global presentation part 1 (slides 1-25)
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May 2007 Universal PR
May 2007 Universal PR
Agency name
Summary
• Agency Credentials • Expectations of the client• Situation Analysis
– Data & Facts– Swot Analysis– Media Analysis– Gap Analysis
• Campaign Aim• Campaign Objectives • Expected reputation achieved • Target groups
– Direct– Indirect
• Global Strategy– Concept– Key Message– Slogan
• Local tactics and Actions• Timeline• Evaluation and methods of measures• Budget• Question Time
May 2007 Universal PR
Agency Credentials
May 2007 Universal PR
Name of Agency: Our Philosophy
• “Start small, think big”
• Young, dynamic and hardworking.
• Committed to developing effective public relations programs with measurable results.
• Talented professionals.
May 2007 Universal PR
Agency Name: International OfficesErfurt, Germany
Bangalore, India
Lisbon, Portugal
Cape, Stellenbosch, South Africa
Bournemouth, UK
Boston, USA
Goritza, Italy
May 2007 Universal PR
Barcelona, Spain
Expectations of the client
May 2007 Universal PR
Situation Analysis
May 2007 Universal PR
Data & Facts
Vision and Mission
Competitor benchmarking
May 2007 Universal PR
Situation Analysis
Strengths • Constant innovation to meet customer challenges.
• Everything under one roof.
• Strong relationships with customers.
• Developing new technologies and Rapid growth.
• Excellent relationships with regulatory bodies.
• Responsible neighbour.
• Links with academic institutions.
• Supporter of good causes.
• Employee development. May 2007 Universal PR
Situation Analysis SWOT
Weaknesses • Size.
• Communication is weak.
• Poor relationships with trade journalists.
• Limited online content.
• Poor online navigation.
• Poor online presence.
• Not at the top position within its industry.
• Lack of history.
• Unknown reputation attributes.
May 2007 Universal PR
Situation Analysis SWOT
Opportunities
• Emerging markets.
• Innovation in line with emerging social trends.
• Unknown history.
• More people online.
• Westernisation of the world.
• Increasing democratisation of the world.
• Reputation unknown.
May 2007 Universal PR
Situation Analysis SWOT
Threats
• Competitor activities
• Increasing regulation.
• Environmental legislation
• Pressure group activity.
• Negative media coverage.
• Operating in unstable markets.
May 2007 Universal PR
Situation Analysis SWOT
May 2007 Universal PR
Global Awareness of Cognis' Reputational Attributes
1
1.5
2
2.5
3
3.5
4Marketing Orientation
Innovation
Sustainable Development
Wellness
Good EmployerProducts and Services
Communication
Financially Strong Company
Clear Vision
Employees
Trade Journalists
Financial Journalists
General Journalists
Strong
Average
Weak
Unknown
Global Campaign Aim
Increase Cognis’ reputation from weak/average to strong through an integrated internal and external global communications campaign.
May 2007 Universal PR
Global Campaign Objectives
• Increase awareness of Cognis as a marketing orientated and globally innovative company.
• Raise awareness of Cognis’ high quality and reliable products and services among its target stakeholders.
• Raise awareness of Cognis as a socially responsible company amongst employees and journalists.
• Increase awareness that Cognis is a good employer amongst the media and employees.
• Increase awareness of Cognis’ vision, business strategy and financial
decisions amongst the media and employees.
May 2007 Universal PR
Expected Reputation
Cognis…
• “understands customer markets”• “is highly innovative” • “develops products to improve way of life”• “develops reliable products and delivers excellent
services”• “is a socially responsible company”• “is a great place to work”• “has a clear vision”• “is a financially strong company” • “is an excellent communicator”
May 2007 Universal PR
Target Group
• Direct: – Employees– Journalists
• Indirect: – Community– Government– Organisations– Customers
May 2007 Universal PR
Global Campaign Concept
Create a positive internal corporate culture and communicate it externally to establish Cognis as a
corporate citizen in order to increase its reputation.
May 2007 Universal PR
Global Campaign Strategies
1. Communicate Cognis’ commitment to innovation by initiating topical and newsworthy information about Cognis’ products and services.
2. Improve Cognis’ reputation through third party endorsement.
3. Position Cognis as the credible voice of issues facing the chemicals industry.
4. Ensure employees are aware of how their role fits within the wider organisation.
5. Engage in transparent communication concerning Cognis’ vision, business strategy and financial decisions.
May 2007 Universal PR
Cognis: “WE
KNOW HOW”
Cognis knows how to meet consumer demand through constant innovation.
Cognis knows how to solve problems by working in partnership with others.
Cognis knows how to improve performance through working as a team.
Cognis knows how to develop reliable products and services.
Cognis knows how learning from the past can lead to a bright and successful future.
May 2007 Universal PR
“Leading the way”
“Looking to the future”
“Working together to find solutions”
“Reliability”
“Know your part in Cognis”
Global Campaign Messages1. Communicate Cognis’ commitment to innovation by initiating topical and newsworthy information about Cognis’ products and services.
2. Improve Cognis’ reputation through third party endorsement.
3. Position Cognis as the credible voice of issues facing the chemicals industry.
4. Create a global sense of unity amongst Cognis employees.
5. Engage in transparent communication concerning Cognis’ vision, business strategy and financial decisions.
Global Tactics
• 10 year Anniversary
In February 2009, Cognis will be 10 years old!
• Tactics: - 10 years celebration gift - Global employee scrapbook.- An event in each country - a thank you to employees for making Cognis a success.- Cognis’ history on website - to communicate to the media about Cognis’ past.
• Website Design
May 2007 Universal PR
Target Countries
May 2007 Universal PR
Cognis Brasil Ltda.
May 2007 Universal PR
SWOT: BrazilStrengths
Commitment to social responsibility
Concern for the environment
Respect for employees and community
Strong relation with the society
Vegetable Oil Distillate (VOD) facility
Being one of the companies who doesn’t import
all the prime-materials
The importance of the chemical sector in Brazilian
economy (second sector)
Weaknesses
Lack of communication of the financial activities
of the company
Having a stronger support from general journalist
than from financial journalists
OpportunitiesImproving the quality of life for everyoneGet more attention from financial journalistsInvesting in technology
ThreatsThe ascending costs of energy in Brazil;
May 2007 Universal PR