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Spectrum2015 PR Plan- Final
- 1. _ _ PRSTRATEGIC PLAN 2015 Page | 1 SPECTRUM PUBLIC RELATIONS STRATEGIC PLAN 2015 MISSION To position Spectrum as a Terahertz Crystal leader nationwide representing a unique value proposition in the Terahertz technology industry. GOALS - To create a cohesive brand name that sets Spectrum above the large corporations like Altechna, EKSMA Optics, Gooch & Housego, Inrad Optics etc. - To ensure that the market (Terahertz companies, selective media, thought leaders, etc.) understands how the crystal contributed to Terahertz innovation: the size of the opportunity and the importance and benefits of Terahertz industry. - To create a media strategy that delivers Spectrum messages. - To position Spectrum as a responsible corporate citizen that supports the communities in which it operates. SWOT ANALYSIS Strength Weakness Opportunity Threats ● Active on several of the main social media outlets ● Consistent flow of content ● Relatively new business => lack of reputation. ● No current media coverage ● No official website. ● Ability to generate local media attention by optimization of key newsworthy focuses such as: human interest, and ● Lack of education in Terahertz Crystals may decrease the message delivering.
- 2. _ _ PRSTRATEGIC PLAN 2015 Page | 2 innovated technology AUDIENCES ● Selective media channels ● Terahertz technology companies ● Terahertz crystal dealers ● Business communities MESSAGES Primary Message – Elevator pitch Spectrum is a crystal manufacture company with headquarters located in Houston. With the rapid development of Terahertz technology; it has been applied into various industries like airport security, agriculture, and pharmaceuticals companies etc. For example, the Terahertz Scanner in the airport will greatly help the security professionals to save more time to go through all the boarding passengers and carry-on belongings. These Terahertz Scanners requires crystals to operate and the current crystals in the market do not allow the Terahertz Scanners to be viable at an airport. The quality of the crystals in the existing market are simply too slow to be practical. Spectrum manufactures crystals that enable the Terahertz Scanner to have more power, accuracy, and speed to transform the airport experience. Spectrum also provides the most cost-effective quality control solutions that will maximum the benefits of customers using their products. Secondary Messages – Audience-focused
- 3. _ _ PRSTRATEGIC PLAN 2015 Page | 3 Terahertz Companies/ Industry Crystal Dealers - Our company stands out from the pack with its vision, innovation, sound business practices, and ethical consciousness. - Spectrum is committed to total dealer care and has numerous resources for its authorized dealers to utilize. - Spectrum is committed to delivering support second to none, and has established an array of programs to provide helpful tools to its authorized dealers. - Spectrum is committed to its authorized dealers and its never-ending pursuit of 100% dealer satisfaction. - We want to make sure that consumer choose Spectrum, and that they buy it from your dealership. STRATEGIES AND TACTICS - Strategy 1: Create a cohesive name/brand that sets Spectrum above the rest as equal to large corporations like Altechna, EKSMA Optics, Gooch & Housego,Inrad Optics etc. PR Tactic: Events Attendance Media Relations Audience Evaluation ● Participating in events such as trade shows, award shows and conventions where target consumers and vendors would be in attendance. - Event stats: According to data from the Center for Exhibition Industry Research1 , 88 percent of the attendees at ● Selective media channels ● Terahertz technology companies ● Measure the potential reach of each lead obtained from the event. ● Track social media following before and after events. 1 See more information on: http://www.ceir.org/.
- 4. _ _ PRSTRATEGIC PLAN 2015 Page | 4 a trade show usually haven’t been seen by a member of one company’s sales staff in the past year, and 77 percent plan to buy one or more products. On average, 76 percent of attendees ask for quotes and 26 percent end up signing purchase orders. 72 percent of visitors say the show itself influences their buying decisions. - Obtain media coverage from said events (landing the attention of the key media channels through these events can also be re-shared and used to build our brand recognition) - Update event happenings through social media and create event hash tags to track involvement (for events/shows we could implement hashtags such as: #SpectrumAwards15, #SpectrumSpeaks15, #EyesOnTheSpectrum, #SpectrumGives, #TheSpectrumAndI etc. these can be used to create a twitter chat people can easily keep up with so they don’t miss key dates, topics, or deals. This can also serve as a two way street to reach followers and answer questions as well as gaining the attention of their social media communities.) ● Terahertz crystal dealers Budget: $10,550 - Entrance Fee: $9,000
- 5. _ _ PRSTRATEGIC PLAN 2015 Page | 5 - Air Fare/Transportation (Rental/Gas): $350/person - Accommodations (Hotel/Food)-Per Person: $150/night (including food) - #of Team Members Attending: 2 - Expense: $200/per person PR Tactic: Media Relations Media Relations Audience Evaluation ● Identify 5-7 relevant publications for pitching: - (Should conduct a media list for pitching.) - Research appropriate contacts and their deadline schedule as well as structuring compelling subject line for pitch (Subject Lines as simple as; “A piece for your upcoming deadline” can catch you contacts’ attention if they are looking to meet their deadline and you happen to know when that is.) - Develop story angles to pitch (new products, convenience and cost-effectiveness of hybrid systems, etc.) ● Pitch 3-5 stories in six months ● Create and update media list on a regular basis as relevant targets emerge ● Journalist and reporters (Especially technology or local medias) ● Measure the potential reach of each media outlet. ● Track social media following before and after each coverage. ● Track news media impressions and mentions through Google analytics (MeltWater Report, Critical Mention, etc.) ● Keep track of which stories are getting leads and interests. Budget: $300 - Media Person Pursuit (lunch dates to brief on Company): $300 PR Tactic: Speaking Engagements
- 6. _ _ PRSTRATEGIC PLAN 2015 Page | 6 Media Relations Audience Evaluation - Create or participate in speaking engagements to educate to key publics (knowledge of Terahertz technology and the quality control that new crystals can contribute to Terahertz’s innovation) - Train employees to effectively answer questions and continue to educate the consumer on appropriate messages Display and refer the public to website and online privacy policy for assurance and further clarification ● All ● Track social media following before and after each coverage. ● Keep tracking of which speaking engagement is getting leads and interests. Budget: $0 PR Tactic: Social Media Budget: Social Media Audience Evaluation ● Create social media tracking methods during events and public appearances - Such as unique hash tags and social media giveaways or competitions that direct public to follow, like, comment and in turns solicit business (Utilize QR codes that can easily be scanned through a smartphone or mobile device. Once scanned this can take person to our website or any of our social media platforms where they can kind a unique promo ● All ● Track the number of attendees at events and public appearances ● Follow up with everyone that attends to measure interest and capitalize on leads ● Keep track of competitors followers and likes during B2B
- 7. _ _ PRSTRATEGIC PLAN 2015 Page | 7 code. Codes can offer discounts to our products or services, giveaways of free Careveillance branded swag, etc. Competitions can offer the same perks but can be structured in a way to gain more visibility, structure can include the number of repost/retweets in a 24 hours window or the hashtagged picture with the most likes etc. ● Build and maintain positive brand reputation - Interacting with competitors through social media in a professional and amicable manner to display professionalism and ethical practices quarterly. - Highlight outstanding customer experiences - Offer exclusive deals and promotions through blog posts and other online tools (videos, posts, tweets, etc.) ● Keep developing social media platforms: Facebook, Twitter, Google+, and LinkedIn. - Update content on social media at least twice a week. (Updates can vary and come in the form of “pic of the week” which can be obtained through followers postings through any of our hashtags. ● Create an official YouTube page where we can put demo and interactions ● Monitor customer feedback and establish relationship with them to continue to enhance positive reputation
- 8. _ _ PRSTRATEGIC PLAN 2015 Page | 8 promotional videos - According to a recent survey conducted by Video Ranscal 2 , 85 percent of people are more likely to buy a product once they see an accompanying tutorial video, especially for technology products ● Create monthly social media calendar with timeline and content to post (articles, videos, press release etc.) Budget: $5,100 - Online Promotions: $100/month - Videos: $5,000 Strategy 2: To position Spectrum as a responsible corporate citizen that supports the communities in which it operates. PR Tactics: Charity Participation/Communities Relations Charity Participation/Communities Relations Audience Evaluation ● Research the local Charity Communities and create the contact list. ● Cooperate with the charity communities for upcoming charity ● Local charity/ communities ● News media ● Track and measure the positive comments regarding the events (for example, how many 2 More information pleasevisit:https://videorascal.com/.
- 9. _ _ PRSTRATEGIC PLAN 2015 Page | 9 events (There are many charity food drive activities during the summer). ● Participate in 1-2 charity events per quarter. Compose blog posts and share through all of company’s social media platforms ● Make donations to a community center (local shelter or charity association). Compose a blog post featuring this enactment and its benefits while simultaneously pitching to media for positive coverage. reviewers, positive comments, and potential partnership) Budget: $1500/year - Working with Non-profits/Charities: $1,200 per year - Donations Giveaway (like food drive): $300 once a year. PR Tactic: Speaking Engagements Media Relations Audience Evaluation ● Create or participate in speaking engagements to dispel message confusion to key publics (such as why Terahertz technology will play a role in people’s life? Why does Spectrum’s crystal could stand out in the crystal market?) - Research for speaking opportunities - Prepare briefing and talking points for spokesperson - Train employees to effectively answer questions and continue to educate the consumer on appropriate messages ● All ● Track social media following before and after each coverage. ● Keep tracking of which speaking engagement is getting leads and interests.
- 10. _ _ PRSTRATEGIC PLAN 2015 Page | 10 ● Display and refer the public to website and online privacy policy for assurance and further clarification Budget: $0 Budget in details (Suggestions) 1. Events: $10,550 - Entrance Fee: $9,000 - Air Fare/Transportation (Rental/Gas): $350/person - Accommodations (Hotel/Food)-Per Person: $150/night (including food) - #of Team Members Attending: 2 - Expense: $200/per person 2. Media Relations: $300 - Media Person Pursuit (lunch dates to brief on Co.): $300 3. Social Media:$5,100 - Online Promotions: $100/month - Videos: $5,000 4. Corporate social responsibility: $1500/year - Working with Non-profits/Charities: $1,200 per year - Donations Giveaway (like food drive activities): $300, once a year. 5. Marketing materials: $1,000 6. Additional expenses: $500 TOTAL: $18,850
- 11. _ _ PRSTRATEGIC PLAN 2015 Page | 11 SOCIAL NETWORKS – Five weekly hours Profile As one of the biggest social networks, Facebook provides a positively impacting turnout in the search engine result page (SERP). The professional outcome of this profile includes easier and faster reach out to the audiences. The profile should include the company’s logo as the profile picture. Postings -Post for this website should contain a mix of attachments such as pictures of events attended, videos of current marketing, engaging links and polls, along news in the crystal industry. -An important aspect is to ensure the followers a time efficient reply to their comments and questions. -Include a link to the official website or YouTube video in every post for further information resources. -Follow key participants in the industry and share their popular, news worthy posts.
- 12. _ _ PRSTRATEGIC PLAN 2015 Page | 12 Profile Microblogging service of 140 characters or less per post. This method allows Spectrum to be direct, catchy, and short towards the audience seeking exclusive information. Posting -It is important to structure and define what is a catchy title to the post due to the lack of characters available. -Include a link to the official website or YouTube video for more information and resources. -Utilize hashtags related to the Terahertz industry. - Follow key members or influences within the industry and retweet and favorite their most popular post. -Tweets should be done at least every two days.
- 13. _ _ PRSTRATEGIC PLAN 2015 Page | 13 YouTube Channel A public website where a company can broadcast itself. This medium provides a great opportunity to express and show multiple aspects of the company or crystal process that cannot be expressed through written communication. Posting -Be as clear as possible and detailed when announcing the process of a crystal. -Include all popular search words and keywords in the video description. -Create a phrase or hashtag used at the end of every video as a signature. -Make the tutorial videos to introduce the company and the product.
- 14. _ _ PRSTRATEGIC PLAN 2015 Page | 14 Profile This social network emphasizes on connecting job seekers with companies that would match their abilities and skills. When getting started, complete the profile entirely to allow every viewer to understand the company better. Team member should create their own LinkedIn page in which they could post their profile and expand their connections . Recruitment and Posting -Upcoming positions available should be posted to the careers tab. -View candidate’s profile along with recommendations and previous experience to make the right choice. -When posting to Spectrum’s page, not only post news updates, but post press releases, events, trade shows, and community involvement.