hoshva pr credentials
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AGENCYCREDENTIALS
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aboutagency• 7yearsofPRexper@seonUkrainianmarket• 20specialistsontheAgencyteam• Over200successfulprojects• 60Brandsmanagedwithintheagency• BasecampandHighriseusedtomanageprojectsandregulate@meefficiencywithintheAgency
• FirstPRAgencytobecomeamemberoftheUNGlobalCompact• Over 15 Social Projects implemented for Clients: Sun InBev Ukraine, JTI,TetraPakUkraine,Let'sdoitUkraine
• Exper@se in digital PR and constant collabora@on with colleagues fromHoshvadigital
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awards
———————2011———————• PRAVDAAwards:Bronzeprizefor“MostEffec@veSolu@ons”
———————2010———————
• PRAVDAAwards:Goldprizefor“MostEffec@veSolu@ons”• PRAVDAAwards:Bronzeprizefor“MostEffec@veSolu@ons”
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partners:mslgroup• InOctober2012, theAgencybecametheaffiliateofMSLGROUP inUkrainethatgivesusaccesstotheworld'sbestcasesandprac@cesinallPRareas
• TheNetworkhasover85officesin22countries.It’sworthmen@oningsomeglobalclients:Ci@bank,Nestle,P&G,Huawei,Microsob,PayPaletc.
• MSLGROUP specializes on Public Rela@ons, Financial Communica@ons,Reputa@onManagementandSocialMediaMarke@ng
• MSLGROUP is one of the five biggest global PR Networks and the part ofPublicisGroupeCommunica@onHolding
• MSLGROUPistheReputa@on,PublicRela@onsandEventnetworkofPublicisGroupe.IthasheadquartersinParis
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Event management Sponsorship
AgencyServices
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• Strategicandtac@calPRcampaigns• Mediarela@ons(bothproac@veandreac@ve)
• Genera@onofcrea@venews• Brandbuilding• Digitalcommunica@ons• Webdesignandmanagement
• Reputa@onmanagement• Corporatesocialresponsibility• Crisis/issuemanagement• Experien@alPR• Cause‐relatedmarke@ng• Communica@onaudit• DigitalPR
AGENCYTEAM
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teamprofile:oksanahoshvaWork• HOSHVADigitalLLC:Owner,CEO• HOSHVAPRLLC:Owner,CEO • KEYCommunica@ons:SeniorPRmanager(2003–2005)• M1MusicTVChannel:PRdirector(2002–2003)
Educa@on• Execu@[email protected],Spain.Expectedgradua@ondate–2014,July.
• CIM/[email protected]@ng.Expectedgradua@ondate–2013,December.
• Masters‐level Diploma in Public Rela@ons program. Overall grade –Merit.CharteredIns@tuteofPublicRela@ons,London.
• Graduated SumaCumLaude in the top5%of the classwith aBachelorofBusiness Administra@on degree. Cumula@ve GPA: 3.88 (based on the 4.0gradingscale).Interna@onalChris@anUniversity,Kyiv,Ukraine
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teamprofile:oksanahoshvaProfessionalaffilia@onsandawards• MemberoftheCharteredIns@tuteofMarke@ng,London,UK.• BoardMemberoftheUkrainianAssocia@onofPublicRela@ons(2008–present);Headofthe‘UAPRforStudents’Commioee(2008–2012);HeadoftheDigitalPRCommioee(2012–present);coordinatorofthe‘PRDirectorsClub’project
• Developedandcarriedoutaresearchproject‘TheroleofthesocialmediaincorporatePRprac@ceusingtheUkrainiancontextasacasestudy’.AvailableatSlideshareandpresentedduringEuropeanPRCongressinKyiv(2011,October)
• Created and hosted First Ukrainian PR Podcast. Received UAPR’s ‘PRAVDAAwards’recogni@onforitin2010
• Jury member of: Kyiv Interna@onal Adver@sement Fes@val (2013), UAPR’s‘PRAVDAAwards’compe@@on(2011),‘ZolotoyPROpeller’(2009–2011)
• Featured speaker at the Marke@ng Directors’ Forum (2012), Marke@ngRevolu@onConference(2012)andothers
• Editor’s choice at ‘35 under 35’ special edi@on ofMarke&ng Media Reviewmagazine(March,2013)
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teamprofile:team1
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KeyPerson:OksanaVygovskaEduca@on:TarasShevchenkoNa@onalUniversityofKyivExperience:morethan10yearsinPR
sector Specializa@on&services
• Industrial• IT(corporatedirec@on)• Retail
• CorporateandbrandPR• Events• MediaRela@ons• Presscentre• CSR
CLIENTS:•3M•DeNovo•Watsons•Regus•Life•PROMENADACENTER•Bella‐Trade•Colgate
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teamprofile:team2
KeyPerson:SabinaAblyaevaEduca@on:TauridaNa@onalUniversityExperience:morethan5yearsininterna@onalPRagencies
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sector Specializa@on&services
• FMCG• IT(consumer)
• CorporateandbrandPR• Mediaaudit• CSR• Presscentre
CLIENTS:•TetraPak•Danone•Obolon•Microsob,•Intel•Amstor•MediaGroupUkraine
clients&CASESTUDIES
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clients2013
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Brandcommunica@ons:OtbornoyeGoals• To present a new product for media aber launchcampaign
• Toholdaninteres@ng,informa@veevent• ToInvolvejournalistsintopresenta@onDecisions• Touseacrea@veformatofspeed‐milking• To create 5 presenta@on tables: Milk Sommelier,Creamy Barista, Gastro Corner, Informa@on Centre,Laboratory
• To divide journalists into groups and circulate themthroughtables,switchingevery15minutes
• To involve opinion leaders as experts (AuroraOhorodnyk)
• To involve journalists into ac@vi@es to show uniqueproduct features (to learn laoe art, cook dairybreakfastsetc.)
Results• 26journalistsaoendedtheevent• Leoersofgra@tudefromjournalists• Preliminarymediaexposure:45–50 13
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Goals• Toturnstudents’minds to theproblemofexcessiveandirresponsiblebeer‐drinking
• To inform about generally accepted rules of beerconsump@on
• To aoract young leaders for forming responsibleautudetobeer‐drinking
Decisions• To create funny comics about problems thataccompanyirresponsiblebeerconsump@on
• To hold an event using original format andextraordinaryideaof‘ComicsIn24Hours’
• To involve opinion leaders, student audiences andprofessional illustrators, inductSMMcoverageof thewholecomicscrea@on’process
Results• AoainedinvolvementofFacebookPagefans:+371%• FacebookCommunitygrowthdynamics:+357%• Facebookcoverage:800000(2ndwaveofcampaign);• Opinion leaders involvement into campaign asvolunteers:24people 14
CSRProjectforObolonResponsibleBeerConsump@on
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Aims• To posi@on companies ‐ Sun InBev Ukraine, JTI,OTP Bank ‐ as experts and aorac@ve employersforstudents
Decisions• Todevelopaneventconcept–‘EmployersvsStudents’debates–averbalduelbetweenteamofstudentsandteamofemployersResults• Duringthreerounds,representa@vesofSunInBevUkraine,JTI,OTPBank,andmembersofthe youth AIESEC and EYP‐Ukraine organiza@onswith the assistance of independent expertsdiscussed students’ expecta@ons fromemployersandviceversa
• EventwascoveredinNewMedia,inpar@cular,therewascreatedandregularlyupdatedblogoftheprojectthatconductedMediaRela@ons
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EmployerBrandDevelopment
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Goals• Toformandconsolidateanassocia@onof“MicrosobOffice2010=produc@vity”,“MicrosobOffice2010givessuccessandstabilityinSMBopera@on”
• TodeliveramessageofCloudsolu@onsprospectsDecisions• ToformcasesofsuccessfulexperienceofITsolu@onsusage,basedonresearchresults• Topitchtargetmedia• Toexperimentwitharepresenta@veorganiza@onforITprac@cessolu@onsinSMB
Results• Mediapitchingresult:21detailedmaterialswithhighlightsontheallkeymessages• Experimentresult:4materials(allthekeymessagesreported)• Pitchingandinterviewresult:2interviews
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ConsumerPRforMicrosob,CampaignforSMB
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Goals• Buildawarenessandposi@velyengagedautudetoBudasasymboloftheglobalbrand’scommitmenttofootballallaroundtheworld
• Differen@ateBudfromotherbeerbrandsinfootballfield• Throwaneventformediaandfootballfansinordertopresent2014FIFAWorldCupWinner’sTrophyinUkraine
Decisions• Toconducteventofna@onalimportance(topresent2014FIFAWorldCupWinnersTrophy)
• ToaoractfirstpersonsofUkrainianfootballtotheevent• Topresent2014FIFAWorldCupWinner’sTrophytofootballfans
Results• 43journalistsatevent• 152publica@ons–totalamount• Nearly10000UkrainianfootballfanscametohavealookattheTrophybetween2p.m.and8p.m.onApril,18th
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Brandcommunica@ons:BUDFIFA2014
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CSR,consumer&corporatePRforTetraPakGoals• Tosupportpresscentre• Todevelopreputa@onaoributes• Tosupportmarke@ngandCSRprojectsScopeofwork• Presscentre24/7support (nearly800materialsperyear,10interviewsand30comments)
• Strategydevelopmentandimplementa@onofallthe reputa@on aoributes (more than 10 eventsperyear)
• CSRprogramdevelopmentandimplementa@on:Environmental Care (more than 7 events peryear)
• Strategydevelopmentofdairycategoryevolving
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DigitalPR,ModernEduca@on
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Scopeofwork• TodevelopCommunica@onStrategyindigitalmediaon‘Moderneduca@on’SCMproject• To develop the concept of a website onhighereduca@on—BestUniversi@es• Website account management for BestUniversi@es in Social Media (Facebook andVkontakte), as well as mini ac@vi@es and liveworkshops• Project prac@cal workshops for students ofUkrainianuniversi@es—FormulaS • Workwithprojectsambassadors
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Scopeofwork• Aworkingconceptforsocialmedia• Concept and construc@on of Dynamic Museumwebsite
• OfficialFacebookaccount:pos@ngandpromo@on• Conductac@vi@esanddevelopCampaigncontent—‘LeipzigReadsUkraine’
• Digital campaign for formal presenta@on of theUkrainiandelega@onattheLeipzigBookFair
• Networkwithpartners,includingGoogleUkraine
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DigitalPRforRinatAkhmetovFounda@onforDevelopmentofUkraine
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TrainingsforMcDonaldsandsirotstvy.netContent• Principlesofmarke@nginsocialmedіa• Communica@on strategies within digitalmedia
• Social Media Marke@ng for ‘Family care’direc@on of Rinat Akhmetov Founda@on forDevelopmentofUkraine
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Reputa@on,MediaAuditsandStrategiesScopeofwork• ToconductpresenceanalysisofMediaGroupUkraine in informa@on field, compare withcompe@tors
• Todeterminethepropor@onofmain‘voices’ofmediaplayers
• TodeterminethenatureoftheGroup'sassetspercep@on
• Toanalyzepressservicesofassets• To provide recommenda@ons to improvepress serviceswork in construc@on of powerassetsoftheGroup
• To develop a strategy of loyalty formingprograms(Comfy)
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ConsumerPR,ColgateOralHealthMonthGoals• TocreateaPRProgramandaMediaRela@onsstrategy• Toinvolveleadingden@stsandcelebri@esintotheProject
Decisions• Specialprojectswithmassmedia,pressconferencewiththeHeadDen@stoftheMinistryofHealthofUkraine• Anopenclassfrom‘Liceum100Podil’studentsformediaandcelebri@es• ‘HealthySmileAlphabet’conceptdevelopmentandcrea@onincoopera@onwithTvoyMalyshmagazine
Results• Over40publica@onsinwomen’sandgeneralmediaandTV
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Agency‐ClientCoopera@on
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WORKINGPRINCIPLESInefficientprocessesop@miza@on
• Minimumclientinvolvementinrou@ne/dailywork• Minimumclientinvolvementintac@calpartoftheProject
IMPLEMENTATION• SystemworkwiththeClientinvolvedonlyatthestartoftheProject,andtheirinvolvementinitsrealiza@onisminimized• Jointbrainstorms(Agencypreparesdrabideas)• TeamworkatthestartoftheProject• Quarterlymee@ngstounderstandClient’sbusinessobjec@vesandtargets
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RATESRatesperhour,UAH,excludingVAT
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Сonsultant 1800
ClientServiceDirector 1200
GroupAccountDirector 800
SeniorAccountManager 600
AccountManager 400
Copywriter 300
AccountExecu@ve 200
Assistant 100
Let’sgostraighttobusiness
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