Standouter Public Relation

Public Relation

StandouterTabatha Schmidhauser

12 December 2013

Tabatha 12th December 2013

Public Relation Report on Standouter, Page 1

Table of content

Situation Analysis 4

Current Position 4

The UK Market 4

Traditional vs online Opportunity 5

Objectives 6

What do we want to achieve? 6

............................................................................................Positioning! 6

............................................................Goals of the overall campaign! 6

.............................................................................................Objectives! 7

Strategy & Tactics 9

PR To General Public 9

.......................................................................................Segmentation! 9

...............................................................................................Targeting! 9

............................................................................................Positioning! 9

.............................................................................................Objectives! 9

...................................................................................................Goals! 10

...........................................................................Use of social media! 10

...........................Online Publications, press releases and articles! 12

........................................................................Website Optimisation! 13

PR to Artists 14

................................................................................................Posters! 14

...........................................................................................Talentruck! 15

PR to Clients 19



.....................................................................................Segmentation! 19

.............................................................................................Targeting! 20

.........................................................................................Positioning! 20

..............................................................................Our mission is to:! 21

......................................Objectives through the PR Client targeted! 21

...................................................................................................Goals! 21

............................................................................................Strategies! 21

Actions 24Critical Pathway Analysis 24

..........................................................................................Scheduling! 24

........................................................................................Color Code:! 25

.............................................................................................Pathway:! 25

Public relation campaigns costs 26

Control 27SOCIAL MEDIA 27

............................................................................................Facebook! 27

.................................................................................................Twitter! 28

............................................................................................Instagram! 28



Situation AnalysisCurrent Position

The UK MarketThe online video market is a huge niche for marketers as it is the fastest growing sector of the digital market. Online video has become a reality and keeps increasing. According to the media Agency specialist Carat “2013 will mark the year that global investment in digital advertising will overtake newspapers for the first time, fuelled mostly by consumer appetite for online video and social media”.Recent ComScore figures show that in the United States in April 2012, Video Ad delivery has continued to increase. Indeed, one out of five videos viewed by Americans, brought up to 9.5 billion video ads. In the

UK, the online video advertising has increased in 2011 by a market beating 100% to € 109 million (PwC AdSprend online survey)

The importance of online advertising The value of online videos is expanding especially with the role of video at each stage of the consumer’s cycle. According to ComScore’s video Matrix, 37.7 millions people watched online video content in November 2010, which represents an average of 17 hours each. The IAB (Interactive Advertising Marketplace) estimated that cost of online adds in the UK have increased by 82 in the 2010’s first semester. However, the actual time spending watching ads in the UK represents only 0,7% of the total time spent watching videos. As the online video market grows, the need for visibility, transparency and accurate measurement is now more critical than ever.



Traditional vs online Opportunity

Cost Implications: The cost involved in online PR solution is minimal. While covering a either wide or very specific audience, online coverage as a much better return on investment. Furthermore, the 21st century characterized the rise of the Internet and technology, while the traditional methods of the 90’s are becoming clustered and old

Easier targeting means: Internet has given us the tools to taper down the perfect target audience to match our campaigns. Geographical, demographic, psychographic and others tools are available to make the adverts the most relevant possible. Similarly, users’ IP address and web history tracking can be retrieved and used at our advantage to avoid useless repetitions.

Measurable: This is one of the most valuable tool in online solutions. The Internet enable user to collect an accurate database on viewers profile, number of pages seen, number of likes, time spend on videos... We are also able to measure the trend and overall success.

Versatility: Online solutions can be very interactive in the contrary of traditional ones. There is different methods to keep the viewers and engage and make them click for more.

Speed: The other advantage of online is that it take a very short time to set up a project, an application or campaign. The deployment as well as the implementation can be immediate and the time of delivery can be automated to suit schedules.

- Internal Capabilities and ResourcesCreative team in programming and photographyBudget available: 5-10kOperating website



ObjectivesWhat do we want to achieve?

Throughout this campaign our main objective is to raise Standouter brand awareness among the general public as well as artists and potential clients. We aim at make the brand known and recognized in the UK market, starting firstly in London.

Positioning

“The most entertaining relation to a brand”

General Public

“Standouter as the opportunity to do what I love and be recognized”

Artists

“An innovative digital tool indispensable to promote our brand”

Clients

Goals of the overall campaign

✔ Increase Brand Awareness among our targeted audience✔Create a trustworthy relationship with the public and companies

✔Generate traffic and views on the platform✔Attract artists and companies

✔Create a close and innovative relationship between the public and our clients



Objectives

Within the next 6 months, we aim at create a recognized brand to increase popularity among our target audience and be able to represent a brand through an

innovative and entertaining experience.

Having improved our presence and enhanced trust, we aim at generating views and traffic on the platform to provide clients with a source of credibility and

valuable data.

“Sell” & proposeB2B: media and advertising opportunity (Video format)

B2C: Video views and “entertainment”B2C: Artists: Share and offer show off opportunity

ServeCustomer satisfactionReturn on Investment

Ability to measure and gather valuable dataOpportunity to be seen and recognized (Artists)

SizzleViewers’ profile

Viewers time spent on the site, videoGenerate traffic and engagement

Speak Number of engaged customers (Talking about it) Brand or video

Through the comment box, social media, blog

SaveAble to quantify the gain and success of the video

Number of views, subscribers

Standouter proposal is directed towards three different target audience and the designed PR campaign have been specifically and uniquely created to attract them.

Target audience



Clients: SME, marketing and advertising agencies & independent companies selling or offering youth targeted

product= Generate trust, confidence and proof of investment return, generating leads

Talents: All kind of artists, dancers, painters, singers, athletes

= Create trust and talent recognized opportunity.

General public: More specifically young generations, digitally knowledgeable and have been up brought through technology, entertainment and Internet = Generate website traffic, engagement, share and views



Strategy & TacticsPR To General Public

SegmentationThe market segmentation is based on behavior, incorporating key factors such as the purpose of the visit (entertainment, discovering new music, or how-to) and the length of time visitors have to devote to Standouter on a particular session.

TargetingStandouter is a web talent show that provides video of artists of any kind.

General Audience:

-Young Generations

- Digitally literate

The viewers will typically be youngsters, familiar with digital platforms and have been up brought through technology, entertainment and Internet.

Positioning This wide audience provides our company with a powerful positioning opportunity. Videos that go viral can drum up interest in our business and attract customers who might not previously have been aware of our existence. To maximize the visibility, we will have to make videos that people want to watch. We picture ourselves as the next leader in the high quality online videos website.

Objectives



Increase Brand Awareness

Generate Traffic + New viewers

1st destination for online videos

Goals-‐ Make the company recognized and known among the general public

-‐ Create a comprehensive destination for online video with a range of content, from clips to full-length art talent shows (singing, dancing, drawing, painting, street art..)

Because Standouter is a digital platform, we only chose to do our PR campaign for viewers online because we want to remain digital.

Use of social media

Through social media, we wish to create an online presence, whichevery bit of the strategy is intendedto bring a new audience to the website,increase the number of viewers, build a reliable database and be popular andvery present on every social media platforms.

Facebook:

- Starting in January, we want to improve the existing Facebook page with daily updates - Upload videos of artists try to make them go viral- Generate likes- Create a Facebook add: cost (for 6 months from January to June): £152

Facebook Ads Segmentation:

36,000,000 people• Who live in the United KingdomAge: 13-no max17,600,000 people• Who live in the United Kingdom



• Who like #Artist, #Talent show, #Dance, #Singing, #Art, #Music, #Sketch (drawing), #Website or streetart

16,800,000 people• Who live in the United Kingdom• Who like #Artist, #Talent show, #Dance, #Singing, #Art, #Music, #Sketch

(drawing), #Website or streetart• Who are in one of the broad categories Android Owners (All), Apple iOS

Owners (All), Pop Culture, Music (All) or Photography• English (US) or English (UK) speakers

Twitter:

- Improve the existing Twitter page and make it public so that everyone can follow it- Create hash tags relating to Standouter #standouter, #artists #music #talentshow #streetart #singer #talent

Youtube:

- Improve the existing Youtube channel - Create a video promotion on YoutubeIn-slate video ad: Comes up in the suggested videos after the video ended: £0.20 per views

In-stream video ad plays before watching a Youtube video: £ 0.30 per views



In Slate:

- 5,000 views spread over last 4 months- 5,000 × 0.2 = £1,000

In Stream:

- 3,000 views spread over first 4 months- 3,000 × 0.3 = £900

Instagram:

- Create an Instagram account and make it public- Upload videos and pictures on weekly bases

Online Publications, press releases and articles

Create an online press release

For a release in January

Launch of new website in the UK

Standouter

London, December 8th

Standouter is the first Web Talent Show. A platform created to offer the Audience a revolutionary show, Talents a unique stage and Brands the most innovative communication channel to generate positive online brand awareness.

Standouter is a very unique online video website. It promotes all kinds of artists with many different talents.

Standouter offers user generated high quality videos when on YouTube it rarely can hit the same number of views. Most of the time videos are self-referential, disconnected with trends and spread with payment systems.

Moreover, the global online video market is a growing sector, it is projected to reach $16.1 billion by 2018, according to Global Industry Analysts. Standouter is perfectly in line with this fast growing sector.

Details on http://www.standouter.com

Contact information

[email protected]

www.standouter.com



http://www.standouter.com


mailto:[email protected]

mailto:[email protected]



Promote videos on Buzzfeed and viralvideochart http://viralvideochart.unrulymedia.com/allhttp://www.buzzfeed.com

Website Optimisation

Translation of the website into English = Adapt to the local audience, culture

(SEO) Search engine optimization •Create keywords on the websiteEx: Standouter/ Talent/artists / videos / world

•Write blog posts (create a blog section)Involve bloggers to right on Standouter’s behalf Tactics to better rank keywords

•Use digitally available toolsGoogle AnalyticsGet on the map (Working offices)Being adaptive and available across devicesCreate link to whole platforms (social media, map, website, youtube...)



http://viralvideochart.unrulymedia.com/all

http://viralvideochart.unrulymedia.com/all

http://www.buzzfeed.com

http://www.buzzfeed.com

PR to Artists

PostersWe will print posters around the city to promote the brand and attract attention.It will need to be:

• Visually attract the eye, strong contrast, original, red colour• Informative, about what the brand does, and how to become part of it. • Digital friendly, through a QR code that will bring to the Standouter website.

Professional Mass Printing(http://www.bakerstreetposterprinting.co.uk/colour_poster_printing_central_london.html)

Ordering a 2000 posters :

o50% should be displayed in the first week for initial brand introductiono10% each month for the following 5 months to keep the interest

Other costs- (We assume voluntary labour for sticking up the posters)- for the glue – wheat + Water (wheatpaste)

o 40p wheat for 5 posterso 160£ of wheat

LocationPrime locations to be targeted

• University districts• Exits of tube stations• Skate parks/ gyms/ attractions



http://www.bakerstreetposterprinting.co.uk/colour_poster_printing_central_london.html




Other potential areas:- Nottinghill gate / Portobello Road- Victoria - Camden- Brixton Village- Covent Garden- Brick Lane- Greenwich Market

TalentruckConcept

Bring in artists and attention- As the second step for the PR campaign, we will organize a truck to go

for a few hours a day in key locations around London. - The truck will be display the name STANDOUTER on all sides. - The truck will park for few hours, with a cameraman, bringing the

concept into the streets of London. - The people passing by can sign up to record their talents. - They must then check the website to see if their video has been

selected. - The location can be sent through social media platforms.



Average costs

550+160 = 710£on average 118£ a month for 6 months

Goals

• Increase Brand Awareness and Standouter Concept

• Build database with UK based videos• Bring Traffic to the website• Attract interests and build an artists

portfolio

The van can have specific target performances:

For instance, if Standouter doesn’t have enough art entries for diversity reasons, the talentruck can park in front of an art university. Canvas can be provided and the painting/drawing process recorded.

Van parking charges

OTHERS

•Official demands to universities or other private spaces can be made to use the talent truck specifically for students

•In order to find parking, must arrive early. •Contrasting with a food truck, the talentruck itself is non profit.

Parking Locations

RED ZonePrimarily on Saturday

and Sundays

BLUE ZONE Week days

• Covent Garden • St James Park

• Leicester Square • Victoria

• Carnaby street • Pimlico

• China Town

• The Strand

• London College of Arts on Oxford Circus

• By the river



RED ZONE – Street Parking Restrictions/Pay & Display hours:

Monday-Friday 8:30 am to 6:30 pmSaturday 8:30 am to 1:00 pm

£4.40 per hour

BLUE ZONE - Street Parking Restrictions/Pay & Display Hours:

Monday-Friday 8:30 am to 6:30 pm £2.40 per hour

Van rental Information: http://ablecarandvanrentals.co.uk/vans/

Renting for 4 weeks - 230£ x 3

Petrol

Variable cost depending on:• Distance• Consumption• Would the van be used every day• Change in diesel gas• Amount of miles per litre available

Estimation depending on average miles per day

Design - http://www.signprint.co.uk/index.php?option=com_content&task=view&id=161&Itemid=255

Design sticker on van, both sides – 79£



http://ablecarandvanrentals.co.uk/vans/

http://ablecarandvanrentals.co.uk/vans/

http://www.signprint.co.uk/index.php?option=com_content&task=view&id=161&Itemid=255




Camera -‐ http://www.shootblue.tv/products/pmw-‐300

TALENTRUCK COST ESTIMATION



Renting of a camera for 4 weeks in order to (1) shoot high quality video and set the tone (2) Appear professional when filming on the street

PRICE 600*4 = 2400£

http://www.shootblue.tv/products/pmw-300

http://www.shootblue.tv/products/pmw-300

PR to ClientsA B2B public relation campaign is very much different from a B2B campaign.

Segmentation

Standouter is a highly specific and targeted concept. Its features as well as business proposal is not directed toward any kind of company. Standouter provides an advertising tool and platform that is design to link a creative representation to a brand.

The digital platform is mostly visited by youth generations and middle age people looking for entertainment, creativity and knowledge.



Industry Field

Standouter

Location

Location: Because we have a limited budget and time we are centralizing our campaign to London. Because London is the capital of the UK, it will give us the opportunity to generate more traffic and attention in a limited time frame. Nevertheless we do not exclude the extension of the campaign in the future.

Industry: No every Industry will have the use of Standouter business proposition. As a result, we will be mostly focused on the creative Industries, including retail, music, cinema, hospitality. These sectors are all operating on a B2C environment and all have an interest in attracting our “targeted general public”.

TargetingStandouter is operating in a B2B environment: Selling media/ advertising space on a digital platform to global companies as well as SME and marketing/advertising agencies. SME: Broad audience, attractive forcreative industry, tourism, retail, music sector, cinema, hospitality. Companies offering a consumer products and not a product design for businesses: Exclude: Finance, manufacturing business.

Marketing and Advertising Agencies:We also aim at directing our campaign to attract media buyers such as agencies. They could be an effective medium and intermediaries to sell Standouter proposition.

PositioningFrom the client standpoint, we want to be seen as a company offering “An

innovative digital tool indispensable to promote a brand”. We want to be perceived as professional, trustworthy and highly valuable.



Independent:Companies with limited but reasonable marketing budget. Still engaged with consumers and with a selling proposition targeted at youth and digitally educated people. = However we are not targeting luxury branded companies, as our proposition would not benefit their business and would be a waste of time.

Our mission is to:

1. “Provide highly qualitable and artistic media video, endorsed by talent and broadcast through digitally innovative platforms.”

2. “Provide sophisticated and artistic media branded video generating traffic, views and comments while increasing brand popularity”.

Objectives through the PR Client targeted

•Convince companies & agencies to acquired the proposed business model•Our main objective through a B2B campaign is to generate trust and confidence.•Promote Standouter professionalism and expertise•We aim to show our credibility and to guarantee companies with a return on

investment•Generate credible measurable results as a reliable source of success

“Customer focused” communication

- Let companies know who Standouter is (brand awareness); what are our values, mission, and competitive advantages

- Let them know that we understand their business model and are able to overcome their challenges

- Standouter is able to provide a “product”, “service” that will meet their needs- Standouter is capable to boost their sales and support their short-term and

long-term goals.

GoalsThrough argumentative, informative and narrative arguments we will enhance our

brand awareness among companies and agenciesDesign a personally attractive storytelling directly related to the targeted company,

we will show Standouters’ professionalism and expertiseMake the company recognized and known among agencies: Researching, talking

and find there media sourcesUsing formal and mid formal communication channels such as events, fair,

conferences

Strategies

- Direct communication: Build a network= Need for repeated and persistent actionsConferences, Events, Fair



Type Event Time Organizer

Sartup Opportunity Invest in startups - startup pitches

Friday, January 21 6pm- 9pm

Academy at the Hub

Conference The Social Media Business Club

Wednesday, December 18 6pm- 9pm

Peter Wilkinson

Fair, Network TechMeetups #TechStartupJobs

Thursday, February 20, 2014: 6pm- 9pm

TechMeetups.comCost: £100: Pitch slot

Networking Party Startups socials Party

Thursday, August 21th, 8:00pm - 1am

Startup Socials

Tickets and Information link

TechMeetups: http://www.eventbrite.co.uk/e/techmeetups-presents-techstartupjobs-fair-london-2014-tickets-5039407002?aff=es2&rank=1&sid=a4fd85405ffd11e3ad8612313d090650

The Social Media Business Club Christmas Event:http://www.eventbrite.co.uk/e/the-social-media-business-club-christmas-event-tickets-9475584729?aff=es2&rank=10&sid=c72254945fa211e3966012313d095975

Invest in Startups- Startups Pitches: http://www.eventbrite.co.uk/e/invest-in-startups-startup-pitches-registration-5543276088?aff=es2&rank=1&sid=d00f017a5ffe11e3a5a612313d090650

Startup Socials Party London August 2014:http://www.eventbrite.com/e/startup-socials-party-london-august-2014-tickets-9191665519?aff=es2&rank=1&sid=0b2bef9c5fff11e3861512313d090650

- Online communication: Brand awareness= Driven by a constant involvement: Persistency

1. Email with a digital format: Video-promoting Standouter: Personalized



Subject: Creative and innovative advert opportunity

Dear Mr. Smith:

I'm contacting you because I believe I have the tool you need to boost your brand and enhance your sales to the roof.

Our customers hire us to gain in brand presence and exposure in a creative and unusual way. This typically increase their popularity as well as their brand awareness among our target audience. This results in an increase of sales and a large database helping to identify the perfect consumers.

Please do have a look at our promotional video below and do not hesitate to reply to this e-mail and I'll e-mail you some details so you can quickly evaluate whether it would be worth your time to look into this.

http://www.eventbrite.co.uk/e/techmeetups-presents-techstartupjobs-fair-london-2014-tickets-5039407002?aff=es2&rank=1&sid=a4fd85405ffd11e3ad8612313d090650






http://www.eventbrite.co.uk/e/the-social-media-business-club-christmas-event-tickets-9475584729?aff=es2&rank=10&sid=c72254945fa211e3966012313d095975






http://www.eventbrite.co.uk/e/invest-in-startups-startup-pitches-registration-5543276088?aff=es2&rank=1&sid=d00f017a5ffe11e3a5a612313d090650






http://www.eventbrite.com/e/startup-socials-party-london-august-2014-tickets-9191665519?aff=es2&rank=1&sid=0b2bef9c5fff11e3861512313d090650






2. Press release: Contact media week, marketing week, marketing age and pitch the idea: Direct contact to editors. Build a network of journalists, bloggers, friends, who have the ability to pass messages

3. Professional website blogging + own blog: Weekly postsBlog section different from the viewers targeted blog.

4. Online presence:

Techcrunch: Improvement needed, design, mission, originality

Go2Web20: Highly segmented

Muchrack.com: Connect with journalists through social media

Startup Tunes: Review blog

- Indirect communication: Generated by the adjacent campaigns.- Posters - Talent Truck - Social media- Word of mouth - Press release - Videos

Personalized video targeted to the company emailedYour faithfully,

Standouter Sales Manager



ActionsCritical Pathway Analysis

TASK DESCRIPTION PRECEDENT TIME (Month)

A Website Translation - 1

B Social Media Updates - 6

C Facebook Adverts A; B (started) 5

D Youtube In stream ads A; B (started) 4

E Youtube In slate ads A; B & D (started) 4

F SEO Activities B 1

G Blogging to public B; C & D (Started) 5

H Blogging to Clients A 4

I Heavy Posters activity - 1

J Light Posters activity I 5

K Talent Truck I 1

L Conference/ Networking / Fair H (started) 4

M Press Release Clients G, L (started) 4

N Press Release Public A, C & G (Started) 4

O Promotional Emails H, M, L (started) 3

SchedulingJanuary February March April May June

A F

BBBBBB

CCCCC

DDDD

EEEE

GGGGG

HHHH

I JJJJJ



January February March April May June

K

LLLL

MMMM

NNNN

OOO

Color Code:

: Activities primarily directed to the general public

: Activities primarily directed to artists

: Activities primarily directed to clients

Pathway:



Public relation campaigns costs

CAMPAIGNS EVENTS Time Laps COSTS

General Public Facebook advertisement 6 months £152

Youtube adverts in Stream First 4 months £900

Youtube adverts in Slate Last 4 months £1,000

Artists Heavy Posters ads 50% Over the first month Average £118

Lighter Posters ads 50% Over the last 5 months £118 × 5 =£590

Talent Truck 1 month (February) £6,438.5

Clients Conferences, fair, NetworkingSet of events throughout

the 6 months≅ £500

Online presence: techcrunch...

Repeated attempt once well established

Free but competitive

Press release through journalist, friends, bloggers,

word of mouth

Repeated and constant throughout the last 4

monthsFree

Personalized email + Video Last 3 months £300

TOTAL COST -From January to June

6 months laps≅ £9,998.5



ControlOur Target is to grow brand awareness within the UK Market. Each of the following variables must be plotted on a daily basis to visualise:

- The overall growth- The most and least successful tools used, to adapt or change the strategy

Average time spend on the

website

SOCIAL MEDIA

Facebook (monitoring facebook page)

-‐ Total facebook likes-‐ Gain in facebook likes / Daily-‐ Loss in facebook likes / Daily-‐ Average numbers of likes of a post

o In one houro In one dayo In one week

-‐ Sharing of a post



Web AnalyticsStandouter

Daily Traffic

Viewers profile and interests: cookies

tracking

# of videos

updates daily

# of votes and

clicks

Returning viewers (IP Tracking)

New Viewers (IP

Address)

# of accounts

created

Total of twitter followers Positive feedback vs Negative feedback

Gain in twitter followers / Daily Loss in twitter followers / Daily

Twitter (use of topsy)#standouter, #talentruck

o number of times mentionedo impression (how many people exposed to a particular tweet)o acceleration (retweets)

Instagram-‐ Total of Instagram followers-‐ Gain in Instagram followers / Daily-‐ Loss in Instagram followers / Daily-‐ #standouter, #talentruck hashtag tracking daily

o impression (how many people exposed to a particular hashtag)

