Integrated communication
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Transcript of Integrated communication
![Page 1: Integrated communication](https://reader033.fdocuments.net/reader033/viewer/2022052412/55814fead8b42ab9548b4c8b/html5/thumbnails/1.jpg)
Siren
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Scope of Work: 2011 to 2012
Integrated Comms
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OBJECTIVES
• Engage with shoppers and their families through various mall campaigns and strategic activities
• Create buzz and drive media exposure for all 10 malls through online and on-ground communication to support core mall campaigns.
LOREM IPSUM DOLOR AMET
Frasers Centrepoint Malls
COMMUNICATION DELIVERED ACROSS KEY CAMPAIGNS THROUGHOUT THE YEAR
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Events
• Support key campaigns through the creation and management of activation ideas (to create more PR and buzz in-mall and online)
Social Media
• Provide strategic advice and content management to engage fans on FCM’s Facebook page and garner participation for FCM activities.
• Reach out to various bloggers to attend and blog about FCM activities and extend invitations to their network
PR
• Generate press coverage through sustained media pitching
Frasers Centrepoint Malls
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MEDIA RELATIONS
• In Conjunction with Children’s Day, FCM invited underprivileged children to the mall for a treasure hunt with staff of FCM/F&N
• Drove awareness and generated coverage for the community outreach on mainstream media and blogs Reach
• Agency managed the sensitivities around publishing images of underprivileged children and secured coverage
• Extended initiative to parent bloggers to offer exclusive invitations to their readers for a ‘Paint a limited edition SMURF figurine’ at Northpoint with their families
SMURFS Community Outreach
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MEDIA RELATIONS
• Drove awareness and generated coverage for various aspects of the campaign - picture book contest for children and animation discovery workshop in mainstream media and blogs.
• Reached out to publications targeted at school children and increased traction and participation for all activities.
Mr Moon
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CAMPAIGN COUNSEL & MANAGEMENT
• Agency arranged for lucky shoppers to have their pictures taken with the God of Fortune as he went knocking on their doors.
MEDIA RELATIONS
• Disseminated information/images of winners with the God of Fortune to mainstream media (dailies, weeklies, online) and blogs.
Chinese New Year: God of Fortune
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MEDIA RELATIONS
• Pitched and secured extensive TV interview on branding and positioning of Frasers Centrepoint Malls on the Money Week programme on Channel 8.
SOCIAL MEDIA
• Agency also content managed a contest on Facebook for smiles captured at any Frasers Centrepoint Malls, with an aim to increase affiliation and recognition of all malls.
Branding of Frasers Centrepoint Malls
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Launch of Changi City Point EVENT COUNSEL & MANAGEMENT
• Agency proposed and event managed a taxi familiarisation programme to inform and orientate taxi drivers of the new mall located opposite Singapore EXPO.
• Agency also invited media for the official launch and provided a guided tour around the mall, highlighting each facility/feature
MEDIA RELATIONS
• Created buzz/awareness and generated coverage on the mall, its unique positioning as the newest lifestyle destination in East Singapore in mainstream media (dailies, weeklies and online.
• Agency successfully secured close to $250,000 worth of pre and post launch coverage
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MEDIA RELATIONS
• In conjunction with GSS and the movie premiere, FCM included Spiderman in all its outreach efforts.
• Drove awareness and generate coverage for the campaign on all mainstream media and blogs.
• Pitched and successfully secured 3 separate placements in The Straits Times to highlight various FC Malls showcasing each mall’s food & beverage options, eco facilities and shopping privileges
The Great Singapore Sale
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PR Results
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Coverage Highlights
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Coverage Highlights – cont’d
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Media Types That Place Our Editorials
Mainstream Dailies and Broadcast
− The Business Times, My Paper, Lianhe Zaobao, Berita Harian, Today and Tabla!
Online
− Omy.sg, Kidlander, The Asian Parent, Singapore Motherhood, Whatshappening.sg
Lifestyle Publications
− Expat Living and Simply Her