20 years balkan star

20 years Balkan Star
PR & Corporate Communications

20 years Balkan Star, 10.04.2012 PR & Corporate Communications @ Balkan Star
20 years Balkan Star / communication
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For its 20th anniversary Balkan Star developed a communication strategy that spreded over
the whole year. The main parts of this strategy were:
 Visualization: special logo was developed and implemented in all channels of
communications during the whole year (stationary, e-singatures of the employees, co-
branding of the product communications, internet and intranet sites, signage in the
showrooms and after sales customer areas, car branding etc.)
 Media meeting
 Customers and Employees Events
 Special Donation programm

20 years Balkan Star / visualization
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20 years Balkan Star / Media meeting
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Date: 26.04.2012, Thursday
Time: 11:00
Place: 2nd floor Mercedes-Benz Show Room, Sofia
Message: Our successful history stands for a good reason + company positioning.
Special eye catchers (ex. the oldest sold vehicle, famous customers, special multimedia) –
presented from the General Managers of the Group via Power Point and Multimedia
presentation. Special movie was prepared, too.
All vehicles placed in front and on the 2nd floor of the show room were decorated, the whole
range of Balkan Star war disposed (incl. CV and Buses from the both brands). A walk around
was specially organized for the journalists interested in the history and facilities.

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20 years Balkan Star / Partners (Customers) & Employee Events
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 Customers’ and partners’ sub-event, Friday afternoon/evening
Special guest(s) from the car manufacturers to be provided. Key Message: Balkan Star
makes your life easier and more pleasant with fully-integrated/complex automotive
solutions so that you can focus upon your core business and enjoy the better side of
life.
Varna & Plovdiv: Local media to be integrated into the customer event. Possible small
press-conference an hour before the official opening.
 Employee’s sub-event, Saturday
Internal meeting of the employees with their family, music, tents etc. Key message:
Our company is successful thanks to all of you.
Timing:
Retail Varna 15/16 June 2012
Retail Sofia 6/7 July 2012
Retail Plovdiv 5/6 October 2012

20 years Balkan Star Sofia / Customer Event
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Invitations: app. 1500 print and e-invitations in three languages were sent via lists.
Distribution: personal hand-over and Balkan Star organized distribution.

20 years Balkan Star Sofia / Customer event
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The catering is decided in a German tradition with fresh-made sausages, alcohol-free drinks
and draft beer (Radeberger & Schoefferhofer) and Somersby. Refreshing Ice cream was
distributed, too.

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Over 700 guests were welcomed by smiling
hostesses at the entrances marked with
balloon arcs. The official welcome was done
by the General Managers and Retial Directors
All customer contact persons from the group,
with name plates of the brands, were placed
in the area welcoming their customers.
After the official part (from 18:45) every guest
who leaved received a 20-years-Balkan-Star-
bag with comprehensive information about the
product range and the services offered by the
group. A sales managers accompanied the
partners.

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Welcome
At the entrance right after the official welcome branded wall for photo-shooting with a mime to
amuse the guests. All the guests who want and have taken picture were able to receive their
photos printed on a photo-paper at the moment.

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20 years Balkan Star Sofia / Employee Event
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A special invitation from the Balkan Star Group Management was sent to all employees from
the group and distributed top-down (using the usual communication channels such as e-mail,
printed infos and verbal invitation). The employees were invited to visit the 20th anniversary
together with their families and enjoy the entertainment specially organized for them.

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20 years Balkan Star / 20th years employees
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A warm thank-you from the management was stated to the 3 employees Balkan Star has
started with in 1992: Katja Bojanova, Aksinia Marinova and Stanimir Stoev. On a official lunch
on December, 11th the general managers in the presence of the director HR presented the 20th
years employees special medals from gold with a touching letter.

20 years Balkan Star / Corporate Social Responsibility
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In all invitations for the anniversaries of Balkan Star the partners was advised that no presents
are expected but if one still insists of making us the pleasure he/she should donate for the
charity cause of supporting the mobility of disabled people. Balkan Star donates 20 000 BGN
for its 20th anniversary.
The recipients were chosen after meetings
based on the primarily donation applications
from the last 3 years considering the history
of our cooperation with the organizations, all
legal, ethical and compliance requirements.
The recipients were 8 charity organization
from the whole country. On 12.12.12 at 12:12
the representatives of these organizations
were given the support letters. All the partners
who have supported the imitative received
Thank-you letters with comprehensive
information about the donations.

20 years balkan star

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