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The document outlines an integrated PR campaign for Bunge Romania to promote its new iodine-fortified oil product Floriol Iod Protect. The 3-sentence summary is:
The campaign aims to educate the public about iodine deficiency in Romania, position Floriol Iod Protect as an innovative solution, and strengthen Bunge's image. It involves a teasing phase to arouse media interest followed by a press blitz providing information. The agency's deliverables include developing creative materials, selecting media targets, organizing sampling events, and monitoring press coverage to promote awareness of iodine deficiency and the new product.
The document outlines an integrated PR campaign for Bunge Romania to promote its new iodine-fortified oil product Floriol Iod Protect. The 3-sentence summary is:
The campaign aims to educate the public about iodine deficiency in Romania, position Floriol Iod Protect as an innovative solution, and strengthen Bunge's image. It involves a teasing phase to arouse media interest followed by a press blitz providing information. The agency's deliverables include developing creative materials, selecting media targets, organizing sampling events, and monitoring press coverage to promote awareness of iodine deficiency and the new product.
The document outlines an integrated PR campaign for Bunge Romania to promote its new iodine-fortified oil product Floriol Iod Protect. The 3-sentence summary is:
The campaign aims to educate the public about iodine deficiency in Romania, position Floriol Iod Protect as an innovative solution, and strengthen Bunge's image. It involves a teasing phase to arouse media interest followed by a press blitz providing information. The agency's deliverables include developing creative materials, selecting media targets, organizing sampling events, and monitoring press coverage to promote awareness of iodine deficiency and the new product.
Worldwide, iodine deficiency disorders are a priority for the public health Iodine disorders affect a huge number of population, the most tragic effects being present at children (imbecility) premises In Romania iodine deficiency: Present at around 20% of the children population Entire Romanian population is at risk of iodine disorders more than 35% of the population has visible signs of thyroidal disease
SAATCHI & SAATCHI
Mothers-to-be women that must have an adequate eating regime in order to carry a healthy pregnancy Mothers of new-born and small children, which need to be careful with the alimentation of their kids target Romanian medical community (medical societies representatives, top endocrinology & nutritional specialists, top pediatricians, psychiatrists etc.) Romanian Authorities Women publications and specialized medical publications (see Appendix 1)
SAATCHI & SAATCHI
Educate the consumer on the drastic situation of iodine deficiency affecting Romanian population and communicate the benefits of iodine fortified oil for human body, emphasizing its role in a childs development Strengthen the brand image of Floriol as PR innovative, healthy, modern through its new Floriol Iod Protect objectives Build Bunge Romanias image as industrys spokes person for specialized medical publications
SAATCHI & SAATCHI
Bunge Romanian promotes the innovative formula of Floriol Iod Protect as an answer to one of the most important health issues in Romania iodine deficiency Floriol Iod Protect is an innovative product, part of a well-balanced diet of the entire key messages family Floriol Iod Protect is an alternative solution for a healthy iodine diet Bunge Romania is drawing the consumers attention on the negative effects of iodine deficiency and the importance of iodine for a healthy diet
SAATCHI & SAATCHI
Convince the consumers to use Floriol Iod protect being the first edible iodine oil on the Romanian consumer market they are suspicious about the qualities of the product and the consequences of its usage Having a long term positive relationship with PR challenges medical community The rules within the private medical system are pretty difficult to follow Re-sell the product and raise the journalists curiosity they negatively perceived the launching of the product
SAATCHI & SAATCHI
Magazines Baby, Mami, Superbebe, Sana, Copilul Meu, Academia Mamicilor, Farmacia Ta, Slab sau gras, Magazin Terapeutic, Felicia, Femeia, Tonica, Unica, Ioana / Ioana Copiilor, Familia Mea, Allure, Avantaje media TV Shows target Sanatate pentru toti! (TVR1) Ce se intampla, doctore? (Pro TV)
SAATCHI & SAATCHI
concept Floriol Iod Protect the Bunge solution for the iodine deficiency disorders in Romania
SAATCHI & SAATCHI
Determine media representatives to talk about
PR Bunge Iod protect
objective
Create curiosity among Offer them an
target audience and experience they will determine them to talk remember and write about us about
SAATCHI & SAATCHI
How to How to make them TALK? Make the Challenge Happen
SAATCHI & SAATCHI
Teasing phase: meant to arouse the curiosity and to get the attention of the selected journalists Media blitz: during which Bunge will deliver PR the information mechanics Post-event communication: follow-up on the PR blitz PR support for the following period
SAATCHI & SAATCHI
3 days teasing campaign one letter from a mother of a child suffering from imbecility teasing The letter will be extremely emotional, describing the difference between her phase child and a normal one, how sorry she is that she didnt follow a program 2 letters from a person suffering of hypothyroid disease The letters will describe difficult symptoms to deal with every day: weight problems, sensitivity to cold weather, sleeping problems etc
SAATCHI & SAATCHI
In the 4th day a promoter branded dressed up together with a agency representative will give them a press kit together with a bottle of Floriol Iod press Protect explaining the benefits of using the product blitz The press kit will contain: Press release Relevant info about the product Useful figures on iodine deficiency status in the world
SAATCHI & SAATCHI
Partnership with UNICEF Gives us more credibility in front of media representatives and consumers Using Oana Cuzino and / or Mihaela Bilic as other endorsers proposals Preparing info leaflets and distributing them in: Medical clinics where pregnant women need to go: regular visits, sports (aqua gym, massage etc) Encourage medical representatives to advice the pregnant women about eating right
SAATCHI & SAATCHI
Have a partnership with Mami magazine and use dr. Radu Vladareanu as a endorser he can write few articles about iodine deficiency Have a small guerilla campaign by using blogs other and forum section on specialized websites about the subject proposals Launch a specially designed website dedicated to this subject Have a partnership with Ce se intampla doctore? show and magazine Invite specialists to talk about the iodine deficiency
SAATCHI & SAATCHI
Letters 500 Euro Press kits 1,500 Euro Hosts & Costume - 400 Euro Proposed Endorsers fee 2,000 Euro Budget Leaflets 2,000 Euro Fee for guerilla campaign 500 Euro _______________________________ Total: 6,900 Agency fee: 2,500 / month
SAATCHI & SAATCHI
Present a creative concept and prepare a flowchart of activities Develop the creative materials related to the teasing period Selecting the journalists (create a database with the targeted media) Provide all editorial and production services for: agencys Teasing period Sampling deliverables Website etc Organization & logistics of the sampling campaign Contact invitees & endorser and assure participation follow-up Exploit all opportunities to deliver the key messages and inform target about the launch Push for press coverage Monitoring & follow-up (daily press monitoring)
Introduction To Public Relations and Publicity, Public Relations Strategy, Benefits of Effective Public Relations Practices, Public Relations Tools & Media Relations