Public Relations campaign strategy in conjunction with 50th anniversary commemoration. This is a guide for briefing agencies in a request for proposal exercise.

1. celebrate
let’s 1965 - 2015
0 years
Legacy of sustainability
innovation
inspiration

2. Agenda
1 Legacy of Sustainability, Innovation & Inspiration
2 Objectives and requirements
3 Examples of engagement
4 Q & A

3. 1
Legacy of Sustainability,
Innovation & Inspiration

4. A leading oil palm plantation player in East Coast
• 44,005 hectares of oil palm plantation, in Terengganu &
Kalimantan.
• 2 palm oil mills

5. 100% RSPO Certified
• CoGAP, RSPO

6. A leading healthcare provider in East Coast
• Kuala Terengganu Specialist Hospital
• Kuantan Medical Centre
• Taman Desa Medical Centre
• Kelana Jaya Medical Centre

7. Successful transformation started in 2004
• Correct growth strategy
• Operational excellence
• Driven by 3Ps
2.5
2
1.5
1
0.5
0
Market Cap (RM'bn)
0.2
1.5
673%
Target
2.0 Top 100
Premium
= Knowledge
asset
2004 2013 2012
Company
in Bursa
• Market cap grew by 673% (22% p.a) , vs KLCI’s 90% (7% p.a), in 2004-2013
• RM1.56 of shareholder’s wealth was created
• Shareholders are wealthier but TDM is leaner (Agency Cost is low)

8. Objectives &
requirements
2

9. Objectives:
• Build brand equity:
• Raise TDM’s perceived value.
• Build emotional connection.
years
0 • Celebrate achievements.
significant contributions. Legacy of sustainability
• Recognise those who have
let’s celebrate
innovation
inspiration

10. Target audience:
• Employees & families of TDM
Group of Companies & its
subsidiaries,
• People of Terengganu,
• Terengganu state gov’t,
shareholders, investors,
• Customers, potential customers,
suppliers & business associates.



11. Engagement channels:
Experiences
Events
Mainstream media
Marketing collaterals.
Website
Mobile app
Social media
Commemorative gift
items.

12. Scope of agency work & deliverables:
• Conceptualise, design, plan, execute and
manage the commemoration programme.
• Design, plan, execute and manage programme
tasks, events and activities such as games,
exhibitions/displays, media events,
ceremonies, contests and celebration dinner.
• Plan, develop, generate, produce and publish
content, including writing and editing.
• Printing, photography and videography.
• Design and produce theme, logo,
commemorative collaterals, gifts, publicity
tools and correspondence templates.

13. Duration of programme:
Conceptualize,
Design & plan
2014 2015
Finale
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

14. Examples of
engagements
3

15. Engagements should result in these impact:
• Elevates the perceived value of TDM.
• Generates PR mileage, buzz and spreads positive word-of-mouth.
• Conveys TDM’s story and brand.
• Invokes positive and active engagement.
• Builds emotional connection with TDM.
• Creative, unique, and inspiring.
• Memorable experience, leaves a feeling of wanting more.

16. Examples of engagements:
Events
Media visit
Awards and recognition ceremony
Appreciation ceremony
TDM 50 Heroes
Heartball 50
50 for 50
Carnival TDM50
Contests
Super 50 Shout-out
Flashback 50
#Hi50TDM
Seed 50
Content Marketing
TDM50 website & blog
TDM50 FB page
TDM50 Youtube channel
TDM50 mobile app
TDM50 Lecture series

17. Q & A
4