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Pro\GETTY
Flashiz
April 2012
PR Proposal
All ideas and concepts enclosed are the exclusive property of apple tree communications S.L.
Pro\GETTY
Agenda
Our understanding of the briefing
Analysis of the situation
Communications strategy
Action plan
Account Management
Team and budget
- 3 - Pro\GETTY
Our understanding of the briefing
Agency asignment
TO INCREASE AWARENESS TO INCREASE SALES
FLASHIZ PR OBJECTIVES:
1. To find a strategic PR partner for Flashiz in
Spain
2. Build awareness of Flashiz in Spain across all
customer segments
3. Create deeper relationships with all key
stakeholders, including customers, industry
and media
FLASHIZ ACCOUNT MANAGEMENT
REQUIREMENTS
1. Reporting, measurement and analysis
of PR programmes.
2. Suggesting improvements in efficiency
and content for all communications
activities.
3. Prioritization and alignment of public
relations activity with key sales and
marketing objectives is crucial.
4. Competitor awareness and analysis.
5. Campaign structure
6. Proactive approach: counsel and
provision of ideas, advice and
recommendations regarding the best
way build the Flashiz brand in Spain
7. Crisis communications counsel as
needed.
Flashiz is searching for a strategic communications partner to create and execute an effective PR
campaign in Spain to launch Flashiz
Pro\GETTY
Agenda
Our understanding of the briefing
Analysis of the situation
Communications strategy
Action plan
Account Management
Team and budget
- 5 - Pro\GETTY
Analysis of the situation
Our methodology
ACCIÓN 1
apple tree communications follows a proven
methodology that begins with the evaluation of the
current situation, that acts as our ‘starting point’ in order
for us to define the positioning, the basic communication
strategy and the key messages to communicate.
Then, we will proceed with the process of segmentation
of target audiences and media. apple tree
communications will define an action plan to be
implemented in Spain including press office tasks as
well as other types of activities.
apple tree will elaborate an activity and coverage
report including an evaluation of the results and some
future recommendations.
Situation analysis/
context
- 6 - Pro\GETTY
Analysis of the situation
The 4 C’s
CORE ASSETS CLIENTS
(TARGETS)
COMMUNICATION COMPETITORS
- 7 - Pro\GETTY
UNIQUE SELLING PROPOSITION
Analysis of the situation
4C’s: Core assets Flashiz
SERVICE OFFERING
- Mobile payment system with more
transactions in the Euro zone
- Company registered in the Bank of Spain
as an electronic money institution from July
2012
- Internationalization strategy (increasing
presence in other markets. (In 2013: US,
Mexico and Australia)
- Social responsibility (NGOs – one of Flashiz
key targets)
- Free app
- No added costs for the user. A little % for
the business owners
- Easy to use
- Secure system
- Available for iPhone, Android and
Blackberry (soon) users
- Universality: works with all mobile phone
operators and all savings banks
- 8 - Pro\GETTY
Analysis of the situation
4C’s: Clients (targets)
1.1. Software editors / ERP’s / payment terminal providers
1.2. Major commercial chains/ Online businesses
1.3. NGOs
2.1. Individuals
2.2. Professionals (Commercial clients)
3.1. B2B Online & Offline media
3.2. B2C Online & Offline media
3.3. Bloggers & Influencers
- 9 - Pro\GETTY
FlashiZ has a number of competitors in the Spanish market:
1. QR-Code mobile payment apps:
• Momopocket
• MyMoid
• >Virus
• Kuapay
2. Mobile payment app – turns the smartphone into a POS
• iZettle
• SetPay
• SumUp
• PayMet
• Square
3. International competitors
• PayPal
• Google Wallet
Analysis of the situation
4C’s: Competitors
- 10 - Pro\GETTY
Starting point
4C´s: Competitors Benchmark
CEN
TUR
Y G
OTH
IC 1
0 P
T B
OLD
• No added costs
• Mobile payments via QR or
barcode
• Multiplatform
COMPETITORS
Spain (Málaga);
starting national
and international
expansion.
• No fees
• Free app for the user
• Payment through app from
recharge system
• Loyalty programs
• Forget the cash
• For all platforms
• Discover promos and sales
MOMOPOCKET: Bye bye
cash!
• iOS & Android and online service
• Super Fast Sign-up
• Daily Deposits
• Security Sistems
Sweden, Norway,
Denmark, Finland,
UK, Germany and
Spain.
• Great partners (banks)
• First device included
• A solution for merchants
• The social payments company
• Secure card payments
Izettle: Secure card
payments
KUAPAY: Get your mobile
wallet!
• No added costs for the user
• Mobile payments via QR
• Multiplatform
• No added costs
• Easy
• Loyalty programs
• A mobile wallet
• Make it easier for customers and
merchants to have great
transactional experiences using
smartphones
United States,
Spain, Chile…
SERVICES COMPANY
KEY MESSAGES & VISIBILITY
COUNTRY
- 11 - Pro\GETTY
Main topics currently covered in Spanish media:
• Emerging new mobile payments systems in Spain
• New payment apps / companies landing in the Spanish market
• Comparison between the different payment apps and devices
• New services and updates of different apps
• Usage of the apps
• New payment solutions for new “credit card” generations
Main publications which cover mobile payment issues:
• Tech publications and blogs (apps, mobile, internet, etc.)
• Economic publications
• General publications and news agencies
• Consumer publications
Analysis of the situation
4C’s: Communication - Awareness
- 12 - R:\Pro\HAILO
Analysis of the situation
4C’s: Communication - Awareness
CEN
TUR
Y G
OTH
IC 1
0 P
T B
OLD
Total clippings* (last 2 months):
18 Mainly regional online media Examples: - Lasprovincias.es
- Malaga21.com
- MalagaHoy.es
- Terra.es
- TVE
PR Actions: Regional launch and press release
* Source: Pickanews
Total clippings* (last 2 months):
27 Only Online media Examples: - EFE
- Europa Press
- La Información
- La Vanguardia
PR Actions: National Launch. Ícaro Moyano as Head of Comms – ex- DIRCOM de tuento & ex Dircom & RS Grupo Prisa
Total clippings* (last 2 months): 93
Off and Online Media Selected ones: - ABC
- El País
- La Vanguardia
- El Economista
PR Actions: National Launch, 1to1 interviews, ongoing PR
- 13 - Pro\GETTY
Analysis of the situation
Conclusions
AWARENESS:
Nowadays, all the issues related to mobile payments are hot topics in Spain. Everyday new mobile payment
services are landing in our market, so there is crucial to move quickly to become the QR-Code mobile
payment reference app. No QR mobile payment system has achieved significant visibility to date in Spain.
PERCEPTION:
There has been lots of coverage but mobile payment solutions are still not widely available / accepted in
Spain. In general there is a reluctance to use this type of app, to take and receive payments through mobile
phones and tablets, as there is a fear that the procedures are not safe. There is an opportunity / need be seen
as a safe and responsible service.
CLIENTS:
There is potential to promote the different services such as FIDELITiZ and SIGNiZ. As we believe these are
services that will differentiate Flashiz from the competition. In addition the NGO target is key for Flashiz and an
application that is both differential and newsworthy.
DIFFERENTIATION:
FlashiZ has a lot of similarities in terms of usage and messaging. We highly recommend to promote its interest
for NGOs and try to create new distinctive messages to stand out from the crowd.
Pro\GETTY
Agenda
Our understanding of the briefing
Analysis of the situation
Communications strategy
Action plan
Account Management
Team and budget
- 15 - R:\Pro\HAILO
Communications Strategy
1. Key Messages: Flashiz is…
Universalidad (cualquier persona que
tenga un móvil, puede
utilizarlo)
La más utilizada
en Europa (con
mayor número de transacciones)
Responsabilidad
Social (revolucionando el mundo de las donaciones en el sector de las ONG´s a través de móvil)
Internacional (un negocio en expansión
internacional)
Multi
plataforma (iOS y Android)
Control y
Seguridad (avalado por el Banco de
España)
Flashiz es…el servicio de pagos móviles
más responsable Flashiz es…la app de pagos móviles
favorita en Europa Flashiz es…la app de pagos móviles más utilizada en Europa Flashiz es… la mejor app de pagos móviles
To finalise with Flashiz
- 16 - Pro\GETTY
Communications Strategy
2. Target segmentation
We need to have a deep understanding of our target audiences in order to adapt and fine tune our
messages:
1) Stakeholder mapping
A key step to understand who we need to engage with in order to create and grow solid relationships. Profiles
would include:
• Software editors / ERP’s / payment terminal providers
• Major commercial chains/ Online businesses
• NGOs
2) Media segmentation
Media segmentation will be done for each target following our 3 tier system which allows better targeting and
better measurement of KPIs and results. We recommend the following media segmentation (see annex I):
• B2B: Trade media
• B2C: Consumer and general media
• Online (blogs and influential opinion leaders)
- 17 - ProjectFolder-AreaFolder-Name-Date-Author
Communications Strategy
Strategy
Deeper relationships with Stakeholders Build awareness with target audiences
• Speaking Opportunities
• Association Marketing
• Flashiz flashes
• Launch – Responsable Mobile Payments
• First ever no cash festival
• You Owe Me
FLASHIZ… el servicio de pagos
móviles más responsable
Press Office & On-line influencer programme
Pro\GETTY
Agenda
Our understanding of the briefing
Analysis of the situation
Communications strategy
Action plan
Account Management
Team and budget
- 19 - Pro\GETTY
Action Plan
1. Deeper relationships with Stakeholders
In this programme, we have aligned actions to the priority target: Software editors / ERP’s / payment terminal
providers, Major commercial chains/ Online businesses and NGOs.
Own conference roadshow - lead by an
influential figure in the technology field
(E. Dans). The idea is to invite priority
target and each talk will be focused on a
different sector: consumer, fashion
industry, technology …
These Mobile Payment trends sessions
would assist in positioning Flashiz as a
leader in this area.
Focussing on one key application
“how mobile payments are
revolutionizing NGOs”, we will manage
Flashiz presence at events attended
by the priority target: The App Date,
OMExpo, E-Commerce meeting,
Betabeers (software & apps
networking), Bdigital Global Congress
(june), #APPLETREEBYTES…
SPEAKING OPPS FLASHIZ FLASHES
We will propose association marketing
activities such as:
• Recommend white papers
• case studies
• industry resources
This will build stronger relationships with
bodies that will assist commercial
growth
ASSOCIATION MARKETING
- 20 - Pro\GETTY
Action Plan
2. Build awareness with target audiences (I)
We want to create a launch that will make Flashiz stand out from
the competition, that will also help position Flashiz (both with the
general public and key target audiences) as a leader, as a
responsible company with a responsible mobile payment solution.
We propose an action that focuses on one key application as a
way of presenting all core aspects of the Flashiz service – and is very
different from the ‘standard’ way of launching mobile payment
services.
This plan would be the basis for the launch:
"RESPONSIBLE Mobile Payments”
The big idea is to collaborate with a high profile NGO campaign
and communicate that we are creating the first charity campaign
vía mobile payments with QR codes. This action must be free for the
NGO in a partnership action supported by Flashiz- responsible
mobile payments.
In this way we can promote CSR, explain how easy it is to use the
application with real cases that are already being implemented in
Spain, we would impact both media and the general public and
the NGO.
in collaboration with Make your donation here
- 21 - Pro\GETTY
Action Plan
2. Build awareness with target audiences (II)
Phase 1: PRE- LAUNCH
• Selecting top level NGOs to offer the opportunity to present the product as a revolutionary solution for raising funds in the sector. In making this agreement, we believe that in exchange for the impact we achieve, Flashiz could offer the software for free with no commision.
Phase 2: LAUNCH
• We will come together to launch a great campaign and exploit it through all media channels. The idea is to convey that mobile payments are responsible and are revolutionizing the NGO segment that is seriously affected by the crisis.
Phase 3: POST LAUNCH
• We will use this case study as an example, in media and commercial presentations
• Ongoing PR
- 22 - Pro\GETTY
Action Plan
3. Aditional Ideas for Launch
In addition to the proposed
launch activity, we propose a
couple of additional ideas that
we believe will assist Flashiz in
creating awareness in Spain.
1. A proposal to increase media
awareness
2. A proposal to increase
awareness across social
networks.
Mobile World Festival is WOW! It is new,
different, awesome and
unique. It offers a great experience to
visitors and participants and
provides an outstanding platform for brand
presentation and user
experience. What we propose is an
agreement with them to make this festival
the first where you no need cash to pay in
the whole venue.
We believe that one of the features of
Flashiz, the ability to pay money from user to
user, could result in a funny social media
campaign. We propose creating a series of
videos representing situations that have
happened to us all: the friend who never
pays. We believe through social networks
these videos could have a wide circulation.
YOU OWE ME! THE FIRST EVER NO CASH FESTIVAL
Insert picture
7.50 x 5.50 cm
Insert picture
7.50 x 5.50 cm
- 23 - Pro\GETTY
Action Plan
4. Press Office: Ongoing PR
The media relations team will carry out the following activities for consumer and trade press:
1) Proactive press office
• Define editorial themes by key messages
• Press release calendar by themes and external events that can be activated
• News creation: proposal of newsworthy angles related to key messages, and management of
special features with selected target media
• Press material: revision and constant update of press kits, boiler plates, etc.
2) Interview coordination and management
• Promotion of the Spanish Flashiz spokesperson as an authority in the sector
• Proactive management of interview opportunities
3) Press briefings
• Media call for important product releases, company initiatives or cultural events
• Proactive proposal for media meetings: breakfasts, informal meetings, one to ones
4) Data base management
• Management of media contact list, segmented by type of media (B2B, B2C) and tier selection
- 24 - Pro\GETTY
Action Plan
5. Online Influencers (I)
We recommend extending our communication activities to include key on-line influencers and bloggers
Creation of influencer map and data base: define KOL by segment, product or interest and online influence
@isasaweis
@hombrelobo
@hectormilla
@jenesaispop
@cucharasonica
@ramonlobo @marabad
@mtascon
@fotomaf @g_calatrav @canonistas @dansanphoto
Pro\GETTY
Agenda
Our understanding of the briefing
Analysis of the situation
Communications strategy
Action plan
Account Management
Team and Budget
- 26 - Pro\GETTY
Account Management
Team structure
KIRSTY BROWN
Founding Partner &
Communications Director Laura Corvo
Account Director
apple tree communications has put together an optimum team of professionals to best meet Flashiz’s
requirements and the scope of work required. To this end, the chosen professionals have been selected on the
basis of their expertise in trade and consumer media relations, social media campaigns and industry know-
how.
Elena Santaolalla
Account Executive Barbara Martínez
KOI´s PR
Supervisor
JACOBO ZELADA
Madrid Director
- 27 - Pro\GETTY
Account Management
Reporting & Meetings
apple tree communications’ project management methodology is always “hands on” so we recommend a
minimum number of meetings, status updates and strategy reviews. Our standard recommendation is:
• Initial kick off meeting to start work and agree campaign objectives with clear KPIs
• 2 Strategy/creative review meetings per year, with management involvement
• Monthly meetings with Account Manager and Office Director in person or via phone
• Weekly status updates (with Account manager in person or via phone)
These account management meetings are complemented with comprehensive reporting and measuring of PR
results. Our reporting commitment includes:
• Weekly activity reports
• Monthly analysis reports (includes activity and coverage report plus an evaluation of the results)
• Quarterly communications review (full report with ROI and results vs KPIs)
• Year review
- 28 - Pro\GETTY
Account Management
Reporting & meetings
Measurement and continuous monitoring of results
are required to maximize, adapt and improve
investment in communications. apple tree uses three
variables to measure the evolution of the
communications program:
• Activity report (which reflects the amount of
work put into the account)
• Coverage report: details of the results (in
qualitative, quantitative and economic
levels)
•Evaluation and analysis of results against the
objectives pursued with the communications
program
apple tree communications will also perform a comprehensive analysis of the
news published and/or issued:
• Value of coverage in advertising equivalent
• Presence -or absence- of speakers;
• Presence -or absence- of graphic image or logo;
• Key messages covered
• Tone
• We use a point system which would have to be approved by client
- 29 - Pro\GETTY
Account Management
Crisis management
apple tree communications recommends a crisis preparedness meeting with Flashiz to establish the crisis
protocols.
We will work together to study and define the different risk scenarios and risk level for each of them.
Flashiz should duly inform apple tree about all relevant information and documentation to shape the crisis
management manual (quality certificates, ethical code, etc.)
Depending on the level of Flashiz´s crisis manual and/or protocol, we recommend the following activities as
a standard:
• Definition of the Crisis Management Team (key spokesperson, media contact, legal, agency, etc.)
• Creation and/or update of full contact list: internal and external stakeholders
• Crisis media training
*Crisis management fees are not included in the basic PR fee and should be negotiated separately
Pro\GETTY
Agenda
Our understanding of the briefing
Analysis of the situation
Communications strategy
Action plan
Account Management
Team and Budget
- 31 - Pro\GETTY
Team and Budget
Team Bios 1
Kirsty Brown:
Founding Partner & Communications Director
- 16 years experience in public relations in the
UK and Spain
- She has worked as the head of PR in a large
UK energy company and has worked as
Director of PR for a strategic consulting
company in Spain for five years
- In apple tree, Kirsty is responsible for large
scale national and international
communication and public relations
programmes
- Holds a degree in Marketing and PR from
Keele University, UK
- Languages:
English, Spanish
- Born in: Sussex, UK
Jacobo Zelada:
Madrid Director
- 10 years experience in marketing and
communications in Spain, UK and Brazil, where he
worked as international commercial officer for the
Madrid Chamber of Commerce
- Jacobo has worked in both agencies (Paniagua
Consultores) and multinational companies
(Procter & Gamble, Telefónica, NH), managing
large scale projects for brands such as General
Electric , Pantene, H&S, Cadbury or True Rum.
- He has extensive international experience gained in
Sao Paulo, Washington, Hong Kong and London
- Founder and vice president of the communication
agency network 27&More (2008-2010)
- Holds a degree in Journalism from Universidad
Complutense in Madrid
- Master in external commerce from the Madrid
Chamber of Commerce
- Languages:
English, Spanish, Portuguese
- Born in: La Coruña, Spain
- More than 7 years of experience in public
relations, communications and journalism
- Laura started her career as a journalist in
Ondacero and RNE.. She then became External
Relations Manager for Teatro Ferrocarril handling
all media and stakeholder relations . Before
joining apple tree she was senior account
executive at a leading PR company where she
handled international accounts.
- Her experience with clients includes Michael
Page, Optima, Monster.es, eBay, The Glenrothes,
THQ, Google +, Movember...
- She continues her work as a journalist
collaborating as a correspondent for Radio
Nederland International.
- Holds a degree in Journalism from the
Universidad CEU, San Pablo
- Universidad Complutense de Madrid – Master in
Political and Institutional Communication
- Languages:
Spanish, English
- Born in: Madrid, Madrid
Laura Corvo:
Account Director
- 32 - Pro\GETTY
Team and Budget
Team Bios 2
More than 4 years of experience in
journalism: news agency, online and print
media. Bárbara has worked as a content editor in the
European press agency, in the news portal Terra
Networks and in the newspaper Público.
After a time living in Brighton (United Kingdom),
she worked as a Community Manager in
Endesa.
In apple tree communications she works for
different accounts likeThe Glenrothes, Oenobiol Paris, Fitbit, Monster.es and Baby Deli.
Holds a degree in Journalism from the
Universidad Complutense, Madrid.
Master in Creative Advertising 2.0 from Zink
Project, Madrid.
Languages: Spanish, English.
Born in: Madrid, Madrid
- More than 5 years of experience in
journalism: radio, television, online and print
media.
- Elena started her career presenting
the regional magazine in Onda Cero radio in
Castilla y León. Work alternated with
specialized media interviews in Science,
Theatre and Cinema.
- After a time living in Rome (Italy), she began
to work for the online publication
Laguiatv.com or EL MUNDO TV at culture
and society section.
- In apple tree communications she works for
different accounts in which we can mention
The Glenrothes, Oenobiol Paris, American
Express, Monster.es and Baby Deli.
- Holds a degree in Journalism from the
Universidad CEU, San Pablo
- Master in Companies and Cultural Institutions
from Universidad Complutense, Madrid.
- Languages:
Spanish, English, Italian
- Born in: Madrid, Madrid
Elena Santaolalla:
Account Executive
Barbara Martínez:
Social Media
- 33 - Pro\GETTY
Team and Budget
Budget
Monthly fees for communications team ( 2 people) ……………………………………€3000
Monthly Out of Pocket Costs ……………………………………………………….………..€150
Monthly clipping service (offline and on-line, inc. evaluation)………………………...€750
Social Media Support (Blog, Facebook, Twitter – strategy & community management)
to be budget separately depending on requirements
Budget doesn’t include:
IVA, costs associated with the creation / production / printing of any materials (photocalls, press kits, etc.)
Production costs related to events
Travel and hotel and associated costs
Pro\GETTY
…tempted?
- 35 - Pro\GETTY
General media
• El País
• El Mundo
• La Razón
• ABC
• La Vanguardia
• El Periódico de Catalunya
• Avui/El Punt
• Ara
• 20 Minutos
• Público
• Qué!
• El Confidencial
Economic media
• Expansión
• Cinco Días
• El Economista
• L’econòmic
• La Gaceta de los Negocios
• Negocios
• Cataluña Económica
• Dossier empresarial
• Món empresarial
• Finanzas
• Dinero
TV
• TVE
• Antena 3
• Telecinco
• Cuatro
• La Sexta
• Tele Madrid
• TV3
• BTV
• Intereconomía
PR Agencies
• Europa Press
• EFE
• ACN
• Servimedia
• Colpisa
Radios
• SER
• COPE
• RNE
• Onda Cero
• Radio Intereconomía
• COM Radio
• RAC1
• Catalunya Radio
Annex I
Press Office - Key media (1/2) – B2C
Lifestyle
• Vanity Fair
• Spend In
• Harper’s Bazar
• Lati2
• DT
• Esquire
• FHM
• Gentleman
• GQ
• Quo
• Man
• Men’s health
• AR
• Cosmopolitan
• Elle
• Woman
• Cuore
• Vogue
• Clara
• Glamour
• Marie Claire
• In Style
• Telva
• Yo dona
• Psychologies
Leisure, trends
• El Duende Madrid
• El Embrujo
• Go! Guía de Ocio
• Guía del Ocio
• Guía dek Ocio BCN
• Guía Time Out
• In Madrid
• Time Out Barcelona
• What’s On
Blogs & Influencers
• Enrique Dans
• Alt 1040
• Actualidad iPad
• Applesfera
• Bitelia
• Código Geek
• Concecti.ca
• El Android libre
• Xataka
• Fayer Wayer
• Geek’s room
• Genbeta
• Gizmodo
• Tic Beat
• Trece Bits
• Wwwhat’s new
• IT Expresso
• Iworld
• Soy Greek
• Tu Experto
• Engadget
• Gizmología
• Hipertextual
• Iphone blog
• Actualidad iPhone
• Appleblog
• iPadízate
• Somos iPhone
• Movilzona
- 36 - Pro\GETTY
Target media
Press Office - Key media (2/2) – B2B
Marketing
• IP Mark
• Estrategias de
Comunicación y Marketing
• Anuncios
• Marketing news
• Brand Life
• Control de Publicidad
• El Publicista
• Interactiva Digital
• Marketing directo
• Puro Marketing
• Investigación y Marketing
• Marketing + ventas
• Top Comunicación y
Marketing
Technology & Mobile
• Computiing
• Comunicaciones hoy
• Computer Hoy
• Computer World
• PC Actual
• PC World
• Personal Computer &
Internet
• iPhone World
• Telefonía y
Comunicaciones
para todos
• Gadget
• Movilfonía
- 37 - Pro\GETTY
…tempted?