b-hive academy pr campaign - rachel cryan
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B-Hive Academy Launch
Public Relations Campaign
November 2013 April 2014
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Name: B-HiveType of organisation: Educational
Reason for PR Campaign: launch of the B-Hive Academy
Challenges: B-Hive Academy needs to stand out from other competitors who offer a similar service to young
people. The campaign will demonstrate how the B- Hive Academy is the most beneficial and innovative program
currently on the market for young people.
The program may be seen as a treat towards education by education professionals. In order to prevent this
negative perception, the campaign will justify how the programme compliments education, not competes with it.
The B-Hive Academy profile needs to be raised by the campaign. By engaging in methods targeting all of the
intended audiences, B-Hive Academy will be at the front of students, employers and educational professionalsmind when thinking of further education.
Competitors:
The Work Programme
Go Think Big
Include Youth Give and Take Scheme
Universities who provide mentoring schemes for courses which require work experience
Go Wales
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PR Objectives
Raise awareness of the B-Hive Academy with students, businesses within the creativeindustries and the education sector.
Prevent the B-Hive Academy from appearing as a threat towards education.
Gain positive PR coverage resulting in maximum audience reach.
Maintain engagement with the target audience.
Drive subscriptions to the B-Hive Academy.
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Market Research
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Survey
A survey was completed by 42 individuals on Advancing your career within the creative industries. The survey was conducted
using surveymonkey.com and was aimed at individuals currently within further education. The aim of this survey is to find the most
appropriate methods of targeting this particular group of people through the PR campaign.
All but one of the survey participants are studying
as an undergraduate at university. 64% of these
students carry out work placements in addition to
their course.
Evidently this shows that these students want to
further their chances in a desired career path byengaging with work placement whilst carrying out
their degree.
I should push the campaign strongly towards
undergraduate students who are looking for work
placements within the creative industries.
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Results from these two questions suggest that I
should strongly push the campaign towards
universities who include a work placement as
part of their courses.
A higher percentage of students show that they
are not prepared by the university, for the work
placements that they are carrying out. From this,
the students said that they would consider
enrolling to an online extra skills course toprepare them and get the most out of their work
experience. This evidence demonstrates that the
B-Hive Academy can complement education, not
compete with it.
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From the responses of this question, social
media should definitely be the main platform for
the campaign as it should gain a lot of exposure
to the target market as it is the type of media they
most frequently engage with.
They also engage with TV programs frequently.
Instead of putting a large sum of money aside for
an advert to be created, talk shows could be
targeted with a press release in aim of them
talking about it on their show. Similarly, this could
be done with radio shows.
This shows that there should be a competition
within the campaign for students to win a
placement within a creative industry organisation
as 95.2% of individuals are more likely to sign up
to a scheme like B-Hive Academy if a competitionlike this was in place. This should drive more
students to enrol on the course.
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81% of the students who completed this surveysaid that they would be more likely to enrol on the
course if the Department for Education backed it.
This should be an aspect considered within the
creative platform of the campaign as it could be avery effective method.
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Focus Group
A focus group was conducted with 6 undergraduate students who are working towards a career within the creative industries. This
focus group was conducted in a natural environment and all of the participating students were from Birmingham City University,
studying Media and Communications. It is compulsory within their course to carry out a work placement.
*The information provided by the participants has been shortened. The most substantial information has been included within the
overview.
What influences you to make decisions on how to further your education?
With the media industry being so competitive, Im looking for any way to differentiate myself from all of the other media students
out there. I want to gain as much experience as possible so that I leave university with prospects, not just a student who has a
media degree
I think that our course really influences my decisions on furthering my education. It is pushed so much that we should carry outvaluable work placements, but the problem is actually securing work placements. I know I should get one but there are so many
barriers in the way, this includes things such as applying online, which is easy to do but I find it such a disadvantage to actually
gaining them placements.
I think knowing what my friends and peers are doing influences my decisions, if someone has got a better work placement then
me, it really makes me feel like I need to do better. The competitiveness between peers on our course is strong and it will be a lot
harder when we are looking for real jobs within the industry.
Are you aware of any schemes available to help you gain a work placement within the creative industries?
Overall answer of no.
That would be really useful though, and I probably would take up on that opportunity if it was offered.
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I presume you all have; mobiles with internet access, tablets, ipads, laptops. What do you generally use this technology
for?
I use my laptop for large things such as university work, downloading music, listening to music and updating social media
I use the same sort of programmes as I usually engage with on the computer but through the app versions on my phone. I mainlyuse social media and listen to music on my phone though, and I text and call obviously
Do you use these devices to find out about news/current affairs?
Yeah, I dont ever watch the news but I follow them sorts of media companies on twitter. That is the first place I find out on the news
actually. Most accounts I fol low on twitter are media related people or media organisations. They update regularly and I wouldnt
find out that information otherwise.
I have actually applied for internships which I have seen advertised through twitter
I have subscribed to Company Magazine through my ipad because the magazine is published weekly instead of monthly
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Existing Market Research
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This existing market research shows that B-Hive Academy should promote the brand via promoted tweets on
Twitter. These sort of tweets are now location based on mobiles which is perfect because it will target existing
4G users who might possibly be a student as Twitter is one of the most visited social media sites by young
people.
It is shown that there are more women within further education then there are men. This means the campaign
could have various platforms which are solely targeted at women. Targeting womens daytime shows such as
Loose Women with press releases on the B-Hive Academy could be an example.
Mintel has provided a graph to show the most used social network sites, this will be referred to when planning
how the launch the campaign using social media sites.
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SWOT Analysis on the Campaign
Strengths WeaknessesResearch has proven that social media would be the mosteffective platform to launch the campaign on. This can be arelatively cheap yet rewarding method to use.
There are limited schemes in place like this meaning that thecampaign should stand out and be picked up by the media.
The B-Hive Academy is planned to be used through devicesconnected with 4G. Market research has proven that youngpeople keep up to date with social media/news via their 4Gdevices; this means that the campaign will have strong impact if
launched through social media available on mobile device.
The B-Hive Academy may be seen as competing witheducational courses. The campaign should really stress thebenefits of how this complements the course and furthers thestudents work place skills base.
The campaign might have uneven coverage across the nationdepending on if the local media pick up on the campaign.
Opportunities Threats
There are a number of target markets meaning that there can bedifferent approaches used to gain maximum impact.
The campaign will be rolled out across the country; this meansthat national and local media will be available to use in order tosuccessfully launch the campaign.
Market research shows that young people are not yet aware of
any schemes similar to B-Hive Academy. Therefore, if thiscampaign is implemented correctly it should dramatically raiseawareness to the target audiences.
Go Think Big is currently launching their new program. Theirteam is made up of a number of individuals from big mediaorganisations, which might become gatekeepers and choose toignore promoting the campaign as it may be seen as a threat totheirs. If this happens it could dramatically reduce the amount ofaudience reach.
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Audience
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Creative Industry Employers Within the creative industries Located in the main cities within the UK Take on students for work placements
May subscribe to a number of national and local
newspapers
Students Currently carrying out a degree
Aiming to gain a career within the creative industries.
Use 4g communication devices
Uses social media such as Facebook and Twitter
Regularly updates their social media profiles
Goes to university or is close to one of the main cities
where B-Hive Academy is located.
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Educational institutions lecturers etc.
Will subscribe to teaching magazines
Will read broadsheet newspapers withsupplements
Will engage with using 4G communication
Might use social media (professionally)
Parents
Takes an interest in their son/daughters education
Reads newspapers and magazines
Keeps up to date with current affairs, includes
education.
May also use social media sites
May have a 4G device themselves
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Creative Platform
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Strapline -The catalyst for creative talent
Providing students with the skills to launch them into the working world.
Launch Date: Monday 13th January 2014
Influential People
The main target here is influencing those who have a strong presence in the media and hopefully will back our
PR Campaign for B-Hive Academy. This includes those who are featured opinion columnists within national
newspapers. We will have our professionals liaise with these influential people (such as journalists who write for
The Times Educational Supplement) and hopefully influence them to discuss B-Hive Academy through their
journalism work.
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Launch events Multimedia events
B-Hive Academy launch events will be held in major cities
across the UK These will include; London, Birmingham,
Manchester, Liverpool, Leeds, Newcastle and Bristol.
The venues will be held in creative spaces within the cities
creative district. For example, the Birmingham launch event will
take place in the Custard Factory, Digbeth, which is considered
the cultural quarter of Birmingham due to the creative
businesses located in that area.
The launch events will be in conjunction with local creative
industry educational courses in each of these cities. Colleges
and universities from each location will be offered the chance
to have their students create a multimedia project and have it
exhibited at the B-Hive Launch.
By linking the B-Hive Academy launches with local media
projects, it will generate local media coverage as it is a one off
cultural event for the cities involved.
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This will also generate a valuable audience to pitch the B-Hive Academy to as there will be a range of target
markets attending, this includes; young people and students involved, parents who come to watch the event,
educational associates who have provided the students for the event and those who have an interest in the
creative industries.
There will also be invites sent out to; local media, local academics, media industry professionals, media
students, heads of schools, colleges, education bloggers and media bloggers from each area. By targeting the
event so directly to the target audience, this should generate an interest in B-Hive Academy and drive
subscriptions to the program.
Within each of these events, there will be an appearance and
speech from an MP relevant to each city. The MPs which willbe appearing have been selected to back the campaign at a
regional level as they have an interest in supporting or have an
existing campaign to support education, employment and
young people.
By having regional backing from MPs supporting education,
employment and young people and also working with localcolleges and universities, this should reduce the chance of B-
Hive Academy appearing as a threat to education; instead it will
give the impression of complimenting education.
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The event audience and participants will be encouraged to engage in social media whilst at the event using the
hashtag #BHiveAcademy and linking the Facebook page through their profiles by checking into the event. This
will promote the event to those who have not attended but are linked to the attendees through social media.
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Endorsement and Backing of the Campaign
One of the major aims for this campaign is to have Matthew Hancock MP, Minister for Skills in the Departments
of Business and of Education endorse the B-Hive Academy. This will be a highly valuable person to have
support the campaign and his presence might sway peoples opinions from the possibility ofB-Hive Academybeing a threat to education to complementing it
Matthew Hancock MP will be required to appear at the press launch event in Birmingham for a photo call. He will
give a speech on his thoughts towards B-Hive Academy which will provide quotes for the media to publish. It is
essential that Matthew Hancock emphasises that B-Hive Academy compliments education within his speech. His
appearance will hopefully motivate the press to travel to Birmingham for the B-Hive press launch event.
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Mathew Hancocks backing of the campaign is designed to attract attention to the national press. However, there
will also be appearances from regional MPs at the relevant multimedia event. These have been selected as they
have an interest / campaign to support education, employment and young people
MPs which will attend the events:
Bristol Charlotte Leslie
Newcastle Chi Onwurah
Manchester Lucy Powell
Leeds Hilary Benn
London Angie Bray
Liverpool Steve Rotheram
Birmingham Jack Dromey
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Major points which we want to get across to the media will be discussed with the MPS previous to the events so
that they can include the points in their speeches.
The purpose of having additional backing for
each region is that it will give a strong regional
angle for the media to focus on. This should
greatly raise awareness of the B-Hive academy
throughout all the regions, hopefully leading to
more subscriptions to the B-Hive Academy
nationwide. By having a number of authoritativefigures backing the B-Hive Academy, it will
really raise the profile of B-Hive Academy and
will have a fantastic reputation to start off on.
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Press Launch Birmingham
This event will take place at Fazeley Street Studios, Birmingham on Monday 6th January 2014, a week previous
to the launch of B-Hive Academy. I have located Birmingham as the destination to host the press launch as B-
Hive is a West Midlands based organisation, therefore it would be appropriate to host the event in Birminghamand support the regional economy.
This event is to raise awareness of B-Hive Academy through the media just before it is launched on the 13th
January 2014. A number of national and local Birmingham press will be invited to this event where we shall
introduce the B-Hive Academy. At this event, Matthew Hancock will be there to provide a photo call for the press
and carry out a speech based on B-Hive Academy.
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We shall provide press packs at this event to make sure the press have
enough information, ensuring that B-Hive Academy has maximum press
coverage. Also inside the press packs, there will be a selection of B-HiveAcademy branded merchandise.
This event will also announce the future launch events across thecountry; this should generate more interest in the events and drivepeople from across the nation to attend them. A number of creativeindustry professionals and employers will also be invited to the presslaunch event to inform them of the B-Hive Academy. The press launch
event is also in aim of providing a networking opportunity,in hope oforganisations joining a partnership to work with B-Hive and provide workplacements.
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The press launch event will be held in the afternoon as I recognise that the national press will likely have to
travel to Birmingham from London, so this will give them plenty of time to arrive comfortably. Fazeley Street
Studios will be booked from 12pm 6pm. The invites will specify the attendees to arrive at 2pm. There will
canaps and drinks served on the attendees arrivals to welcome them to the event. Later on in the day a served
buffet will be presented; this will be a good opportunity for professionals to network and liaise. Alcoholic and non-alcoholic drinks will be served throughout the day. Speciality cocktails will be served alongside the canaps and
the served buffet. These cocktails will be presented in honey jars and the flavours will be honey based. This is
just a fun association to bee hive, a similar sounding set of words to B-Hive.
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Linked Partnership
To increase the amount of subscriptions to B-Hive Academy, there will be a linked partnership with Creative
Skillset. This organisation is an industry body which supports skills and training for people and businesses to
ensure the UKcreative industries maintain their world class position.Therefore, by creating this partnership, B-Hive are providing Creative Skillset with a programme designed to fully
develop skills for employment within the creative industries using an online program and also providing work
placements aiming and get more people into employment. B-Hive Academy is backed by a number of
government officials; therefore it is a reliable and beneficial programme to subscribe to, this will be emphasised
by Creative Skillset to their media academies, encouraging them to subscribe their students.
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The aim of this partnership is so B-Hive can gain a high amount of subscriptions by enrolling those who already
study at a creative skill set academy to the B-Hive Academy program. Creative Skillset have a network of 23
media academies and it will be urged by Creative Skillset to enrol their students onto B-Hive Academy as an
additional program to complement their educational courses.
This partnership will cover 2 main PR objectives. Firstly, by linking with Creative Skillset, B-Hive will be
presented as a trusted program which compliments education as it is being suggested by a well-known
organisation which already has close ties with a large number of educational establishments. Secondly, this
partnership should drive a large number of subscriptions to the B-Hive Academy. Even if one academy enrols to
the B-Hive Academy, it will contribute heavily to reaching the 1000 subscriptions target.
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Competition
The competition launched will be in partnership with Creative Skillset. The competition will involve offering all
those students enrolled to a skillset media academy the chance to win a prestige paid work placement within the
creative industry.
To win this students must launch an online professional personal portfolio, (this could be in the form of a
webpage, Twitter profile etc.) to provide evidence of their passion of gaining a career within a particular creative
industry. This is a really broad criterion as we are aiming for the students to be as creative as possible yet still
maintaining professionalism as this profile could be viewed by possible employers within their desired industries.
The entrants must tweet their profile to the handle @B_HiveAcademy and the winner
will be chosen from there. The entrants will also have to hashtag #BHiveAcademy when
posting their competition. This will help raise the profile of B-Hive Academy across the
UK as it will hopefully start to trend.
The competition will begin on the 23rd December and close on the 20th January
2014.The winner will be announced on Monday 3rd
February 2014 and the workplacement will take place in the universities allocated Easter break time so the students
are free to carry the placements out.
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The point of this competition is to raise awareness of the B-Hive Academy to Creative Skillset media academies
in hope of them enrolling their students to the B-Hive Academy.
If the academies do not encourage students to sign up through their course, the students might be interested insigning up themselves. By working with the Skillset media academies directly, this can portray the idea that B-
Hive is working with existing educational institutions, complementing their courses, not competing with them.
By using Twitter, the profile of B-Hive Academy will be increased as the competition will generate more
followers resulting in a larger audience reach. This is also one of the most used social networking sites by
students, meaning the audience who view the posts will be the target market for the campaign.
As we are encouraging the entrants to hashtag #BHiveAcademy when posting about the completion online, this
will generate further views as it might begin to trend.
We will send press releases on this incentive to the local
press and keep them updated on the competition. This will
further the audience reach into the local community
Parents will read this and hopefully so will creative industry
professionals making them aware of the B-Hive Academy.
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Blogging
The competition winners will be required to carry out blogging for the B-Hive Academy whilst they are on the
placement. They will have to complete daily blog posts about their placements and tweet using the hashtag
#BHiveAcademy, these will be promoted via a number of social media sites and the B-Hive website.
This should increase extra coverage across social media sites and it will provide evidence to the audience that
B-Hive placements are valuable and worthwhile, encouraging the audience to subscribe to the program.
Magazines/Newspapers
Press packs will be sent to a number of magazines who have a readership similar to our target market. These
press packs will also be sent to national newspapers and a selection of local newspapers within the participatingcities. We will also work closely with trade magazines such as Times Educational Supplements or Education
Today Magazine.
Aside from the press packs which contain the key information on B-Hive Academy, there will be various press
releases issued in conjunction with the campaign over the campaign
period. This is to ensure that B-Hive is kept in the public eye for
number of months and becomes a recognised organisation across
the nation. There may also be interview opportunities with
employees from B-Hive Academy and the students who win the
work placements.
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Radio
Local radio stations will be targeted with press packs and
information on the B-Hive Academy. We will be pushing how B-Hive
Academy is working with local collages and universities to put on a
multimedia exhibition. This will provide event information to the local
area and it will create extra publicity for the B-Hive Academy.
Hopefully this will create a large number of people attending the
event and then they will subscribe to the B-Hive Academy. Those
listening to the radio might be keen radio practitioners or students
studying media, so they will take an interest in B-Hive Academys services.
Some local radio stations have talk shows based on topical debates, this could be on education. These are also
good radio stations to target as B-Hive Academy could be included within an educational debate.
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Stunt
A drama group will be hired to carry out a street theatre performance which is in aid of driving people to the
location of the street team. The performance will be a play on
the words B-Hive / bee hive and will feature a number of bee
keepers running round the city centre looking for the queen
bee which has been set loose.
The bee keepers will interact with the public asking them if
they have seen the queen bee. After a while, the queen bee
will be found by the bee keepers in the most central part of the
city (For example, next to the bull in the bullring).
When the queen bee has been found, the actors will thank theaudience for watching and then direct them to go to the street
teams to find out what the performance was about and to get
some free goodies (merchandise). This is where B-Hive
Academy will be sold to the public by the street team resulting
in raised awareness and increased subscriptions.
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Street Team
There will be a street team giving out leaflets in the lead up to the launch events. These team members will be
wearing specially designed B-Hive Academy T-shirts and they will be located in the city centres and cultural
quarters across each city. Along with the shirts, all members of staffwill be wearing big Bee Hive Hair style
wigs and matching coloured feather bowers to attract some more attention to them.
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Staff will be hired locally to the each event and they will only be promoting the event held in the city they are
working in. This means a number of different leaflet designs will have to be made according to the cities. They
will be targeting students within the city centres and encouraging them to attend the event. As well as people
being targeted by the street team, people will be directed to speak to them to find out what the street theatre
stunt was for. Here, they can tell the audience about B-Hive Academy and raise awareness of the local eventgoing on, and how they can subscribe to the B-Hive Academy.
Merchandise will also be handed out to people with clear B-Hive branding. This will ensure the audience
maintain familiarity with the brand and will inform them of how to get involved with B-Hive Academy.
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Merchandise This is the selection of merchandise which will be produced. We will be giving out a tote bag
with a pen, a key ring and some leaflets out to as many people as possible at each event
and through the street teams. At the London multimedia event and the press launch, oyster
card wallets will also be inside the tote bag as these will only really be used by those living in
London and the press who work there.
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Social Media
Social media will be used heavily within the campaign as it is the most frequently used media form by students
as the market research shows. Twitter will be the main social media site used as this site is regularly updates
and can reach a large target audience.
Competition entrants are required to create an online personal portfolio which can be created using social media
sites. They have to link their portfolios via Twitter and they will be encouraged to hashtag #BHiveAcademy. This
will hopefully trend within the UK if enough entrants hashtag this at the same time.
Tweets will also be promoted on Twitter Mobile, meaning that people who are using a 4G device in a certain
location will view these tweets even if they havent followed @B_HiveAcademy on Twitter. This will force the
@B_HiveAcademy twitter account onto their newsfeeds so the tweets will have to be read. This may encourage
extra followers if they are interested in the posts.
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There will also be a B-Hive Academy Facebook page so fans can Like the page and keep up to date with
events and news. The launch events within each city will also be promoted via Facebook events. As this is a
social media site also used frequently by students (as the market research indicates) and it would be an effective
method to reach the target audience.
Within the launch events, attendees will be encouraged to check in on Facebook at the event. This will show
their friends where they are and it will link the event page. Those who are interested can click on the link and
find out more about B-Hive Academy if they have missed the event.
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Time Management
and Budget
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Date Activity Fee (staff costs based on
the wage of 14.83 per hour)Costs
November Book Fazeley Street Studios for press event
Arrange catering for press event
Drinks supply for the press event
Book Birmingham event location
Book Manchester event location
Book Liverpool event location
Book Leeds event location
Book Newcastle event location
Book Bristol event location
Book London Event Location
Organise catering for each event
Book studio space for press event rehearsal
Contact Creative Skillset and propose competition andpartnership
Design competition marketing material
Print competition marketing material
14.83
14.83
14.83
14.83
14.83
14.83
14.83
14.83
14.83
14.83
14.83
29.66
29.66
14.83
29.66
600
2,200
1,200
600
750
750
750
750
750
1600
7,700
400
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Contact colleges and universities within the cities andpropose multimedia event
Contact Matthew Hancock and propose endorsement
and photo call
Organise work placements for competition winners
Invite Press to press event
Plan leaflet designs
Send leaflet designs to printers
29.66
29.66
29.66
29.66
14.83
14.83 637
December
Arrange photographer for all events
Design and buy a photo call background
Create competition and promote it through social media
Create Twitter handle -@B_HiveAcademy
Create Facebook Page and event pages
Conduct meeting with Matthew Hancock and planspeech for press event
Create press packs for press event
Contact influential journalists and plan meetings forliaising
29.66
14.83
14.83
14.83
14.83
59.32
44.49
29.66
2000
500
50
200
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Press event rehearsal
Have street team t-shirts designed and printed
Send out press packs to local media for the launchevents in January
Advertise street team positions
Arrange and carry out telephone interviews
Select and notify successful applicants for the streetteams
Arrange and host street team training
Create event timing schedule for each event
Have meetings with journalists
Pay for Mathew Hancocks travel to Birmingham
Design and create pens for merchandise
Design and create tote bags for merchandise
Design and create oyster card wallets for merchandise
Design and create keyrings for merchandise
Hire drama group
Buy costume wigs and feather bowers for street teams
726.47
14.83
29.66
14.83
44.49
29.66
103.81
103.81
207.62
14.83
14.83
14.83
14.83
14.83
44.49
14.83
200
609
50
1225.96
6,427.45
275
1542.45
2500
50
January Press event Birmingham 1038.10 200
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B-Hive Academy launches
Birmingham launch eventCount footfall at event
Bristol event launch
Count footfall at event
Close competition
Send out press packs to local media for the eventlaunches in February
Collect media cuttings
1038.10
1038.10
14.83
14.83
14.83
200
200
February Send out press packs to local media for the eventlaunches in March
Pick competition winners
Liverpool event launchCount footfall at event
Manchester event launchCount footfall at event
Collect media cuttings
14.83
29.66
1038.10
1038.10
14.83
200
200
March Leeds event launchCount footfall at event
Newcastle event launchCount footfall at event
Collect media cuttings
1038.10
1038.10
14.83
200
200
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April Create questionnaires
Distribute questionnaires
Collect questionnaire responses
Analyse questionnaire responses
Analyse website hits
Analyse subscriptions to B-Hive Academy
29.66
29.66
29.66
29.66
14.83
14.83
Total Costing Overall 44,327.76
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Evaluation Methods
Competitors About Target Market How B-Hive Academy is How B Hive Academy is
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p g yDifferent.
yshown as differentthrough the PRcampaign.
The WorkProgramme
Government Schemeaims to getindividuals into longterm work.
Skills basedworking alongsideprivate, public andvoluntaryorganisations.
Targeting secondarysector organisations.
Targeting the campaign atunemployed, those whoare registered as jobseekers.
Targeting the creativeindustries.
Aiming the campaign at thosealready in education and arelooking for further theircareers.
Targeting the campaign atABC1
Uses current 4G technologyto guide the work experienceprocess - The workprogramme has mentoring orsupport system throughoutthe scheme.
The Work Programme paysorganisations as an incentiveto take on job seekers. WithB-Hive organisations will bepersuaded to want havefresh, innovative students
working for their business.
The campaign is targetingskillset media academiesthrough the competitionmeaning that B-HiveAcademys awareness israised to studentscurrently in education.
Within all the creativeplatforms used, it is madeclear that B-HiveAcademy is working withcreative industries.
Launch events are beingused to raise awarenessof the campaign in orderto portray the missions ofB-Hive Academy.
Go Think Big An organisationformed for youngpeople wanting togain work experience
Young people ages 13-25 within the UK lookingfor a step onto the careerladder.
B-Hive academy placementsare accessible nationwide.
B-Hive may be the actual first
B-Hive Academyscampaign is working withyoung media practitionersas part of the event
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within the mediaindustries.
This organisation isformed by teams at
O2 and Bauer Media.It has workassociations with anumber of well-known mediacompanies.
A database thatprovides youngpeople with work
experienceopportunities withinthe media industriesin the UK.
Most placements arelocated in London, so theyare only available to thosewho live close or can
afford to travel there.
step onto the career ladder asthose placements allocatedthrough Go Think Big are veryprestige and will require/expect previous experience
within that career field.
Uses current 4G technologyto guide the work experienceprocess Go think Big is justan online database with nosupporting App content.
Does not provide a mentoringor skills tracker service like B-
Hive academy.
launch. This is alreadyestablishing a goodreputation with the targetmarket.
The event launches arealso all over the countryso students and creativeindustry employers allover the country canaccess the launch.
The B-Hive Academycampaign is also targetinglocal press as there are
regional events beingcarried out. This will raisethe profile across thenation at an accessiblelevel unlike Go Think Bigwhich has mainly targetednational press and is onlyreally of use to thoseliving in or near London.
Include Youth
Give andTakeScheme
An organisation
which work withyoung people to gaina wider skills base toprepare them for acareer.
Disadvantaged and
vulnerable young people.
Organisations workingwith disadvantaged orvulnerable young people.
Only Available in Northern
Ireland, not across the UK likeB-Hive.
B-Hive academy is targetingthe creative industries.
The campaign is targeted
at students currently ineducation who have astrong grasp of thecreative industries.
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They slowly get thestudents used to theworking environmentby completing taster
experiences with acompany. Oncethese have beencompleted thestudent is urged tocomplete a longerlength workplacement.
A project worker will
stay in contact withthe student andemployer throughoutthe work placement.
Educational institutionswho may struggle tosupport disadvantaged orvulnerable young people.
Government agenciessuch as youth offendingservices teachingyouths skills to get backinto education and gain acareer.
Targeted at individuals whoare already in education andwant to gain more experiencewithin the creative industries.
Give and Take scheme isvery skill specific and one toone based. B-Hive canprovide a vast number ofpeople, nationwide with anopportunity to develop theirskills through the B-HiveAcademy using 4Gtechnology.
B-Hive academy is accessibleto all students who haveenrolled, not just those whoare vulnerable ordisadvantage, like Give andTake scheme.
Give and Take schemesounds like a substitute to
education whereas the B-Hiveacademy complimentseducation.
Give and Take scheme
Launch events across thecountry are being held inaim of students enrollingnationwide.
A street team will be inaction informing people ofthese events. They will betargeting those who looklike students and workingin student populatedareas.
B-Hive will becomplimenting education;
this will be enforced bythe support of MatthewHancock, Minister forSkills in the Departmentsof Business and ofEducation. This will alsobe portrayed by workingwith local media academystudents within the eventlaunches.
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seems undesirable to thosewithin the ABC1 category,unlike B-Hive Academy iswhich targeted at thatdemographic scale.
Universitiesown workexperienceschemes -
These schemescould be in actionwithin universitieswhich state workexperience is arequirement of thecourse.
For example,Birmingham City
University engagethe students on theMedia andCommunicationscourse with workplacements througha module calledProfessional Studies.
The students who areenrolled to the creativeindustry courses whichrequire work experience.
Businesses to participatewith the university courseby doing things such asproviding placements orproviding information on
how to gain placementswith creative industryemployers.
These schemes implementedby universities may not be asrewarding as what B-HiveAcademy is offering. Withuniversities, it is an oftenindependent placementexperience where they mayhave to reflect on what theyhave learnt after theplacement is carried out. B-
Hive makes sure thatstudents get the most out oftheir placements and developthe appropriate skills.
B-Hive Academy uses current4G technology to guide thework experience process anddevelop a suitable skills basebeforehand.
The campaign will betargeting media whichuniversity academics willbe susceptible to, such asradio debate shows andbroadsheet newspapers.Through these methods itwill be demonstrated howB-Hive Academy cansupport young peoples
career paths andcomplement education.
The competition will alsoraise awareness of B-HiveAcademy as it is workingwith Skillset mediaacademies.
Go Wales Government backedproject which aims toget current university
Students and Graduateswho want to work withinthe creative industries.
B-Hive Academy is availableto students nationwide,working with nationwide
The event launches arealso all over the countryso students and creative
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students andgraduates to carryout work experiencewithin the creativeindustries in wales.
The work placementpositions are paidaround 250 perweek and last around10 weeks.
Students who jointhis scheme cancomplete a short
work basedqualification whilst onwork placement.
Creative industrybusinesses within Wales.
creative industry businesses,not just those based in onelocation.
B-Hive uses current 4G
technology to guide the workexperience process thequalification scheme GoWales is not as advanced orrewarding as this.
There is no skills basedscheme to work towardswhilst on work placementunlike B-Hive Academy,
which guides and educatesstudents towards andthroughout their placements.
Students who enrol to B-HiveAcademy will be participatingto further their careers andnot influenced by the offeringof a wage, unlike what GoWales is offering to
participants.
industry employers allover the country canaccess the launch.
The campaign will be
targeting national press,not just local. Thisensures coverage acrossthe UK.
B-Hive Academy isshowing examples of howeffective the program isby blogging about thecompetition winners
experience within theirwork placement. This willcreate more awareness ofthe campaign throughsocial media links.
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Website Hits
As we will be promoting the website numerously throughout the campaign and within the events, by
analysing the amount of website hits B-Hive has had since the launch we can tell if the campaign has been
effective by an increase in hits. If this is a large amount of hits we can see that people have actively
sought out more information via the website. If they have visited the website, it can also suggest that othersocial media methods have worked as the web address would be included within the press packs and the
web address published within a range of media. If you break down the website hits into precise times, you
can also try and work out which media/press has been most effective in driving the hits to the websites.
For example, if the website hits increase dramatically after a launch event, you can tell that the launch
event was a valuable method of driving people to the website.
Subscriptions
Although there would have been no subscriptions previously to the PR campaign, you will be able to tell bythe amount of subscriptions gained since the PR Launch. Similar to the website hits, you could break the
number of subscriptions down to dates and identify a correlation between subscriptions and media activity.
This will show which method has had an effective audience reach leading to more subscriptions.
Analysing media cuttings
A lot of print media has been targeted throughout the campaign. A useful and easy tool to analyse how
effective the press packs have been to the print media is by collecting any features or articles on the
campaign. By counting the amount of press packs sent out and the amount of media cuttings collected, apercentage can be formed, showing how successful the campaign was within print media.
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Advertising value equivalent
This will be an effective method of evaluating whether the campaign has been successful as we are
targeting a lot of print media; therefore it the valuation produced will be a good representative of the
campaign as a whole. As the magazines we are targeting have very high profiles within the UK, therefore,
if majority of articles are featured, the AVE will be high, judging the campaign a success.
Footfall at the launch events
By counting the amount of people attending the launch events the effectiveness can be measured. If there
is a good turn out to the events, you will be able to tell that the campaign has had good media coverage as
people will have been directed to the event by the media or street team.
Questionnaire
A questionnaire will be produced and given to around 500 people, in our target audience range. Thequestionnaire provides quantitive data which can easily be analysed and transform into graphs/diagrams.
The topics covered within the questionnaire will judge the participants awareness of the campaign.
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