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Webinar:
Award Winning Measurement: Why are some
companies more successful than others at the AMEC
awards?
Welcome & Introduction
2
Chris Webb
Associate Director and Head of
Measurement, Pegasus
[email protected]
Pegasus is an
integrated
comms
consultancy
Inspiring
Healthy
Decisions
is what we do
Our best ever year for awards
1. Tell a story with your entry
• Give context
• Don’t presume
• Take judges on a journey
• Explain the why before the what and how
• Highlight innovation and creativity
2. Put measurement at the heart
• Reflect sentiment of the awards
• Practice what you preach
• Start with the business objective
• Set out the SMART objectives
• Show the impact it made, don’t stop at outputs
3. Put yourself in the judges’ shoes
• What makes your entry a worthy winner?
• Why does it stand out from other entries?
• Help judges see the marks
• Make it engaging, clear and easy to follow
• Allow sufficient time to review and refine
4. Be human
• Be real, objective and honest
• What worked well but also what didn’t? What
surprised you?
• What changes did you make along the way?
• Inject personality, show passion, be proud of
what you have achieved
5. Share feedback from the top
• Reflect the true measure of success - positive
outcomes for your client/business
• Use sound bites from senior management to
help demonstrate business impact
• Show how this work has put measurement best
practice up the agenda
6. The power of presentation
• Don’t under estimate it’s important
• Allow time to make it visually engaging
• Use sub-headers, bullet points and thumbnail
images to help tell the story
• Attention to detail
Why bother?
• Reinforce motivation and galvanise support for
measurement ethos
• Reflect on key achievements
• Benchmark
• Learn lessons for future
• Opportunity for positive promotion
Paul Hender
Director, Gorkana Group
14
15
Key topics
Flooding dashboard
Top authors
Query trends
16
“User-friendly, informative and valuable
early-warning system with a strong blend
of insights and quantitative data.”
“Smart, innovative and transformational
impact on client comms and stakeholder
engagement (and policy!)”
“This programme is noteworthy as it is
using data to identify trends and inform
actions - a critical part of public relations
and communication management that
needs to be developed across the
profession.”
Grand Prix Platinum Award for the
best overall entry, 2014
17
Our Vision: Educating and inspiring people about art & design
Our Purpose: Preserving and showcasing the best in art & design. Creating revenue through inspiring exhibitions
Strategies to deliver: For the Bowie Exhibition, generate strong ticket sales and visitor numbers. Create an attraction which is viewed positively
by the public and critics alike. Locate sponsors to help fund the project. Make Bowie the most talked about exhibition of the year. Position the
V&A as the leading museum of performing arts
Business measures: Visitor numbers. Ticket Sales. Perception of exhibition.
The role of PR: Preceding Marketing/Advertising in generating excitement for the new exhibition. Generating advance ticket sales as a key
revenue stream for the business. Creating inspiring content to pull a variety of different audiences (including new global sources) into the
museum. Promote the partnership with sponsors to generate a return on investment. Help to make Bowie the most talked about exhibition of
the year
Measure: Increase visitor numbers through PR
Measure: Engagement with a variety of different
audiences, some brand new
Measure: Demonstrate a return on investment for
the key sponsors.
Our earned media objectives: Making sure that the sponsors are mentioned in good copy within the newspapers. Targeting key
audiences through researched publications. An early campaign to hit all of the nationals and generate excitement with the
consumer. Special front cover effort as a new angle for generating content.
KPI 1: Reach and
Frequency to target
audiences
KPI 2: Correlation of
PR against ticket sales
and visitors
KPI 3: % Tone of
positive content
by country
KPI 4: Success in
delivering to key
media list
KPI 5: % of sponsor
mentions, against
impact measures.
KPI 6: Volume of
content Country
by country
breakdown
KPI 7: % of
nationals to
obtain front cover
hits
Campaign highlights
‘David Bowie is’
generated
coverage in 37
different
countries.
Europe
Volume: 902
OTS: 974,003,193
Americas
Volume: 78
OTS: 32,800,983
Over two thirds of
coverage (69%)
delivered at least
one message, whilst
over a fifth of pieces
(21%) mentioned
Gucci or
Sennheiser.
APMEA
Volume: 69
OTS: 11,968,865
Reach and frequency of all coverage
Reach of coverage, broken down by social grade groups
19.8
89% 21.6
25
20
75%
15
50%
10
25%
5
0%
0
All UK Adults
Music fans
100%
89%
25.6
88%
89%
21.6
75%
19.9
88%
88%
18.1
87%
17.3
17.2
30
20
50%
10
25%
0%
Average number
of exposures
88%
Percentage of UK adults
100%
Average number of exposures
Percentage of UK adults
Reach to target audiences
0
A
B
C1
C2
D
E
Reach and frequency of coverage crediting Gucci
Reach of coverage, broken down by social grade groups
2.8
60%
4
3
3
40%
2
20%
1
0%
0
All UK Adults
Music fans
80%
75%
3.3
72%
72%
3
60%
71%
2.8
71%
2.6
71%
2.6
2.6
4
3
40%
2
20%
1
0%
Average number
of exposures
73%
72%
Percentage of UK adults
80%
Average number of exposures
Percentage of UK adults
Reach to target audiences
0
A
B
C1
C2
D
E
Reach and frequency of coverage crediting Sennheiser
Reach of coverage, broken down by social grade groups
3
2
2.1
40%
2
20%
1
0%
0
All UK Adults
Music fans
80%
4
62%
56%
60%
2.3
2.1
55%
55%
2
1.9
40%
55%
1.8
56%
3
1.9
2
20%
1
0%
0
A
B
C1
C2
D
E
Average number
of exposures
58%
56%
Percentage of UK adults
60%
Average number of exposures
Percentage of UK adults
Reach to target audiences
Media coverage driving ticket sales
‘David Bowie is happening now’ is
mentioned in prominent online
and regional titles. Double
Negative describes the screening
as “the next best thing” for those
who couldn’t attend the exhibition.
Numerous articles report on the
upcoming exhibition, with Art
Newspaper noting that the V&A
has taken a ”performance
angle, not a fashion angle”.
Wall Street Journal refers to the
exhibition
as
a
“Bowie
bonanza”.
500
70000
61,753
400
Number of articles
50000
300
200
Coverage reporting on
David Bowie’s new
single mentions the
prospective
‘David
Bowie is’ exhibition. Le
Figaro labels 2013 as
“the year of Bowie”.
40000
30000
12,017
2,007
11,478
3,669 1,299 1,478
100
10
53
4
4
10
93
70
20000
5,154
10000
387 129
8
62
48
60
8
42
0
115
17
5
2
0
-10000
May-2012
Jul-2012
Sep-2012
Nov-2012
Jan-2013
Volume
Mar-2013
May-2013
Jul-2013
Ticket sales
Sep-2013
Nov-2013
Number of tickets sold
60000
“Solid KPI measurement
framework, depth and breadth
of results was impressive –
exceptional work”
“Good outputs, thoughtful
comprehensive design and
strong link to commercial
results”
“3 key points: international,
materials, results”
Gold Award for the Best Use of
Measurement for a Single Event
It boils down to...
• State a problem, then demonstrate
the solution
• Build evidence to show the impact
on business results
• Be human and keep it real
AMEC Awards Strategy Checklist
• Make it a priority for your business. Winning entries
take time.
• Establish an internal team to decide and play
“judge” before submitting entries.
• Encourage fierce debate over each entry.
• If you only have one great report, enter it into
multiple categories (budget permitting).
• Ensure you respond to all of the feedback from the
judges for the following year.
• Study the winning case studies on the AMEC
website.
• GOOD LUCK!
Join experts from around the world!
•
•
•
•
•
2015 AMEC International
Summit on Measurement.
The world’s biggest event on
PR measurement.
Top client and industry
speakers.
Outstanding knowledge share.
Register now!
Join in on Twitter. #amecsummit
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