Salve annual PR report 2015 for NowWeMove and ISCA
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Transcript of Salve annual PR report 2015 for NowWeMove and ISCA
Annual Report
PR activities performed for ISCA - 2015
Salve PR Agency
Salve PR Agencywww.salve.bg
Content
Main objectives Scope of Work Facts & Figures Ongoing support to ISCA Marketing Team PR support to ISCA projects - overview Other activities
Salve PR Agencywww.salve.bg
Main objectives of the PR services
To provide NWM National coordinators from different countries with general PR information, guidelines, texts, tools to be adapted locally in regards to NWM campaign and its sub-projects
To support the awareness on NWM campaign and ISCA of institutions, international media in Europe, sponsors
To build opportunity for sharing ideas, good practices between our teams (Salve, ISCA, NWM National Coordinators)
To work in one voice with Creative, Digital and other ISCA departments
To support ISCA’ s vision to get 100 million more Europeans active in sport and physical activity by 2020
Scope of work
Salve PR Agencywww.salve.bg
Main activities
Salve PR Agencywww.salve.bg
Facts and figures The total volume of mentions in media: 3 522
Of which 1726 are traditional and online articles* (A DataPro media monitoring agency) 1 796 in soial media A DataPro media monitoring agency
44 PR documents developed for NCs, for different NowWeMove campaigns 16 Press releases distributed to international media 2 Trainings delivered – to National coordiators, to ISCA management
TOTAL REACH: OVER 90 MILLION PEOPLE (approximate number based on the monitoring)
Salve PR Agencywww.salve.bg
* Source: A Data Pro - Media Report 2015
Development of basic documents and plans
Annual PR Plan Development
Based in ISCA initial plan of activities
Support in spotting the best communication opportunities
Development and update of quarterly PR plans
Development of basic PR documents
Key messages
Speakers’ biographies
Press release templates
ISCA and NWM backgrounders
Events checklists
Selection of photos
Development and update of international media database with over 650 contacts
Used for promotion of ISCA activities at pan-European level
Research for media partnership with international media
Monthly reports delivery
Salve PR Agencywww.salve.bg
On-going support to marketing
team
On-going support to NCs
Responding to specific inquiries and requests for information and
support for the overall NWM campaign and for specific projects
Delivery of specific information and presentations, invitation letters, third parties
involvement letters, campaign summaries, etc.
Development of PR packs and template documents for each project
including press release, backgrounder, Q&As, distribution
guidelines/timetables
Salve PR Agencywww.salve.bg
On-going support to marketing
team
Ad-hoc support to marketing team
Development of concepts, ideas drafting and communication concepts for the
following activities and projects:
ISCA Anniversary
ISCA Awards
European Panna Tour
No Elevators Day
Vatican Activity Plan and preparing an official ISCA letter to Vatican
MOVE Week
MOVE Agents Call
MOVE Congress
On-going support to marketing
team
Ad-hoc support to marketing team
Development of communication concepts for NWM projects:
European cross-border biking tour - NowWeBike
Partnership with World Heart Organization and MOVE Week
Notes to Sport Village concept
Developing and reviewing texts
European Excellence awards – MOVE Week Shortlisting - Writing proposal to Laska on
on-stage words and approach to the audience in case of winning.
MOVEment Pills – review and proposal for accomplishing letter
On-going support to marketing
team
Delivered trainings
PR training for National coordinators
NCs meeting in Sofia, Bulgaria – 6-7 March 2015
Introduction to the basic PR principles
Interactive sessions for generating of key messages and
development of media-specific approach to campaigns and
initiatives
Presentation of the basic PR documents templates
Creative thinking training to ISCA office staff
ISCA office seminar – 23-25 June 2015, Denmark
Training “Six Thinking Hats”
Salve PR Agencywww.salve.bg
On-going support to marketing
team
Other activities
Account work
Developing a dedicated team of 5 people - 3 PR managers, 1 financial manager and 1 PR assistant
Making annual plan and monthly plans
Developing monthly reports on the work that Salve has done
Developing memos after each meeting or skype conference
Skype meeting, phone calls
Answering to the inquiries and mails of national coordinators
Crisis communication - Communication of MOVE Week date's change
Writing definition of relations between MOVE Week and EWoS
Writing proposal for an approach to the crisis PR
Developing a letter to national coordinators addressing MOVE Week dates change and NWM 2016 activities
Developing PR template for national coordinators for announcing the new MOVE Week dates and NWM 2016
highlights
Salve PR Agencywww.salve.bg
On-going support to marketing
team
Monitoring and analysis
Support in media monitoring agency selection and current work
Development of brief and facilitation of selecting procedure
Selected agency briefing and tasks update, development of key words list
Account work with the chosen agency A Data Pro - meetings and discussions (7 in
number)
Collecting and working on the monitoring reports from national coordinators
Selecting links from national coordinators and organizing them in a folder, tables and
files
Defining key words list for media monitoring
Discussing key words, methodology, approach with the selected agency
Salve PR Agencywww.salve.bg
On-going support to marketing
team
1. European Panna Tour
Period: March – May
Key dates: 22 May – 2 June
Copenhagen/Denmark, Ljubljana/Slovenia, Zagreb/Croatia,
Skopje/FYROM, Thessaloniki/Greece, Plovdiv/Bulgaria,
Pitesti/Romania, Budapest/Hungary
Initial discussion on communication approach and development
of communication plan
Development of PR guidelines for the NCs and initial press pack
with 9 PR documents shared with NCs; press pack updates;
Distribution of press release to international media
Salve PR Agencywww.salve.bg
PR support to projects
1. European Panna Tour - results
8 events, 320 participants, 2230 spectators, 19 local partners, 27 volunteers
68 publications in media (31 materials in traditional/online media; 37 in social media)
Salve PR Agencywww.salve.bg
PR support to projects
* Source: A Data Pro - Media Report 2015
2. No Elevators Day /1/
Period: February – July
Event date: 5 June 2015
NED concept development and discussion with ISCA
Communication plan elaboration
Development of key messages, detailed press pack for NCs including press
release, Q&As, guidelines how to involve partners, backgrounder
Updated before and after the event
Selection of photos received from NCs
Distribution of press release to international and national media in
participating countries
21 May, 2 June, 8 June
Support in inviting Opinion leaders
Drafting letters to EC Vice President Georgieva, sending invitations to the heads of the
EUP parties
Support in social media posts drafting
Salve PR Agencywww.salve.bg
PR support to projects
2. No Elevators Day – results achieved:
21 countries, 60 cities, 80 registered events, 1420
participants
362 publications in traditional/online and social media
(188 materials in traditional/online media; 174 in social
media)
95 twitter postings were made on 5 June using various
hashtags related to No Elevators Day and NowWeMove
campaign including posts by EU MP’s and by the
European Commission Vice President Kristalina
Georgieva
The media reaction were highly positive and the
messages of the campaign have been properly
communicated
Salve PR Agencywww.salve.bg
PR support to projects
* Source: A Data Pro - Media Report 2015
3. Stunt event at the European Parliament
Period: March - June
Event date: 2-3 June
Internal discussions of initial stunt
event concepts
Support in involving MEPs for video
interviews
Key messages to promote No
Elevators Day
Salve PR Agencywww.salve.bg
PR support to projects
4. Inactivity Time Bomb
Period: February – June
Key dates: 21 April – roundtable discussion; 17 June 2015 –
Café Crossfire Debate in Brussels
Participation in discussions on project’s concept and
implementation, draft documents and communication plan
development, infographics, etc.
Support to amplification toolkit regarding NCs and local
promotion f research results
Update of press release to be used by the NCs outside the 6
key markets
Distribution of press release to international media
Coordination of sending the narrative of the infographics to
the NCs
Salve PR Agencywww.salve.bg
PR support to projects
4. Inactivity Time Bomb – results achieved:
Salve PR Agencywww.salve.bg
PR support to projects
249 materials registered* 237 in traditional/online media 12 in social media
* Source: A Data Pro - Media Report 2015
5. Now We Bike – Cross-Border Cycling Tour
Period: June - September
Key dates: Start – 24 July /Mugla, Turkey/ - Finish – 7 September /Brussels,
Belgium/; 12 countries, 23 side events.
Development of communication plan
Collecting information and development of detailed PR toolkit distributed to
each participating country
Distribution of launch press release to international media
Development of concept for closing event - Village of Sport
On site support at the closing event – taking photos, taking care of the stand,
flyers, opening of event, coordination with organisers, editing of texts and
materials, final press release.
Contacts with Brussels based media
Distribution of after event press release to international media
Salve PR Agencywww.salve.bg
PR support to projects
5. Now We Bike – Cross-Border Cycling Tour - results
938 materials in
traditional/online and
social media 591 in traditional/online media
347 in social media
Salve PR Agencywww.salve.bg
PR support to projects
* Source: A Data Pro - Media Report 2015
6. MOVE Week 2015
Period: February – October
Key dates: 7-30 September
Development of communication concept and press release for MOVE Agents
Call
Initial development of communication approach, key messages and
relationships with third parties (EWoS, Vatican City invitation)
Development of separate press release for Flash MOVE
Development of MW press packs for international and local media (5 PR
documenta sent to NCs)
Distribution of press releases to international media – before MW, before
FlashMOVE, after FlashMOVE, World Heart Day support, after MW – wrap
up press release
Salve PR Agencywww.salve.bg
PR support to projects
6. MOVE Week 2015
MOVE Week sub-project: Call for MOVE agents – development and distribution of press release, incl. template press
release to NCs
FlashMOVE – development and distribution of initial (11/09) and of after-event (16/09) press
releases, gathering information from NCs
World Heart Day - development of concept for cooperation, development of joint
statement/press release; Distribution of press release (28/09);
MOVE Week 2015 – development of initial press packs – for international media and for NCs;
distribution of initial press release (2/09) and after-event (19/10) press release and MW
highlights to international media
MOVE Week 2016 - Development of draft template press release to announce the change in the
dates of MW 2016 for the NCs, December 2015
Salve PR Agencywww.salve.bg
PR support to projects
6. MOVE Week 2015 - results
38 participating countries, 1794 cities, 23 437
volunteers, 7 125 events reported, 1 804 930
physically active people, number of participating
cities in Europe doubled in 2015
2424 materials in traditional/online media – 1357
in traditional/online media, 1067 in social media
113 materials on FlashMOVE – 101 in traditional/online
media, 12 in social media
46 materials dedicated to MOVE agents recruitment – 40
in traditional/online media, 6 in social media
Salve PR Agencywww.salve.bg
PR support to projects
* Source: A Data Pro - Media Report 2015
MOVE Week 2014 vs 2015 – 383,29 % growth of the publications (377 vs 1445)
Salve PR Agencywww.salve.bg
MOVE Week 2014 vs 2015
Salve PR Agencywww.salve.bg
7. MOVE Congress
Period: October – December
Key dates: 5-7 November
Development of concept for Thank-you ceremony, detailed
script and text
Proposal for media relations approach
On-site support to Comms team
Development of texts and overview materials for MOVE
Congress sessions
Development of follow-up press release and distribution to
international media (4/12)
Results:
12 materials in media – 5 of them in traditional/online media
Salve PR Agencywww.salve.bg
PR support to projects
Annual overview№ Project / Activity Month
1. Setting up PR guidelines and basic dociments and on-going support to ISCA team Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
ADevelopment of main annual PR Plan and support to ISCa team V V V V V V V V V V V V
BISCA Office seminar - June - Creative thinking training V V V
CInitial pack of NWM PR documents development V V V
DSetting up media relations approach and tools, database updates V V V V V
E Media monitoring agency selection process V V V V V V V V V2 Support to National Coordinators Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
2.1. NCs conference in Sofia: PR Training for NCs V v
2.2.Update and distribution of main templates and PR documents to NCs, press packs and PR Tools V V V V V V
3 No Elevators Day - 5 June Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
3.1.
Preparation and development of plans, PR toolkits, media relations and coordination with NCs V V V V V
4 EUP Stunt Event Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
4.1.
Support to development of the stunt at the European Parliament - video interviews with MEPs; Short tips to interviewees how to promote NED to MEPs; V V
5. Inactivity Time Bomb research launch Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
5.1.Support in preparation process - concept, messages, PR toolkits V V V V V
5.2.Support in promotion of Inactivity Time Bomb research V
№ Project / Activity Month 6. European Panna Tour Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
6.1.Project preparation, PR toolkit development, press pack distribution V V V
6.2. Press release distribtuion V V
7. Now We Bike - Cross-border cycling tour Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
7.1.Preparation activities - concept development, PR toolkit V V
7.2.Distribution of press releases to promote the events V
7.3.Closing event - preparation, organisaiton and promotion among media V V
8. Move week Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec8.1. Initial concepts discussion V
8.2.Development of key messages and initial PR texts V V
8.3.Development of pres packs, distribution of press releases V V V
8.4. Support in promotion of Flash MOVE V V 8.5. Cooperation of MW with World Heard Day V
8.6.
Development of draft template press release to announce the change in the dates of MW 2016 for the NCs V
9. Move congress Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec9.1. Preparation of Thank-you ceremony V
9.2.Support to Comms team and writing after event highlights V V
9.3.Development of follow up press release and distribution to Euro media V V
THANK YOU!
Salve PR Agencywww.salve.bg