fresh ppt 11 april peter

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Planning and Managing a PR CampaignPeter Chipchase, John DoeThursday 11 April

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Chair’s introduction

Chloe Kembery, Natural History MuseumPlanning and Managing a PR Campaign

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Planning and Managing a PR Campaign“Creating Culture Around a Brand”Peter Chipchase, Thursday 11 April

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• The Brief• Setting the Objectives• The Audience • The Strategy• The Campaign• Evaluation

Creating the Journey

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The Brief

• Always have one• Is it correct?• What is it actually asking?• Is it achievable?

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Setting Objectives

What is Success?

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Selling Stuff

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The Audience

What is Success?• Research – from media and ad agency

• Motivators – what influences them?• Media consumption

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Creating the Strategy

• What are the brands insights or DNA?

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Creating the Strategy

• What culturally resonates with a brand’s audience

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Creating Culture Around a Brand

Content Culture

Culture of the Brand

Brand culture and all of its elements

Communication Culture

Social, Media, Influencers &

Bloggers

DigitalExperientialInfluencers

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Building the Campaign

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What Makes a Good Campaign?

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• Connecting With Culture• Creating a Moment• No Brow• Phasing a Launch – no brow in action

What Makes a Good Campaign?

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Connecting with Culture

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Creating a Moment

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No Brow Campaign Roll Out

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Phasing a Launch - No Brow in Action

PurchaseEnd March - April

Raise mass awareness of the on-sale date in

Sainsbury’s in mainstream media and communities

PR Strategy‘Grow awareness of ABSOLUT London, by owning London Creativity and starting conversations with audiences’

Style & Status

AnnounceEnd Feb – Early March

Announce main site experience and the character animation amongst

style and status communities

Build hype around ABSOLUT London and Jamie Hewlett

collaboration amongst early adopters, opinion formers and

crusaders

HypeEnd Jan – Early Feb

Early Adopters & Crusaders

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Phasing a Launch - No Brow in Action

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Phasing a Launch – no brow in action

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Managing the AccountQuarterly

Monthly

Daily

Weekly

Quarterly evaluation

Quarterly all agency planning

Daily news

briefings

Daily coverageupdates

Monthly Status

meetings

All agency meeting across

all activity

Rolling status report

Weekly PRmeeting

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Evaluation

PR

SOCIAL MEDIA

MARKETING

IMPRESSIONS.SHARES.NEW LOYALISTS.CONTENT VIEWS.

INFLUENCER WORD-OF-MOUTH.PRINT AND ONLINE CIRCULATIONS.

W PROPERTY PARTNERS GLOBALLYCREATIVE PARTNERS.INNOVATIONS INTRODUCED.DRIVE TO WEB.

xx%INCREASE

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Example OutputW Hotels AWAY We Stay

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Questions?

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• Introduction to PR Strategy and Planning Campaigns

• Planning and Managing PR Campaigns

Training workshops to build your knowledge further

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Thank you for attending, please complete the online evaluation form.

Find out more at cipr.co.uk/fresh