A pitch presentation designed for our client Spread Communications that was meant to reflect the sophistication and luxury-oriented approach in design of Citizen watches.

1. P R & C O M M U N I C A T I O N S P L A N
A U G U S T 2 0 1 7
B U I L D I N G P R O F I L E
A N D V A L U E F O R

2. Agenda
• Who we are?
• What we do?
• Why Spread?
• Objectives
• Strategy
• Recommended Communications Tactics:
Traditional & Non- Traditional
• Social Media
• Budget Recommendation
• Contacts

3. Who We Are
We are a network of
professionals that develop
and implement programs to
help clients achieve
ambitious goals. We tend to
not like being called an
‘agency’. We prefer to think
of ourselves as an extension
of your team, integrating
with your time, culture and
communication strategy to
deliver results
We are a team of
committed and
experienced professionals
with a reputation for
delivering results in
traditional and non-
traditional PR campaigns
including social media,
community PR and
reputation management
We believe in
understanding, living and
breathing our clients'
business and value creative
thoughts linked to sound
strategies, driven by strong
account management

4. What We Do
We help connect your business with the world through responsive,
flexible and tailored Public Relations solutions.
We believe in:
Making wise
decisions
Responding
quickly
Delivering
cost-effective
services with a
personal touch

5. Why Spread?
Flexibility, fast
decisions and results
through a team that
understands Public
Relations, a team
that integrates
with YOURS!
Successful public
relations campaigns
without becoming
laden with big
agency baggage
Enthusiasm of our
flexible network with
professionalism that
comes from years of
delivering hard-hitting
campaigns
We work internally
through communication
training, and externally
by engaging with the
target audience for
your brand

6. PR PLAN:
RECOMMENDED APPROACH AND STRATEGY

7. Communication Objectives
Build strong brand recall
of Citizen Watches across
the GCC region,
communicating key
messages including the
brand’s craftsmanship
and it’s advanced
technological innovations
Engage the brand with its
target audience by
building a consistent,
2‐way dialogue
To garner a loyal and
continuous patronage of
Citizen Watches as the
regions preferred
timepiece
Through effective
storytelling, profile Citizen
Watches as market
leaders that have
explored new possibilities
in watchmaking

8. Umbrella Strategy
Position Citizen Watches with key
audience as top of mind,
building influence and
reputation for the brand
Collaborations with local influencers
and potential brand partnerships,
generating wider awareness and a
loyal clientele
Build brand recognition by
utilizing PR and communication
tools to maximize exposure;
online and offline

9. Target Audience
Mass Media
Business/Entrepreneur
Magazines
Lifestyle/Consumer
Publications
Local
Community/Tourists
(Emirati/GCC and
Expats)
KOLs

10. TRADITIONAL PR

11. Media Outreach
Editorial Coverage – Spread Communications will target
various influential media across the region.
Regular opportunities include:
Broadcast
opportunities
featuring the
spokesperson
Draft and place
regular editorial
content in key
magazines
Communicate
product
offering
Regular news
announcements

12. Story Angles

13. Recommended PR Tactics
• Develop the brand’s key messaging that will be
communicated to all external parties
• Develop a content calendar of educational write-ups
that will be attributed to Citizen Watches
• Features tracking to identify relevant features to
obtain in depth coverage
• Product placement: Citizen Watches to offer watches
to lifestyle magazines for product placements, this
includes – Photoshoots & Video shoots
• Profile spokesperson as an expert in his/her respective
field to Tier 1 publications i.e. dailies, business,
lifestyle/consumer magazines, TV and radio
• Identify, evaluate, recommend key conferences
seminars/exhibitions/events for networking
opportunities, partnerships or speaking slots

14. Effectiveness of the PR Activities
will be Measured
measures the extent of the exposure and the number of media placements
(news items, feature stories, interviews, reviews, comments etc.) that
mention the brand
measures key message alignment, influence, accuracy of facts, tone,
target, audience reach/impression
evaluates the editorial coverage achieved in comparison with what it
would cost if it was an advert
is the actual editorial cost; which is twice the value of a normal ad
measures the return received
on the PR campaign
$... (AVE) – $ … (agency fee)
-------------------------------------- х 100% = ….%
$... (agency fee)
Coverage clips
Quality of the clips
Advertising Value Equivalency
(AVE):
PR value
Return On Investment (ROI)

15. ADDITIONAL TACTICS

16. Time Capsule:
Holding on to Time by Citizen
TEXT TO BE ADDED
PR support to build awareness and buzz around
the activation

17. Citizen Watches: Face of the Brand
Citizen Watches to consider appointing a
brand ambassador for the brand. An ideal
“face of the brand” would be a celebrity from
the Arabic film/music industry.
Collaboration with celebrities builds brand
awareness and credibility enabling further
positioning of the brand.
Collaborate with an influencer, a father-son
duo who can promote Citizen watches as a
family heirloom. A popular male blogger and
their father would be an ideal choice.
CONCEPT 1
CONCEPT 2

18. BUDGET RECOMMENDATIONS

19. Budget Recommendations
This fee covers the time spent in liaising with the Client and administering the PR activities
related to the brand. Meetings, conference calls, briefing sessions, strategy, with the Client,
activity updates and reporting.
7 hours @ US$ 175/- per hour
Account
Management
For the daily, weekly media briefings, pitches and interaction on behalf of the Client that is
conducted with key local media covering both Arabic and English media, the objective of
which is to generate a minimum of x1 interview/feature (face to face, telephone or written
Q&A’s) relevant to the brand and x1 review as well as development of key messaging for
external parties.
9 hours @ US$ 175/- per hour
Media
Relations
US$ 1,225/-
US$ 1,575/-

20. Budget Recommendations
Press
Releases
Media
Monitoring
For the generation of x1 release per month that will be distributed to key markets
across the GCC. This fee includes distribution to key media list (media call downs to
ensure receipt, gauge feedback or obtain publishing date and to report any key
feedback to the Client and finally a coverage report on e-mail with any links/scans of
key dailies and online media.
US$ 2,500/-
Media monitoring/coverage monitoring and evaluation for the brand.
US$ 700/-

21. Proposed Budget: Summary
Account
Management
23%
Media Relations
32%
Press Release/
Editorial
29%
Media Monitoring
16%
Total - US$ 6,000/- per month

22. Proposed Budget: Additional Information
Translation into Arabic,
courier fees, advertising
campaigns or any other
fees incurred on the
Client’s account will be
billed as additional and at
cost – these will be
identified and added to
the final invoice
Any third party fees
requested or identified will
require client authorization
to proceed. Payment terms
will be agreed on a case-
by-case basis and invoiced
accordingly
Client will be invoiced
directly on the 1st of every
month with 30 days
payment terms
Actuals Third Party Fees Invoice Terms

23. OUR WORK

24. Our Clients

25. Our Work

26. Our Work

27. SHAMIM KASSIBAWI
Managing Director, Founder
Dubai, United Arab Emirates
+971 50 550 32 30
shamim@spreadcomms.com
CONTACT US!