpler for journalists </li></ul><ul><li>Highlight Starbucks’ social responsibility programs through third-party sources. </li></ul>Current Partners Potential Partners Women 25-45 Media Media
  42. 45. Key Messages <ul><li>“ We’re committed to keeping the media informed.” </li></ul><ul><li>Tactics </li></ul><ul><li>Create news packages with potential story angles </li></ul><ul><ul><li>Water consumption from bottled source with Ethos Water </li></ul></ul><ul><ul><li>Starbucks and the local economy </li></ul></ul><ul><ul><li>Profiles of giant recipients from Starbucks’ “Giving Voice” </li></ul></ul><ul><li>Simplify the Starbucks Website </li></ul><ul><li>Create a “media only” portal </li></ul><ul><li>Coffee Growing Region Retreat </li></ul>Current Partners Potential Partners Women 25-45 Media Media
  43. 46. Objectives Objective #1 [Women 18-35] To raise awareness with consumers about Starbucks’ social responsibility programs so they respect Starbucks as a corporation. Strategy Objective #2 [Partners] To inform partners about social responsibility programs and encourage involvement so they will serve as ambassadors for Starbucks’ corporate values. Strategy Objective #3 [Howard Schultz] Strategy Objective #4 [Media] To communicate with the media about Starbucks’ social responsibility programs so they have information to accurately report information pertaining to Starbucks Corporation. Problem & Goal Objectives Strategies Tactics
  44. 47. Ogilvy Public Relations Worldwide © 2006
  45. 48. Ogilvy Public Relations Worldwide © 2006 WE WANT YOUR COMMITTMENT
  46. 49. • Agency Capabilities • Agency Staffing • Client Service • Relevant Research Agenda
  47. 50. Objectives
  48. 51. The Way We See It Starbucks has an opportunity to become the most recognized and most respected corporate entity in the world.
  49. 52. Problem Objectives Strategies Tactics
  50. 53. Problem Objectives Strategies Tactics
  51. 54. Ryan Davis Account Director Megan Elmore Account Manager Liz Elliott Asst. Account Executive Hannah Nelson Asst. Account Executive Katie Haines Account Executive
  52. 55. The Way We See It <ul><li>Agency Capabilities </li></ul><ul><li>Media Relations </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Partnership Development </li></ul><ul><li>360-degree Digital Influence </li></ul><ul><li>Agency Capabilities (Expertise): </li></ul><ul><li>EXPERTISE: Media Relations </li></ul><ul><li>Identified as one of Starbucks’ top priorities . </li></ul><ul><li>One of Ogilvy’s strongest capabilities. </li></ul><ul><ul><li>Achieved cover stories and headlining coverage in publications of all types—national and local consumer, trade and business publications including: </li></ul></ul><ul><ul><li>USA Today </li></ul></ul><ul><ul><li>New York Time </li></ul></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Wall Street Journal </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>NBC’s Today Show </li></ul></ul><ul><ul><li>Rolling Stone </li></ul></ul><ul><ul><li>Many local news outlets. </li></ul></ul><ul><li>Agency Capabilities (Expertise): </li></ul><ul><li>EXPERTISE: Media Relations </li></ul><ul><li>Through vast experience with the media we have learned… </li></ul><ul><ul><ul><ul><li>• How reporters and producers think and operate </li></ul></ul></ul></ul><ul><ul><li> • How to anticipate reporter questions and coach our clients accordingly </li></ul></ul><ul><ul><li> • Who covers what and where </li></ul></ul><ul><ul><li> • How to make the best case for our clients </li></ul></ul><ul><li> • Daily Contact with Clients </li></ul><ul><ul><li> • Allows us to counsel and support clients more effectively </li></ul></ul><ul><ul><li>Daily contact allows us to… </li></ul></ul><ul><ul><ul><li> • Ask questions we expect the media to ask. </li></ul></ul></ul><ul><ul><ul><li> • Sort through details more effectively. </li></ul></ul></ul><ul><ul><ul><li> • Coach clients for interviews. </li></ul></ul></ul><ul><ul><ul><li> • Offer context and perspective, rationale and insight. </li></ul></ul></ul><ul><li>Agency Capabilities (Expertise): </li></ul><ul><li>EXPERTISE: Media Relations </li></ul><ul><li>Media Education Programs </li></ul><ul><ul><li> • Workshops and Meet the Media sessions. </li></ul></ul><ul><ul><li> • “ Mediagrams” regular e-mail updates on the latest trends </li></ul></ul><ul><ul><li> • Pitching training program. </li></ul></ul>
  53. 56. The Way We See It <ul><li>Agency Capabilities (Expertise): </li></ul><ul><li>EXPERTISE: Corporate Social Responsibility </li></ul><ul><li>CSR becoming more and more important </li></ul><ul><ul><li> • Trust in corporations decreasing </li></ul></ul><ul><ul><ul><li>• 69 percent of Americans—a company’s level of social responsibility affects the amount they trust them. </li></ul></ul></ul><ul><ul><li> • Americans placing more value on CSR </li></ul></ul><ul><ul><ul><li>• 52 percent of Americans are inclined to start or increase their business due to corporate citizenship. (9-point </li></ul></ul></ul><ul><ul><ul><li>increase over last year) </li></ul></ul></ul><ul><li>Ogilvy’s 8 Step Program for CSR Issues Management: </li></ul><ul><li>1. Identification 2. Prioritization/classification </li></ul><ul><li>3. Monitoring 4. Preparation </li></ul><ul><li>5. Action to influence issue 6. Issue/crisis response </li></ul><ul><li>7. Evaluation 8. Re-classification </li></ul>
  54. 57. The Way We See It <ul><li>Agency Capabilities (Expertise): </li></ul><ul><li>EXPERTISE: Corporate Social Responsibility </li></ul><ul><li>2006 Business Goal: Introduce new business, media and distribution channels </li></ul><ul><ul><li> • Brand image amplified through new channels. </li></ul></ul><ul><li>Best ideas come out of collaboration. </li></ul><ul><li>History of mutually beneficial relationships between our clients and: </li></ul><ul><ul><li> • Non-profit organizations • Governmental bodies </li></ul></ul><ul><ul><li> • National associations • Public/private enterprises </li></ul></ul><ul><li>More specifically, areas of expertise include: </li></ul><ul><ul><li> • Partnership Strategy • Third-Party Alliances </li></ul></ul><ul><ul><li> • Public/Private Alliances • CSR </li></ul></ul>
  55. 58. The Way We See It <ul><li>Agency Capabilities (Expertise): </li></ul><ul><li>EXPERTISE: Corporate Social Responsibility </li></ul><ul><li>Ogilvy can help Starbucks’ website through this expertise. </li></ul><ul><li> • More focused and clear • Digital Influence will allow consumers to clearly identify Starbucks’ core values. </li></ul><ul><li>Digital media experiencing vast changes (include images??) </li></ul><ul><ul><li> • Early stages of Internet—limited channels. </li></ul></ul><ul><ul><li> • Easy to gauge target audiences’ online activity </li></ul></ul><ul><ul><li> • Today—inconceivable amount of online channels and users. </li></ul></ul><ul><ul><ul><li>• Much more difficult to track consumer behavior online for this reason. </li></ul></ul></ul><ul><ul><ul><li>• Number of online users growing </li></ul></ul></ul>
  56. 59. The Way We See It <ul><li>Agency Capabilities (Expertise): </li></ul><ul><li>EXPERTISE: Corporate Social Responsibility </li></ul><ul><li>Who are the key players online? (e.g. bloggers, posters, reporters) online? </li></ul><ul><ul><ul><li>• Digital Influence Mapping —identifies who users are, where they go online and why they are </li></ul></ul></ul><ul><ul><ul><li>on the Internet—all while focusing on the influential. </li></ul></ul></ul><ul><li>Which conversations and stories are the most influential? </li></ul><ul><ul><ul><li>• Digital Influence Engagement —identifies strategies and solutions that will connect with </li></ul></ul></ul><ul><ul><ul><li>consumers </li></ul></ul></ul><ul><ul><ul><ul><li> • Blogs </li></ul></ul></ul></ul><ul><ul><ul><ul><li> • Wikis </li></ul></ul></ul></ul><ul><ul><ul><ul><li> • Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li> • Content syndication </li></ul></ul></ul></ul><ul><ul><ul><ul><li> • Website design </li></ul></ul></ul></ul><ul><ul><ul><ul><li> • Online contests </li></ul></ul></ul></ul>
  57. 60. The Way We See It <ul><li>Client Service </li></ul><ul><li>Point One </li></ul><ul><li>Point Two </li></ul><ul><li>Point Three </li></ul><ul><li>Point Four </li></ul>
  58. 61. The Way We See It <ul><li>Client Service </li></ul><ul><li>Point One </li></ul><ul><li>Point Two </li></ul><ul><li>Point Three </li></ul><ul><li>Point Four </li></ul>
  59. 62. Our Goal For Starbucks to be the seen as one of the best corporate citizens by consumers and partners in the United States Problem & Goal Objectives Strategies Tactics

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