A public relation strategy report for a start up company

1. Tabatha
12th December 2013
Public Relation
Standouter
Tabatha Schmidhauser
12 December 2013
Public Relation
Report on Standouter, Page 1

2. Tabatha
12th December 2013
Table of content
Situation Analysis
4
Current Position
4
The UK Market
4
Traditional vs online Opportunity
5
Objectives
6
What do we want to achieve?
6
Positioning!
............................................................................................6
Goals of the overall campaign!............................................................6
Objectives!.............................................................................................7
Strategy & Tactics
9
PR To General Public
9
Segmentation!.......................................................................................9
Targeting!...............................................................................................9
Positioning!
............................................................................................9
Objectives!.............................................................................................9
Goals!...................................................................................................10
Use of social media!...........................................................................10
Online Publications, press releases and articles!...........................12
Website Optimisation!........................................................................13
PR to Artists
14
Posters!
................................................................................................14
Talentruck!...........................................................................................15
PR to Clients
Public Relation
19
Report on Standouter, Page 2

3. Tabatha
12th December 2013
Segmentation!.....................................................................................19
Targeting!.............................................................................................20
Positioning!.........................................................................................20
Our mission is to:!..............................................................................21
Objectives through the PR Client targeted!
......................................21
Goals!...................................................................................................21
Strategies!
............................................................................................21
Actions
24
Critical Pathway Analysis
24
Scheduling!..........................................................................................24
Color Code:!........................................................................................25
Pathway:!.............................................................................................25
Public relation campaigns costs
26
Control
27
SOCIAL MEDIA
27
Facebook!............................................................................................27
Twitter!.................................................................................................28
Instagram!
............................................................................................28
Public Relation
Report on Standouter, Page 3

4. Tabatha
12th December 2013
Situation Analysis
Current Position
The UK Market
The online video market is a huge niche for marketers
as it is the fastest growing sector of the digital market.
Online video has become a reality and keeps increasing.
According to the media Agency specialist Carat “2013
will mark the year that global investment in digital
advertising will overtake newspapers for the first time,
fuelled mostly by consumer appetite for online video
and social media”.
Recent ComScore figures show that in the United States
in April 2012, Video Ad delivery has continued to
increase. Indeed, one out of five videos viewed by
Americans, brought up to 9.5 billion video ads. In the
UK, the online video advertising has increased in 2011 by
a market beating 100% to € 109 million (PwC AdSprend online survey)
The importance of online advertising
The value of online videos is expanding especially with the role of video at each
stage of the consumer’s cycle. According to ComScore’s video Matrix, 37.7 millions
people watched online video content in November 2010, which represents an
average of 17 hours each. The IAB (Interactive Advertising Marketplace) estimated
that cost of online adds in the UK have increased by 82 in the 2010’s first semester.
However, the actual time spending watching ads in the UK represents only 0,7% of
the total time spent watching videos. As the online video market grows, the need for
visibility, transparency and accurate measurement is now more critical than ever.
Public Relation
Report on Standouter, Page 4

5. Tabatha
12th December 2013
Traditional vs online Opportunity
Cost Implications: The cost involved in online PR solution is minimal. While covering a
either wide or very specific audience, online coverage as a much better return on
investment. Furthermore, the 21st century characterized the rise of the Internet and
technology, while the traditional methods of the 90’s are becoming clustered and old
Easier targeting means: Internet has given us the tools to taper down the perfect target
audience to match our campaigns. Geographical, demographic, psychographic and others
tools are available to make the adverts the most relevant possible. Similarly, users’ IP
address and web history tracking can be retrieved and used at our advantage to avoid
useless repetitions.
Measurable: This is one of the most valuable tool in online solutions. The Internet enable
user to collect an accurate database on viewers profile, number of pages seen, number of
likes, time spend on videos... We are also able to measure the trend and overall success.
Versatility: Online solutions can be very interactive in the contrary of traditional ones.
There is different methods to keep the viewers and engage and make them click for more.
Speed: The other advantage of online is that it take a very short time to set up a project, an
application or campaign. The deployment as well as the implementation can be immediate
and the time of delivery can be automated to suit schedules.
- Internal Capabilities and Resources
Creative team in programming and photography
Budget available: 5-10k
Operating website
Public Relation
Report on Standouter, Page 5

6. Tabatha
12th December 2013
Objectives
What do we want to achieve?
Throughout this campaign our main objective is to raise Standouter brand awareness
among the general public as well as artists and potential clients. We aim at make the brand
known and recognized in the UK market, starting firstly in London.
Positioning
“The most entertaining relation to a brand”
General Public
“Standouter as the opportunity to do what I love and be recognized”
Artists
“An innovative digital tool indispensable to promote our brand”
Clients
Goals of the overall campaign
✔ Increase Brand Awareness among our targeted audience
✔Create a trustworthy relationship with the public and companies
✔Generate traffic and views on the platform
✔Attract artists and companies
✔Create a close and innovative relationship between the public and our clients
Public Relation
Report on Standouter, Page 6

7. Tabatha
12th December 2013
Objectives
Within the next 6 months, we aim at create a recognized brand to increase
popularity among our target audience and be able to represent a brand through an
innovative and entertaining experience.
Having improved our presence and enhanced trust, we aim at generating
views and traffic on the platform to provide clients with a source of credibility and
valuable data.
“Sell” & propose
B2B: media and advertising opportunity (Video format)
B2C: Video views and “entertainment”
B2C: Artists: Share and offer show off opportunity
Serve
Customer satisfaction
Return on Investment
Ability to measure and gather valuable data
Opportunity to be seen and recognized (Artists)
Sizzle
Viewers’ profile
Viewers time spent on the site, video
Generate traffic and engagement
Speak
Number of engaged customers (Talking about it) Brand or video
Through the comment box, social media, blog
Save
Able to quantify the gain and success of the video
Number of views, subscribers
Standouter proposal is directed towards three different target audience and the
designed PR campaign have been specifically and uniquely created to attract them.
Target audience
Public Relation
Report on Standouter, Page 7

8. Tabatha
12th December 2013
Clients: SME, marketing and advertising agencies &
independent companies selling or offering youth targeted
product
= Generate trust, confidence and proof of investment return, generating leads
Talents: All kind of artists, dancers, painters, singers,
athletes
= Create trust and talent recognized opportunity.
General public: More specifically young generations,
digitally knowledgeable and have been up brought through technology,
entertainment and Internet
= Generate website traffic, engagement, share and views
Public Relation
Report on Standouter, Page 8

9. Tabatha
12th December 2013
Strategy & Tactics
PR To General Public
Segmentation
The market segmentation is based on behavior, incorporating key factors such as
the purpose of the visit (entertainment, discovering new music, or how-to) and the
length of time visitors have to devote to Standouter on a particular session.
Targeting
Standouter is a web talent show that provides video of artists of any kind.
General Audience:
-Young Generations
- Digitally literate
The viewers will typically
be youngsters, familiar
with digital platforms and
have been up brought
through technology,
entertainment and
Internet.
Positioning
This wide audience provides our company with a powerful positioning opportunity.
Videos that go viral can drum up interest in our business and attract customers
who might not previously have been aware of our existence. To maximize the
visibility, we will have to make videos that people want to watch. We picture
ourselves as the next leader in the high quality online videos website.
Objectives
Increase
Brand Awareness
Public Relation
Generate Traffic
+ New viewers
1st
destination for
online videos
Report on Standouter, Page 9

10. Tabatha
12th December 2013
Goals
-­‐ Make the company recognized and known among the general public
-­‐
Create a comprehensive destination for online video with a range of content,
from clips to full-length art talent shows (singing, dancing, drawing, painting,
street art..)
Because Standouter is a digital platform, we only chose to do our PR campaign for
viewers online because we want to remain digital.
Use of social media
Through social media, we wish to
create an online presence, which
every bit of the strategy is intended
to bring a new audience to the website,
increase the number of viewers, build
a reliable database and be popular and
very present on every social media
platforms.
!
Facebook:
- Starting in January, we want to improve the existing Facebook page with daily
updates
- Upload videos of artists try to make them go viral
- Generate likes
- Create a Facebook add: cost (for 6 months from January to June): £152
Facebook Ads Segmentation:
36,000,000 people
•
Who live in the United Kingdom
Age: 13-no max
17,600,000 people
•
Who live in the United Kingdom
Public Relation
Report on Standouter, Page 10

11. Tabatha
•
12th December 2013
Who like #Artist, #Talent show, #Dance, #Singing, #Art, #Music, #Sketch
(drawing), #Website or streetart
16,800,000 people
•
Who live in the United Kingdom
•
Who like #Artist, #Talent show, #Dance, #Singing, #Art, #Music, #Sketch
(drawing), #Website or streetart
•
Who are in one of the broad categories Android Owners (All), Apple iOS
Owners (All), Pop Culture, Music (All) or Photography
•
English (US) or English (UK) speakers
! Twitter:
- Improve the existing Twitter page and make it public so that everyone can follow it
- Create hash tags relating to Standouter
#standouter, #artists #music #talentshow #streetart #singer #talent
! Youtube:
- Improve the existing Youtube channel
- Create a video promotion on Youtube
In-slate video ad: Comes up in the suggested videos after the video ended: £0.20 per
views
In Slate:
- 5,000 views spread over last 4
months
- 5,000 × 0.2 = £1,000
In-stream video ad plays before watching a Youtube video: £ 0.30 per views
In Stream:
- 3,000 views spread over first 4
months
- 3,000 × 0.3 = £900
Public Relation
Report on Standouter, Page 11

12. Tabatha
12th December 2013
! Instagram:
- Create an Instagram account and make it public
- Upload videos and pictures on weekly bases
Online Publications, press releases and articles
! Create an online press release
For a release in January
Launch of new website in the UK
Standouter
London, December 8th
Standouter is the first Web Talent Show. A platform created to offer the Audience a
revolutionary show, Talents a unique stage and Brands the most innovative
communication channel to generate positive online brand awareness.
Standouter is a very unique online video website. It promotes all kinds of artists with
many different talents.
Standouter offers user generated high quality videos when on YouTube it rarely can hit the
same number of views. Most of the time videos are self-referential, disconnected with
trends and spread with payment systems.
Moreover, the global online video market is a growing sector, it is projected to reach $16.1
billion by 2018, according to Global Industry Analysts. Standouter is perfectly in line with
this fast growing sector.
Details on http://www.standouter.com
Contact information
staff@standouter.com
www.standouter.com
Public Relation
Report on Standouter, Page 12

13. Tabatha
12th December 2013
! Promote videos on Buzzfeed and viralvideochart
http://viralvideochart.unrulymedia.com/all
http://www.buzzfeed.com
Website Optimisation
! Translation of the website into English
= Adapt to the local audience, culture
! (SEO) Search engine optimization
• Create keywords on the website
Ex: Standouter/ Talent/artists / videos / world
• Write blog posts (create a blog section)
Involve bloggers to right on Standouter’s behalf
Tactics to better rank keywords
• Use digitally available tools
Google Analytics
Get on the map (Working offices)
Being adaptive and available across devices
Create link to whole platforms (social media, map, website, youtube...)
Public Relation
Report on Standouter, Page 13

14. Tabatha
12th December 2013
PR to Artists
Posters
We will print posters around the city to promote the brand and attract attention.
It will need to be:
• Visually attract the eye, strong contrast, original, red colour
• Informative, about what the brand does, and how to become part of it.
• Digital friendly, through a QR code that will bring to the Standouter website.
Professional Mass Printing
(http://www.bakerstreetposterprinting.co.uk/
colour_poster_printing_central_london.html)
Ordering a 2000 posters :
o50% should be displayed in the first
week for initial brand introduction
o10% each month for the following 5
months to keep the interest
Other costs
- (We assume voluntary labour for sticking up the posters)
- for the glue – wheat + Water (wheatpaste)
o 40p wheat for 5 posters
o 160£ of wheat
Location
Prime locations to be targeted
• University districts
• Exits of tube stations
• Skate parks/ gyms/ attractions
Public Relation
Report on Standouter, Page 14

15. Tabatha
Other potential areas:
- Nottinghill gate / Portobello Road
- Victoria
- Camden
- Brixton Village
- Covent Garden
- Brick Lane
- Greenwich Market
12th December 2013
Average costs
550+160 = 710£
on average 118£ a month
for 6 months
Talentruck
Concept
Bring in artists and attention
- As the second step for the PR campaign, we will organize a truck to go
for a few hours a day in key locations around London.
- The truck will be display the name STANDOUTER on all sides.
- The truck will park for few hours, with a cameraman, bringing the
concept into the streets of London.
- The people passing by can sign up to record their talents.
- They must then check the website to see if their video has been
selected.
- The location can be sent through social media platforms.
Goals
• Increase Brand Awareness and
Standouter Concept
• Build database with UK based videos
• Bring Traffic to the website
• Attract interests and build an artists
portfolio
Public Relation
Report on Standouter, Page 15

16. Tabatha
12th December 2013
The van can have specific target performances:
For instance, if Standouter doesn’t have enough art entries for diversity
reasons, the talentruck can park in front of an art university. Canvas can be
provided and the painting/drawing process recorded.
Van parking charges
RED ZONE – Street Parking
Restrictions/Pay & Display hours:
Monday-Friday 8:30 am to 6:30 pm
Saturday 8:30 am to 1:00 pm
£4.40 per hour
BLUE ZONE - Street Parking
Restrictions/Pay & Display Hours:
Monday-Friday 8:30 am to 6:30 pm
£2.40 per hour
OTHERS
• Official demands to universities or other private spaces can be made to use the
talent truck specifically for students
• In order to find parking, must arrive early.
• Contrasting with a food truck, the talentruck itself is non profit.
Parking
Locations
RED Zone
Primarily on Saturday
and Sundays
BLUE ZONE
Week days
•
•
St James Park
•
Leicester Square
•
Victoria
•
Carnaby street
•
Pimlico
•
China Town
•
The Strand
•
London College of Arts
on Oxford Circus
•
Public Relation
Covent Garden
By the river
Report on Standouter, Page 16

17. Tabatha
12th December 2013
Van rental
Information: http://ablecarandvanrentals.co.uk/vans/
Renting for 4 weeks - 230£ x 3
Petrol
Variable cost depending on:
• Distance
• Consumption
• Would the van be used every day
• Change in diesel gas
• Amount of miles per litre available
Estimation depending on average miles per day
Design - http://www.signprint.co.uk/index.php?
option=com_content&task=view&id=161&Itemid=255
Public Relation
Design sticker on van, both sides – 79£
Report on Standouter, Page 17

18. Tabatha
12th December 2013
Camera
-­‐
http://www.shootblue.tv/products/pmw-­‐300
Renting of a camera for 4 weeks in order to (1) shoot
high quality video and set the tone (2) Appear
professional when filming on the street
PRICE 600*4 = 2400£
TALENTRUCK
COST
ESTIMATION
Public Relation
Report on Standouter, Page 18

19. Tabatha
12th December 2013
PR to Clients
A B2B public relation campaign is very much different from a B2B campaign.
Segmentation
Standouter is a highly specific and targeted concept. Its features as well as business
proposal is not directed toward any kind of company. Standouter provides an
advertising tool and platform that is design to link a creative representation to a
brand.
The digital platform is mostly visited by youth generations and middle age people
looking for entertainment, creativity and knowledge.
Standouter
Location
dleiF yrtsudnI
Industry: No every Industry will have
the use of Standouter business
proposition. As a result, we will be
mostly focused on the creative
Industries, including retail, music,
cinema, hospitality.
These sectors are all operating on a
B2C environment and all have an
interest in attracting our “targeted
general public”.
Location: Because we have a
limited budget and time we are
centralizing our campaign to
London. Because London is the
capital of the UK, it will give us the
opportunity to generate more
traffic and attention in a limited
time frame. Nevertheless we do
not exclude the extension of the
campaign in the future.
Public Relation
Report on Standouter, Page 19

20. Tabatha
12th December 2013
Targeting
Standouter is operating in a B2B environment: Selling media/ advertising space on
a digital platform to global companies as well as SME and marketing/advertising
agencies.
SME:
Broad audience, attractive for
Independent:
creative industry, tourism, retail,
Companies with limited but
music sector, cinema, hospitality.
reasonable marketing budget. Still
Companies offering a consumer
engaged with consumers and with a
products
selling proposition targeted at youth
and not a product
and digitally educated people.
design for businesses:
= However we are not targeting
Exclude: Finance,
luxury branded companies, as
manufacturing business.
our proposition would not
benefit their business and
would be a waste of time.
Marketing and Advertising
Agencies:
We also aim at directing our campaign
to attract media buyers such as agencies. They could be an effective medium and
intermediaries to sell Standouter proposition.
Positioning
From the client standpoint, we want to be seen as a company offering “An
innovative digital tool indispensable to promote a brand”. We want to be perceived
as professional, trustworthy and highly valuable.
Public Relation
Report on Standouter, Page 20

21. Tabatha
12th December 2013
Our mission is to:
1. “Provide highly qualitable and artistic media video, endorsed by talent and
broadcast through digitally innovative platforms.”
2. “Provide sophisticated and artistic media branded video generating traffic, views
and comments while increasing brand popularity”.
Objectives through the PR Client targeted
• Convince companies & agencies to acquired the proposed business model
• Our main objective through a B2B campaign is to generate trust and confidence.
• Promote Standouter professionalism and expertise
• We aim to show our credibility and to guarantee companies with a return on
investment
• Generate credible measurable results as a reliable source of success
“Customer focused” communication
-
Let companies know who Standouter is (brand awareness); what are our
values, mission, and competitive advantages
Let them know that we understand their business model and are able to
overcome their challenges
Standouter is able to provide a “product”, “service” that will meet their needs
Standouter is capable to boost their sales and support their short-term and
long-term goals.
Goals
Through argumentative, informative and narrative arguments we will enhance our
brand awareness among companies and agencies
Design a personally attractive storytelling directly related to the targeted company,
we will show Standouters’ professionalism and expertise
Make the company recognized and known among agencies: Researching, talking
and find there media sources
Using formal and mid formal communication channels such as events, fair,
conferences
Strategies
- Direct communication: Build a network
= Need for repeated and persistent actions
Conferences, Events, Fair
Public Relation
Report on Standouter, Page 21

22. Tabatha
Type
Sartup Opportunity
Event
Invest in startups startup pitches
12th December 2013
Time
Organizer
Friday, January 21 6pm9pm
Academy at the Hub
Conference
The Social Media
Business Club
Wednesday, December
18 6pm- 9pm
Peter Wilkinson
Fair, Network
TechMeetups
#TechStartupJobs
Thursday, February 20,
2014: 6pm- 9pm
TechMeetups.com
Cost: £100: Pitch slot
Networking Party
Startups socials
Party
Thursday, August 21th,
8:00pm - 1am
Startup Socials
Tickets and Information link
TechMeetups: http://www.eventbrite.co.uk/e/techmeetups-presents-techstartupjobs-fairlondon-2014-tickets-5039407002?
aff=es2&rank=1&sid=a4fd85405ffd11e3ad8612313d090650
The Social Media Business Club Christmas Event:http://www.eventbrite.co.uk/e/the-socialmedia-business-club-christmas-event-tickets-9475584729?
aff=es2&rank=10&sid=c72254945fa211e3966012313d095975
Invest in Startups- Startups Pitches: http://www.eventbrite.co.uk/e/invest-in-startupsstartup-pitches-registration-5543276088?
aff=es2&rank=1&sid=d00f017a5ffe11e3a5a612313d090650
Startup Socials Party London August 2014:http://www.eventbrite.com/e/startup-socialsparty-london-august-2014-tickets-9191665519?
aff=es2&rank=1&sid=0b2bef9c5fff11e3861512313d090650
- Online communication: Brand awareness
= Driven by a constant involvement: Persistency
1. Email with a digital format: Video-promoting Standouter: Personalized
Subject: Creative and innovative advert opportunity
Dear Mr. Smith:
I'm contacting you because I believe I have the tool you need to boost your brand and enhance your
sales to the roof.
Our customers hire us to gain in brand presence and exposure in a creative and unusual way. This
typically increase their popularity as well as their brand awareness among our target audience.
This results in an increase of sales and a large database helping to identify the perfect consumers.
Please do have a look at our promotional video below and do not hesitate to reply to this e-mail and
I'll e-mail you some details so you can quickly evaluate whether it would be worth your time to look
into this.
Public Relation
Report on Standouter, Page 22

23. Tabatha
12th December 2013
Personalized video targeted to the company emailed
Your faithfully,
Standouter Sales Manager
2. Press release: Contact media week, marketing week, marketing age and pitch the
idea: Direct contact to editors.
Build a network of journalists, bloggers, friends, who have the ability to pass
messages
3. Professional website blogging + own blog: Weekly posts
Blog section different from the viewers targeted blog.
4. Online presence:
Techcrunch: Improvement needed, design, mission, originality
Go2Web20: Highly segmented
Muchrack.com: Connect with journalists through social media
Startup Tunes: Review blog
- Indirect communication: Generated by the adjacent campaigns.
- Posters
- Talent Truck
- Social media
- Word of mouth - Press release
- Videos
Public Relation
Report on Standouter, Page 23

24. Tabatha
12th December 2013
Actions
Critical Pathway Analysis
TASK
DESCRIPTION
PRECEDENT
TIME (Month)
A
Website Translation
-
1
B
Social Media Updates
-
6
C
Facebook Adverts
A; B (started)
5
D
Youtube In stream ads
A; B (started)
4
E
Youtube In slate ads
A; B & D (started)
4
F
SEO Activities
B
1
G
Blogging to public
B; C & D (Started)
5
H
Blogging to Clients
A
4
I
Heavy Posters activity
-
1
J
Light Posters activity
I
5
K
Talent Truck
I
1
L
Conference/ Networking / Fair
H (started)
4
M
Press Release Clients
G, L (started)
4
N
Press Release Public
A, C & G (Started)
4
O
Promotional Emails
H, M, L (started)
3
Scheduling
January
February
A
F
March
April
May
June
B
C
D
E
G
H
I
Public Relation
J
Report on Standouter, Page 24

25. Tabatha
January
February
March
12th December 2013
April
May
June
K
L
M
N
O
Color Code:
: Activities primarily directed to the general public
: Activities primarily directed to artists
: Activities primarily directed to clients
Pathway:
Public Relation
Report on Standouter, Page 25

26. Tabatha
12th December 2013
Public relation campaigns costs
CAMPAIGNS
EVENTS
Time Laps
COSTS
General Public
Facebook advertisement
6 months
£152
Youtube adverts in Stream
First 4 months
£900
Youtube adverts in Slate
Last 4 months
£1,000
Heavy Posters ads 50%
Over the first month
Average £118
Lighter Posters ads 50%
Over the last 5 months
£118 × 5 =£590
Talent Truck
1 month (February)
£6,438.5
Conferences, fair, Networking
Set of events throughout
the 6 months
≅ £500
Online presence:
techcrunch...
Repeated attempt once
well established
Free but
competitive
Press release through
journalist, friends, bloggers,
word of mouth
Repeated and constant
throughout the last 4
months
Free
Personalized email + Video
Last 3 months
£300
-
From January to June
6 months laps
≅ £9,998.5
Artists
Clients
TOTAL COST
Public Relation
Report on Standouter, Page 26

27. Tabatha
12th December 2013
Control
Our Target is to grow brand awareness within the UK Market. Each of the following
variables must be plotted on a daily basis to visualise:
- The overall growth
- The most and least successful tools used, to adapt or change the strategy
Average
time spend on the
website
#
of accounts
created
Daily
Traffic
#
of videos
updates daily
Web
Analytics
Standouter
#
of votes and
clicks
Returning
viewers (IP
Tracking)
New
Viewers (IP
Address)
Viewers
profile and
interests:
cookies
tracking
SOCIAL MEDIA
Facebook
(monitoring facebook page)
-­‐
-­‐
-­‐
-­‐
-­‐
Total facebook likes
Gain in facebook likes / Daily
Loss in facebook likes / Daily
Average numbers of likes of a post
o In one hour
o In one day
o In one week
Sharing of a post
Public Relation
Report on Standouter, Page 27

28. Tabatha
12th December 2013
Total of twitter followers
Positive feedback vs Negative
feedback
Gain in twitter followers / Daily
Loss in twitter followers / Daily
Twitter
(use of topsy)
#standouter, #talentruck
o number of times mentioned
o impression (how many people exposed to a particular tweet)
o acceleration (retweets)
Instagram
-­‐ Total of Instagram followers
-­‐ Gain in Instagram followers / Daily
-­‐ Loss in Instagram followers / Daily
-­‐ #standouter, #talentruck hashtag tracking daily
o impression (how many people exposed to a particular hashtag)
Public Relation
Report on Standouter, Page 28