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by Kate Nelson
The previous article in this series [Marketing Public Relations Tactics and Programs] focused on the theory behind building a comprehensive marketing public relations program (MPR). An example of media relations was also touched upon.
As previously discussed, once the MPR goal has been ascertained, target markets researched and key messages developed, creative tactics need to be generated. A tactic can range from a float in the Mardi Gras to writing a letter to the editor of a local paper. These tactics are then grouped into themes or 'like' activities. For example, a group of letters of to the editor or press releases to journalists collectively form a Media Relations program.
Media Relations was the example used in the previous article. The following case studies explore two other MPR themes - Customer Relations and Sponsorship.
Customer Relations
Creative Manoeuvres was approached by Wesley College (Australia's largest independent school) to help ensure its profile as the nation's leading education facility was maintained. Wesley College has three campuses located in metropolitan Melbourne - St Kilda Road (Prahran), Elsternwick and Glen Waverley. The College's current enrolment is more than 3,500 students, from pre-school through to year 12.
For Creative Manoeuvres it was not a matter of what to do - it was a question of how to most effectively manage a huge resource of excellent material within a limited budget.
Following the research, audit and planning stage, Creative Manoeuvres implemented an ongoing program that consisted of Media Relations and Customer Relations, with the main focus being Customer Relations.
At Wesley every day 'good news' arising from the schools achievements was not always reaching parents due to the size of the three campuses. Because advocates are powerful spokespeople for an institution, Creative Manoeuvres decided to use this resource as a focus for a Customer Relations program. This ensures that parents, students and staff have the opportunity to learn about activities and milestones occurring not only within the campus that their children attend, but also at the other campuses.
Stories are researched, written and edited then uploaded onto the schools intranet. Parents are alerted via a monthly e-mail 'E-newsletter' that new stories are online, and links allow them to easily jump straight to the site. A very simple, but effective, mechanism for Customer Relations. Stories that are suitable for media are then developed further into a media release and then pitched to the media.
Customer Relations tactics are varied - the example above is one of the more traditional approaches - however by developing a tactic that is not overly complicated you can ensure that roll-out is achievable within a very limited time frame.
Sponsorship
There are two elements of sponsorship - procurement and management. Creative Manoeuvres has expertise in positioning opportunities, eg. assisting the Smith Family to acquire sponsors for its 80th Birthday, and in managing event sponsorship, eg. for Motorola.
The effectiveness of sponsorship depends on the context in which the brand reaches the target audience. In general, audiences that attend events draw on the positive association of the event and the activities undertaken. By association, a sponsor aligns their brand with this positive experience creating a more receptive comprehension of key messages.
In considering Sponsorship, it is important to link your brand with credible activities, community groups and causes that are relevant to the your brand.
In the case of the Rock Eisteddfod Challenge, the Eisteddfod had won both endorsement and funding from the Commonwealth Government and State Government health agencies, leaving the ground clear for commercial sponsors such as Motorola and Channel 10.
As a general rule every dollar given to the organisation being sponsored must be followed by a further two dollars spent on leveraging the sponsorship. This ensures the commercial success of sponsorship as a brand communications tactic.
At the 2003 Rock Eisteddfod Challenge, Motorola used funds designated to leverage the Sponsorship with SMS competitions, radio advertising, announcements at each performance, and the provision of collateral distributed to all participating students at schools and within performance venues.
Final thoughts
With the emergence of new technologies and a savvier media market the effectiveness of advertising is under the microscope. It is now harder for advertising executives to justify ongoing and expensive investment in a field where consumers are bombarded with and have a growing resistant to advertising messages.
The challenge for marketing and public relations consultancies is to deliver innovative and effective communications solutions that cut through the clutter. Under the umbrella of MPR, including the tactics discussed in this column, I have highlighted a couple of easy avenues to explore - which engage with the target market in a more sincere and direct approach.
We see there are many parallels between the practice of public relations and graphic design. By understanding each other's professions more clearly we can better anticipate opportunities where our two industries can jointly manage projects for more cohesive business outcomes.
Kate Nelson is a senior consultant with Creative Manoeuvres. This is the last in a series of articles for AGDA on issues surrounding design and public relations. Creative Manoeuvres is a Public Relations Consultancy which is part of the Manoeuvres Group - a Marketing, PR and Events agency.
Contact: kate@manoeuvres.com.au
T: 03 9341 7171
http://www.manoeuvres.com.au
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