BETTER
SUSTAINABILITY
AWARD
PR CAMPAIGN

"BETTER SUSTAINABILITY AWARD”
The competition targets both new companies with
<50 employees and 50-250 employees
We call them WOLFIES
Competition is supervised by
Chosen companies that are members of its association and
provided successful CSR activity are the jury of the
competition.
We call them THE WOLVES
New entrants (WOLFIES) are required to purchase and
complete a ESG Academy course as a condition for
participation in the competition.
IDEA: ANNUAL COMPETITION

STAKEHOLDERS
THEIR ROLES IN THE COMPETITION
Will be expected to sponsor the
competition
Will evaluate participants and
speak at repetitive conferences
throughout the year (Za lepší
Česko)
Will be the jury
THE WOLVES
Potential entrants must report
CSR activity, which will be
evaluated in the competition
Will learn from the best players
in the business
Will accept serious commitment
to sustainable behaviour
WOLFIES
DON'T TALK BUT ACT YOU ACTED, NOW TALK

STRATEGY
EVERYONE BENEFITS
THE WOLVES WOLFIES
media attention
possible media outputs
presentation of successful CSR projects
(conferences)
motivation
growth
networking
possibility of winning the annual competition
- credibility in sustainability, media visibility
THINK BIGGER. GROW INTO THE WOLF THAT EVERYONE LOOKS UP TO.

TARGET AUDIENCE
companies with <50 employees
companies with 50-250 employees
companies with budget and desire for change
TARGET MEDIA
media concerned with sustainability
corporate / business media
print and online media

PR PLANNING
PROJECT TIMELINE
PROMOTION OF THE
COMPETITION
online advertising
targeting potential participants
(WOLFIES)
approaching potential jury
members (WOLVES)
COMPETITION
WOLFIES compete (CSR projects)
WOLVES speak at CSR conferences
and make themselves visible
AWARD CEREMONY
winners announcement
social event
networking
popular guest speaker
WOLVES AND WOLFIES present
3 MONTHS BEFORE THE COMPETITION

initial promotional activities before the competition
posts that will advertise upcoming competitions
contacting potential sponsors and creating The Jury
presenting the successes through conferences
the final award session
rewarding successful companies (WOLFIES)
EXECUTION

social evening
will take place outside in nature in summer
all participants and judges will be invited
We suggest the event to be moderated by a well-known personality
who is actively showing sustainable behaviour
The event will be financially covered by sponsorship from wolves,
which will save the initial budget for the promo project
CEREMONIAL
ANNOUNCEMENT
EVENT

BUDGET
PPC
FACEBOOK ADS INSTAGRAM ADS
THANKS TO SPONSORSHIP, WHICH WILL COVER MOST OF THE EXPENSES, WE SUGGEST
INVESTING THE INITIAL BUDGET 50K CZECH CROWNS IN PROMOTION OF THE COMPETITION
FOR PROMOTION WE WOULD USE THE POSSIBILITY OF PAID PPC CAMPAIGNS AND SOCIAL
PLATFORMS IG AND FB
THE CAMPAIGN WOULD REACH THE TARGET AUDIENCE WITH THE POSSIBILITY OF SIGNING UP
FOR THE COMPETITION AND FAMILIARISE THEM WITH THE CONDITIONS OF THE COMPETITION =
THE NECESSARY ESG ACADEMY CERTIFIED COURSE

Summary
ANNUAL
COMPETITION
The competition targets
both new companies with
<50 employees and 50-250
employees
Wolves and wolfies
EVERYONE
BENEFITS
media attention
possible media outputs
presentation of successful CSR
projects
potential participants must report
CSR activity, which will be
evaluated in the competition
will learn from the best players in
the business
will accept serious commitment to
sustainable behaviour
The wolves
Wolfies
INCREASING THE
BUDGET
Sponsorship from wolves
will ensure an increase in
the budget
CONFERENCES
AND FINAL
EVENT
The events will provide
media space for self-
promotion